As global supply chains grow increasingly complex and economic headwinds persist, brands face mounting pressure to optimize their operations while controlling costs.
The result?
A technology landscape where companies must carefully balance innovation with pragmatism, seeking tools that deliver clear ROI without overwhelming already-at-capacity teams.
Based on a comprehensive survey of 90 supply chain leaders — primarily director-level and above at brands doing $50-250M in revenue — along with in-depth interviews with industry experts, this report examines how companies are navigating these challenges and where they’re placing their technology bets for the future.
Tech Stack Report
Only 7% of respondents are “very satisfied” with their current tech stack.
The data reveals a sobering reality: only 7% of respondents report being “very satisfied” with their current tech stack. The majority fall into the “somewhat satisfied” (44%) or “neutral” (33%) categories, suggesting widespread recognition that current solutions aren’t fully meeting needs.
How satisfied are you with your current tech stack?
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When breaking down the data by company size, we found that generally, larger companies ($250M+) tend to be more satisfied overall; smaller companies (<$50M) show more varied satisfaction levels, possibly reflecting different levels of tech sophistication and needs; and mid-sized companies ($50M-$250M) seem to struggle the most with their tech stacks.
As founder and CEO of 3PL discovery software Third Person Matthew Hertz notes, “To get different stakeholders in a room is really challenging. If you’ve got 8 people sitting around a table at a company, you can make decisions more effectively than in this 50 to 250 million range, which probably has several dozen people, if not over a hundred.”
Biggest tech stack pain points
The top challenges cited by respondents paint a clear picture of where technology is falling short.
What are the biggest pain points with your current tech stack?
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"You have certain supply chain platforms that are slam dunks, that fully automate things and take you out of Google sheets or manual tracking," explains Paige Zachs, VP of Supply Chain, Ops and Customer at Coterie. "But then you have other tools that are overly complex where even basic integrations become a huge challenge."
The story that emerges from our survey data is clear: Brands are caught between the imperative to innovate and the reality of constrained resources. With only 7% of respondents “very satisfied” with their current tech stack, the status quo isn’t sustainable. Yet with 45% citing budget constraints as their primary barrier to adoption, the path forward isn't simple.
Three key principles will define successful tech stack strategies in 2025:
1. Embrace AI or fall behind
With 54% of respondents viewing AI as “essential” to future operations, the question isn’t whether to adopt AI, but how to do it strategically.
It’s one of those technologies that the later you start, the further behind you’re gonna be"
Paige Zachs, VP of Supply Chain, Ops, and Customer at Coterie
2. Prioritize integration and visibility
The data is emphatic: lack of integration (60%) and limited visibility (50%) are crippling current tech stacks. Brands that solve these challenges will have a significant competitive advantage.
3. Build for scale, not just for today
“You can find brands doing $100 million in revenue that basically have 20 people,” notes Shah. Tomorrow’s winners will be those who leverage technology to grow revenue without proportionally growing headcount.
The brands that succeed won’t necessarily be those with the biggest technology budgets. Instead, success will come to those who can:
- Make strategic bets on the right tools at the right time
- Focus relentlessly on integration and automation
- Measure and prove ROI to justify further investment
- Build internal expertise alongside their tech stack
The message for brands is clear: In a world where doing more with less is the new normal, your technology stack isn’t just a collection of tools — it’s the foundation of your competitive advantage.