There's no t-shirt that says UPS digital transformation, but it's been organic in terms of what the customer needs. We had all these digital pages, way more than we needed. But yet there was one page we didn't have on our website. How to ship a package. I don't just go to UPS when I'm receiving a delivery, track a package, and then stop. I might need to return that package. I may actually own a business. I may be making a decision to ship. We commissioned an audit by Forrester as to evaluate our website. I'll put it kindly, say we had room for opportunity. So we made the decision to say, okay, let's see if we, instead of just kind of selling in a traditional way, which we'll continue to, we're going to meet our customers where they are.
One of the big challenges with digital is ensuring you have kind of one face to the world, and you're not showing up differently by channel. And more and more of these SMBs, small and medium-sized businesses, they're doing business in a connected way. They want to do business on platforms and marketplaces, so companies like Amazon and companies like eBay. So these SMBs, as they're doing business here in these marketplaces and platforms, the shipping is automatic because it's integrated in. And that was a business that was $130 million in 2019 that we 10Xed it in two years. Last year, the end of 2021, it was $1.4 billion.
Previously, if you were building, if you're a merchant, you're building a website, think of all the things you have to do. You have to build the site, you have to upload the catalog, you have to put a payment system in place, you have to connect it to shipping, you have to have a shopping cart. All of these different particular pieces. Now the marketplaces bring that all together in one place. The value has shifted. So if a customer is shipping on a platform, we need to be there. So I see the future now is heading towards a true personalization of experience, which has got value connected to it. Digital is the name of the game. We've got to really kind of up our game. What is the best digital experience? What defines it?
Publisys Sapient really brings a combination of agile, tactical, capable resources to UPS to allow us to innovate and get things done. But I think they also bring a world of experience and knowledge to challenge our thinking as well. They gave us some experience in this, and they also gave us some really talented people. And the way that we talk about it internally is best digital experience powered by a global smart logistics network. You wouldn't have known that we were different companies. It was really in an agile format where we worked hand in glove. And they saw that challenge as not them helping us with our challenge, they took it on as their challenge as well.
To do that, it's all supported by data and analytics. And we've done a lot of work to pull our data into a single repository. So we've seen things come out around customer behavior, their annualized behavior, when they ship more or ship less, that's all come out because of the way that we've built that data set and then put the analyzed tools on top of it. And it allowed us to actually then not just change a website, but change the feeling of a company of where it actually should aspire to be. And we like to say, again, going back to our purpose, moving our world forward by delivering what matters, this whole notion of doing good and moving goods, they aren't opposed to one another. There's actually, we're finding, there's symmetry. It's so critical to how we interact with the world. Our suppliers, our partners, our customers, our shippers, our recipients, it's critical. Even internally, how we use digital to move packages and optimize the network and reroute package cars, I mean, it's everything. And I think this blend of evolving and modernizing and transforming while hanging on to the things that are great about UPS is the magic, and so far, so good. So you think about this visionary leader that started this messenger company in 1907, and then here we are 114 years later, bigger and better and more profitable than ever.