Shipping Challenges That Lead to Poor On-Time in Full Delivery (OTIF) in Supply Chain

adam • July 14, 2022

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Shipping Challenges That Lead to Poor On-Time in Full Delivery (OTIF) in Supply Chain

Shipping challenges and disruptions have always been part of shipping and transportation. Things go wrong, and issues arise despite the best plans. The need for fast and reliable on-time in-full delivery (OTIF) remains higher than ever. Understanding the OTIF definition in logistics is equally important.


Shippers and transportation service providers should strive for on-time in full delivery as a standard. Thankfully, the trend is catching on, but many providers are still not fully embracing the OTIF shift. As highlighted by Zippa, “Supply chains provide higher company growth through a wider selection of customized, reliable, sustainable, and delivered as rapidly as possible products. These factors play a key role in growth, and here's how much demand rose from each factor: wider selection (71%), customized (76%), reliable (73%), sustainable (69%), and rapid delivery (76%). The most common Key Performance Indicator (KPI) used for supply chain monitoring is the daily performance at 40%... [along with] cost reduction (35%), production service rate (29%), inventory turn (28%), and production time (27%).” Therefore, keeping close tabs on real-time data reports, supply chain KPIs, and logistics will make it easier to avoid significant shipping delivery challenges and keep the OTIF delivery rate as high as possible. In addition, many shipper benefits come from securing successful OTIF delivery. For example, cold or frozen freight shippers need reefer trucking service providers to get products shipped on time and in full, as the product has a countdown clock to spoilage.


What Is an OTIF Rate, and Why Does it Matter?


The basic definition of on-time in-full delivery is the percentage of orders a shipping company fulfills that reach the final client on time, in good condition, and in the way the customer expected. A shipment delivered on time, with no damage, to the scheduled end customer can be considered a successful delivery and improve a company's OTIF delivery rate.  And this applies whether it is LTL, TL, drop and hook shipping, or specialty delivery setup. OTIF metrics highlight the strength and weaknesses of a company and its ability to deliver on its promises and build trust with the customer. This is achieved by delivering according to the terms, despite shipping delivery challenges. Keeping up with real-time supply chain KPIs can help to measure OTIF rates and keep track of overall company performance from start to finish.


Why Do On-Time In-Full Delivery Rates Matter?


Careful monitoring of OTIF delivery rates can also improve customer service and overall company reputation and standing. For example, a 2022 review of the 2022 Bringg Barometer: State of Retail Delivery & Fulfillment" by the LogisticsManagement team noted that next-day delivery was the most prevalent delivery option offered by responders in 2021. A staggering 58% of surveyed retailers said they offered that shipping option, with 56% indicating they are keenly interested in trying to provide 30-minute deliveries by 2025. The report also found that 99% of respondents indicated they want to offer same-day delivery by 2025, whereas that figure currently stands at 35%. OTIF metrics often paint a picture of how a particular company looks regarding delivery service from both an internal industry perspective and an external customer perspective. This is critical for shippers dealing with specialty loads or oversized and overweight freight.


OTIF and Supply Chain KPIs Offer Unique Insights


OTIF rates can help shippers see how often they deliver on time based on their average lead time. While this approach might look good on paper, it is a very focused and internal view that might not highlight or pinpoint all potential shipping challenges, disruptions, and problems. It is a surface-level review of on-time, in-full delivery that does not consider options to optimize transportation services.


The other approach to measuring OTIF delivery success is how often customers report being satisfied and how many, claims and complaints there are for a given period. Utilizing supply chain KPIs can provide shippers with this insight and offer the most accurate measure of on-time delivery. The best industry results mean little if customers are unsatisfied with their delivery experience. This level of understanding is vital to specialty freight loads such as chilled and cold-controlled freight


The Impact OTIF Delivery Rates Have on Future Deliveries


Tracking on-time, in-full delivery success rates is vital for shippers as it can directly impact future deliveries and shape customer interactions and relationships. For example, a five-day delivery timeline might be excellent from the shipper's point of view. Still, suppose the customer expected 2-3 days. In that case, this might not be considered OTIF in their eyes, which ultimately matters in terms of customer experience, satisfaction, and repeat business. 


