What Shippers Want: The Technology Expectations Forwarders Can’t Ignore
What do Amazon, Netflix, and Uber have in common? They’ve trained us to expect instant updates, seamless experiences, and personalized solutions in our daily lives. This same mindset is now transforming the logistics industry. Shippers demand real-time visibility, transparency, and seamless collaboration. For freight forwarders and other logistics service providers (LSPs), meeting these expectations isn’t optional, it’s essential.
Think about it: Amazon doesn’t just deliver packages, it delivers them fast, often with updates down to the minute, even notifying you when your driver is just 10 doors away. Netflix doesn’t just provide movies, it curates hyper-personalized suggestions based on your unique viewing habits. Ride-sharing apps like Uber let you track your driver’s location in real-time, giving you peace of mind as you wait. These everyday conveniences have redefined what we expect from the businesses we interact with, and that includes B2B interactions.
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For shippers, those same standards now apply to their logistics partners. Transparency, real-time visibility, and seamless collaboration aren’t just perks, they’re necessities. Freight forwarders and logistics service providers must deliver on these expectations or risk losing out to competitors who can.
Technology Is No Longer Optional
According to a recent survey of supply chain executives, 90% of shippers said that technological capabilities are either “Extremely important” (19%) or “Very important” (71%) when evaluating and selecting their logistics partners. This statistic alone underscores how integral technology has become in the decision-making process.
One supply chain executive summed it up perfectly:
*”As the pace of business continues to increase, so does the need for direct, near real-time digital connections into our 3PLs. It is no longer acceptable to live in a ‘black box’ environment where 3PLs only feed limited information to my organization. We need transparency to collaborate and improve processes together. If we do not have this, the benefits of utilizing 3PLs diminishes and I have a much stronger case to bring warehousing [back in-house] where I can fully control improvements.”
This statement highlights a crucial trend: shippers now demand visibility, transparency, and seamless collaboration. Without these capabilities, the value of outsourcing logistics diminishes, leading some companies to consider taking operations back in-house. For forwarders, this makes a strong technological foundation essential for maintaining and growing their customer base.
What Shippers Value Most in Technology
When it comes to specific technological capabilities, shippers have clear priorities. The State of Digitization in Freight Forwarding 2025 report by independent firm Adelante SCM and sponsored by Magaya identified three key features that shippers value most in their logistics partners:
- Real-Time Shipment Tracking (67%) Shippers want the ability to track their shipments in real-time, ensuring they have accurate, up-to-date information at their fingertips. This level of visibility not only builds trust but also allows for proactive problem-solving and better decision-making.
- Integration with Supply Chain Systems (57%) Seamless integration between LSPs’ systems and shippers’ own supply chain platforms is essential for efficient operations. It eliminates silos, reduces manual effort, and creates a unified flow of information that enhances collaboration.
- Automated Documentation and Compliance (33%) Manual processes for documentation and compliance are time-consuming and error-prone. Automation in these areas not only saves time but also reduces costly mistakes, ensuring smooth and compliant operations.
These features are no longer “nice-to-have”—they are “must-haves” for shippers who want to stay competitive in a fast-paced market.
The Satisfaction Gap
Despite the clear demand for technology, many forwarders are falling short of shipper expectations. The survey revealed that more than a third of respondents (38%) said they are only “Slightly satisfied” (24%) or “Not satisfied at all” (14%) with the technological capabilities of their logistics partners. Alarmingly, none of the respondents reported being “Extremely satisfied,” and only 14% said they were “Very satisfied.”
This dissatisfaction is a wake-up call for forwarders. As one executive put it:
*”We have some logistics partners who have best-in-class technology, while others lag behind with limited visibility and delays in messaging. We’re actively working to rid ourselves of the latter.”
The message is clear: forwarders who fail to meet technological expectations risk losing business to competitors who can deliver.
The Business Case for Investing in Technology
For forwarders, investing in technology isn’t just about keeping up with competitors; it’s about delivering tangible value to customers. Here are some of the key benefits of embracing digital tools:
- Improved Customer Retention: Meeting or exceeding customer expectations strengthens relationships and reduces the risk of losing business.
- Operational Efficiency: Automation and integration streamline workflows, reduce errors, and save time.
- Proactive Problem-Solving: Real-time visibility enables forwarders to address issues before they escalate, improving reliability and trust.
- Scalability: Advanced systems make it easier to handle growth without sacrificing service quality.
How Magaya Can Help
For forwarders looking to close the gap and exceed shipper expectations, Magaya offers a suite of solutions designed to meet the demands of today’s logistics landscape. From real-time shipment tracking to seamless integrations and automated compliance, Magaya’s technology empowers forwarders to:
- Provide the transparency and visibility shippers demand.
- Streamline operations with purpose-built solutions made for LSPs.
- Automate documentation and compliance tasks, reducing errors and saving time.
By leveraging Magaya’s innovative solutions, forwarders can transform their operations, enhance customer satisfaction, and gain a competitive edge in an increasingly digital market.
Conclusion
Shippers have made their expectations clear: technology is no longer optional. Forwarders who embrace digital tools and prioritize real-time tracking, integration, and automation will be better positioned to win and retain business in a competitive market. On the other hand, those who lag behind risk being left behind.
The choice is simple: adapt to meet shipper demands or risk losing out. With the Magaya Digital Freight Platform, forwarders can rise to the challenge and ensure they remain indispensable partners in the supply chain. Now is the time to invest in the technology that will define the future of logistics.
To learn more about what shippers want most in 2025 and how to make technology your competitive edge, download the free report.
Ready to digitize and modernize your freight forwarding operations?
See how Magaya can help.