Will Postmates Dominate Same Day Delivery with Its Open API?

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Earlier this month, Postmates launched a flower shop for instant flower deliveries. Now, the startup is diving further into retail through partnerships with six local brands: Betabrand, Curbside, Everlane, L., MeUndies, and Threadflip. But unlike the flower shop option that exists inside the app, this time Postmates has opened up its application programming interface (API) to merchants. "The Postmates API allows any developer to integrate fast and scalable local, on-demand delivery into their products, websites and apps," Postmates explains via its blog. "It also gives developers access to a delivery fleet of 6,000 drivers and riders in 18 U.S. markets."

Each brand is using Postmates in a slightly different way. For example, Everlane has made its Everlane Now a more permanent option (currently in SF and NYC) while Threadflip leans on the delivery startup to transport clothes from SF sellers to its Dogpatch fulfillment center. Who will be next to integrate? Postmates is looking for partners in specific fields and will give $100,000 in delivery credits to the most innovative applications of its delivery model. Just when we think same-day delivery in the city can't get more heated, a move like this shifts the game in a new direction.
· Postmates launches delivery API, announces partnerships with Everlane, Threadflip, Betabrand, & more [VentureBeat]
· Skip the Checkout Lines with Postmates' New Flower Delivery [Racked SF]