"China+1" has been a corporate-strategy phrase since 2020. The shipper data through Q1 2026 finally lets us answer the only question that matters for freight teams: which alternate origins are actually receiving the volume, and from which industries?
Where the volume went (in order)
Demo on your top 3 lanes — we'll show you the saved-company workflow against your actual book of business.
Vietnam took the largest absolute share gain on US-bound consumer goods, electronics components, and apparel. Mexico took the largest share gain on automotive, medical devices, and major appliances (heavy bias toward freight that's expensive to ship long-haul). India took share on pharmaceuticals, IT services-adjacent hardware, and industrial chemicals. Thailand and Malaysia gained on electronics and rubber. Bangladesh held position on apparel. Indonesia is rising on furniture and palm-oil derivatives.
Notably, India's share gain accelerated meaningfully in 2024–2025 as Apple suppliers and consumer electronics OEMs moved hard. India is the country where the ratio of operational reality to press-release noise is highest right now.
What this means for freight prospecting
Three takeaways. First, brokers and forwarders covering Vietnam, Mexico, and India have a structurally bigger TAM than they did three years ago. Second, the shippers most worth pursuing are the ones that NOW move freight from both China AND a +1 origin — they're actively managing dual-source risk and care about lane reliability. Third, watch consignee diversity within a single shipper. A shipper that newly added 3-4 different consignee patterns in the last year is reorganizing supplier relationships, often the moment when freight provider conversations become genuinely useful.
What this means for your team
If you're prospecting on industry alone ("furniture importers," "electronics shippers"), you're missing the timing dimension. Layer on a "recent origin diversification" filter and your reply rates change materially. The shippers in motion are the shippers in market.