Uber Wants to Be Your Express Delivery Service for Everything

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.

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This article originally appeared on Recode.net.

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