Cart.com acquires OceanX to expand logistics and fulfillment capabilities

Cart.com, a commerce applications service provider, has made an acquisition, taking over OceanX, the fulfillment operations arm of Guthy-Renker.

The acquisition strengthens Cart.com’s position in mid-market enterprise logistics. It also enhances its ability to serve high-volume beauty, wellness, and lifestyle brands.

Bill Guthy, co-founder of Guthy-Renker, will join Cart.com as a strategic advisor as the company expands its multichannel offerings into new verticals and geographies.

Cart.com acquisition of OceanX

The deal adds approximately 200 OceanX employees to Cart.com’s team. It also adds two new facilities, including a West Coast hub in Southern California and a third center near Columbus, Ohio.

Cart.com now operates 17 omnichannel fulfillment centers spanning 10 million square feet and employs over 1,600 employees.

The acquisition will enable Cart.com to support iconic brands like Meaningful Beauty, Smileactives, and Westmore Beauty with enhanced supply chain visibility and efficiency. Cart.com plans to deploy its proprietary Constellation OMS and WMS software across the new facilities to improve order management, labor efficiency, shipping costs, and customer satisfaction.

“This acquisition is a strategic step in scaling our platform and capabilities across industries,” said Omair Tariq, Cart.com’s founder & CEO. “By integrating OceanX’s infrastructure with our technology, we will deliver superior results for our clients.”

Cart.com provides a unified suite of logistics, commerce software, and services to streamline operations across ecommerce, retail, and wholesale channels. Rick Odum, CEO of Guthy-Renker, praised the partnership for combining Cart.com’s enterprise-grade logistics with Guthy-Renker’s marketing expertise to drive growth and efficiency for high-SKU brands.

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