2025 was dominated by volatility. Between inflation, uncertainty around tariffs, supply chain disruptions, geopolitical risks and rising costs on most items, 2025 demonstrated how intricately linked the global supply chain is, particularly in the food industry. Changes to one country’s trade policies can have significant impacts around the world, resulting in product shortages, increased shipping costs, higher consumer goods prices and more.
Both the United States and Europe have experienced challenging economic conditions this year, crunching already-thin margins for 3PLs and carriers. 3PLs are evolving their business models to adapt to the financial pressures of the last couple years and a softer market, through cost-cutting measures and initiatives aimed at operational efficiencies and increasing margins such as technology investments, adjusting fleet sizes, enforcing strict cost controls and building flexibility into their networks through diversification.
The U.S. market has prioritized deep truckload brokerage integrations, connections with 3PLs and streamlined fulfillment workflows with a focus on over-the-road freight, speed and scale. In Europe, supply chain professionals navigate added complexity and compliance concerns ranging from multi-language issues, cross-border challenges, multi-modal transport and green logistics services.
With the right strategies and tools in place, these disruptions and challenges can become opportunities. Process automation through technology adoption and predictive analytics have eased some of these challenges, and companies are turning to strategies like shorter contract cycles, adding less-than-truckload (LTL) offerings and rate clauses that allow for pricing adjustments for things like inflation or fuel, and greater exploration of intermodal options.
2026 predictions
Looking ahead into 2026, technology adoption will continue to grow, particularly as companies embrace AI solutions, which already touch many areas of logistics. In fact, 94% of respondents to this 2025 3PL Market Research Report reported that AI was the most impactful technology they used.
Using AI to handle tedious, manual tasks can free up valuable back-office staff to prioritize higher-level strategic work. AI is a key tool across the entire logistics journey, such as ETA calculation, predictive maintenance, setting pricing, settling invoices and digitalizing paperwork. And automated procurement solutions are already helping companies redesign their networks to improve truck utilization and reduce empty miles, especially in LTL segments.
AI received a lot of hype in 2025, and heading into 2026, technology providers and 3PLs alike will continue exploring new opportunities to utilize this powerful technology. AI can also help smaller and mid-sized 3PLs scale up operations to compete with larger players.
In a soft market, securing capacity remains a key differentiator. It remains to be seen what will happen with overall capacity over the next year as the pause of certain classes of commercial driver visas, English language proficiency regulations and non-domiciled CDL restrictions may lead to further driver exits from the market, which will impact 3PL operations competing for available capacity.
Recipe for success
The ability to rapidly adopt new technologies and manage change are two underappreciated skills of small and mid-sized 3PLs that ultimately can become a game-changing recipe for success. Those that move quickly and adapt to disruptions smoothly will be poised for success in the new year.
Shipper expectations are evolving toward seeking more strategic, end-to-end partnerships with 3PLs, limiting broker relationships and deepening their scopes with existing brokerages during this cycle of low demand.
Cost optimization, real-time visibility, transparency and increased service levels are essential – those that thrive will be strong partners who can provide multimodal capabilities and value-added services. The 3PL report also found that poor customer service was the top reason for a failed 3PL partnership, according to shippers.
Communication is another key element of successful partnerships – portals that connect shippers and 3PLs in a secure environment can help build trust, resilience and data security, reducing customers’ risk for executing loads.
Future-proofing operations
Looking ahead, the technology suite will likely be the largest disruptor in the supply chain industry over the next 3-5 years. AI will no longer just be “nice to have” – it will be a critical part of a company’s operations.
With AI at the center of a company’s technology stack, the security and integrity of their data will become table stakes. Those that invest in these foundational aspects now will be well-positioned for future success.
While it’s impossible to completely future-proof all aspects of an operation, investing in technology is a necessity for long-term success. Digitalization, using APIs, adopting cloud-based systems and leaning into AI tools where applicable will be immensely valuable. Investments in data quality, cybersecurity and productivity gains or value-added services will also help maintain or improve margins.
Future-proofed 3PLs will also leverage technology to lean into deeper collaboration and partnerships with shippers, focusing on better communication and higher performance to strengthen relationships – which ultimately is one of the cornerstones of the logistics industry.
