Postmates is delivering flowers: Why the floral economy is the next big tech frontier

For years, the gig economy was synonymous with a late-night burger run or a quick ride to the airport. We viewed apps like Postmates, UberEats, and DoorDash as utilities for convenience, specifically regarding hunger or transport. But the landscape has shifted. These platforms have evolved from simple food couriers into comprehensive lifestyle logistics networks. enatega.coom/flower-delivery-solution/ postmates food delivery on flower delivery One of the most significant indicators of this shift is the aggressive expansion of Postmates into flower delivery. It makes perfect sense. Flowers are the ultimate on-demand product. We buy them for anniversaries we almost forgot, for spontaneous romantic gestures, or to apologize for a mistake. The need is immediate, and the product is fragile. By entering this space, Postmates didn't just add a new category; they validated a massive market opportunity for logistics entrepreneurs and local florists. However, relying solely on third-party giants comes with a steep price tag for business owners. This brings us to a pivotal moment in the on-demand industry: the race to build independent, branded delivery platforms. The evolution of "Lifestyle Logistics" Postmates was never just about food. Their motto, "Anything, anytime, anywhere," hinted at a broader ambition. While restaurant orders provided the initial volume to build their fleet, the infrastructure they created was capable of moving much more than burritos. The move into retail, specifically floral arrangements, represents a maturation of the delivery market. Consumers are now conditioned to expect instant gratification for retail goods just as they do for meals. If they can track a pizza from the oven to their doorstep, they want to track a bouquet from the florist to their partner's desk. For Postmates, flowers offer higher average order values than fast food. For the customer, it solves the "last-mile" problem of gift-giving. But for the actual flower shop or the entrepreneur looking to start a delivery service, the dominance of big tech aggregators presents a complex challenge. The problem with third-party aggregators When a local florist lists their inventory on a major app like Postmates, they gain instant visibility. Suddenly, millions of users can see their arrangements. But this visibility is expensive. Commission fees on these platforms can range from 15% to 30% per order. In an industry like floristry, where margins can be tight due to spoilage and inventory costs, losing a third of revenue to a delivery partner is sustainable only for a short time. Furthermore, there is the issue of brand dilution. When a customer orders via an aggregator, they are a customer of the app, not the shop. The florist loses the ability to capture customer data, retarget them with email marketing for Mother’s Day, or build a loyal relationship. The app owns the relationship; the florist is merely a supplier. The case for building your own platform

Neli Patel ∙

Lvl 1

∙ 6d ago