There are many countries where buying products in fiat money is complicated.
Not all countries are globally accepted for payments, and quite often the local currency is not useful. Trading it for another coin is complicated and usually implies highs commisions.
These countries are the main beneficiaries of adopting global solutions based on blockchain. It is a situation where someone wants to buy a product or service, other person wants to sell, and a middleman hampers or stops the process.
Venezuela, Cuba, or African countries such as Zimbabwe are good examples of countries with a complicated fiat market.