The freight market is entering 2026 with cautious optimism replacing the extreme volatility of recent years. As market dynamics evolve, shippers and carriers are approaching the year with notably different strategies, according to new survey data from Echo Global Logistics.
Echo surveyed 1,024 shippers and 832 carriers between October and November 2025, capturing expectations that diverge on pricing even as both groups anticipate volume growth.
Carriers are positioning for a more favorable pricing environment. The majority expect both contract and spot rates to increase in 2026, with many anticipating gains in the mid-single digits or higher. This pricing confidence comes even as carriers take a measured approach to capacity expansion. About half of surveyed carriers are planning to add drivers, but they are clearly mindful of the overcorrection that recently followed pandemic-era demand.
Shippers see the rate environment differently. While some anticipate moderate increases, a substantial portion expect flat or even declining rates. This more conservative outlook reflects persistent pressure on transportation costs, which claimed the top spot as the biggest challenge facing shippers for the fourth consecutive year.
The divergence in rate expectations matters because it will shape procurement negotiations throughout 2026. With carriers pricing for improvement and shippers budgeting more conservatively, bid season discussions will likely center on reconciling these different views of market fundamentals.
Volume expectations show more alignment. Both groups anticipate demand growth in 2026, though carrier optimism has moderated somewhat from the previous year. The combination of shared volume forecasts but different rate outlooks creates the dynamic that will define capacity planning and procurement strategy over the next 12 months.
Perhaps more revealing than the rate expectations themselves is how shippers are adjusting their procurement approaches. A significant and growing percentage indicated their network strategy depends on market conditions rather than fixed annual plans. This shift away from traditional rigid contracting reflects an industry that has experienced how quickly market dynamics can change and wants the flexibility to respond rather than getting locked into agreements that can quickly become misaligned with reality.
Technology adoption patterns are evolving as well. The survey reveals that after carriers led digital implementation last year, the momentum has shifted. Carrier adoption rates have leveled off across major tools, while shipper interest in automation and AI-driven solutions has increased notably. Shippers and carriers prioritize technology for different reasons, with shippers focused primarily on cost reduction. Carriers tend to emphasize service reliability and freight quality.
