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The Holiday Evolution: Santa, Mercedes-Benz, UPS, Amazon… and EDI?

One of my favorite commercials each year is Santa climbing into his red Mercedes coupe, the viewers being asked, “How else do you think Santa delivers all those presents in one night?”  It’s clever marketing, even to those unlikely to get a Benz under the tree this year… or ever.  Of course, for those with young children, the ad may lead to some tough questions on how Santa does, in fact, deliver presents around the globe in one evening.  “Holiday magic,” maybe the simplest answer.  But there is more to it than that.

It’s more apropos to think of UPS as Santa’s new network of sleighs.  If they were red, it would be spot on.  And has become the North Pole, where kids (and adults!) know everything under the Sun is available for purchase—with instant gratification.  It is difficult enough to wait until a holiday occasion to buy what we want with the ease and convenience of  When we do shop for the holidays, what can beat the selection, the lack of crowds, free 2-day shipping, and no hassle/no leaving the house return policies?

Instead of listening for sleigh bells, the clatter of reindeer hooves on the roof, or the ho-ho-ho of Santa coming down the chimney, my children listen for the rumble of the UPS truck coming down the street, the squealing of the brakes.  Eyes light up with amazement… will it stop at our house, or the neighbors?  The anxiety of it all… and on an almost daily basis this close to the holidays.  Instead of sneaking around the house looking for gifts, or shaking the presents already under the tree, my daughter sizes up the Amazon box and ascertains a Kindle could fit perfectly in that box!

The holidays have evolved.  Personally, I like it this way.  It’s convenient.  It’s simple.  But there is more to the evolution than meets the eyes of my children, and even for most adults.  It’s the complex network of transactions that take place to make holiday shopping and shipping so fast, so (relatively) error proof.  What’s really delivering those packages?  It’s EDI—electronic document interchange. EDI is the standard vehicle—Santa’s virtual sleigh—that ensures orders are placed, shipments are sent, goods are received, payments are made and received between manufacturers and retailers/e-tailers.  Without the automation and integration of transactions that make retail and e-commerce work on a global basis, there would be no gifts to buy, no orders to place, no shipments to receive.  EDI may have been around for decades, but with the speed of digital shopping today, it’s more important and relevant than ever.  Out of stocks and back orders are no longer acceptable.  We want our gifts now, so Santa’s elves better keep up, or we simply shop online somewhere else.  EDI powers global supply chains for all industries.  Even the Mercedes Benz in my favorite commercial was assembled and delivered with EDI powering a complex global network of suppliers, distributors, logistics providers and buyers.

So when you visit the North Pole at, and when you see Santa’s brown UPS sleigh flying down the street—or even when you drive your car, be it a Mercedes or not—know that it’s EDI making it all work in the background, alongside Santa’s elves.  Discover more about how EDI and other B2B services make the holidays, automobiles, and every other type of supply chain work efficiently.

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Marco De Vries

Marco is a Senior Director in Product Marketing and responsible for global product marketing, messaging and strategic direction for the OpenText Business Network division. He has 20 years of experience in supply chain automation and e-commerce spanning multiple industries.

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