The Supply Chain Challenges that Refuse to Go Away in 2026
Summary
Supply chain leaders enter 2026 still wrestling with perennial and emerging problems: tariff volatility, gaps between AI investment and data readiness, social-media-driven spikes in consumer demand, rising expectations for fast and flexible fulfilment, and an uptick in counterfeits and shipping fraud. The article draws on KPMG and Impinj research to argue that short-term fixes won’t cut it — firms must embed AI into daily planning, improve data quality, and rethink sourcing and inventory strategies to build true resilience.
Key Points
- AI adoption is accelerating, but 51% of supply chain leaders cite data accuracy as the biggest barrier to getting value from AI and automation.
- Tariff uncertainty remains high; 84% of leaders say changes in trade policy affect planning and sourcing decisions.
- Viral consumer demand driven by social media is causing rapid demand swings, undermining forecasts and planning.
- Demand for faster, more flexible fulfilment is increasing: more than half of consumers would stop buying from brands that don’t offer convenient delivery or pickup options.
- Counterfeiting and shipping fraud are rising, damaging brands and revenue — many organisations report growing incidents year-on-year.
Why should I read this?
Look, if you work in logistics or supply chain and you only have time for one update this week — read this. It quickly pulls together the stuff that keeps managers awake: tariffs, dodgy data, fickle social-media-driven demand and smarter fraudsters. It tells you what to watch and why the usual quick fixes won’t save you.
Author style
Punchy and no-nonsense: the piece makes it clear this is not the year for experiments. If your AI projects are still pilots and your data is messy, you’re not gaining advantage — you’re falling behind. The article amplifies the need to move from reactive firefighting to strategic change now.
Context and Relevance
This is important because these issues cut across sourcing, operations, technology and customer experience. Tariffs and trade policy force sourcing shifts and cost changes; poor data undermines AI-driven forecasting; viral demand and fulfilment expectations reshape inventory and network strategies; and counterfeits/fraud threaten trust and margin. Together they define near-term priorities for resilience and investment: better data, embedded AI, diversified suppliers, localised inventory and stronger anti-fraud measures.
Source
Source: https://www.supplychain247.com/article/supply-chain-risks-2026-tariffs-ai-demand-fraud