The freight market is poised to shift as we approach Q2 2025. A rapidly evolving economic landscape, coupled with changing consumer demands, has led to a dynamic freight market that forces shippers to rethink their strategies. Understanding how to prepare for this freight market shift is critical to maintain efficiency and profitability as market conditions fluctuate.

1.Understand freight market dynamics

The freight market is cyclical, with periods of high and low demand driven by external factors such as economic growth, geopolitical events, and seasonal trends. Breakthrough expects freight market growth to begin in June 2025, with our Freight Demand Indicator forecasting an average annual change of 1.4% over the next 12 months. Beyond June, we expect growth to steadily accelerate, averaging an annual increase of 4.0%.

However, this outlook is not without its challenges. Lingering uncertainties, including potential tariffs, inflationary pressures, interest rate changes, and challenges in the housing sector, continue to impact the forecast. Durable goods industries, such as construction and automotive, continue to weigh heavily on the freight market, suppressing growth. However, resilience in sectors like retail, consumer packaged goods, and paper & packaging offers some optimism. As the freight market evolves, each shipper will face a varied experience, requiring tailored strategies to navigate the shifting landscape effectively.

2.Gain visibility into load-level data

One of the most proactive strategies for preparing for freight market fluctuations is leveraging data. Shippers should prioritize gaining visibility into their load-level data—information that can provide actionable insights into linehaul rates, carrier performance, and compliance. This, paired with gaining visibility into Breakthrough's ecosystem of $32 billion in annual freight spend, gives shippers the ability to benchmark their network against other industry-leading shippers. This not only ensures optimal decision-making but also equips shippers with the tools needed to align their strategies with real-time market conditions.

Data will also play a pivotal role in shaping this year’s shippers' annual RFP process. Instead of defaulting to traditional methods, shippers should evaluate what truly benefits their transportation network. With the guidance of a strategic transportation partner, shippers can assess their network's current performance and make data-driven decisions about whether an RFP is the right course of action. This approach not only ensures a more informed bidding process but also empowers shippers to optimize their networks for efficiency, cost-effectiveness, and long-term success.

3.Maintain current costs

Amid ongoing shifts in the freight market, maintaining costs has become crucial for shippers to keep competitive operations. According to Breakthrough's 2025 State of Transportation Report, 57% of shippers identify cost as a top consideration when selecting a carrier. Shippers can mitigate linehaul rate increases by pursuing strategic carrier partnerships and leveraging data-driven approaches to their networks.

One valuable opportunity is connecting with a strategic transportation partner to uncover cost-saving initiatives. These providers offer an unbiased and external perspective, helping bridge gaps that traditional in-house assessments might overlook. Another long-term opportunity is the integration of sustainability into freight and fuel strategies. Developing strategies that balance cost efficiency with sustainable operations can unlock compounded value, while building resilience for future shifts in the industry.

4.Move toward a resilient freight market strategy

Navigating the freight market shift demands a comprehensive, data-driven approach that aligns operational strategies with both short-term and long-term goals. This dynamic fuel and freight strategy begins with leveraging real-time market intelligence and analytics to identify trends and anticipate fluctuations in demand and capacity. By continuously monitoring network performance to the industry and aligning strategies with evolving market conditions, shippers can improve cost management, enhance operational agility, and maintain a competitive edge.

Shippers can adapt and succeed through the freight market shift

Uncertainty about your strategy to navigate the shifting freight market is no longer an option. By embracing real-time transportation data, leveraging expert insights, and creating actionable strategies focused on efficiency and sustainability, shippers can stay ahead of market changes. Forward-thinking shippers that prioritize preparation will not only navigate current challenges but also seize future opportunities. To stay ahead in today's market, shippers must adapt quickly, align strategies with market demands, and commit to continuous improvement.

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