Archives
Freight News, IT Suppliers, Logistics
Shippers Demand More from Technology, Magaya
[ September 19, 2025 // Gary Burrows ]With rising shipper expectations, rapid AI influence, and supply chain complexity, 2026 may be the year that digital logistics capabilities are no longer optional for Freight Forwarders, according to a supply chain management report from Magaya and Adelante.
“Trusted relationships and reliable service remain critical, but shippers now expect more: advanced technology as a standard part of logistics. Those who fail to meet this expectation risk losing customers; those who adapt will gain market share, Magaya said in releasing State of Digitization in Freight Forwarding https://tinyurl.com/36u75a2w).
Among the report’s findings:
• Only 23 percent of forwarders had digitized at least 75 percent of their processes.
• Thirty-eight percent of shippers reported being only “slightly satisfied” or “not satisfied at all” with their forwarders’ technology.
In other words, shippers are no longer impressed by digital capabilities – they expect them.
A follow-up survey of 110 forwarders in July shows how the industry is beginning to respond (Magaya & Adelante SCM study):
• Automating workflows for documentation, compliance, and invoicing, 45 percent.
• Improving real-time visibility and milestone tracking, 38 percent.
• Upgrading freight forwarding platforms with reporting, analytics, and dashboards, 35 percent.
The drivers of this shift are clear, rising customer expectations, disruptive trade policy changes, and rapid AI-driven automation. Forwarders that continue with static strategies risk being left behind,” Magaya, which provides a cloud-based logistics and supply chain software platform.
For shippers, technology enhances human expertise, not replacing it. They want actionable logistics data, timely insights and visibility to complement the relationships they already value,” the report said.
“In 2026, the winners will be those forwarders that successfully combine human trust with digital innovation to stay ahead in an increasingly complex, data-driven global supply chain,” Magaya said.
State of Digitization in Freight Forwarding is available for download at https://tinyurl.com/36u75a2w.
