The past few years of pandemic disruptions, trade conflicts, and geopolitical risks have fundamentally reshaped global supply chain priorities.

According to Casper Ellerbaek, Global Head of Ocean Freight at DHL Global Forwarding, companies are shifting focus from cost-first to resilience-first logistics strategies. Increasingly, businesses value supply chain stability and reliability over solely seeking the lowest freight rates, even paying premiums for greater security.


Ellerbaek explains that sustained supply chain disruptions have pushed enterprises to rethink their approach. The pandemic, in particular, revealed that the greater threat was not high freight rates but the inability to secure goods for sale. This has led companies to prioritize mitigating risk by diversifying carriers and ensuring contingency plans are in place. Relying on a single carrier, Ellerbaek says, is no longer considered a strategy but a risky gamble. Customers now seek transport options that ensure timely delivery and protect inventory availability, even at a higher cost.

This shift has also altered customer expectations for logistics providers. While price remains significant, it is no longer the sole deciding factor. Instead, businesses now assess the balance between price and service quality, emphasizing the need for risk diversification and reliable solutions.

Advancements in technology and data-driven tools have also improved supply chain management. Enterprises are now better equipped to navigate uncertainty, using real-time data to identify potential delays and respond proactively. For example, during the Hormuz crisis, DHL saw a sharp rise in interest from customers attending their briefings, indicating heightened attention to supply chain risks.

Internally, supply chain management roles are evolving within organizations. Logistics professionals are becoming more integrated into procurement decisions, bridging the gap between cost considerations and service execution. This collaboration ensures supply chain strategies align with business needs, balancing cost, risk, and reliability.

Ellerbaek highlights that while logistics providers cannot prevent disruptions caused by external forces like wars or climate change, they can help businesses respond more effectively. The future of supply chain competitiveness, he argues, lies in providing customers with greater optionality, earlier insights, and dependable solutions. Resilience, rather than price alone, is becoming the key determinant for success in the logistics sector.