More Than a Rate: In 2025 Freight Shippers Want A Reliable Partner, Are You One?

For a long time, shippers made decisions based primarily on two things: price and capacity. Yet, in 2025, that equation is changing.

Today, shippers are looking for more than just coverage — they’re looking for logistics partners who bring real value through technology, data, and seamless coordination. In short, they expect providers who can keep up with the pace of modern supply chains.

"Visibility Is Now the Bare Minimum"

Not knowing where a shipment is — or when it will arrive — creates tension across the supply chain. Shippers are no longer willing to deal with that uncertainty.

Real-time tracking has become non-negotiable. It allows logistics teams to make smarter decisions, improve delivery performance, and keep customers informed. In a market where one missed update can snowball into service failures, visibility is a key driver of reliability.

Over 70% of shippers now say that a provider’s tech capabilities are just as important as their pricing. They want partners who can surface insights, share performance data, and help them plan proactively. From predictive ETAs to exception alerts, the goal is smarter shipping — not just faster freight.

It’s not enough to cover loads. Transportation providers need to help their clients solve problems, reduce costs, and improve operations. And that requires a shift in mindset — and investment in the right tools.

At WTS, we’ve seen this shift firsthand. That’s why we’ve invested in smarter systems, tighter integrations, and a service model that combines expert support with powerful tech. Although, never giving away that special human touch that delivers an outstanding experience.

Because innovation isn’t just a bonus anymore — it’s the foundation of trust and a second-to-none service.