Third-party logistics providers (3PLs) are being asked to withstand a constant stream of disruption in today’s supply chain environment. For many organisations, they are an integral part of supply chain operations and are expected to help manage disruption, provide flexibility, improve efficiency, support innovation and generally maintain stable operations in a world where instability is a constant.
Such high expectations can put relationships under strain; a challenge explored at SCALA’s 23rd Annual Supply Chain Debate in June 2026. The debate, attended by senior supply chain professionals from the likes of Mars, Suntory, ASDA and Culina Group, revealed that businesses want deeper partnerships, yet many 3PL relationships are still procured and managed with a primary focus on cost, contractual compliance and traditional service measures.
Therein lies the challenge. Businesses cannot expect their logistics providers to behave like strategic partners if the relationship gives providers little room or incentive to do so.
The basics still matter
In an age of advanced technology, supply chain conversations often focus too heavily on artificial intelligence and automation. Whilst these developments have considerable potential, no level of innovation compensates for poor execution.
Some 82% of debate attendees said consistent, on-time and reliable service execution was the most important factor when evaluating a 3PL partner. Just 9% selected a shared vision for long-term disruptive innovation, while only 1% chose access to cutting-edge technology and AI-driven insight.
That is not to say that innovation is unimportant, but successful change must first be based on solid foundations. A 3PL that cannot reliably maintain service levels is unlikely to create meaningful value by introducing the latest technology. Equally, genuine innovation should solve an operational or commercial problem rather than exist for its own sake.
Once those fundamentals are secure, businesses have an opportunity to get much more from their logistics relationships.
Start before the tender
The strongest partnerships, therefore, begin before a contract is signed. Businesses sometimes wait too long to discuss future ambitions, investment requirements and opportunities for innovation, at which point conversations can quickly become dominated by commercial scoring.
Earlier dialogue gives both organisations a chance to understand what the relationship is intended to achieve, the likely pressure points and what each side will need to invest. This should include difficult conversations, such as what happens if service falls below expectations, how unexpected cost increases should be treated and who carries which risks.
Discussing these issues before they arise builds a better foundation than trying to resolve them for the first time during a crisis.
Agree the outcomes before the measures
The next step is to be clear about what success actually means. Our polling found that 90% of attendees believed accountability for supply chain success should be shared, yet this cannot simply be written into a contract without clearly setting out the respective responsibilities of both organisations.
Traditional measures such as cost per case, cost per mile and service-level compliance remain useful, but if a business wants its 3PL to improve resilience, reduce waste, create capacity or redesign part of the network, the measures used to judge performance should reflect those ambitions.
This also requires realism about the economics on both sides. Customers understandably want competitive pricing, while 3PLs need sufficient return to invest in assets, people and technology. A relationship that continually squeezes one side is unlikely to produce sustained improvement.
Where possible, commercial models should instead create incentives linked to value; a 3PL that generates measurable additional value should have the opportunity to share in it. Equally, gain-share mechanisms must be carefully designed so that they encourage genuine improvement rather than short-term behaviour ahead of contract renewal.
Create governance that builds trust
Once the foundations are in place, the relationship needs strong day-to-day governance. This requires regular communication between people with the necessary authority to resolve problems. Both parties should have access to the information required to make good decisions.
Sharing data on inventory, service, capacity and costs can help identify problems earlier and create opportunities to improve network design and asset utilisation or identify opportunities for automation. Holding back information while simultaneously expecting a 3PL to identify improvements limits what that partner can realistically achieve.
A useful logistics partner should also be able to challenge assumptions and bring experience gained elsewhere in the market; that independent perspective is part of the value businesses are paying for.
Give innovation direction
Finally, innovation should only be discussed in terms of a clear purpose. In shared-user networks or logistics platforms run by the 3PL, the provider may be best placed to lead on technology and process improvements. In a dedicated operation, on the other hand, the customer is more likely to define the business need, with the 3PL using its expertise to develop and deliver the right solution.
In either case, innovation should connect to an agreed business need, be it improving vehicle utilisation, creating additional warehouse flexibility, reducing emissions or developing a more efficient network.
The relationship should therefore create space for ideas to be proposed, tested and evaluated against shared objectives.
Existing relationships can be reset
It’s also important to note that businesses don’t need to wait for their next tender to put these principles into practice. Existing partnerships can be reviewed by bringing both sides together to reassess the outcomes they are working towards, the relevance of current KPIs, the openness of data sharing and where commercial arrangements are discouraging improvement.
If conversations have become dominated by service failures or contractual disputes, resetting governance around shared operational and commercial priorities can help rebuild trust.
Stronger partnerships strengthen resilience
Getting this right is becoming increasingly important as supply chains face sustained geopolitical instability, climate risk, cyber threats, cost pressure and changing customer demand.
SCALA’s recent Resilience Gap report found that only 33% of surveyed businesses had fully implemented strategies giving them the capabilities required to respond adequately to disruption, with 52% only part-way through implementation. Against that backdrop, the flexibility and operational expertise available through a strong 3PL relationship can become a valuable part of a business’s resilience strategy.

With supply chains under exceptional pressure, neither party benefits from a relationship designed simply to avoid failure. A stronger model is one built to solve problems together and remain effective when the next disruption inevitably arrives.
Read the full 2026 supply chain debate report here: Are 3PLs the heroes of the supply chain?
By Chris Clowes, executive director at global supply chain and logistics consultancy, SCALA.
- Collaboration & Optimization
- Procurement Strategy
- Sourcing & Procurement














