Overview
Let customers do the work and pass on the savings. It's about empowering users and reducing costs.
Examples
IKEA
CostCo
Trader Joe's
Atlassian
Craigslist
Charles Schwab
Fastenal
Interactive Brokers
Mailchimp
Nubank
Ryanair
SmileDirectClub
Zoho
Zoom
Basic-Fit
Wix
Aldi- IKEA's furniture assembly model
- Self-checkout at supermarkets
- ATMs for banking transactions
- Self-service gas stations
- Buffet-style restaurants
How to cite
Faster Than Normal. “Self-serve Business Model.” fasterthannormal.co/business-models/self-serve. Accessed 2026.
Continue exploring
Company
IKEA
World's largest furniture retailer.
Company
CostCo
Membership warehouse club: $1.50 hot dogs, Kirkland Signature, bulk buying.
Company
Trader Joe's
Beloved American grocery chain known for unique products, low prices, Hawaiian shirts, and no loyalty programs.
Company
Atlassian
Australian enterprise software company (Jira, Confluence, Trello).