Cart.com Expands with Strategic Acquisition of OceanX

In a move set to redefine its e-commerce logistics capabilities, Houston-based startup Cart.com has acquired OceanX, a premier e-commerce fulfillment provider for beauty and wellness brands. This acquisition not only bolsters Cart.com’s fulfillment network but also paves the way for the company to enter new market segments with significant growth potential.

A Strategic Expansion

OceanX, founded in 2016 and headquartered in El Segundo, California, brings to Cart.com a robust operational infrastructure and an extensive client portfolio. Known for its deep connections with health and beauty brands, OceanX operates as the fulfillment arm of Guthy-Renker, one of the world’s largest direct-response marketing companies. By acquiring OceanX, Cart.com is set to add more than 600,000 square feet of warehouse space across two strategically located facilities in California and Ohio.

According to Ilias Simpson, President of Cart.com, the acquisition is a "perfect marriage," aligning the strengths of both organizations. "OceanX has a deep breadth of health and beauty brands that they work with, while at Cart.com, we’ve been more heavily focused on apparel, shoes, and life sciences. This acquisition allows us to break into the health, cosmetics, and beauty spaces," Simpson shared in an interview.

Enhanced Capabilities and Network Growth

As part of the acquisition, 200 employees from OceanX will join Cart.com, enhancing its talent pool and operational expertise. The addition of OceanX’s facilities brings Cart.com’s total network to 17 omnichannel fulfillment and distribution centers, covering nearly 10 million square feet. This expanded footprint allows Cart.com to:

• Serve existing clients more efficiently.

• Reduce transit times across the U.S.

• Offer one-day delivery solutions nationwide.

The newly added facilities include a West Coast hub in Southern California and a distribution center near Columbus, Ohio, enhancing Cart.com’s ability to reach key markets more effectively.

A Growing E-Commerce Powerhouse

Founded in 2020, Cart.com has quickly established itself as a leader in end-to-end e-commerce services. From logistics and fulfillment to software and operational solutions, the company provides brands with the infrastructure needed to scale their supply chain operations seamlessly across multiple channels and destinations.

The acquisition of OceanX is Cart.com’s ninth since 2021, showcasing its aggressive expansion strategy. With over 1,600 employees and fulfillment centers in strategic locations like Memphis, Salt Lake City, and North Texas, Cart.com is well-positioned to dominate the e-commerce logistics landscape.

Impact on the Industry

The e-commerce sector continues to experience steady growth. U.S. e-commerce sales from January to September 2024 reached $868 billion, a 6% year-over-year increase, according to the Census Bureau. Cart.com’s expanded capabilities are expected to attract more clients looking for reliable, scalable logistics solutions in this booming market.

However, challenges remain. Recent federal rulings, such as the ban on TikTok in the U.S., could disrupt e-commerce sellers who rely on the platform. "We have customers like PacSun who are selling on TikTok, using it as an additional channel," Simpson noted. These dynamics underscore the need for adaptable, future-focused solutions in the e-commerce space.

Looking Ahead

With the OceanX acquisition, Cart.com is not just expanding its physical footprint but also its market reach and service offerings. By bridging the gap between health and beauty and its existing sectors, Cart.com is setting the stage for long-term growth and innovation.

For brands seeking a logistics partner that can deliver fast, efficient, and scalable solutions, Cart.com’s recent move signals its readiness to lead the industry into a new era of e-commerce excellence.

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