What Are the Shipper Benefits of On-Time and In-Full (OTIF) Delivery

adam • June 23, 2022

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What Are the Shipper Benefits of On-Time and In-Full (OTIF) Delivery

Businesses specializing ins supply chain logistics and shipping have their plates full right now, especially when it comes to consumer demands for freight delivery in full on time. The ongoing effort and pressure to create resilient supply chains and guarantee on-time, in-full shipment deliveries are made all the more challenging by a dramatically changing and fluctuating environment. Implementing dedicated freight solutions can help improve overall delivery success rates.


As highlighted by
McKinsey & Company, most shippers agree that the lack of a clearly defined industry standard for OTIF would improve overall successful delivery rates actress multiple niche markets and industries. “They noted that a standard definition would significantly reduce discrepancies and confusion and promote collaboration among trading partners. Collaboration would help partners resolve supply problems more efficiently and effectively—creating value for all supply-chain participants and consumers.” Shippers must prioritize customer expectations and services if they hope to survive this period of recovery and readjustment. Customers have begun shifting to pre-pandemic thoughts and demands concerning shipping services and on-time in-full (OTIF) deliveries. Refrigerated trucking companies that fail to meet these demands will suffer from the effects of disappointed customers, lost sales, and lower profits.


Freight shipment and delivery in full and on time has become the gold standard for shippers today, especially in the highly competitive and volatile market. In May 2022, a
SupplyChainBrain article noted, “it’s no longer enough to know when your goods left the warehouse on the journey from A to B, or when they arrived. Shippers need total visibility of the flow of goods to make rapid and fluid operational decisions. Those that managed to achieve this over the past two years have been the ones that fared the best, reacting in near-real-time to disruptions.” With rising demand for scalability and adaptability, shippers who can tack packages and ensure on time in full delivery stand the best chance of succeeding in the market today. The many benefits of OTIF delivery and shipping best practices can be summarized as follows:


Improved Brand Image and Industry Reputation


Perhaps the most significant benefit shippers can gain from reliable, on-time, in-full delivery is an improved brand image among customers. Likewise, their industry reputation will also improve when they are known for successful delivery in full on time. These situations make it easier for shipping companies to draw in new customers, retain their current base, and network with carriers and 3PLS more effectively. These benefits are some of the most direct and impactful from successfully achieving on-time, in-full delivery KPIs. Streamlining processes and making everything easier comes as a natural byproduct of OTIF processes and goes a long way to improve brand image and shipper reputation to achieve better outcomes


Significantly Lower Risk of Returns and Refunds


Successful monitoring and delivery of on-time, in-full promises can help shippers lower the risk and frequency of returns. Express shipping and delivery services focus on getting customers what they want when they want. When things do not align with their needs, consumers wish for a refund or replacement as soon as possible. Logistics Management shows the frequency of returns has exploded in light of current market upheavals and rising demand for delivery in full on time. In 2020, the value of returns and overstocked goods was $643.9 billion, accounting for a staggering 3.1% of GDP, which would be much worse without high on-time in-full rates. Managing these risks to a more acceptable level greatly benefits OTIF delivery.


Better Carrier Relationships Across the Board


Another benefit that shipping companies can enjoy when on-time in full is the norm rather than the expectation for deliveries is improved relationships across the board. Shippers who can offer reliable delivery in full on time to their customers also have a better chance of forming positive relationships with carriers and other shippers. It is easy to see the connection between on-time, in-full delivery KPIs and overall improved industry relationships when OTIF delivery becomes the standard everyone is working towards achieving. And with improved carrier and freight broker relationships, shippers can more easily meet customer needs and market demands to maintain the highest level of OTIF delivery success. 


Lower Transportation Costs and Related Fees


Shipping and transportation rates remain a significant concern for those offering transportation services. When companies can provide on-time, in-full deliveries and when they perfect their personalized customer options to ensure delivery in full on time, rates and fees significantly decrease. Without long delays, excessive idle time, and slow response to delays, cargo gets to where it needs to go while costs remain minimal. Less fuel, more full deliveries, and more productive drivers lead to lower costs. Improved cost/profit balance is another reason why on-time, in-full delivery has become a focal point for shippers today. Freight shipping services and OTIF delivery improve cost management, making expenses more manageable.


Improve Success With Consistent Performance


Consistency is crucial to maintaining a competitive advantage in today’s shipping markets. Reliable delivery in full and on time improves overall success for shippers and helps offset looming problems that threaten optimal performance with reefer trucking services. As highlighted by Transport Dive in March of 2022, the trucking industry is short by around 80,000 drivers. Coupled with the long-standing rate among long-haul truck drivers reaching nearly 90% for years, it is easy to see how on-time, in-full delivery impacts performance levels. Improved driver retention and services mean more consistent performance and reliability in the customer’s eyes. Consistent and reliable deliveries can quickly become the norm rather than the exception for companies.


Easier to Resolve On Time In Full Fine Disputes


Despite the best plans and predictive analysis, issues will still arise, and disputes over deliveries, fines, and refunds will occur. While on-time in-full success rates can significantly lower these instances, the ability to offer delivery in full on time will also help make claim resolutions easier. Many customers have stated they will continue to work with shippers, even after a bad experience, if the resolution or claims process is fair and straightforward. Customer retention and improved satisfaction are why shipping and logistics managers today must focus on on-time, in-full delivery KPIs and understand OTIF definitions and applications. Improved delivery success keeps customers loyal to their favorite shipping companies. 


It Frees Management and Sales Teams to Focus on Customers


The final benefit for shippers who master on-time, in-full deliveries is that it frees team members and management to focus on more critical aspects of the business. As highlighted by Supply Chain 24/7, consumers expect products to be on the shelf. The U.S. food retail industry has an estimated loss of between $15–$20 billion in sales due to unavailable or unusable goods. This makes up 2%–3% of total sales each year in this niche market alone. Reliable delivery in full time streamlines processes within the supply chain and helps improve specialized shipping options such as drop and hook and rush delivery orders. The goal ultimately is to work towards enhanced end-to-end customer satisfaction and shipping services across the board.


Manage On-Time In-Full Delivery Metrics Effectively With Insight and Guidance From Industry Leaders


The benefits of OTIF delivery become apparent when statistical data is closely analyzed and considered across multiple shipping and market niches. Shipping companies that deliver on the promise of reliable, on-time, in-full deliveries can enjoy greater security, even during periods of market volatility. With the right industry partnership, insight, feedback, and support, shipping companies of all sizes can improve OTIF deliveries. It is possible to enjoy the benefits of high delivery rates, whether  dealing with oversized and overweight freight, hazardous loads, refer goods, or dry van truckloads. A strong industry partnership can help improve shipping data collection and analysis and keep on-time in-full delivery KPIs and milestones in focus. 


To master delivery in full and on time, shipping companies must maintain a high level of dedication and focus on keeping up with current market trends and changing consumer needs. The increasing pressure on domestic and global supply chains intensifies as ongoing recovery efforts continue. Consumers want reliable and affordable shipping and guaranteed on-time, in-full deliveries. This expectation has become the norm and the minimum standard for an exceptional service offering. A dramatically changing and fluctuating environment makes growth and recovery in the market all the more challenging.
Contact Entourage Freight Solutions today to learn more about the benefits of OTIF that await.

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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