Aligning Shippers and 3PLs for Success in a Shifting Logistics Landscape

The logistics industry is navigating turbulent waters. Supply chain disruptions, rising costs, and regulatory pressures like tariffs continue to delay the freight market’s recovery from the post-COVID era.

Amid these challenges, the 2025 Annual Third-Party Logistics Study by NTT Data and Penn State University reveals a promising trend: shippers and third-party logistics providers (3PLs) are moving toward strategic partnerships to create mutual value. However, differences in goals, investments, and expectations highlight critical opportunities for better alignment.

At Gain Consulting, we believe these insights can guide shippers and 3PLs to build stronger, more resilient collaborations.

Shippers Raise the Bar: Performance, Transparency, and Technology

Today’s shippers demand more than basic freight movement. The study shows they prioritize performance, transparency, and on-time deliveries, expecting 3PLs to deliver seamless operations with minimal oversight. “It’s no longer sufficient to simply execute, moving freight from Point A to Point B,” the report authors note. “Shippers demand continuous improvement, value creation, and the targeted use of technology and expertise to drive efficiency and insight.”

Shippers also expect 3PLs to absorb market risks—such as fluctuating costs or regulatory shifts—while keeping their expenses stable.

This reflects a broader push for mutual value creation, adaptability, and trust. The results are encouraging: 88% of shippers say their 3PLs meet their needs (up from 69% last year), and 75% report reduced logistics costs (up from 66%). These gains show 3PLs are rising to the challenge, but alignment gaps remain.

Technology plays a pivotal role. Shippers increasingly demand visibility and data-driven insights, while 3PLs leverage technology for both shipper benefits (e.g., real-time tracking) and internal gains (e.g., asset utilization and predictive analytics). This dual-purpose tech adoption enhances agility and resilience, but aligning tech investments with shared goals is key to maximizing impact.

From Transactional to Strategic: Building Stronger Partnerships

The study confirms that shipper-3PL relationships are evolving from transactional to strategic, driven by shared challenges and mutual benefits. Service level agreements (SLAs) and joint governance structures are valued by both sides, fostering accountability and collaboration. However, gaps in gain-sharing (equitably splitting cost savings) and co-investment priorities—such as human capital and sustainability—can hinder progress.

To bridge these gaps, Gain Consulting recommends focusing on:

• Shared Objectives: Align on measurable goals, like cost reduction or sustainability targets, to ensure both parties benefit.

• Transparent Communication: Use SLAs and regular performance reviews to maintain trust and clarity.

• Joint Investments: Prioritize initiatives like workforce training or green logistics to strengthen long-term partnerships.

• Technology Integration: Invest in tools that enhance visibility and data-sharing, ensuring both shippers and 3PLs gain actionable insights.

Opportunities for Alignment in a Changing Market

The logistics sector’s challenges—tariffs, regulatory shifts, and delayed recovery—underscore the need for strategic alignment. By addressing differences in expectations and investments, shippers and 3PLs can unlock new efficiencies and resilience. At Gain Consulting, we specialize in helping logistics partners navigate these complexities, fostering collaborations that drive performance and profitability.

Ready to align your logistics strategy for success?

Contact Gain Consulting today to explore how we can help you build stronger, more strategic partnerships in this evolving market.