The article explores how customer-driven supply chains impact freight transport management, focusing on optimising transport through collaboration. It examines whether new collaborative models, both vertical (with supply chain partners) and horizontal (with logistics service providers), are delivering better transport solutions. Using a multi-dimensional approach, including empirical evidence and expert discussions from industries like steel, grocery, and construction, the study argues that innovative solutions are emerging by harnessing the power of collaboration. Although centred on road freight transport in the UK and Europe, the findings have broader applications for other regions and transport modes. The paper emphasises the importance of combining vertical and horizontal collaboration to achieve better optimisation in transport logistics.