Being the first to establish a presence in a market is often advantageous, a concept known as the “first-mover advantage.” This notion encompasses various benefits, such as the temporary absence of competition, the freedom to set prices, media visibility during the launch, the creation of barriers to entry for newcomers, customer loyalty, advantages for e-commerce businesses, positive effects of economies of scale, and so on. However, the concept is open to debate because being first can also entail specific costs or disadvantages. Some pioneers have not always succeeded despite their head start in a promising market. In some cases, the first-mover advantage proves real, particularly when barriers to entry exist for competitors and advantages for customers. There are critics who question this advantage, arguing that it is not systematic or sufficient. These arguments, while sometimes exaggerated, highlight the complexity of this concept.