Numerous studies document the acceleration of technology and industry convergence and point out the role of digitalisation adding further impetus to these processes. However, the issue of how digitalisation engenders the blurring of industry boundaries has received little attention. This paper addresses this research gap and contributes to the conceptual understanding of blurring industry boundaries. We integrate previously disparate theories and constructs into a single conceptual framework to elucidate the mechanisms by which digital technologies make industry boundaries increasingly permeable. The proposed framework is illustrated with references to recent developments in the automotive industry.