Uber announced today its plans to expand its application program interface, or API, project to its nascent delivery service, UberRush. By adding just a few lines of code, businesses such as Nordstrom and 1-800-Flowers can now integrate UberRush’s one-hour delivery service directly into their digital products.
It’s an extension of Uber’s plan to encourage app developers to deep link to the car-hailing service — and a less-than-subtle way to place its branded service within a variety of third-party apps. But it’s also a sign of Uber’s desire to become not just the world’s de facto transportation service, but also its go-to delivery service. In doing so, Uber is entering a very crowded market, where Amazon, Google and other delivery startups are all clamoring to lock down big name retailers.
This article originally appeared on Recode.net.