As shipping rates from FedEx and UPS continue to climb, many shippers are reassessing their carrier mix. Competitive pricing may attract initial interest, but long-term loyalty depends on reliability, features and network strength.
In 2026, alternative parcel carriers are working to prove they can compete on more than cost alone. Companies such as Veho, UniUni, Better Trucks, Gofo and Maersk E-Commerce are expanding their technological capabilities, improving service reliability and broadening geographic coverage in an effort to position themselves as sustainable partners rather than temporary substitutes.
Speaking at Manifest 2026 in Las Vegas, Massimo Sapone, SVP of North America Distribution Planning & Logistics at EssilorLuxottica, underscored a key reality for shippers: marginal savings per package cannot justify service disruptions. For logistics leaders, cost efficiency must never undermine customer expectations. That sentiment reflects the central challenge facing alternative carriers — to match the performance standards set by established giants.
To strengthen their value proposition, several emerging players are investing heavily in digital functionality. Maersk E-Commerce, the parcel arm of the global ocean carrier, recently introduced a customer portal enabling real-time performance monitoring. Additional features, including photo proof of delivery and enhanced shipment notifications, are being rolled out. The broader ambition is to integrate parcel delivery within Maersk’s end-to-end logistics ecosystem, reducing fragmentation and simplifying vendor management for customers.
Artificial intelligence is also becoming a defining differentiator. Veho’s MaestroAI platform, for example, is designed to optimize parcel flows and introduce more flexibility into delivery promises. Its FlexSave option allows shippers to accept slightly wider delivery windows in exchange for cost savings, striking a balance between operational efficiency and customer satisfaction.
Beyond technology, alternative carriers are focused on expanding network reach and strengthening operational consistency. Competing with legacy integrators requires not only innovation, but also the ability to handle sustained volume reliably.
With shippers increasingly seeking to diversify their carrier portfolios and mitigate exposure to rising costs, 2026 may prove pivotal. Alternatives are no longer niche experiments. The real test now is which providers can convert growing interest into lasting market share.