Reliable and data-backed OTIF metrics and up-to-date supply chain KPIs show shippers their strengths and weaknesses, so they know where to focus and what service aspects need some care and attention. It is easier to deal with shipping challenges and disruptions when armed with data and insights that relate directly to the issues at hand. Real-time data and metrics provide insight into how shippers working with a logistics provider can collaboratively strengthen expedited or express shipping efficiency.


Shipping Challenges That Cause Poor OTIF Rates


There are still numerous shipping delivery challenges and difficulties to overcome, and it looks like 2022 isn't the year for better outcomes, and 2023 might not be the year either. Inventory shortages, labor constraints, capacity difficulties, technology integrations, soaring delivery rates, rising driver wages, fuel costs, and volatile markets are all expected to continue. As a result, setting and monitoring OTIF metrics is essential, as fines for late or damaged goods can quickly add up, and the cost of losing a customer can be devastating to a smaller shipper. In addition, the continued push for on-time, in-full delivery remains high, making it more critical than ever that shippers know what common challenges to look out for as they work to protect their OTIF delivery rates:


Lack of Automated Delivery Tools and Technology


The most significant cause of poor on-time in full delivery is the failure of shippers to embrace modern tools, software, and technology. Overcoming shipping challenges and disruptions is easier with the right tools easily accessible.


Failure to Properly Train and Onboard Team Members


Supply chain KPIs may highlight potential problem areas, but responding to transportation and freight problems is difficult without a solid team. Team members must be trained and appropriately onboarded to protect OTIF delivery rates.


Poor Availability of Carriers and Drivers


Another challenge for complete delivery maintenance and timely monitoring is the current shortage of drivers, containers, and general capacity. Poor tracking of supply chain KPIs makes it even harder to prepare and respond.


Improper Matching of Loads to Modes and Routes


One vital aspect of OTIF metrics is matching loads to drivers and fleet owners. Unfortunately, shipping delivery challenges continue to grow without a clear view of who can drive what loads and who is best qualified for specialty loads.


Inaccessibility of Real-Time Data and Stats


Many shippers today are accessing data through OTIF metrics and KPIs, but they lack the understanding or ability to take that data and apply it to their operations. This misuse of data can dramatically impact OTIF delivery rates.


Not Planning for Differences in Delivery Locations


Many shippers overlook the fluid and unique nature of on-time in full delivery fulfillment. Tracking supply chain KPIs is excellent, but many shippers fail to remember that every pickup and drop-off is different and may present unique challenges for trucking companies.


Failure to Properly Manage Scheduling Tools and Apps


Many typical shipping challenges and disruptions today tie into poor scheduling practices. Manual processes for logging and scheduling hinder proactive exception management caused by delivery changes impacting on-time in full delivery.


Poor Communication With Warehouse Management


Warehouse mismanagement and poor communication between managers and shippers can cause OTIF metrics to suffer. In addition, failure to monitor warehouse and supply chain KPIs makes it more difficult to complete orders, as there is no mechanism to improve processes and overall efficiency.


Weak Network Configuration and Data Collection


Another critical factor that plays into shippers failing to maintain a high on-time in full delivery success rate is a weak system for overall data sharing, analysis, and distribution. OTIF delivery rates will suffer when access to data remains constrained.


Changes to Delivery Schedules, Locations, Details


The final challenge that often lowers shippers' on-time in full delivery standing is their inability to adapt in real-time. When shipping delivery challenges arise, a failure to adjust, react to industry insights, or pivot quickly and accurately will lower delivery success rates.


Partner With Entourage Freight Solutions Today and Reach Your OTIF Goals


OTIF metrics, supply chain KPIs, and other data streams are often the first indication that shippers and managers get that something is wrong. When significant shipping delivery challenges arise, they often are preceded by changes in key metrics that could serve to alert potential issues or concerns.


