Uber uses a demand-based model for its services. This means that customers can use their smartphone to access Uber services whenever they want. Uber allows users to set up a free account, request Uber services and cancel anytime. Additionally, users can estimate their cost and use the credit card to pay. Uber provides a high level of convenience to customers. Uber is a revolution in the taxi industry. Customers may now book rides in a more convenient way and at a lesser price than they could in the past with conventional taxis (Grabher & Tuijl, 2020). The App’s increased revenue has also helped Uber drivers make more money than they did with traditional taxi companies. Uber gives its drivers more flexibility, as they can choose when and where to work, rather than being required to report to an office like official employees. Uber’s owners are also able to save money on hiring personnel since Uber drivers do not have to be employees. It saves money on vehicle maintenance and insurance because it does not own them. The same is true for conventional taxis that are owned by Uber. Uber or ecommerce as a whole can be accused digital disruption. Anwar (2018) states that traditional firms were negatively affected by the new business paradigm. Uber’s fare rates are significantly lower than the ones charged by traditional taxi firms. Clients are now choosing Uber over the more cost-effective and convenient alternatives. E-commerce can also help companies save on operational costs such as renting office space or getting company licenses. This has allowed them to minimize operating expenses, allowing them to sell their items at prices below those given by physical stores (Skok & Baker, 2019). Digital disruption is the ability of e-commerce companies like Uber to draw more customers than traditional businesses and capture large markets share in the existing industry.