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Optimizing communication channels, from businesses to customers

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In the world of global logistics, the "Last Mile" has always been the most expensive, complex, and experience-defining part of the journey.&nbsp;For decades, the industry relied on fragmented systems consisting of paper manifests, SMS alerts, and manual phone calls, to bridge the gap between a warehouse and a customer’s front door. But as we move through 2026, a fundamental shift is occurring.According to <a target="_blank" rel="noopener noreferrer" href="https://b2b.viber.com/simplifying-messaging-for-smarter-customer-growth">our recent survey</a> conducted in collaboration with Omdia, logistics has officially entered the era of predictive visibility. Messaging is no longer just a way to send a tracking number; it has become the primary interface through which supply chains are managed, drivers are coordinated, and customer trust is won or lost.Read on to learn the latest trends shaping the industry and what you should implement today to stay relevant tomorrow.<h2>Moving beyond track and trace</h2>For the modern logistics provider, digital communication is an operational necessity. Our survey data reveals that logistics firms are now using messaging platforms to activate high-value touchpoints that were previously trapped in slow, manual workflows.Currently, 61% of logistics providers prioritize transactional notifications, such as order updates and shipping alerts that keep customers informed. Promotional campaigns and offers follow closely at 57%, and customer surveys and feedback collection rank third at 49%. Rounding out the top four, appointment and reminder notifications, such as delivery windows or terminal slots, reach 45% adoption.<figure class="image"><img style="aspect-ratio:1600/953;" src="https://env-stage-hosting.s3.eu-central-1.amazonaws.com/Logistics_Trends_Top_4_Messaging_Use_Cases_44dae589ff.png" alt="Logistics Trends_Top 4 Messaging Use Cases.png" srcset="https://env-stage-hosting.s3.eu-central-1.amazonaws.com/thumbnail_Logistics_Trends_Top_4_Messaging_Use_Cases_44dae589ff.png 245w,https://env-stage-hosting.s3.eu-central-1.amazonaws.com/small_Logistics_Trends_Top_4_Messaging_Use_Cases_44dae589ff.png 500w,https://env-stage-hosting.s3.eu-central-1.amazonaws.com/medium_Logistics_Trends_Top_4_Messaging_Use_Cases_44dae589ff.png 750w,https://env-stage-hosting.s3.eu-central-1.amazonaws.com/large_Logistics_Trends_Top_4_Messaging_Use_Cases_44dae589ff.png 1000w," sizes="100vw" width="1600" height="953"><figcaption>Top 4 messaging use cases for logistics companies Source: Omdia, commissioned by Rakuten Viber (2026)</figcaption></figure>By moving these interactions into a <a target="_blank" rel="noopener noreferrer" href="https://www.forbusiness.viber.com/en/blog/post/why-brands-need-to-embrace-super-apps/">rich messaging environment</a> (like Rakuten Viber or WhatsApp), companies aren't just sending information; they are enabling action. A customer can now reschedule a delivery or provide gate-access instructions with a single tap, reducing "failed delivery" costs significantly.<h2>Financing the digital supply chain</h2>The logistics industry is backing its digital ambitions with strategic technology upgrades. Predictive Visibility has emerged as a top capability priority: 73.5% of logistics and transportation organizations are already using or planning immediate investments into AI-powered predictive analytics and predictive message engagement over the next 12 to 18 months.In a global economy prone to sudden shocks, from weather events to geopolitical shifts, firms are moving toward proactive frameworks. Instead of just reacting to a disruption after it happens, companies are investing in data-driven messaging platforms that can forecast a delay before it happens and automatically communicate solutions to stakeholders.The impact is measurable in how logistics organizations plan to prove it. When asked which KPIs they will prioritize to evaluate the success of their messaging investments, four measures rise to the top: direct revenue generation (51.0%), customer satisfaction scores (42.9%), operational cost savings (34.7%), &nbsp;and overall bottom-line ROI (34.7%).<figure class="image"><img style="aspect-ratio:1080/688;" src="https://env-stage-hosting.s3.eu-central-1.amazonaws.com/Logistics_trends_Blog_Graphic_Top_KP_Is_to_measure_messaging_success_edb8f15826.png" alt="Logistics trends_Blog Graphic_Top KPIs to measure messaging success.png" srcset="https://env-stage-hosting.s3.eu-central-1.amazonaws.com/thumbnail_Logistics_trends_Blog_Graphic_Top_KP_Is_to_measure_messaging_success_edb8f15826.png 245w,https://env-stage-hosting.s3.eu-central-1.amazonaws.com/small_Logistics_trends_Blog_Graphic_Top_KP_Is_to_measure_messaging_success_edb8f15826.png 500w,https://env-stage-hosting.s3.eu-central-1.amazonaws.com/medium_Logistics_trends_Blog_Graphic_Top_KP_Is_to_measure_messaging_success_edb8f15826.png 750w,https://env-stage-hosting.s3.eu-central-1.amazonaws.com/large_Logistics_trends_Blog_Graphic_Top_KP_Is_to_measure_messaging_success_edb8f15826.png 1000w," sizes="100vw" width="1080" height="688"><figcaption>Top KPIs logistics firms use to measure messaging success Source: Omdia, commissioned by Rakuten Viber (2026)</figcaption></figure><h2>The danger of inconsistent experiences</h2>Despite the massive investment, fragmentation remains a significant hurdle. As logistics firms rushed to adopt new tools, many ended up with a "patchwork" of systems. One team manages driver SMS, another handles customer WhatsApp inquiries, and a third manages the web tracking portal.