Shippers vs. Logistics Providers: Why It’s Time to Rethink the Relationship
If you're running logistics in 2025, you're not sleeping easy. Freight rates are volatile. Supply routes are shifting. Tech promises more than it delivers. And despite all the talk, collaboration between shippers and logistics providers often feels like lip service.
BCG and Alpega recently published a timely survey of 146 logistics leaders across Europe and North America. What it reveals isn’t just disruption - it’s disconnection. While both shippers and 3PLs face the same storm, they seem to be using different compasses.
Let’s unpack the five key findings, and more importantly, what they mean for supply chain professionals right now.
1. Geopolitics and Freight Costs: Common Problems, Divergent Reactions
Nearly 80% of shippers are feeling the sting of tariffs and duties. For ocean freight users, it’s even worse - 83% report increased costs and 67% face longer transit times. So how are they responding?
Shippers are buffering inventory and diversifying suppliers.
Big spenders are chasing long-term contracts.
Air freight users are betting on transport mode shifts.
Logistics providers, meanwhile, are juggling everything from new pricing strategies to rethinking partnerships. European 3PLs focus on rate volatility. North American providers are more spooked by geopolitical tensions.
What’s missing? A joint playbook. Instead of isolated tactics, companies should co-develop strategies to bypass chokepoints and mitigate compliance risks.
2. Cost Pressures = Contract Chaos
The most common response to rising costs? Renegotiating freight contracts. Two-thirds of shippers are doing it. But that’s just the start.
54% are optimizing warehouses.
Larger shippers are investing in TMS (Transportation Management Systems).
3PLs are leaning on automation, pricing models, and supplier negotiations.
There’s a subtle shift happening: from transactional thinking to shared strategic efficiency. The smart move now is moving beyond price talks to true cost partnership—things like shared warehousing, backhaul optimization, and smarter route planning.
3. Nearshoring Is the Buzz, but Not Yet the Reality
Logistics providers are far more aggressive here - almost half are adapting operations to enable nearshoring. That includes:
Expanding regional services.
Acquiring local players.
Offering alternative routes.
Shippers? Only 16% have acted, though another third are reassessing options.
This disconnect needs a fix. Providers can’t afford to build capabilities in a vacuum. Shippers must share their forward-looking plans earlier. Only then can the network scale up meaningfully.
4. GenAI: Big Promises, Slow Progress
Logistics providers overwhelmingly see GenAI as a game-changer. Yet only 1 in 10 are using it.
The potential is obvious:
Carrier matching.
ETA forecasting.
Dynamic routing.
But adoption is slow, especially among global players focused on macro risks. Carriers still prioritize classic automation. Even 3PLs, the most digitally mature, are only in early pilot stages.
Meanwhile, shippers crave better visibility, transparency, and real-time data—exactly where GenAI could shine.
So why the delay? Legacy systems, complexity, risk aversion. It’s time to break that inertia. Start small. Prove the ROI. Scale fast.
5. Sustainability: Talk vs. Action
Here’s the truth: logistics providers are way ahead of shippers on sustainability—at least in mindset.
40% of European 3PLs see environmental regulations as a top concern.
Yet only 13% of shippers rank sustainability high in carrier selection.
Just 6% see it as a top improvement area.
Translation? Providers are ready to lead on green transformation, but shippers still vote with their wallets.
This creates a leadership opportunity. Providers who bake sustainability into operational value—through consolidation, greener modes, better carbon visibility—can reshape procurement norms. Regulation will help. But proactive education and commercial innovation will matter more.
Final Thoughts: From Siloed Moves to Shared Playbooks
The supply chain world isn’t short on disruption. But maybe the real risk is misalignment.
BCG’s report makes one thing clear: shippers and logistics providers are facing the same storm, but not sailing in the same boat. Each side is focused on its own fire drills instead of building shared fireproof systems.
It’s time to fix that. Here’s where to start:
Map your nearshoring intentions. Share them early. Align on routes and capabilities.
Pilot GenAI now. Don’t wait for perfect use cases. Start with real pain points.
Get creative with cost-sharing. Think beyond pricing—optimize together.
Treat resilience and efficiency as allies. They’re not opposites.
Make sustainability measurable and mutual. Value it like a performance metric.
What’s Next for You?
Are you a shipper struggling to justify nearshoring investments? Or a 3PL trying to decode customer signals? Have you run a GenAI pilot worth talking about? We’d love to hear how your logistics strategy is shifting in 2025.
Join the conversation on www.chain.net — our global supply chain community where practitioners debate, share, and learn together. Ask a question, challenge an idea, or explore how others are closing the gap.
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