Uber Eats Diversifies
Uber Eats diversifies marketplace by adding top retailers for on-demand delivery.
Key Points
Uber Eats expansion is being rolled out across the Uber Eats, Uber, and Postmates apps, enabling cross-platform access to Kiehl’s, FedEx Office, Blick Art Materials, Academy Sports + Outdoors, and Choice Pet.
Academy Sports + Outdoors broadens Uber Eats’ sporting goods assortment across the U.S. South, Southeast, and Midwest.
Blick Art Materials adds art and craft materials and serves shoppers in New York City.
Choice Pet is coming soon to Uber Eats, expanding stores across New York and Connecticut for pet supplies.
Uber Eats is adding five new retailers to its platform: Kiehl's, FedEx Office, Blick Art Materials, Academy Sports + Outdoors, and Choice Pet, according to Investing.com. The move pushes Uber Eats well beyond food delivery into skincare, shipping, art supplies, sporting goods, and pet care — all available on-demand through the Uber Eats, Uber, and Postmates apps.
Uber stock jumped 7.66% on June 24 after the announcement, according to TipRanks. The rally was notable — shares had been trading near a 52-week low of $67.19 just weeks earlier. Uber One members get a $0 delivery fee on eligible retail orders, a perk that now covers everything from running shoes to packing tape.
Five New Partners Cover Surprising Everyday Categories
Each new retailer fills a specific gap. Academy Sports + Outdoors brings sporting goods to shoppers across the U.S. South, Southeast, and Midwest. FedEx Office covers packing and office supplies. Blick Art Materials serves the New York City creative market. Kiehl's adds skincare. Choice Pet — labeled "coming soon" — will expand across New York and Connecticut for pet supplies, according to TipRanks.
Hashim Amin, Uber's Head of Retail for North America, said consumers are "increasingly turning to Uber Eats for more than meals." He added that Uber is "expanding access to a broader range of products — from pet supplies and sporting goods to arts and crafts materials — while creating new opportunities for brands to connect with customers in faster, more flexible ways," according to Investing.com.
Uber Spent Early 2026 Building a Retail Foundation
Today's additions are not a sudden pivot. Between January and March 2026, Uber added thousands of retail locations across the U.S. Early partners included Sephora, The Home Depot, and Best Buy. In May 2026, Uber launched an AI tool called "Cart Assistant" to help shoppers build carts from photos or handwritten lists — a key step toward handling complex retailer inventories, according to Seeking Alpha.
CEO Dara Khosrowshahi has framed retail as a core growth pillar. "We're continuing to deepen the role Uber plays in daily life," he said during Q1 2026 earnings. The company reported 202 million monthly active users and $215 billion in annualized gross bookings as of March 31, 2026, according to GuruFocus.
Uber One Membership Is the Engine Behind the Push
Uber One now has 50 million members. Those members drive 50% of Uber's total gross bookings. The $0 delivery fee perk on retail orders is designed to keep members locked in. If someone gets free delivery on art supplies and dog food, they are far less likely to switch to DoorDash or Instacart, according to Seeking Alpha.
The strategy mirrors global "super-apps" like Meituan, where one platform handles transport, food, and retail. A Wells Fargo survey found Uber's basket prices dropped just 1% — narrower than Instacart's 6% and DoorDash's 2% — suggesting Uber is holding stronger margins on retail orders, according to Investing.com.
Bulls Cheer Growth While Bears Flag Profit Pressure
Not everyone is convinced the numbers add up. Uber's Q1 2026 earnings per share came in at $0.13 — missing estimates by over 80%. Analysts at Investing.com noted that driver incentives and insurance costs are squeezing the bottom line even as the top line grows at 18% year over year. GuruFocus flagged insider caution too: Uber executives recorded 15 stock sales versus just 2 buys over the past year, according to GuruFocus.
Bull-case analysts see bigger upside. One Seeking Alpha contributor argued Uber's delivery segment alone is worth $14 to $39 per share, calling Uber the "distribution layer" for all local commerce. For retailers like Academy Sports, the deal offers access to Uber's 202 million users without building a last-mile delivery fleet of their own, according to Seeking Alpha.
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