According to the StartUs Insights report (May 2020), which analysed over 900 start-ups in the logistics sector, these enterprises are innovating and developing in 10 broad areas. Most aren’t new: internet of things, artificial intelligence (AI), robotics, last-mile deliveries, warehouse automation, blockchain, autonomous vehicles, etc. We have been discussing most of these trends and how they apply to logistics on our blog. However, there is one term which caught our attention: elastic logistics. Even though at Nordlogway we advocate for logistics to be made more flexible as a way to increase efficiency while also being more competitive thanks to cost variability, we have never used the concept of ‘elastic logistics’. This is not about reducing inventories but making them adapt to demand. The concepts of just-in-time or lean manufacturing are no longer enough.