The Logistics of Logistics An Insider's Guide to Small Parcel Shipping with Glenn Gooding
In "An Insider's Guide to Small Parcel Shipping", Joe Lynch and Glenn Gooding, Founder of Gooding Supply Chain Advisors and host of the Chain of Command podcast, discuss strategies to navigate today's complex multi-carrier landscape and reduce costs through data-driven optimization.
About Glenn GoodingGlenn Gooding is the Founder of Gooding Supply Chain Advisors and host of the Chain of Command podcast. With 40 years in supply chain and logistics, Glenn brings a rare combination of carrier-side and shipper-side expertise to every engagement. He spent 21 years at UPS in Operations, Industrial Engineering, and Enterprise Pricing before spending 19 years helping shippers optimize their transportation networks — delivering over $500 million in quantified savings across Fortune 50 companies, high-growth eCommerce brands, and third-party logistics providers. Glenn specializes in small parcel, LTL, and truckload optimization, and is known for his carrier-agnostic, data-driven approach to supply chain strategy.
About Gooding Supply Chain AdvisorsGooding Supply Chain Advisors helps shippers develop and maintain best-in-class supply chains. Founded in 2025 and built on four decades of industry experience, the firm provides comprehensive optimization services including carrier agreement analysis, rate benchmarking, accessorial cost mitigation, carrier mix optimization, and ongoing contract monitoring. GSCA operates as an extension of the client's team — performing deep analysis, developing negotiation strategy, and building carrier-facing business cases while the client maintains direct carrier relationships. The firm's performance-based fee structure aligns its success with its clients', and its carrier-agnostic approach ensures recommendations are always driven by data, not carrier affiliations.
Key Takeaways: An Insider's Guide to Small Parcel Shipping- In "An Insider's Guide to Small Parcel Shipping", Joe Lynch and Glenn Gooding, Founder of Gooding Supply Chain Advisors and host of the Chain of Command podcast, discuss strategies to navigate today's complex multi-carrier landscape and reduce costs through data-driven optimization.
- The "Cube-Out" Revolution: Small parcel shipping has shifted from "weighing out" (hitting weight limits) to "cubing out" (filling volume). Because ecommerce packages are often light and bulky, Dimensional (DIM) Weight pricing is now the primary driver of cost. If over 50% of your shipments are billed at DIM weight rather than actual weight, your packaging is unoptimized.
- The End of the UPS/FedEx Binary: The days of choosing only between UPS and FedEx are over. The 2026 market may require a multi-carrier strategy that includes super-regionals (like OnTrac), postal aggregators, and gig-economy delivery services. Technology now allows shippers to "agnostically" choose the best carrier for every individual package.
- Zone Skipping for High-Volume Shippers: For subscription boxes or high-density shippers, Zone Skipping is a game-changer. By consolidating orders and trucking them closer to the final destination before handing them off to a local carrier hub, you can bypass expensive long-haul zones and significantly reduce shipping costs.
- 3PLs Must Evolve Beyond "Rate Reselling": Third-party logistics (3PL) providers are often viewed skeptically by carriers who think they just "cannibalize" margins. To succeed, 3PLs must bring value back to the carrier by providing "efficient" freight—better packaging, lower average zones, and high-density induction—rather than just asking for deeper discounts.
- The "Opaque" Reality of Rate Increases: General Rate Increases (GRIs) are often marketing numbers. A "5.9% increase" might actually cost a specific shipper 8% or 10% depending on their specific profile (e.g., lightweight vs. heavy, residential vs. commercial). You must analyze activity-based costing to understand how surcharges and accessorials impact your specific bottom line.
- Shipping as a Branding Tool: Transportation can represent up to 20% of an ecommerce company's expenses. However, the delivery experience is the "final mile" of customer service. High-growth brands are using AI-curated buying experiences coupled with transparent delivery choices (speed vs. cost) to drive customer lifetime value.
- Mastering the Cold Chain: Shipping perishable or temperature-sensitive goods (like fresh meals or frozen treats) requires a "surgical" induction plan. Success depends on using refrigerated truckload moves to specific hubs on specific days to ensure products never sit in a warehouse over a weekend, which would otherwise destroy product integrity.
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