Final-mile delivery isn’t just the last step. It’s often the most visible and scrutinized part of the supply chain. As e-commerce continues to surge, today’s final-mile carriers are stretched thin, expected to deliver faster, smarter, and more transparently than ever before. In 2025, being a "carrier of choice" means offering real-time visibility, data-backed performance, and a consistently smooth customer experience.
High-volume shippers are increasingly selective about the carriers they partner with. They’re looking for more than just capacity; they want partners whose operational capabilities support their push towards digital transportation. That means carriers must be able to plug into shipper systems via APIs to share order data, delivery updates, and exception alerts in real time. This level of integration supports faster decision-making and seamless customer service.
Static tracking numbers won’t cut it anymore, either. Shippers expect live status updates, GPS-based tracking, accurate ETAs, and proactive notifications. They’re also looking for visibility into how routes are optimized. It’s not just about cost saving, but to reduce delays, emissions, and service variability. Carriers who can offer this level of transparency and efficiency stand out as strategic partners, not just service providers.
The Data Divide: Legacy Systems vs. Modern Expectations
Even as digital integration becomes standard across the logistics industry, many carriers are still relying on legacy systems or heavily patched platforms. Older technologies often can’t scale or adapt quickly enough to meet modern expectations. As a result, carriers are frequently slow to integrate with shipper platforms, unable to provide accurate real-time data and struggle to keep up with tightening service level agreements (SLAs).
This disconnect creates tension in partnerships. Shippers are being held to higher standards by their customers and need reliable, tech-forward carriers who can help deliver on their promises, not stand in the way. For carriers still stuck in outdated infrastructure, that gap is becoming a serious barrier to staying competitive.
Performance Matters: SLAs and Accountability
In 2025, shippers are holding carriers to higher standards than ever before. SLAs are no longer just contractual formalities, but performance benchmarks that directly impact carrier selection and retention. Carriers that consistently meet or exceed these metrics are rewarded with more volume, better rates, and longer-term contracts. Those that fall short risk being replaced by more capable competitors.
Building Trust Through Transparency
In the final mile, trust is built through transparency, both in operations and communication. Carriers that proactively share data, admit to issues, and collaborate on solutions are far more likely to earn shippers’ loyalty.
This transparency extends beyond the shipper-carrier relationship. End customers also expect visibility into their deliveries. Carriers that can provide branded tracking pages, real-time updates, and responsive customer support help shippers enhance their brand reputation and customer satisfaction.
Investing in the Right Technology
Meeting modern shipper expectations requires more than incremental upgrades. It calls for real investment in flexible, scalable technology. Carriers need platforms that support API-based integration at scale, enabling seamless data sharing across systems. Advanced route planning and dispatching tools are equally important, helping improve delivery accuracy and reduce inefficiencies.
Mobile apps that allow drivers to capture real-time data on the road, combined with automated customer notifications, create a smoother experience from pickup to doorstep. And with analytics dashboards tracking performance across key metrics, carriers can continually refine their operations. These capabilities don’t just streamline the day-to-day - they help carriers stand out as reliable, forward-thinking partners in a competitive market.
The Human Element: Training and Culture
While technology is essential, it’s only part of the equation. Carriers need to invest in their people, making sure teams are equipped to meet the demands of modern logistics. That starts with training drivers not just on delivery protocols, but on customer service and how to use tools that support real-time communication and visibility.
Dispatchers also need access to live data and the training to act on it quickly. Just as important is building a culture that values accountability, responsiveness, and ongoing improvement. Without a workforce that understands and embraces these standards, even the best technology will fall short. A tech-enabled, service-focused team is what ultimately makes the difference for shippers.
The Path to Becoming a Carrier of Choice
In 2025 and beyond, the final mile will continue to serve as a battleground for customer loyalty, and carriers play a pivotal role in that fight. To become a carrier of choice, companies must go beyond basic delivery capabilities and embrace a holistic approach that combines operational excellence, digital integration, and customer-centric service. By doing so, they won’t just win more business; they’ll become indispensable allies in the supply chains of the future.
Arthur Axelrad is co-founder & CEO, Dispatch Science.
This article originally appeared in the July/August, 2025 issue of PARCEL.
