The freight recession has hit the trucking industry hard, causing some companies to shut down. Even Jeff Bezos-backed trucking startup Convoy was not immune to the downturn. In the past year, over 30,000 trucking companies closed or shifted their services to larger fleets due to rising fuel costs and falling freight rates. This demonstrates the importance of diversifying to withstand economic downturns. The root cause of this issue appears to simply be the continual imbalance in supply and demand; where there is an oversupply of freight transportation services, but a comparatively lower demand for the same. The excess supply has resulted in a decline in freight rates, which has impacted the industry’s revenue and profitability. The current economic situation globally has also contributed to the problem. The COVID-19 pandemic led to a slowdown in economic activity, which has reduced the demand for freight services. Though all above seems to be the pattern, what the industry didn’t account for was the desire for better service in substitution of the lowest price.

As the millennial dawn of 2000 graced the horizon, the freight brokerage industry was but a humble servant, accounting for a mere 6% of the mighty trucking empire, according to “Freight Waves”. Flash forward to the year 2023, these brokers have risen to orchestrate over 20% of all trucking freight. Brokers and smaller shipping companies have become key players in the game and have dramatically transformed the traditional freight cycle. In the past, shippers typically contracted directly with carriers to transport their goods. However, with the advent of freight brokerages, shippers have increasingly relied on these intermediaries to arrange transportation on their behalf.

These smaller freight companies and brokerages have been able to provide more personalized and efficient services, meeting the demand for better customer experience. With the rise of technology, these companies have also been able to leverage data and analytics to optimize their operations and provide more accurate pricing and delivery estimates. As a result, customers are willing to pay a premium for their services, transcending the allure of mere pennies saved. This shift in the industry has shown that success is not solely determined by size and scale, but also by innovation and adaptability. The trucking industry must continue to diversify and embrace new technologies to stay competitive; lest they fall behind in the ever-shifting tides of customer demands.