Reliability
SHIPPERS: What are the most important factors to consider when choosing a motor carrier? Shippers weigh a host of considerations when selecting a motor carrier, but those responding to the survey say that reliability is their clear no. 1 with 89% calling it one of their most important factors. Cost unsurprisingly is also an enduringly top priority, as evidenced by 81% of shippers saying that price is a primary factor in their decision-making. Customer service has climbed in importance to 70%— up 16 points from 2024—and safety (51%, no change from 2024) and capacity (50%, down 11 points in one year) also appear on at least half of the survey responses of shippers. In keeping with green-related questions in other categories, sustainability saw a 13-point drop to 18% among the most important factors, making it the least frequently cited consideration this year.
89%
Price
81%
Customer service
70%
Safety
51%
Capacity
50%
Coverage
44%
Technology
26%
Sustainability
18%
SHIPPERS: Which is more important, your relationship with your carrier or with your broker/intermediary?
SHIPPERS: Have you experienced a shortage of truck capacity? Truck capacity appears to be improving in the minds of shippers. In particular, 54% of respondents say that they have not experienced a truck capacity shortage, a drop of 9 points from one year ago.
Shippers continue to largely see their relationships with their carrier and their broker/intermediary as being of equal importance with 56% making that claim. Meanwhile, 27% say the carrier relationship is more important, and 17% favor the broker/ intermediary one.
Broker/ Intermediary 17%
Equally Important 56%
Yes 46%
No 54%
Carrier 27%
42 Inbound Logistics • September 2025
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