As Online Orders Grow, So Should Transportation Capabilities
Digital commerce continues to push the boundaries of transportation capabilities. And in many companies, eCommerce delivery tracking is a major shortfall.
That’s a recipe for chaos. Because in the second quarter of 2025, online retail accounted for 16.3 % of total U.S. retail sales. That’s about one order out of every six, the highest share since the height of the pandemic.
Ecommerce requires companies to route, pack, ship and deliver millions of small orders on time. And consumers are tracking operations. Research shows customers check the status of each eCommerce order an average of 3.5 times before it arrives.
So these days, meeting expectations requires far more than printing labels and rate shopping.
That’s where Tompkins Ventures comes in. We match companies with partners who provide the rich functionality of a freight transportation management system (TMS). Routing, optimization and carrier order management are important. And companies must apply those capabilities to the high‑volume, high‑speed world of parcel shipping.
From Freight TMS to Parcel Intelligence
Traditional transportation management systems were built for large freight moves. The best TMS platforms expertly handle truckload (TL), less‑than‑truckload (LTL), rail, ocean and air. They focus on route optimization, carrier contract management and load planning. These functions were critical when moving pallets and full containers but less relevant for parcel shipping.
Legacy parcel systems, in contrast, targeted speed and simplicity. They printed basic labels, shopped for rates and tracked order status. They could get packages out the door quickly. But they lacked the deep intelligence that freight TMS platforms used to optimize complex shipping decisions.
As eCommerce order volumes grow, this divide becomes a liability. Shippers must decide among multiple parcel, LTL and final‑mile carriers, each with different capacity constraints and service areas. They need to pack cartons efficiently to avoid dimensional weight charges and corrugate waste.
And they must satisfy omnichannel shoppers by routing orders from distribution centers, stores or suppliers. All while keeping a unified view of inventory and delivery commitments.
A simple parcel platform cannot solve these problems. ECommerce delivery tracking now requires the freight‑grade intelligence of a TMS, but tailored for high‑volume parcel workflows.
Bringing Freight Capabilities to the Parcel World
Tompkins Ventures’ partners bring freight‑type optimization into the world of cartons and envelopes. Designed for eCommerce and omnichannel fulfillment, these systems offer capabilities that traditional parcel solutions lack:
No‑code decision intelligence
Logistics managers can configure rules to rank carriers based on contract compliance, delivery area, performance, transit time, shipment attributes or customer preferences. Making such adjustments without coding lets teams adapt quickly when carriers change pickup limits or offer new incentives.
Cost‑effective packing and palletization
Parcel TMS systems find the best way to pack and palletize orders. They use carton sizes, SKU details and rules about fragility, fill and orientation. Packaging optimization reduces unexpected dimensional weight adjustments and damage claims.
Scenario simulation and planning
Virtual environments let logistics managers simulate changes in carrier selection, pickup limits, contract tiers or carton sizes. “What if” analyses help shippers prepare for peak seasons, labor disruptions or fuel‑price changes.
Omnichannel execution
Apps and APIs automate routing, shipping, tracking and returns from any distribution center, store or supplier. Consolidate orders into middle‑mile or final‑mile networks to expand capacity and reduce shipping costs. The system also supports freight consolidation processes such as combining parcel and LTL shipments under a single routing plan.
Real–time tracking and alerts
The platform watches carrier pickup limits and cut-off times. It automatically reroutes shipments to meet delivery deadlines. The system tracks shipments in real time, sending alerts when problems crop up. It also stores delivery signatures for easy access.
These features elevate customer service by automating eCommerce delivery tracking and proactive communication.
Returns automation
A parcel TMS can create return labels and smart labels for easy drop-offs. It can track inbound returns and combine them into cheaper freight options.
Unified API connectivity
Our partners offer versatile connectivity to carrier APIs, IoT devices such as scales and printers, and external services for hazmat compliance or location intelligence. This low‑code connectivity accelerates integration and reduces implementation time.
A Platform that Excels in eCommerce Tracking and Delivery
Many general TMS providers have tried to add parcel modules to their freight platforms, but bolt‑on approaches often fall flat.
Our partner’s platform processes thousands of routing and rating instructions per second, executes 25,000 rate calculations per second and provides GS1‑compliant labels. This is truly a TMS platform that excels in complex eCommerce landscapes. The platform easily integrates into a diversified carrier network with no-code rules configuration.
It supports custom instructions – such as always using a particular carrier for shipments under a certain weight or enforcing brand‑specific shipping rules. These capabilities let retailers tailor shipping strategies to their unique needs.
By leveraging this technology, Tompkins Ventures helps clients achieve:
- Unified visibility across parcel and freight: A single platform executes parcel, LTL and local carrier shipments from stores, distribution centers and drop‑ship points. This unification enables enterprises to manage omnichannel fulfillment, consolidation and order entry with consistent data and workflows.
- Predictive planning and continuous improvement: Endless scenario planning allows shippers to test different carriers, packaging methods and demand scenarios, so they can refine their strategies before the next peak season. Management teams can create forecasts and shipping cost models using no‑code instructions.
- Exceptional customer satisfaction: Automated tracking, proof‑of‑delivery capture and returns management help brands make and keep delivery promises. Integrating accurate quotes and transit times into order entry and shopping carts lets customers know exactly when to expect their packages.
Charting the Road Ahead in eCommerce Delivery
The growth of online shopping has blurred the lines between freight and parcel. To compete in today’s market, companies need freight TMS capabilities for their eCommerce operations.
Tompkins Ventures understands this shift to omnichannel shipping. Customers expect to know when to get their order – and get it on time. They don’t care whether their order comes from brick-and-mortar stores or an online store. They expect your business operations to operate on their behalf.
We connect clients with parcel TMS platforms purpose‑built for eCommerce and omnichannel fulfillment. These platforms ensure that eCommerce delivery tracking is seamless, efficient and aligned with your brand promise. Reach out to Tompkins Ventures to learn how we can help transform your shipping operations.
Make 2026 the year your company delivers a better experience for your customers. Your company’s long-term health depends on it.
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Tompkins Ventures matches your enterprise’s challenges with our global network of partners. Your core competency is your business. Our core competency is selecting the right partners to work with your executive teams to make good companies great.