“We are not able to accurately and swiftly move trucks or print paperwork. It always feels like the system is working against us.”
This candid admission from a shipping professional captures a reality that defined much of the past year: Companies discovered that their most significant obstacles were internal operational gaps that had been quietly undermining their competitive potential.
As we approach the end of 2025, it’s clear that this year has been a defining period for the shipping industry. The challenges that emerged have not only tested operational resilience but also accelerated innovation and strategic thinking.
Amazon Freight survey data reveals that while the past year presented significant hurdles, it also created opportunities for companies willing to adapt and evolve. As we look toward 2026, the lessons learned this year provide a clear roadmap for building more resilient and efficient shipping operations.
Three defining challenges
#1 Operational inefficiencies
Operational optimization has emerged as the most critical area for improvement. Our survey revealed that 48% of companies feel only somewhat prepared or unprepared to handle shipping challenges, highlighting the widespread recognition that current systems and processes need improvement.
The labor market tightness forced organizations to become more innovative in workforce deployment and process automation. “Like many others, we are having issues when it comes to finding the proper workforce to ensure that we have the most efficient and effective operations,” said one respondent. Organizations discovered that when they couldn’t simply add more people, they became more creative in deploying existing resources.
#2 Reliability and performance
Reliability challenges dominated the landscape, with companies experiencing regular vendor reliability issues. “Vendors who show up late or not at all” became a catalyst for companies to rethink their capacity strategies and develop more robust contingency planning.
These issues prompted companies to build more resilient supply networks and implement better performance tracking systems. Businesses discovered that treating reliability challenges as design problems led to supply networks that performed better even under favorable conditions.
#3 Communication and visibility shortfalls
“Lack of planning and communication” emerged as a significant challenge, with companies struggling to maintain visibility across increasingly complex operations. The absence of integrated systems created information silos that made holistic optimization nearly impossible, driving businesses to recognize the critical importance of real-time visibility.
Priorities for 2026
Priority #1: Accelerate technology adoption
The path forward for 2026 is clear, with 70% of survey respondents very or extremely likely to use technology to improve shipping performance. Companies are recognizing that technology isn’t just about solving current problems, it’s about building capabilities for future growth.
Warehouse management systems (WMS) should be the foundation of 2026 technology strategies. Many companies still lack adequate WMS infrastructure and early adopters have significant opportunities to differentiate themselves through superior inventory visibility, faster order processing, and more efficient space utilization.
Process automation represents another high-impact opportunity. Companies should focus on automating routine tasks like quote generation and documentation preparation. This not only reduces errors and speeds processing but also frees up teams to focus on relationship building and strategic planning.
Advanced tracking and visibility tools enable the shift from reactive to proactive management. Companies with better visibility can anticipate issues and provide customers with accurate, up-to-date information.
Priority #2: Build relationships and network resilience
Looking ahead, 37% of companies are very or extremely likely to hire additional transportation service providers, recognizing network diversification as a strategic edge. Smart network design enables companies to achieve both greater reliability and better performance.
Successful companies should move beyond traditional transactional relationships to develop true collaborations with their carriers in 2026. This approach can yield benefits including priority capacity access, better rates, and joint problem-solving capabilities. Just look at the FreightWaves Shipper of Choice Awards that recognize shippers who “prioritize strong carrier relationships” and are reaping the benefits.
Performance-based relationships should become the standard approach for 2026. Rather than focusing solely on rates, companies can work towards guaranteed capacity, performance standards, and flexibility provisions. In an industry where reliability is increasingly valuable, these collaborations deliver better total value than traditional rate-focused relationships.
The road ahead
2025’s challenges have created a clear blueprint for success in 2026 and beyond. The survey data shows companies are already taking action and treating current challenges as catalysts for positive change.
As we enter 2026, companies that embrace technology and focus on operational excellence through relationships will be positioned to handle future challenges and capitalize on emerging opportunities.
Or, as one respondent said, “The best advice is an open mind. Don’t dwell too much on the past year’s challenges because next year will be different.”
