This is a little bit of buzzword contortionism but bear with me:

From the perspective of a customer:

• Competitors (aka Direct Competitors) are businesses, tools, platform, or whatever that work in a very similar way to your business.
• Competitive Alternatives (aka Indirect Competitors) are options that work in a totally different way from your business.

Source:

• April Dunford uses Competitive Alternatives in her blogs and phrasing