A vertical market is a particular industry or group of enterprises in which similar products or services are developed and marketed using similar methods (and to whom goods and services can be sold). Broad examples of vertical markets are: insurance, real estate, banking, heavy manufacturing, retail, transportation, hospitals, and government.

Vertical market software is software aimed at a particular vertical market and can be contrasted with horizontal market software (such as word processors and spreadsheet programs) that can be used in a cross-section of industries.