Why Now is the Moment to Transform Carrier Strategy

Carrier selection – the process of choosing a transportation provider to move goods – is a strategic decision that shapes how quickly, reliably and affordably goods move through the supply chain.

For logistics teams, getting this right means balancing cost against reliability, coverage, transit time, safety and compliance. It also means aligning carrier capability with service needs, environmental targets and long-term value.

Today’s market conditions put buyers in a position of strength, according to Kearney’s Shippers’ Compass for Q4 2025. 

The report explains: “Freight markets remain muted, giving procurement teams a rare window to reshape carrier panels, lock in value and raise service standards.”

Shifting the balance

Across truckload, less-than-truckload (LTL), ocean, air and parcel services, buyers now hold leverage. Kearney outlines that the 2024 market size put truckload at US$387bn, LTL at US$66bn, intermodal at US$40bn, ocean at US$121bn, air at US$101bn, rail at US$97.3bn and parcel at US$229.7bn.

Now, LTL rates are creeping upwards at 2-3%, while tariffs are shifting ocean markets and airfreight capacity is seeing a 2% year-on-year expansion. 

For those rethinking their approach, automation and predictability will play a central role.

Renaud Heitz, Co-Founder and Chief Technology Officer at warehouse automation specialist Exotec, says: “Automation makes flows more predictable and consistent. 

“Thanks to Exotec systems, order preparation is faster, more reliable and more uniform. This results in greater visibility on volumes and lead times, which facilitates the selection of the most suitable carriers.”

In erratic environments, shippers often lean on premium carriers to buffer against volatility. On the other hand, when operations are stable, businesses can confidently widen the carrier base to include cost-effective partners without compromising delivery.

Carrier case study: Amazon’s expanding fulfilment offer

One company expanding its distribution and logistics offerings as we enter the end of 2025 is Amazon Multi-Channel Fulfilment (MCF). 

Already integrated with platforms like eBay, Etsy, TikTok Shop and Temu, it now supports merchants for Walmart, Shopify and SHEIN too. Sellers use Amazon’s fulfilment network, regardless of whether the sale is made through Amazon or elsewhere, to offer fast delivery, real-time tracking and unified inventory management.

Through this model, stock is stored centrally through Amazon, then routed by software to the best carrier – achieving the most consistent and efficient delivery performance.

George Chang, Head and General Manager of SHEIN Marketplace US, explains: “As the number one most-visited fashion website globally and one of the top shopping apps, SHEIN is deeply committed to delivering an exceptional customer experience, supporting entrepreneurs and fostering innovation in retail. 

“Our partnership with Amazon MCF enables sellers to scale seamlessly and reach more customers nationwide – making the shopping experience faster and more reliable for everyone.”

Renaud’s experience in automated warehouses follows similar trends. 

He says: “By improving the speed and accuracy of order preparation, Exotec solutions provide greater flexibility in carrier selection. 

“For example, some retail customers use the Skypod system to prepare both ecommerce and store orders in the same warehouse. This versatility allows them to intelligently distribute flows among multiple carriers depending on geography, delivery times or costs.”

The ability to adapt in real time reduces dependency on any one carrier, as transport can be routed dynamically according to what makes operational sense. 

“They are no longer forced to rely on a single logistics partner, but can adjust their strategy according to their priorities,” Renaud adds.

Data-driven decisions

Renaud sees a growing role for warehouse data in carrier selection.

“The data generated by Exotec systems is a major asset as it provides real-time visibility on the progress of order preparation, the volumes to be shipped and the expected lead times,” he says. 

This insight enables better planning and forecasting, which is vital for aligning shipping needs with carrier capacity.

In practice, data means teams can anticipate – not just react. 

Renaud shares an example: “For instance, a customer can compare the actual capacity of their warehouse to process a certain number of orders with carrier availability and then choose the most effective solution. Beyond day-to-day operations, this data is also used to analyse trends and optimise transport contracts over the long term.”

The results of robust carrier selection speak for themselves, as merchants who choose MCF have seen a 19% increase in sales and 12% boost in inventory turnover. 

“Amazon’s world-class fulfilment network delights customers with fast, reliable delivery – fuelling the success of independent sellers in the US and around the world,” says Peter Larsen, Vice President of Amazon Multichannel Commerce & Fulfilment.

This year, Amazon has added 750,000 new SKUs to its MCF network. This means that same or next-day delivery now covers 30% more items. The service has been selected by global brands such as Adidas, Dexcom and Steve Madden, representing a 40% increase in large retailers year on year. 

Carriers of the future

Looking ahead, Renaud sees the relationship between warehouse technology and transport decisions becoming much more intertwined. 

“Smarter warehouses by a better integration of all the new technologies that are now mature to boost efficiency, flexibility and space optimisation,” he says. “I see a convergence between robotics, data science, AI, computer vision and scheduling.”

For carrier selection, that convergence means better alignment between operational execution and transportation planning, as well as better enforcement of service-level agreements and more dynamic contract strategies.

Kearney’s advice is similar: to remain flexible, accountable and efficient. This means capitalising on current conditions so procurement can “drive rate outcomes rather than react to them”.