1. Mass customization allows companies to differentiate themselves from their competitors in their internal organization as well as in their external image.
2. Mass customization enables companies to produce in mass while keeping costs low.
3. Mass customization ensures cost advantages obtained from their scale of operation. Since only a few elements are actually customizable, mass customization remains "superficial" and the majority of the production chain remains unchanged without influencing the time of delivery of products.
4. Mass customization allows for products tailored to the customer's taste, leading to a form of premiumization, by upgrading an existing product or creating specific packaging.
All these 4 benefits combined allow companies to "push" themselves in the competitive landscape, which can eventually lead to an expansion of market share.