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Economics and commerce define an end-user as the person who uses a product. The end-user may differ from the customer, who might buy the product, but doesn't necessarily use it; for example, with baby clothes, a parent might purchase garments as a customer for an end-user - the baby.
In contracts, the term 'end-user' becomes a legal construct referring to a non-reseller. This definition characterises the store the parent bought the baby clothes from as a non-end-user, but the parent as an end-user. This legal construct most often appears in End User License Agreements, also known as EULAs.
Discussion of end-users commonly occurs in the context of computer applications.
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