THE NEW GOLDEN RULES: 8 MUST-DO TRANSPORTATION STRATEGIES FOR ECOMMERCE BRANDS
1. MAKE ACCURATE
selling on their Shopify websites to aim for two-day delivery because they might only have enough inventory to put in a single warehouse somewhere,” says Mark Becker, CEO and co-founder of G10 Fulfillment. Achieving faster delivery to far- flung locations across the country then requires costly expedited shipping or zone skipping involving time-consuming consolidation. Both methods are either impractical or unaffordable. It’s far wiser to shift focus from speed to reliability. “If a customer knows a package will arrive in three days and then the carrier delivers it in three days, that’s a good experience,” Becker says. Ultimately, brands need to understand what their customers expect and then adopt the shipping mode that lets them meet that standard. 2. DIVERSIFY CARRIERS There was a time when brands frequently relied on a single parcel carrier to handle the majority of their shipments. Today, however, carrier diversification is increasingly viewed as a competitive advantage rather than a backup plan. “There is no single carrier that performs the best for every parcel, for every ZIP code, for every service level,” says Coiro. As a result, ecommerce companies
should treat last-mile transportation considerations the way financial teams treat portfolios: blend national carriers with regional providers to balance speed, cost, and service performance. That approach has become easier as the number of viable delivery options has expanded. While FedEx, UPS, DHL, and the U.S. Postal Service once dominated the landscape, the range of last-mile delivery options has expanded, often leveraging gig-worker networks to help move packages efficiently and cost effectively. These providers continue to improve their visibility and tracking capabilities too, making them increasingly practical for ecommerce brands. The result is greater flexibility and resilience, allowing companies to match each shipment with the carrier best suited for the job rather than relying on a one-size-fits- all solution. “The biggest mistake we see is relying too heavily on a single carrier,” says Ariane Kemper, co-founder and COO of eGourmet Solutions, a 3PL provider. Having access to a mix of national and regional providers gives brands greater flexibility when disruptions occur and can be especially important for businesses shipping perishable or temperature- sensitive products where delays can directly impact product quality. 3. POWER UP WITH PROXIMITY For many ecommerce brands, the key to faster delivery isn’t paying for premium shipping. The answer lies in positioning inventory closer to customers. As fulfillment networks evolve, more companies are discovering they can improve delivery times and control costs by strategically locating products near their primary demand centers. “If you’re strategic in terms of where your products are placed, you can offer a two-day service with regional volume,” says Coiro. Rather than shipping orders coast to coast, it’s far wiser to leverage multiple fulfillment locations and optimize ground networks to reach customers within two or three days without relying on expensive air services.
DELIVERY PROMISES “It’s a misconception that faster delivery equals a good customer experience,” says Sam Coiro, head of ecommerce, commercial business development at A.P. Moller-Maersk. In reality, consumers increasingly prioritize predictability, transparency, and cost control over simply receiving a package as quickly as possible. Research suggests many consumers are willing to trade speed for certainty. As customers receive more precise information about when a package will arrive, reliability often becomes more valuable than shaving a day off transit time. It’s not necessarily about how fast or how slow a brand delivers. “It’s more about, ‘Hey, we promised to deliver a package on this day. Did it arrive on that day?’” Coiro says. That’s the question companies should ask themselves. Amazon has conditioned consumers to view two-day shipping as the gold standard, but for many ecommerce brands, that simply isn’t realistic or even necessary. The right delivery strategy depends on factors such as product type, customer expectations, order volume, and fulfillment infrastructure. “It’s unrealistic for many brands
For many ecommerce brands, the key to faster delivery isn’t paying for premium shipping, but positioning inventory closer to customers. Maersk’s network of fulfillment centers enables shippers to reach customers within two or three days without relying on costly air services.
144 Inbound Logistics • July 2026
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