The logistics giants are taking different paths when it comes to e-commerce platforms like Shopify.
"Every entity in the parcel-delivery market — i.e., UPS, FedEx, USPS, Amazon Logistics, and every third party out there — is looking to that SMB customer," Shanker said.
UPS and FedEx are taking opposite approachesMany small e-commerce businesses buy their shipping services through the online platforms they use to sell their products.
"They want you to click on the FedEx logo because you think FedEx is great."
"I think while FedEx talks about its focus on SMB shippers, I think UPS is actually executing on it," said Rick Watson, the CEO of RMW Commerce Consulting.