Shipping challenges and disruptions happen. Shippers cannot avoid every interruption. However, with a reputable service provider mitigating difficulties on behalf of the shipper, disruptions can wane. By monitoring OTIF metrics regularly, shippers improve on time and in full delivery. Contact Entourage Freight Solutions today to learn how to avoid on-time in full delivery problems and overcome them to safeguard your OTIF delivery rate.

By Nick Terry April 28, 2025
In 2025, trade policy is no longer something that the freight industry can leave on the back burner. Trade policy today is shaping strategy at every level. From tariff escalations and retaliatory duties to sweeping regulatory changes and targeted maritime fees, supply chain leaders are navigating a freight market in which unpredictability is the only constant. Sourcing decisions are shifting, pricing dynamics are unstable, and long-standing operational models are being rewritten in real time. This edition brings together key stories highlighting the growing pressure across logistics channels. Each development points to an industry moving fast, and often reactively, to keep pace with volatile policy decisions. Tariffs Stall US Freight Recovery as Shippers Pause Orders The recent move by the U.S. Trade Representative (USTR) to impose entrance fees on Chinese-built ships calling U.S. ports has only added to the confusion and uncertainty gripping global supply chains and freight operations. Shippers are pausing plans and slashing orders, with truckload volumes, containerized imports, and manufacturing output all showing signs of contraction. Ocean freight spot rates have collapsed: Asia-U.S. West Coast rates have fallen 61% since January to $2,050 per FEU, while East Coast rates have dropped 53.7% to $3,100 per FEU . Blank sailings are rising, with vessels leaving Asia half-empty. Amazon and Five Below are among the major retailers reducing orders from Asia. Container imports jumped 15.3% in 2024, but forecasts now predict a 20-27% decline through the summer. Exporters, particularly agriculture and forestry suppliers, are also squeezed, facing 125% retaliatory tariffs from China. Truckload and intermodal rates remain stagnant, while U.S. factory output fell sharply in March. US Apparel Importers Brace for Long-Term Volume Declines According to Trade Partnership Worldwide, a 124.1% tariff on Chinese clothing and footwear is expected to reduce U.S. apparel imports by 1.6% annually . China still accounts for 41.7% of apparel shipments, leaving limited flexibility for diversion. The American Apparel and Footwear Association (AAFA) is warning of price hikes and mounting infrastructure stress as sourcing pivots toward Vietnam, India, and Indonesia. A looming May 2 deadline for de minimis exemptions could further complicate flows and delay deliveries. Even with a temporary 90-day pause in reciprocal tariffs, the policy uncertainty already affects long-term planning. AAFA CEO Steve Lamar calls the shifting policies “chaotic,” and warned that high tariff pressure will hit both importers and U.S. manufacturers reliant on Chinese components. Port and rail capacity limitations at larger gateways are adding to concerns. Retailers now face rising costs, shrinking margins, and operational delays — all while consumer demand continues to shift rapidly. Freight Pricing Gains Lose Momentum According to the TD Cowen/AFS Freight Index, Q1 truckload rates rose 5.9% above the 2018 baseline, but are expected to decline slightly in Q2. Shippers are responding to tariff threats with aggressive front-loading and shorter-haul routes, driving per-shipment costs to three-year lows. LTL carriers remain focused on profitable lanes and high-quality freight rather than chasing volume. The index forecasts a 0.7% year-over-year increase in LTL rate per pound for Q2 , despite sustained demand softness and macro uncertainty. A key driver behind the softening spot market conditions is a shift to shorter hauls and regionalized distribution, pushing per-shipment costs to their lowest point in more than three years. This trend reflects how retailers and manufacturers are repositioning inventory in response to tariff volatility, as NRF’s Jonathan Gold and DAT analyst Dean Croke noted. Meanwhile, the LTL sector is seeing a 4% rise in fuel surcharges, offsetting lower weights and shorter hauls. With the freight market still under pressure after 26 months of contraction, optimism remains subdued as we enter the midyear period. US Truckload Freight Spot Rates Continue to Fluctuate National benchmark rates have experienced a decline across all categories. As of April 18, dry van decreased by 4 cents to $1.62, reefer by 2 cents to $1.88 , and flatbed