Any developer or business can now use Uber’s UberRUSH API to access Uber’s logistics platform, enabling them to build on-demand delivery into any app or service.

In the age of the proliferation of on-demand apps, there has been plenty of talk about how to create the “Uber of X”; with expanded access to the UberRUSH API for businesses of all types, Uber has essentially made itself into the platform that can power these delivery services across verticals.

While UberRUSH is currently only available to businesses in San Francisco, Chicago, and New York City, the move has major implications for local businesses on the whole: Those who lack the budget or the technological know-how to build out their on-demand platform can still address consumers desires for immediacy and personalization in delivery by using Uber’s technology within their existing infrastructure or apps — and it’s very likely that this will expand to other markets sooner rather than later.

“We’re super pumped to see what developers will build with this,” said Nathan Lam, product marketing, Uber. “Whether you’re creating the next on-demand pizza or on-demand marketplace for drones, the UberRUSH API will help you focus on your business while we handle your logistics.”

The Big Rush

UberRUSH originally launched last October with the goal of helping local businesses improve delivery through Uber’s platform partners like Shopify and At the time, the API was only available to a closed set of partners.

What those partners have built over the past eight months suggests the opportunities other businesses now have with the open API.

Nordstrom used UberRUSH to offer same-day delivery for customers in Chicago. 1800flowers used it to deliver fresh floral arrangements in NYC, while T-Mobile gave San Francisco customers faster and simpler delivery when ordering smartphones.

“We’re excited about how this product supports local businesses,” Uber said in a statement on its blog. “We also know that a lot of companies – and their customers – are looking for an easy way to get items delivered more quickly.”