Here’s why SKIMS should choose first-party autonomous vehicles over on demand delivery platforms
DoorDash and SKIMS recently announced a tie up that offers on-demand delivery from all of the latter’s retail stores across the US. DoorDash is SKIMS’ first on-demand delivery partner, and SKIMS, which was co-founded in 2019 by Kim Kardashian and Jens Grede, is the first brand on DoorDash to offer a selection spanning undergarments, everyday clothing, and outerwear.
"We were built on one idea: you should be able to get everything you need in your neighbourhood, right now. And increasingly, that's not just dinner, it's what you're wearing to dinner too,” said Shanna Prevé, Chief Revenue Officer at DoorDash. “SKIMS has built an iconic brand that’s become part of so many people’s everyday wardrobes, and that’s exactly what we want to your doorstep. We're proud to be SKIMS' first ever on-demand delivery partner, giving people a completely new way to shop a brand they already love."
It’s a smart move for reach. But using a 3P marketplace means handing over a number things a brand like SKIMS should own, argues Cam Hering, Head of Sales at Autolane.
In a LinkedIn post, he noted that SKIMS is giving up the experience. “SKIMS spends millions making a box feel premium. Then it rides to your door in a stranger’s Pontiac next to someone’s chimichanga. It is also handing over the data. Every marketplace order builds the platform’s picture of the customer, not the brand’s. That’s the most valuable asset in retail, right?! Margin. 3P marketplaces charge a commish. The moment. This one is key. Delivery is the last touchpoint before the product hits your hands. On a marketplace, it’s a bag on a doorstep and a photo.”
He added that there is a first-party alternative, namely a SKIMS wrapped autonomous vehicle, loaded by a store employee, geofenced around one of their retail nodes.
Hering concluded: “The customer is served an opt-in to receive their order autonomously. When the car arrives at their address, they walk out, and open the trunk that's designed like a fitting room. Lit, styled, and branded. Nobody else touches the order. This shifts the whole experience from a delivery to a campaign that ships product.”
2026 RTIH Innovation Awards
On demand delivery will be a key focus area at the 2026 RTIH Innovation Awards.
The awards, which celebrate global retail technology innovation in a fast moving omnichannel world, have now closed for entries. Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2026 shortlists and finalists here.
We received a record number of entries this year and many fantastic examples of technology excellence driving transformative change across the global retail sector.
Congratulations to all those who made it through the initial submission process! It’s now over to our star studded judging panel who will decide the winners to be announced at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London.
The event will be held on Wednesday, 4th November and consist of a drinks reception, three course meal, awards ceremony presided over by award winning stand-up comedian, presenter, actor and broadcaster, Aurie Styla, and after party until 1am.
Click here to book your place at the 2026 RTIH Innovation Awards Ceremony on Wednesday, 4th November.