&nbsp;Now, 33% of businesses report inconsistent experiences across these channels, where a customer might get a "Delivered" alert via SMS while the web portal still says "In Transit."In an industry where precision is the product, these inconsistencies negatively impact customer trust. 14% of logistics businesses cite tool &amp; data silos or poor hand-offs across teams as a top customer engagement challenge – exactly the kind of disorganization that erodes trust when a delivery issue needs solving. Which brings us back to the basics of adding messaging to your communications mix: more channels are not better if they aren't talking to each other.<h2>From predictive to "agentic" AI</h2>To solve the fragmentation and scale challenges, logistics is moving toward a more advanced form of AI. We are shifting from "Predictive AI" (which tells you something might be late) to "Agentic AI" (which takes the steps to fix it).<ul><li>WISMO (“Where is my order?”) automation: Approximately 82% of firms are deploying AI-powered assistants to handle the "Where Is My Order?" queries that typically clog up contact centers.</li><li>Driver coordination: New "voice-to-messaging" AI tools are allowing drivers to remain hands-free and safe while updating their status or reporting compliance issues via messaging apps.</li><li>Predictive engagement: 73.5% of organizations are leveraging AI to time notifications perfectly. Instead of a generic "Your package is coming today," AI analyzes traffic and route data to send a "We are 10 minutes away" message, ensuring the customer is ready and reducing dwell time.</li></ul><h2>The cybersecurity gap</h2>One concerning data point from the research is a lack of focus on security. While visibility and AI are top of mind, only 12% of third-party logistics (3PL) providers identify cybersecurity and compliance as a top priority.As logistics systems become more interconnected through APIs and messaging integrations, they become more vulnerable. High-value cargo data, customer addresses, and driver identities are now flowing through messaging threads.&nbsp;For the logistics leaders of 2026, security can no longer be a back-office afterthought; it must be a core part of the messaging strategy. This is a primary driver behind the trend of consolidation, with 49% of businesses aiming to move their disparate channels onto a single, secure, and governed platform.<figure class="image"><img style="aspect-ratio:1729/902;" src="https://env-stage-hosting.s3.eu-central-1.amazonaws.com/Logistics_Trends_Security_Stat_Callouts_0a9a2abfcd.png" alt="Logistics_Trends_Security_Stat_Callouts.png" srcset="https://env-stage-hosting.s3.eu-central-1.amazonaws.com/thumbnail_Logistics_Trends_Security_Stat_Callouts_0a9a2abfcd.png 245w,https://env-stage-hosting.s3.eu-central-1.amazonaws.com/small_Logistics_Trends_Security_Stat_Callouts_0a9a2abfcd.png 500w,https://env-stage-hosting.s3.eu-central-1.amazonaws.com/medium_Logistics_Trends_Security_Stat_Callouts_0a9a2abfcd.png 750w,https://env-stage-hosting.s3.eu-central-1.amazonaws.com/large_Logistics_Trends_Security_Stat_Callouts_0a9a2abfcd.png 1000w," sizes="100vw" width="1729" height="902"></figure><h2>How to get logistics right in 2026 and beyond</h2>The logistics industry has always been about moving things from Point A to Point B. But in 2026, success will stem from the clearest communication, not the shortest delivery time.To stand out from the rest, logistics brands must:<ul><li>Consolidate: Eliminate the "confusing experience" by bringing all communication onto a single, unified platform.</li><li>Integrate: Connect messaging directly to the CRM and the Transportation Management System (TMS) to ensure every alert is backed by real-time data.</li><li>Automate: Use AI to handle routine WISMO queries and route optimizations, freeing up human agents for complex problem-solving.</li><li>Secure: Prioritize verified business profiles and encrypted messaging to protect the integrity of the supply chain.</li></ul>Treating messaging as a governed, intelligence-driven platform will be a key growth driver for logistics companies over the next few years.Ready to upgrade your delivery experience? <a target="_blank" rel="noopener noreferrer" href="http://orbusiness.viber.com/en/blog/#form_f2068195-d9a1-43a2-bd10-e4a6372fbec7">Talk to us!</a><h2>Unlock smarter customer messaging strategies</h2>Find out how 271 enterprise executives across retail, banking, logistics, and more, are moving beyond fragmented customer communication to a simplified business messaging journey, based on our 2025 study conducted with Omdia: <a target="_blank" rel="noopener noreferrer" href="https://b2b.viber.com/simplifying-messaging-for-smarter-customer-growth">Download the ebook to learn more</a>.<a target="_blank" rel="noopener noreferrer" href="https://b2b.viber.com/simplifying-messaging-for-smarter-customer-growth"><img src="https://env-stage-hosting.s3.eu-central-1.amazonaws.com/1200_627_1_fa1e3ace5a.png" alt="1200_627 1.png" srcset="https://env-stage-hosting.s3.eu-central-1.amazonaws.com/thumbnail_1200_627_1_fa1e3ace5a.png 245w,https://env-stage-hosting.s3.eu-central-1.amazonaws.com/small_1200_627_1_fa1e3ace5a.png 500w,https://env-stage-hosting.s3.eu-central-1.amazonaws.com/medium_1200_627_1_fa1e3ace5a.png 750w,https://env-stage-hosting.s3.eu-central-1.amazonaws.com/large_1200_627_1_fa1e3ace5a.png 1000w," sizes="100vw" width="1200" height="627"></a> &nbsp;

Messaging has become the new operational backbone of the supply chain, helping firms move from track and trace to predicitve visibility. Learn more!

Messaging Trends in Logistics

Find out how messaging is transforming the logistics industry based on our 2026 study with Omdia.

How messaging has become the new operational backbone of the supply chain

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