Uber Direct · Retail Last Mile.
Architecting Uber's bet on a $132B parcel delivery TAM.
- $132B
- Parcel TAM addressed
- 2M+
- Trip pipeline unlocked
- 30+
- Features shipped
Uber Direct is Uber's logistics-as-a-service product — the network powering Uber Eats, repurposed to deliver everything else. Peter joined as the Senior PM for Retail Last Mile, the part of Direct focused on shipping things that aren't food.
The TAM was $132B. The opportunity was to graduate Direct from "Eats but for more things" into a real parcel delivery competitor — moving up the value chain from same-day food into reservations, dispatch, and merchant integrations that competed structurally with FedEx, UPS, and USPS.
Over two years, the team shipped 30+ features across reservations, dispatch, and merchant experiences. The Walmart "Big & Heavy" pilot — moving furniture and large-format goods through the courier network — scaled to 1,000 monthly trips. A catering features push unlocked a 2M+ trip pipeline. Peter authored Uber's three-phase eCommerce point of view for the Shopify partnership, arguing for core fulfillment integration rather than the safer app-layer approach. Internally, he pushed Airtable adoption as the team's roadmap system of record — ranked prioritization, a "Product Stage" taxonomy, single source of truth.