by 3 cents to $2.16. This marked the first overall decrease since late January, signaling potential shifts in market dynamics. These changes can be attributed to factors such as tariff uncertainties and tighter capacity, especially affecting the flatbed market. Flatbed rates rely heavily on manufacturing activity in the country, which has been particularly hard-hit by the ongoing trade war with China, and to some extent, with the rest of the world. US Finalizes Tiered Fee Plan Targeting Chinese Ships The U.S. is moving forward with a revised plan to levy voyage-based fees on Chinese-owned and Chinese-built ships calling at American ports. The U.S. Trade Representative (USTR) announced the measure as part of a broader Trump administration effort to counter China’s dominance in shipbuilding and logistics while reigniting domestic ship construction and port infrastructure investment. Starting in six months, Chinese operators will be charged $50 per net ton, with an annual increase of $30 for three years . Non-Chinese carriers using Chinese-built vessels will face lower rates, beginning at $18 per ton or $120 per container, with annual increases. The USTR capped fee applications at five voyages per vessel annually, scaling back its original, more punitive per-port-call proposal after intense industry pushback. The fees are tied to findings from a USTR investigation, which concluded that China’s shipbuilding dominance — producing 29% of global fleet capacity and 70% of all container ships on order — stemmed from unfair trade practices. Exemptions apply to ships arriving empty, those in the Great Lakes or U.S. territories, and some bulk exports. LNG vessel transport restrictions will phase in over 22 years to support U.S. production. China’s largest container carrier, Cosco Shipping Lines, has sharply criticized the USTR’s plan. In a strongly worded statement, Cosco labeled the move as “discriminatory,” and warned it would disrupt global industrial and supply chain stability. Cosco denied allegations from that USTR investigation that claimed China manipulated its shipping and shipbuilding sectors to gain an unfair advantage. The carrier said it upholds “integrity, transparency, and compliance” in global competition and remains committed to ensuring the resilience of international trade. Walmart Investing $6B in Mexico, Central America Store Expansion Walmart of Mexico and Central America will invest $6 billion to open new stores across the region , reinforcing its long-term commitment to growth in Latin America. The expansion will include Bodega Aurrera, Walmart Supercenters, Sam’s Club, and Walmart Express formats, building on a robust network of 3,200 stores across all 32 Mexican states. This latest move echoes Walmart’s earlier $1.3 billion investment in 2016 for regional distribution and operational upgrades. The retailer entered the Mexican market in 1991 with a Sam’s Club in Mexico City. In a statement, Walmart said the new expansion reflects confidence in the region’s economic potential and consumer demand. Globally, Walmart continues to invest aggressively in infrastructure and store development. The company has pledged about $4.5 billion for its Canadian operations and $1.3 billion in Chile to build 70 new stores and a distribution center. In the U.S., Walmart is executing a five-year plan to build or convert more than 150 stores while modernizing 650 existing locations under its “Store of the Future” initiative. Experience Seamless Shipping with Entourage Freight Solutions Entourage Freight Solutions believes in total transparency in the shipping process. That is why we invest in tech solutions that track every shipment extensively, monitor every driver, and extract every bit of efficiency without sacrificing quality. Our state-of-the-art platform utilizes cloud-based GPS tracking to keep you informed, reroutes shipments on the fly to avoid delays, and even responds to real-time market changes to ensure you receive your shipment on time and as soon as possible. Our Services Full Truck Load (FTL): When you need a truck all to yourself. Less-Than-Truckload (LTL): Efficient solutions for multi-stop shipments or combining smaller loads to save on costs. Refrigerated Trucking: Keeping your temperature-sensitive products fresh and safe. Cross-Docking: Strategically located facilities in Shelby, Ohio, Cedar Rapids, Iowa, and Romulus, Michigan, for streamlined consolidation, storage, and distribution. Ready to experience a new level of service and control in your freight shipping? Request a quote today to see how Entourage Freight Solutions can help with your freight movement and other supply chain needs.
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