Does G10 Have the Ability to Rate Shop

How Smart Rate Shopping Saves Brands Thousands: Inside G10s Multi Carrier Optimization and National Coverage

The Rising Cost of Shipping: Why Brands Feel the Pressure

Shipping has quietly become one of the most critical battlegrounds for direct to consumer and wholesale brands. A shipping label may look simple, but the costs behind it are anything but simple. Carrier rate increases, zone surcharges, dimensional weight fees, and fuel adjustments have pushed shipping costs higher year after year. A recent industry analysis shows that the average ecommerce shipping cost per order now consumes between ten percent and fifteen percent of the order value, and nearly half of all online shoppers abandon their carts when shipping fees feel too high or unpredictable, according to data compiled by Salesso.

The challenge intensifies for brands shipping from a single warehouse. As customer demand spreads nationally, shipments cross more zones and trigger higher charges. McKinsey and Company reports that more than ninety percent of consumers will abandon a cart if shipping feels too expensive. What used to be a manageable cost can quietly turn into the primary reason conversion drops.

Industry Trends That Are Reshaping Fulfillment Economics

The pressure is not temporary. Carriers adjust their rates each year. Dimensional weight rules expand. Fuel surcharges rise with market volatility. A 2025 ecommerce report from Linnworks identifies smart rate shopping, right sized packaging, and geographic flexibility as essential strategies for controlling costs. Consumer expectations are also shifting. Research from Octolize shows that more than sixty six percent of shoppers consider the shipping experience a major factor in brand loyalty.

Shipping is no longer a back office function. It is now a core part of brand perception and economic performance. Brands that do not adapt find themselves paying more, shipping slower, and losing customers who expect reliability, clarity, and cost alignment.

How Rate Shopping Works and Why It Matters

Rate shopping is the real time comparison of multiple carrier rates for each specific shipment. The system evaluates destination, dimensions, weight, service level, and timing. It then selects the lowest cost option that still meets the brands delivery promise. This method transforms shipping from a fixed cost to an optimization opportunity. Instead of relying on one carrier out of habit, the system selects the carrier best suited for the lane in that moment.

Director of Operations Holly Woods describes the process clearly: "Of course we have the ability to rate shop, we can rate shop multiple carriers all at once, find the most cost effective shipping rate for the service that has been defined for that package." Her statement reflects a new reality in ecommerce. Rate shopping is not an option. Rate shopping is a requirement for healthy margins.

Industry research reinforces the point. Brands that incorporate automated multi carrier rate shopping often save significant amounts annually. These savings compound when combined with right sized packaging and intelligent inventory distribution. More competitive shipping prices also reduce cart abandonment because brands can pass savings to the customer or offer lower thresholds for free shipping without sacrificing margin.

Why National Coverage Multiplies the Power of Rate Shopping

Rate shopping on its own delivers meaningful savings. Rate shopping combined with a nationwide warehouse network delivers far more. When inventory sits closer to customers, packages travel across fewer zones. This reduces base shipping rates before optimization even begins. A package that moves from Nevada to Arizona is significantly cheaper than a package that moves from Wisconsin to California.

Shorter transit distances also increase carrier competition. When zones shrink, the price spread between carriers widens. This gives the rate shopping engine more opportunities to choose the most cost effective option. It also improves delivery times and strengthens reliability. McKinsey notes that modern consumers value predictable and cost effective delivery more than absolute speed. A strategically positioned fulfillment network supports this expectation perfectly.

How G10 Executes Rate Shopping at a Higher Level

This is where G10 provides a clear advantage. Rate shopping is fully integrated into ChannelPoint, G10s proprietary warehouse management system. The system connects with multiple carrier APIs in real time and evaluates all qualified options as each order is processed. Because the capability is native to the platform, it handles routing requirements, dimensional logic, carrier exceptions, and service level promises automatically.

G10 amplifies this with its national network of fulfillment centers located in Wisconsin, South Carolina, Texas, Arizona, and Nevada. With inventory positioned closer to major population hubs, packages travel across fewer zones. This creates a multiplier effect for rate shopping. The algorithm has stronger options, lower baseline prices, and more room to optimize. The result is a lower cost per order, faster transit times, and improved customer satisfaction. Because ChannelPoint automates the process, brands gain scale without increasing operational burden.

Take the Next Step Toward Smarter Shipping

If rising shipping costs are shrinking your margins, reducing checkout conversions, or slowing your expansion plans, it is time to reassess your approach. The most successful brands treat shipping as a strategic function, not a passive cost. With dynamic rate shopping, optimized carrier selection, and nationwide inventory placement, G10 helps brands reduce cost, increase speed, and strengthen customer loyalty.

To uncover how much your brand could save, and to explore how smarter fulfillment can support your growth, contact G10 today for a detailed shipping analysis and a clear plan for optimization.