Logistics company FedEx has announced the launch of its own e-commerce platform, FDX, in a direct challenge to retail giant Amazon. FDX aims to provide merchants with a comprehensive range of services, including demand generation, package tracking, and post-purchase experiences, including managing returns. FedEx plans to leverage services such as ShopRunner, an e-commerce platform it acquired in 2020, to help merchants effectively reach customers.

FDX's integration with ShopRunner allows merchants to display estimated delivery times on their websites, handle shopping carts, track packages, record the carbon emission impact of deliveries, and manage returns effectively. By offering these comprehensive services, company is positioning itself as a competitor to Amazon, which has dominated the logistics sector with its "Fulfilled by Amazon" (FBA) arrangements.

Amazon's FBA program allows merchants to utilise Amazon's extensive shipping and logistics infrastructure, and has contributed to Amazon's ability to outpace competitors.

FedEx's entry into the commerce platform arena is seen as a significant move in the ongoing competition between logistics companies and Amazon. By launching FDX, FedEx intends to establish itself as a viable alternative for merchants looking to streamline their operations and improve their customer experience. This announcement signals a direct challenge to Amazon's dominance in the sector and highlights the growing importance of logistics companies in providing holistic solutions to merchants.

Currently, FDX is in a private preview phase, with plans for a wider launch in autumn 2024. Businesses interested in trying out the platform can register their interest through a form provided by FedEx. However, the company has not revealed any specific brands that are part of the pilot program.