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DoorDash adds beauty and intimates, enhances search

Lush Cosmetics, Victoria's Secret and Party City are joining the DoorDash Marketplace.


(Photo via DoorDash)

DoorDash is continuing expansion beyond meal delivery by adding new retailers to its platform.

The news: DoorDash announced that three new retailers will now have products available to order for on-demand delivery on its marketplace. The company is also adding new shopping features.

Who’s joining? DoorDash will add assortment in three categories via these new retailers:

  • Lush Cosmetics will offer beauty products from 250 stores, ranging from bath bombs to gift sets.
  • Victoria’s Secret will make lingerie, PJs, fragrances and accessories from hundreds of stores available.
  • Party City is partnering with DoorDash to provide delivery both directly from Party City, as well as through the DoorDash marketplace.

What is DoorDash adding? DoorDash will add the following features to improve the shopping experience:

Delivery: New options will include the ability to schedule ahead in specific delivery windows and access express delivery for faster service.

Search and discovery: DoorDash said its platform now includes the ability to search items in a specific store, and more relevant in-stock options.

Communication: Shoppers can communicate with a delivery driver on substitutions for the “next best item” in the event of an out-of-stock.

Key quote from Fuad Hannon, VP of New Verticals at DoorDash: “Features such as express delivery ensure that our customers get essentials like over-the-counter medicine quickly while enhanced search lets them easily find travel necessities for that last-minute weekend trip. We’re proud to develop these features in partnership with retailers as consumers crave convenience, alongside speed and selection.”

​DoorDash grows the marketplace

DoorDash has long called the interface where customers order delivery a marketplace. With the latest moves, the company is looking more and more like a robust ecommerce marketplace that offers a wide assortment of goods.

With goods from multiple product categories and search features to help consumers find what they’re seeking, DoorDash is seeking to realize the benefits of scale and customer experience that powered the growth of services like Amazon. These additions also leave room for more advertising on the marketplace at a time when retail media is gaining favor among retailers for its mix of first-party data and high margins.

By delivering directly from stores, DoorDash has a fulfillment model that is distinct from retailers. But in the end it is moving into the same space as many digital businesses that are seeking to combine assortment media and delivery into a winning growth equation.

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