The Hidden Link Driving Faster, More Reliable eCommerce Shipping
By Russ Geraci, Sept. 15, 2025
Behind every successful eCommerce delivery is a critical, often overlooked link: the transportation network that moves parcels between processing facilities, regional hubs and local delivery centers. How effectively this stage is managed can make or break the customer experience—influencing speed, predictability and cost.
As online shopping continues to surge, brands are rethinking how they route and manage packages to stay competitive. What was once dominated by a handful of national carriers has evolved into a dynamic landscape where innovative networks, smarter routing strategies and flexible partnerships unlock new levels of efficiency. eCommerce retailers that optimize this link not only gain an edge in delivery performance but also build a foundation for long-term growth.
The Power of the Middle Mile
The middle mile isn’t just about moving parcels—it’s about moving them smarter. Strategically located hubs, advanced sorting capabilities and streamlined internal operations help prevent bottlenecks and keep the supply chain moving smoothly. Businesses should take a look at warehouse flow, fulfillment procedures, scheduling and forecasting. Attention to these details—both in the office and on the warehouse floor—often translates into faster, more predictable delivery throughout the network.
Build Strong Partnerships
Relying on a single carrier for every shipping scenario can limit flexibility and efficiency. Today’s most successful retailers partner with shipping companies that deliver both regionally and nationally—combining reach, reliability and cost efficiency.
By aligning with a mix of carriers that offer broad coverage and adaptable solutions, businesses can balance service levels, control costs and maintain delivery speed. Leveraging flexible pickup schedules, streamlined processing and innovative vendor solutions helps retailers stay agile and confidently meet evolving customer expectations.
Put Data and Technology to Work
Optimizing the middle mile requires visibility, strategy and continuous improvement. Data-driven insights and technology are critical to making the middle mile more efficient, cost-effective and reliable. eCommerce retailers can improve performance by:
- Establishing, tracking and analyzing KPIs, such as on-time delivery
- Tracking truck utilization
- Leveraging partner and vendor data to identify gaps and opportunities
- Evaluating transportation routes and schedules for improvements
- Using forecasting data to improve accuracy and resource allocation
These practices, combined with modern technology like online carrier payment systems, operational portals and third-party analytics tools, reduce manual work, lower risk and strengthen decision-making across the supply chain.
Be Ready for Change
Transportation (and eCommerce in general) rarely move in a straight line. Weather disruptions, staffing shortages and even geopolitical shifts can throw plans off course. Companies that anticipate these challenges are better positioned to minimize disruption and keep costs under control. That means identifying the most critical parts of the business, maintaining flexible agreements and establishing backup plans for when the unexpected occurs.
Communication is a Big Deal
Clear and consistent communication is essential for building strong relationships and keeping teams aligned. Whether across internal departments or with external partners, it ensures everyone understands goals, expectations and processes. Regular updates through defined channels and transparent reporting helps teams work efficiently, make better decisions and maintain trust throughout the supply chain. Tools and methods to support effective communication include:
- Dashboards for cross-team visibility
- Distribution lists for streamlined messaging
- Defined communication cadence and methods
- Notifications for affected time periods
- Expectations for resolutions and next steps
Optimizing transportation and the middle mile isn’t about one-time fixes. It’s about building a strategy that combines efficiency, adaptability and resilience. By strengthening operations, investing in the right partnerships and technology and planning for the unexpected, retailers can transform this critical stage into a true competitive advantage. In an era of rising expectations, the right shipping partner has the power to set businesses apart—delivering not only packages, but also confidence and long-term value.
Contact us today to optimize your shipping with the OSM Premium Network®. Enjoy fast, reliable and cost-effective delivery for both domestic shipping and international shipping.
Check out our other blogs for more valuable insights. You can learn how to master peak season, why parcel size matters when it comes to shipping companies and that rates aren’t everything when it comes to shipping.
About the Author
Senior Director of Transportation, Russ Geraci, brings nearly 20 years of supply chain and logistics experience to OSM Worldwide. He oversees the company’s transportation budget and leads a team managing all inbound, outbound and transfer shipments across the expansive OSM Premium Network®. With a strong focus on automation and ongoing improvement, Russ continues to elevate OSM Worldwide’s transportation strategy and nationwide performance.