Freight survey reveals what shippers really want from brokers and carriers

A new survey of nearly 100 shippers, conducted by Denim in partnership with Peerless Research Group, reveals that freight brokers and carriers are being evaluated on more than just cost. While competitive pricing still matters, it’s reliability, communication, and operational execution that drive long-term relationships.

According to the report, 67% of shippers say service level and reliability are the top factors when choosing a freight partner, while only 10% list price. Yet even after the deal is won, expectations stay high. Missed deliveries, poor communication, and invoicing issues remain the most common reasons for churn.

One of the most overlooked areas: collections and invoicing.

Shippers don’t mind payment reminders—but they expect them to be professional, timely, and accurate. Nearly a third (30%) say being contacted by unrecognized third parties is their top frustration, and 27% report issues with tone or unprofessional language. When collections are handled poorly, it reflects on the provider and puts future business at risk.

“Shippers prioritize reliability above all else,” said Bharath Krishnamoorthy, CEO of Denim. “That kind of consistency comes from financial stability and operational clarity. Denim helps freight companies deliver on both—so they become the partners shippers rely on.”

The report also reveals a noteworthy insight for the freight industry: shippers generally don’t view a broker or carrier’s use of factoring as a concern. In fact, most (54%) are either unaware of factoring or simply don’t consider it relevant to their decision-making.

The full report includes insights on what causes shippers to walk away from partnerships, how they prefer to be contacted about payments, and where brokers and carriers can stand out in a crowded market.