Kuebix is now a part of FreightWise
The trucking industry, long the backbone of America’s economy and supply chain, has been on quite a journey. From the driver shortage that began before COVID-19 to today’s unpredictable freight markets, the road has been anything but smooth. As shipping demands keep shifting, technology has become a critical part of how shippers and carriers manage costs, improve efficiency, and stay on course through constant change.
The Driver Challenge: Pre- and Post-Pandemic Shifts
Even before the pandemic, the trucking world faced a severe driver shortage. Demand for shipping was skyrocketing thanks to e-commerce, but the number of available drivers couldn’t keep up. The American Trucking Association estimated in 2019 that the U.S. needed nearly 900,000 new drivers to meet demand (ATA Driver Shortage Analysis, 2019).
The problem wasn’t just about numbers. Drivers were often away from home for weeks at a time, paid only for miles driven, not hours worked, which meant waiting time at docks went unpaid. Add in the fact that the average driver is around 55–56 years old, and it’s clear why attracting younger generations has been such a struggle. That shortage led to higher transportation costs, and many major companies- Amazon, General Mills, Tyson Foods, and John Deere- announced price increases in 2018 to offset those costs. Experts even warned inflation could rise by about 1% as supply struggled to keep up with the e-commerce boom.
In response, carriers got creative. Many began covering CDL training costs, offering sign-on bonuses, and advertising salaries of around $73,000 annually. Apprenticeship programs popped up to bring in younger talent, and the DRIVE-Safe Act allowed 18-year-olds to drive interstate after additional training. There was also a push to pay drivers by the hour instead of by the mile, ensuring better compensation for their time and encouraging safer driving habits. Still, finding qualified candidates remained tough. One large carrier reported getting over 113,000 applications in a year, but only 3% of those applicants were qualified to be put on the road safely.
Then COVID-19 hit, and everything changed.
At first, a surge in consumer spending created a freight boom; carriers saw record revenues, and drivers enjoyed higher pay. But when demand slowed, the market flipped almost overnight. Rates fell, capacity outpaced freight, and margins tightened. This so-called “Trucking Recession” forced companies to rethink operations and find ways to cut costs. One clear indicator of this shift was the rise in Net Revocations, showing how many carriers exited the industry.
Despite the volatility, one thing hasn’t changed: the importance of drivers. Every year, National Truck Driver Appreciation Week reminds us that America’s supply chain wouldn’t move without these men and women.
Technology: The Highway to Efficiency and Safety
In 2019, before the pandemic shook the market, the driver shortage and capacity crunch were already named the biggest challenges facing supply chains. Fast forward to today, and technology has become the key tool for shippers and carriers to regain control, improve visibility, and operate smarter.
1. Leveraging a TMS for Better Carrier Relationships and Capacity
Gone are the days of squeezing carriers for lower rates. Shippers are taking a more innovative approach, using cloud-based Transportation Management Systems (TMS) to create genuine partnerships.
A TMS gives shippers a complete view of their transportation network. They can compare rates across carriers in real time, book shipments instantly, generate all the required paperwork, track deliveries, audit invoices, and manage claims from one platform. Shippers can build long-term relationships with carriers by working strategically rather than transactionally. That means better service levels, more predictable capacity, and happier drivers. In short, a TMS helps everyone in the supply chain win.
2. Telematics, In-Cab AI, and VR Training: Boosting Driver Performance and Safety
As the industry works to attract and retain younger drivers, technology is helping bridge the gap by prioritizing the driver’s experience and making the job safer. Companies are meeting young recruits online and on their phones to engage the next generation. Mobile apps have become owner-operators’ lifeline, helping with everything from order tracking to route optimization. Trucker Tools connects drivers to services and freight opportunities from their phones. Furthermore, companies are using Virtual Reality (VR) to train new drivers, giving them realistic, hands-on experiences before they hit the road.
Technology is also improving safety by mitigating driver fatigue and distraction. Tools that monitor performance and behavior are becoming more common. Generally, these systems fall into two categories:
- Truck Monitoring: Technology that tracks vehicle behavior, such as hard braking or weaving. This system, like Lytx, provides an audible alert to the driver and saves footage of the event for review.
- Driver Monitoring (In-Cab AI): More advanced systems, like Netradyne, use cameras to monitor eye positioning, head movement, and yawns. These technologies help reduce fatigue-related risks by triggering an escalating alert (a chime or seat rumble) designed to get the driver’s immediate attention.
These innovations make the roads safer while helping drivers stay focused, alert, and confident behind the wheel, a significant factor in retaining talent.
Acknowledging the Backbone of the Supply Chain
No matter how much technology advances, one thing remains constant: truck drivers are the backbone of America’s supply chain. With over 3.5 million professional drivers moving more than 71% of the nation’s freight tonnage, their role is irreplaceable. More than 80% of U.S. communities rely solely on trucks to receive their goods (National Truck Driver Appreciation Week, 2025).
In an industry that’s constantly changing, technology helps keep things moving smoothly. By leveraging innovative tools like TMS platforms and integrated systems like Kuebix by FreightWise, shippers and carriers can continue to work better, faster, and smarter, staying resilient no matter how bumpy the road gets.