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04/28/2021

FedEx enlists Adobe in e-commerce competition with Amazon

Dan Berthiaume
Senior Editor, Technology
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FedEx is integrating its ShopRunner e-commerce platform with Adobe Commerce.

The shipping giant purchased ShopRunner, which directly connects shoppers with more than 100 retailers and brands, in December 2020. The new integration will enable retailers using the Adobe Commerce online selling platform to offer free two-day shipping, as well as seamless checkout with consumers able to store their payment, billing and shipping information to complete purchases.

Adobe Commerce retailers will also be able to offer a free, streamlined return process backed by FedEx, with services like label-less returns, access to return-packaging at FedEx locations, and convenient drop-off. In addition, they will have access to FedEx post-purchase intelligence, which can help them drive demand, reduce cost, and gain customer insights.

When FedEx purchased ShopRunner, the company said it hoped to create an “open, collaborative e-commerce ecosystem that helps merchants deliver seamless experiences for their customers.” While Amazon was not mentioned by name, there is little doubt FedEx seeks to create an e-commerce environment that can compete with the e-tail giant. 

FedEx and Amazon have been engaged in a slowly growing rivalry for the past few years, as Amazon has been building up its proprietary delivery capabilities in an effort to minimize it reliance on third-party delivery providers such as FedEx. In April 2020, FedEx partnered with e-commerce platform BigCommerce to give small-to-medium-sized businesses using BigCommerce access to its portfolio of e-commerce solutions.
 
“The opportunity to partner with Adobe is another step forward in the FedEx journey to create an open, collaborative e-commerce ecosystem that will help brands and merchants deliver seamless experiences for their customers,” said Raj Subramaniam, president and COO at FedEx. “With Adobe’s leadership in customer experiences, the ShopRunner platform and our digital and logistics intelligence, we can increase the competitiveness of brands and merchants and create new possibilities in e-commerce.”

“We’re proud to partner with FedEx to unlock a new era of e-commerce experiences built on innovation, speed and convenience that enable our joint customers to compete and win in the digital-first economy,” said Shantanu Narayen, chairman, president and CEO at Adobe.