Retail Tactics: Brooklyn delivery firm aligns with Wal-Mart

Wal-Mart buys delivery logistics startup Parcel

Wal-Mart purchased online retailer Jet for more than $3 billion a year ago.

"The traffic in a place like New York City tends to be a pretty big obstacle that we've done an awesome job of optimizing for", Parcel CEO and founder Jesse Kaplan said.

Wal-Mart Stores Inc (NYSE:WMT) continues to focus on fast shipping times for its growing variety of items, this week acquiring delivery startup Parcel.

Amazon's takeover of Whole Foods in June signaled its intention to become a player in the $626 billion USA grocery market dominated by Walmart.

This New York-centric acquisition has the fingerprints of Marc Lore, Walmart U.S. e-commerce chief and Jet founder, all over it.

The retailer plans to use the acquisition to beef up its last-mile delivery cababilities in New York City - including same-day delivery - for both general merchandise as well as fresh and frozen groceries from Walmart and Jet, according to the blog post. The startup already boasts partnerships with several meal kit services and other e-commerce brands, and a Walmart spokesperson says those contracts will continue under its ownership.

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Walmart's acquisition of Parcel will supercharge the retailer's efforts to bring same-day delivery to NY. Parcel's delivery vans have "No doorman?"

Walmart has continued to ramp up its online shopping business to compete with Amazon.

Wal-Mart said in June it would buy online men's fashion retailer Bonobos Inc for $310 million, on the same day Amazon unveiled a $13.7 billion deal to buy upmarket grocer Whole Foods Market Inc.

While the two companies did not disclose the terms of the detail, Recode reported that a source familiar said that Wal-Mart paid $10 million to acquire Parcel, and Wal-Mart noted in a fact sheet for the deal that the price was "smaller than previous acquisitions we've made this year".

Parcel's seven full-time employees and 45 to 50 part-time workers will join the Walmart team, Kaplan told CNN Tech.

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