The importance of being efficient, cost minded and innovative, makes the difference in todays landscape.
In today’s global economy shipping has become more than a necessary operational function. It is the battleground where customer expectations, cost control and competitive advantage collide.
In my experience leading logistics innovation at Homerunner I have seen firsthand how margins in shipping are razor-thin and why treating shipping as an afterthought is no longer an option for companies serious about growth. The truth is that carriers operate on efficiency and scale. Small inefficiencies in routing or documentation may seem negligible in isolation but compound quickly across thousands of orders.
These inefficiencies not only erode margins but also affect delivery reliability and ultimately customer satisfaction. In an era where consumers expect transparency, speed and low cost the margin left for brands in shipping is negligible unless every part of the process is optimized. This marginal nature of shipping demands precision. It requires that businesses rethink how they approach carrier selection, pricing strategy and data integration.
The importance of the right carrier mix ...
A diversified carrier mix tailored to specific markets is not a luxury but a necessity. Relying on a single provider or a one-size-fits-all approach sacrifices both cost efficiency and service quality. Instead companies must blend parcel, pallet and freight options and match them to product value, destination and customer expectation. Equally critical is the role of data and automation. Real-time visibility into costs, performance and exceptions allows organisations to adapt quickly and avoid unnecessary spend.
For cross-border trade this extends into customs and compliance where incomplete documentation or incorrect tariff classification can turn profitable orders into costly delays. By integrating these elements into a unified workflow businesses protect not only margin but also reputation. It is also essential to embrace technology that brings B2C-like agility into B2B and enterprise logistics. The same principles that enable seamless consumer deliveries; dynamic routing, automated compliance, proactive exception management, should be applied to large-scale supply chain operations.
This is where shipping stops being a sunk cost and becomes a lever for efficiency and differentiation. Shipping will always be a marginal game but those who invest in precision, flexibility and intelligent execution will find that margin can be defended and even turned into advantage. In a world where logistics defines customer experience, mastering the marginal game of shipping is fundamental to long-term success.
// Per Imer, January 2026
