It’s common to hear shippers say something like, “We already use DoorDash,” or “Uber handles our deliveries.”
But using one gig-based provider (or even two) does not support fulfillment optimization. It’s less diversification and more like dependency wrapped in convenience.
The illusion of choice often masks the reality of risk. DoorDash, Uber and similar platforms operate within a single, gig-focused model. Their networks can be fast and flexible — until priorities shift. If these companies decide to scale back package delivery or change their business model, shippers who rely solely on them could find themselves stranded with no fallback.
As a new Vogue Business white paper emphasizes, “agility and proximity are taking priority over brute scale” in an increasingly complex global supply chain. If you focus solely on scale without considering flexibility, you’re making a dangerous bet.
And, as OneRail CEO Bill Catania said in a Supply Chain Brain interview: “The more diversity in (a) network, the less risk, the more success.” He likened using a single carrier to investing in a single stock. Where that stock may fluctuate, a diversified fund spreads risk. In fulfillment, as in finance, overconfidence in a single channel can be costly. Real resilience comes from optionality.
Retailers, manufacturers and others face the same mandate: Modernize fulfillment strategies or risk falling behind. The keys to fulfillment optimization lie in carrier-agnostic logistics, real-time intelligence and orchestration technology that turn complexity into opportunity.
The Cost of Complacency: Single-Channel Risk
Reliance on a single carrier is now a fulfillment liability. There are too many risks to lean on just one or even just a handful of fulfillment partners. Strikes, bankruptcies, surcharges or even a shift in carrier strategy can bring operations to a grinding halt.
As highlighted in the Vogue Business white paper, today’s most resilient brands are building “on a foundation of flexibility, with investments in multiple sourcing geographies, multimodal transport options and a broader network of fulfillment partners.” This level of diversification is the foundation for fulfillment optimization.
The power of diversification is its connection to flexibility. With the right mix of last mile partners, shippers can say “yes” to more delivery scenarios — tight deadlines, non-standard shipments or geographic zones a single provider can’t cover. Instead of being limited by one partner’s capabilities, diversified fulfillment creates room to maneuver, optimize costs and exceed customer expectations.
Visibility: The Other Imperative for Fulfillment Optimization
The last mile is where margins start to shrink. Studies show that 50–60% of total supply chain costs are incurred during the final mile of delivery, much of it due to poor route planning, truck underutilization and a lack of real-time decision-making.
The same study shows that 70% of companies say they frequently adjust delivery routes in real time to handle disruptions — and 40% do so multiple times a day. Yet 12% of organizations still lack any real-time rerouting capability, leaving them unable to respond dynamically when the unexpected happens.
That’s why visibility is the second key to fulfillment optimization, joining diversification as a strategic necessity for shippers.
As the Vogue Business white paper highlights, true visibility transforms how brands respond to the unexpected by providing “clarity and confidence amid uncertainty” and allowing “brands to respond to disruption not with panic, but with precision.”
But visibility alone isn’t enough — you need tech that can act on it.
OneRail: Delivering Diversification, Visibility & More
OneRail’s platform offers access to automated mode selection across a carrier agnostic network of 1,000+ fleets and 12 million-plus drivers. This creates the diversification needed for shippers to de-risk their supply chain.
The platform also delivers real-time visibility and tracking along with dynamic ETAs for both customers and operations teams. This level of visibility plus a 24/7 Exceptions Assist team gives you an extra set of eyes on everything from weather to traffic patterns — empowering you to respond to disruptions with “precision” rather than “panic” (as Vogue put it).
Shippers that use the OneRail platform get diversification, visibility and service levels that yield significant results, including:
- Average of 35% faster fulfillment
- 40-70% reduction in operational costs
- 20% drop in transportation spend
- 98% on-time delivery rates
The cost of inefficiency in the last mile is real. Choosing the right technology partner provides shippers with a clear path for navigating today’s complex supply chain.
Build Your Competitive Advantage with Fulfillment Optimization
Here’s the truth: What used to work won’t work anymore. Relying on a single carrier or a rigid fulfillment model is both outdated and risky. It limits your flexibility, weakens your resilience and puts your entire customer experience at the mercy of forces beyond your control.
Fulfillment optimization can be your competitive edge. Every operational improvement, every route efficiency and every smart carrier decision adds up to faster deliveries, lower costs and stronger customer trust.
This is where OneRail helps. Our multicarrier, tech-enabled platform empowers shippers to adapt in real time and orchestrate the final mile with confidence — no matter what the day brings.
Ready to see what fulfillment optimization can do for your business? Schedule a demo.
