Logistics companies ran at full tilt in 2020 to keep up with e-commerce demand. New players that can help retailers speed up the e-commerce supply chain are in high demand. Entrenched players that didn't, or couldn't, adjust to the increased demand fast enough lost out. As consumer dollars continue to shift online, logistics players know there's money to be made. The National Retail Federation expects more than $1 trillion to be spent online in 2021 — roughly 20% more than the record $969 billion in 2020. It's an unprecedented opportunity for freight and logistics players that can meet internet retailers' exacting standards. "It's hard and messy, and not everybody wants to go figure that labor model out because it's difficult," said Craig Callahan, chief commercial officer for Werner Enterprises, a trucking company specializing in top-flight retailers including Walmart, Dollar General and the Home Depot. These retailers have strict standards, requiring precise schedules and few mistakes. Staying out of e-commerce and sticking to moving goods for industrial businesses can be less demanding for shipping companies, but the reward often isn't as great.