Remember fdx — FedEx's end-to-end online shopping hub that the company says aims to provide sellers with solutions for everything from reaching potential customers to order fulfillment and returns? I first covered fdx in January 2024 (story #6) when the e-commerce platform was announced, but there wasn't much information about it made public at the time.
The only things FedEx said about fdx in January was that:
- It was being built as a “data-driven” platform that will use the company's insights to optimize the buying and selling process.
- Sellers will have access to the existing network of customers on ShopRunner, which FedEx owns.
- Customers will be able to see delivery estimates on products as they browse and add things to their carts, even before checkout.
- Sellers will be provided with carbon emissions reports relating to their supply chain decisions, as well as optimal shipping routes and other data.
Flash forward nine months… fdx.com is now live and available to all US customers!
fdx describes itself as “a data-driven commerce platform that leverages powerful FedEx insights to connect the entire customer journey, making it easier for brands to grow demand, increase conversion, optimize fulfillment and streamline returns.”
According to its website, the platform offers integrations with Shopify, Etsy, Salesforce and other e-commerce platforms, and supports major carriers outside of FedEx, including UPS, USPS, and DHL.
President and CEO Raj Subramaniam said in the announcement, “The FedEx physical and digital network moves over 15 million packages per day globally. With this scale of insight and intelligence, we have a deep understanding of our customers and the needs of their consumers. The fdx platform is the next step in our connected commerce journey as we make supply chains smarter for everyone.”
I understand how FedEx can help with logistics, but how will it help with product discovery and demand?
fdx's website says that customers will be able to discover brands by being featured on the company's websites, mobile apps, e-mail marketing campaigns, and social media across ShopRunner and FedEx channels, which the company says it's actively growing through partnerships with Mastercard and PayPal and via social media campaigns.
Probably not much of an emphasis on SEO though, given that fdx's homepage meta title reads “Homepage.”