Skip to content
‹ Back to IndustriesTransportation

What a Trucker Shortage Means for the Retail Ecosystem

The American trucking industry is in the midst of a major crisis. An industry that reported more than $700 billion in revenues in 2017 has been plagued by a shortage of workers for more than a decade. Now, employers and shipping companies are getting creative recruiting new, experienced drivers to make sure their orders are…

This story was produced through MarketScale. See how Transportation teams put it to work with Partner & Channel Enablement.

·
Share
What a Trucker Shortage Means for the Retail Ecosystem

Free workspace

Turn your Transportation expertise into content.

Record interviews, organize footage, and write with AI on a free trial of the MarketScale platform for qualifying companies. No demo required, no credit card.

Try it Free

The American trucking industry is in the midst of a major crisis. An industry that reported more than $700 billion in revenues in 2017 has been plagued by a shortage of workers for more than a decade. Now, employers and shipping companies are getting creative recruiting new, experienced drivers to make sure their orders are fulfilled on time and efficiently.

There are several reasons for the decline in workforce throughout the years, some beyond control and others more self-inflicted. While female employment makes up 47% of the nation’s workforce, it only accounts for 6% of the trucking industry according to the Bureau of Labor Statistics—a number that has only grown 1.5% over the last 15 years.

Another major inhibitor of new job fillings has been the stagnation in wage increases and benefits for drivers. An analysis by Business Insider found median trucker wages have decreased 21% on average and as high as 50% in some areas since the 1980s. There is also the factor of the increasingly aging workforce within the trucking industry.

The average age of truck drivers on the road is 55—10 years higher than other comparable industries like construction or manufacturing. This translates into a challenge shipping companies have in recruiting a newer, younger workforce.

While shipping companies compete for the best talent in an increasingly smaller hiring pool, Walmart announced it would be raising trucker wages nationwide and increasing a number of benefits for drivers across the board. The company restructured how it pays its drivers by increasing pay on several facets of the job to raise their annual salaries to more than $85,000 for the first year, with opportunities for growth in the future. This, along with an increase in paid vacation days and added incentives like safety and referral bonuses are ensuring the retail monolith is at an advantage recruiting workers.

Several problems remain, however, if the industry ever plans to recover. Other major problems in the industry include inefficient routes, delays at shipping ports, and poor living accommodations contributing to the decline in the job market. A consensus among the majority of truck drivers paints a simple, and important truth—this is not an easy job. With the trucking industry reaching a 20-year-high in shipping tonnage in 2018, there remains little doubt in the importance of maintaining and supplementing the workforce of this vital part of the American economy.

For the latest news, videos, and podcasts in the Transportation Industry, be sure to subscribe to our industry publication.

Follow us on social media for the latest updates in B2B!

Twitter – @TransportMKSL

Facebook – facebook.com/marketscale

LinkedIn – linkedin.com/company/marketscale

Your experts belong here

Every story in MarketScale Transportation starts with a company putting its fleet managers, logistics engineers, and safety leads on the record. Buyers are already reading this topic. The only question is whose experts they find.

Fleet and logistics buyers compare quietly, and your operators become the evidence that settles it.

Book DemoSee how it works15 minutes, straight to a calendar.
B2B Weekly

The week in Transportation, and sixteen other industries, every Monday.

Ten stories, one-line takes, five minutes. Free.

Transportation: are you visible to AI?

Before they reach out, Transportation buyers ask AI engines which vendors to trust. Explore how your experts, customers, and partners can become useful content for buyers and AI search.

Free Trial

You just read one Transportation expert. Your company is full of them.

This article was produced through MarketScale. The same platform turns your fleet managers, logistics engineers, and safety leads into the articles, video, and social content Transportation buyers are searching for. Start a free trial and see it with your own people. For qualifying companies, no credit card, no demo required.

NPS +73 · 1,000+ creators · 38+ countries

What your free trial includes

Hands-on access to the MarketScale platform
Media requests to your crowd, remote recording, AI writing tools
No demo required. No credit card.
For qualifying companies. Company confirmation required.

More Transportation Insights

Michelin's X Multi Energy D2 drive tire cuts rolling resistance 9% over its predecessor

Michelin's X Multi Energy D2 drive tire cuts rolling resistance 9% over its predecessor

Michelin’s X Multi Energy D2 regional drive tire targets fleets running the X Multi Energy D in 295/75R22.5 LRG, 11R22.5 LRG or 11R22.5 LRH. Michelin’s footnotes base its performance percentages on 11R22.5 LRG tires, so fleets in 295/75R22.5 or LRH could ask for size-specific data.

  • 01The 18% figure is a rolling resistance comparison against two named tires, the Bridgestone M760 Ecopia and the Goodyear Fuel Max RTD, in Michelin's internal ISO 28580 testing, which gives buyers a specific head-to-head to check against their own data.
  • 02The change will matter first to fleets running the X Multi Energy D in 295/75R22.5 LRG, 11R22.5 LRG or 11R22.5 LRH. That suggests D fleets may encounter the D2 when ordering those sizes.

Oct 3, 2026

Mass Transit reports finished bus refurbishments for Long Beach and Minot

Mass Transit reports finished bus refurbishments for Long Beach and Minot

Mass Transit reported that Complete Coach Works finished refurbishment jobs on 13 Long Beach Transit articulated buses and one Minot City Transit bus. On the Long Beach buses, the biggest change was a swap to Cummins L9N near-zero engines. Jefferson Transit Authority is getting one refurbished bus from CCW through Washington's cooperative purchasing contract. California's Fresno Area Express has also bought CCW work under that contract, which shows its reach goes past Washington.

  • 01Midlife refurbishments can include major engine swaps: LBT’s 2015 New Flyer artics replaced ISL-G engines with Cummins L9N CNG 'Near Zero' units.

Oct 1, 2026

PureForge names CRO to push Europe-first OEM plan and fleets

PureForge names CRO to push Europe-first OEM plan and fleets

PureForge named Grant Hanson chief revenue officer to expand from police fleets into commercial fleets and automakers. The pitch splits in two. Data from 120 police agencies backs the fleet case, and a TÜV-Nord test under half the Euro 7 brake limit backs the European OEM pitch.

  • 01PureForge now carries two separate proofs for two separate buyers: 15 million police miles for fleet managers watching brake-job costs, and a German lab result for OEM engineers watching a November deadline.
  • 02PureForge has said its initial sales focus is Europe, where OEMs face a November 2026 deadline under the Euro 7 brake-emission rules.
  • 03For commercial fleets, the figure to test first is the 3–5x pad-life claim; PureForge reported it, so fleets should rerun it against their own brake-job history.

Oct 1, 2026

Explore More Transportation Insights

Read more expert perspectives from across Transportation.

Browse Transportation Hub

For B2B teams

Your experts could be publishing here

Stories like this one run on content MarketScale captures from real practitioners. See how your team's expertise becomes coverage in Transportation and beyond.

Book a Demo

Or call us. No forms required. We pick up. 214-945-2512