last mover advantage

Advantage obtained by being a late entrant into the market for a good or service. First movers gain an advantage (see first mover advantage) in terms of time in the market, and possibly with early market share. Last movers are able to exploit mistakes made by first movers and to build on the knowledge of the market created by the first movers.

In electronic commerce, bricks and mortar companies have tended to be late or last movers and have been able to learn from the mistakes of many of the first movers and early adopters.