The logistics industry today operates in a far more complex environment than it did a decade ago. Rising customer expectations, increasingly unpredictable cargo flows, and geopolitical disruptions are reshaping how companies plan operations, manage risks, and make decisions.

According to Eva Leckaitė-Končanina, Director of TNDM Trucking, part of Girteka Group, the sector has entered a new phase in which competitiveness is defined less by scale or price and more by the ability to adapt quickly and deliver consistently.

“The logistics sector is among the first to feel the impact of economic shifts. The same transport network can carry food products, electronics, or pharmaceuticals, giving us a clear view of how market needs and customer expectations are evolving,” she says.

In her view, supply chains will become even more complex in the years ahead, while customer expectations and regulatory requirements will continue to rise. As a result, businesses can no longer compete on cost alone.

Reliability Matters More Than Price

While price remains an important consideration, Leckaitė-Končanina argues that it is rarely the decisive factor when companies choose logistics partners.

“I have experience both selling logistics services and procuring them, which gives me a clear understanding that decisions are not driven by price alone. Cost remains important, but it is usually only one part of the final decision,” she says.

Reliability, flexibility, reputation, and the ability to adapt to a customer’s processes have become increasingly important. Companies are now expected not only to provide transport capacity but also to ensure operational continuity, manage risks effectively, and maintain stable performance even during periods of disruption.

“It is essential to understand the value you create for your customers. Once that is clear, you can build a long-term partnership rather than focus solely on a one-time transaction,” she says.

Technology Enables Faster Decisions

At the same time, technology is transforming the way logistics companies operate. Leckaitė-Končanina recalls that many logistics processes were managed very differently just 15 years ago.

“On Friday evenings, employees would print freight lists, write down contact details, and manually enter updates into systems after the weekend. Today, most information moves in real time,” she says.

Automation, integrated transport management systems, robotics, and artificial intelligence are becoming increasingly important as businesses seek greater visibility and faster decision-making.

“Technology has long since ceased to be merely an added advantage. It is becoming a prerequisite for managing large-scale operations efficiently,” she says.

According to Leckaitė-Končanina, access to information alone is no longer enough. Companies must be able to analyse data quickly, understand changing circumstances, and act on insights in real time.

“Today’s customers expect visibility, transparency, and real-time information. These are no longer differentiators – they have become the standard,” she says.

Leadership in an Era of Uncertainty

Recent crises have fundamentally changed how organisations approach leadership and decision-making.

The pandemic, the war in Ukraine, supply chain disruptions, and geopolitical uncertainty have demonstrated how quickly market conditions can change and how important organisational agility has become.

“In such circumstances, you quickly realise that the worst decision is no decision at all. It is better to make a fast decision than to make none,” says Leckaitė-Končanina.

However, she emphasises that decision-making speed alone is not enough. Organisations must also have the capabilities, culture, and talent needed to execute decisions effectively.

“Ultimately, decisions are still made by people. Technology is an enabler, but responsibility remains with the teams behind it,” she says.

For this reason, investment in employee development is becoming increasingly important. Demand for specialists with expertise in data analytics, technology-driven solutions, and complex international operations is expected to continue growing across the logistics sector.

According to Leckaitė-Končanina, the companies that will succeed in the coming years are those that can combine technological capabilities with strong teams, effective decision-making, and reliable execution.

“In today’s supply chain industry, success belongs not to the lowest-cost providers, but to those that can consistently deliver reliability,” she concludes.

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