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Over the last decade, consumer delivery has been completely reimagined. Amazon raised the bar, technology improved, and consumer expectations evolved. Retailers responded, with leaders now offering real-time tracking, automated notifications, multi-carrier flexibility, estimated delivery dates, and faster, more transparent customer experiences.
Meanwhile, B2B delivery has been frozen in time. Freight movements still run on account managers, broker relationships, manual spreadsheets, the ‘night before’ email, and anxious phone calls. That’s not just an outlier; it’s consistent industry-wide. Get it wrong and it’s not just a lost shopper, it’s a delisted SKU and a torn up contract.
Nine in ten B2B supply chain leaders say their businesses face challenges in fulfilling orders, according to Fluent Commerce research which cited high shipping and fulfilment costs (36%), limited automation or workflow flexibility (27%), and too many manual processes or spreadsheets (21%) as the top issues.
The pressures are coming from customers too. Today, 71% of B2B buyers are Millennials or Gen Z who expect B2C-quality delivery experiences. Three in four would switch to a supplier who offered a superior experience, while 29% said a lack of accurate information on delivery times would deter them from ordering.
As pressures intensify, expectations rise, and margins tighten, businesses relying on manual processes, carrier broker relationships, and a single account manager to run their B2B freight operation are running out of time.
In an age of uncertainty, agility is a competitive advantage. The old ways of working won’t stand up to a new era of leaner, faster competitors. And when you can’t control your freight operation directly, the ability to pivot on a dime simply doesn’t exist.
Missing a booking slot isn't a minor inconvenience, it's a business risk
Imagine a business supplying vitamins to a national supermarket or pharmacy chain. It doesn't just arrange a courier, it negotiates a specific delivery window at the store's loading dock, confirms it with the carrier, and ensures goods arrive in that window.
If it misses the slot, products don't go on the shelf, out-of-stocks follow, and consumers buy another brand. It doesn’t take many missed windows before a retailer decides that supplier is unreliable, delisting its stock.
The problem isn't laziness, it's legacy
B2B freight is complex. Brands aren’t moving a parcel to a home, they’re coordinating pallets, multi-cartons and oversized freight across siloed carrier networks, loading dock systems, and booking windows. And it's not a single bottle with 60 vitamins or an individual t-shirt, it's a pallet or complex consignment with 5,000 units, worth tens of thousands of dollars.
Navigating this without deep logistics expertise is a real burden. Most pay a premium for carriers who manage the complexity, hire a dedicated team member, or rely on brokers to pull the right levers. All are expensive, and none provide genuine visibility. As margins tighten, the cumulative cost of broker fees, premium carrier surcharges, and manual overhead multiplies.
Visibility is a necessity, not a nice-to-have
A lack of visibility is a common denominator in most B2B freight failures. When visibility doesn't exist, decisions get made on hope. And then the delivery falls over, and the cascade begins. When it does exist, the effect compounds in the other direction. Stock lands on time, campaigns launch as planned, and contracts are renewed.
The businesses that get this right aren’t lucky, they have the right information, in the right system, at the right time. That’s what we’ve built.
Your B2C and B2B freight, on one platform
Shippit has spent the last decade bringing visibility, automation, and multi-carrier control to B2C delivery. That same capability is now being applied to how wholesalers ship to their customers. Wholesalers and brands can manage their freight the same way they manage parcels, from a single platform, with real-time visibility, and without the operational overhead.
One platform for every freight movement: Turn complexity into clarity, by booking pallets, wholesale consignments, and internal transfers in Shippit on one system. If you’re already using Shippit for B2C deliveries, adding B2B is straightforward.
Competitive B2B rates: Protect margins through highly-competitive B2B rates on select carriers directly through Shippit. Bring your existing negotiated agreements or access new carriers to fill service gaps.
Control-tower visibility for consistent DIFOT: Live tracking, proof of delivery, and surcharge mapping across every consignment, all in one place. Know the status of every shipment before someone has to chase it. Surface failed book-in fees and unexpected charges before they hit your bottom line.
Local ANZ expertise behind every shipment: Dedicated account management and shipping specialists who know the complex, nuanced nature of the local market to support every shipment. Proactively optimise operations, rather than react when things go wrong.
The brands that will hold their shelf space, protect their margins, and grow their contracts won't necessarily be the biggest, they'll be the ones who stopped relying on bygone processes, and started managing it on automation, data and visibility.
Learn more about B2B deliveries with Shippit
