July 18, 2023 | TruckerTools

Downsides of Multi-Carrier Shipping and How to Improve the Strategy

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Source: Red Stag Fulfillment

The concept of multi-carrier shipping strategy has grown increasingly important in the logistics sector for businesses of all sizes. The global market for multi-carrier parcel management solutions is projected to reach $1.4 billion by 2032, a testament to the growing reliance on e-commerce in various industries. 

Such a shift signifies a conscious move towards operation optimization. Yet, implementing a multi-carrier strategy is not without its hurdles. Among the 168 U.S. retailers surveyed, technology integrations (42%) and risk of losing volume discounts (39%) emerged as the top two barriers to furthering carrier diversification

In this article, we will delve into the challenges of multi-carrier shipping and propose strategic solutions, particularly focusing on emerging technologies like artificial intelligence and machine learning, to bolster operational efficiency and customer satisfaction.

Challenges of multi-carrier shipping

The challenges of multi-carrier shipping are complex and multifaceted, stemming from the need to coordinate multiple carriers, manage diverse shipment requirements, and minimize delays and disruptions.

Coordinating multiple carriers 

The inherent complexity of managing a multi-carrier shipping strategy demands effective coordination and communication. Each carrier uses different systems, technologies, and processes, leading to complex integration scenarios. A comprehensive view of the shipping process necessitates integrating all these disparate technologies into a singular, streamlined platform. 

However, achieving this level of integration is often resource-intensive and challenging. For businesses with small teams already stretched thin, it might not be the ideal time to make the switch.

Managing diverse shipment requirements 

The diversity in rules, guidelines, service levels, and pricing models across carriers poses another challenge to maintaining standardized shipping processes. Unique shipping requirements for different types of goods increase this complexity. 

Factors like shipment size, weight, destination, and service level further influence the distinct pricing models of each carrier. The tedious task of comparing rates and services across multiple carriers, especially for international shipping, can be extremely time-consuming and overwhelming.

Minimizing delays and disruptions 

In logistics, timing is everything. Delays and disruptions can significantly impact a multi-carrier shipping strategy, often leading to increased fees, damaged customer relationships, stockouts, missed sales opportunities, and loss of customers. 

Unpredictable factors like traffic congestion, weather issues, mechanical breakdowns, and driver shortages all contribute to shipment delays. In a multi-carrier shipping strategy, a delay or disruption can trigger a domino effect, causing further delays down the line.

Strategies to improve multi-carrier shipping

Navigating the complexities of multi-carrier shipping requires a strategic approach that embraces the potential of technology and efficient practices. The following strategies aim to improve operational efficiency, enhance customer satisfaction, and address the challenges inherent in managing diverse carriers and shipment requirements.

Leverage real-time tracking technologies 

Real-time tracking technologies, a feature embedded in multi-carrier shipping software, plays a crucial role in enhancing shipment visibility and improving customer satisfaction. These technologies provide businesses and customers with up-to-date information about their shipments, including a detailed tracking history and the estimated time of arrival. 

Such transparency allows businesses to monitor late packages and ensure customer expectations are met. What’s more, real-time tracking technologies enable businesses to assess carrier performance objectively, identify potential risk factors, and make data-driven decisions to optimize shipping operations. 

Implement cross-docking practices 

Cross-docking is a practice that can significantly streamline your operations. It involves directly distributing products to customers with minimal to no storage time, reducing handling times and warehouse storage requirements. The success of cross-docking relies on efficient coordination and real-time visibility of incoming and outgoing shipments. 

Utilizing real-time tracking technologies can ensure a smooth and seamless coordination between carriers in a cross-docking practice. With the application of cross-docking practices and the support of warehousing services, the operational efficiency of a multi-carrier shipping strategy can be significantly enhanced.

Embrace automation and digitization 

The rise of artificial intelligence and machine learning has significantly revolutionized multi-carrier shipping, promoting automation and digitization. The application of these technologies enhances operational efficiency and customer satisfaction by reducing manual tasks and accelerating information exchange. 

AI and machine learning facilitate optimal decision-making through quick comparisons of rates and services. They also streamline various processes like packaging of items, creation of carrier labels, delivery note printing, and real-time synchronization between warehouses and agencies.

Regular performance evaluations 

Regular performance evaluations — through methods like questionnaires, scorecards, site visits by inspectors, and third-party standard certifications — offer crucial insights into carrier reliability, service quality, and their contribution to logistics operations. These evaluations inform decisions on partnerships, foster feedback, and lead to improved service levels and stronger relationships.

Optimize carrier selection and negotiation 

Choosing the right blend of carriers is crucial in a multi-carrier shipping strategy. By analyzing carriers’ reliability, cost, coverage, and service quality, businesses can find the optimal mix for their shipping needs. 

Following selection, strategic negotiation on terms, including rates and service levels, can lead to substantial benefits. Regularly reviewing these relationships and adjusting based on performance evaluations ensures that carriers continually meet the evolving needs of the business.


Improving a multi-carrier shipping strategy requires real-time tracking technologies, implementing cross-docking practices, embracing automation and digitization, and conducting regular performance evaluations. As the logistics landscape evolves, businesses must adapt and refine their shipping strategies continuously. 

It’s essential to navigate the challenges while capitalizing on the benefits, thereby fostering operational excellence in a highly competitive market. Businesses that can successfully manage the complexities of a multi-carrier shipping strategy stand to gain significant advantages in efficiency, cost-effectiveness, and customer satisfaction.

Alex Selwitz

Alex Selwitz is the Director of SEO for Red Stag Fulfillment, an eCommerce fulfillment warehouse that was born out of eCommerce. He has years of experience in eCommerce and digital marketing. In his free time, Alex enjoys playing guitar and learning about new trends in the digital world.

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