A digital reckoning

A digital reckoning

New tariffs, sudden policy reversals, and region-specific compliance standards have turned logistics into a puzzle that shifts week to week. For freight forwarders, this has meant not just adapting, but anticipating changes.

“One of the ways we’ve responded is by recommending the use of free trade zone warehouses,” says Charles Marrale, CEO of Exfreight. “This enables clients to import cargo in advance, especially given the 90-day pause and reduction in tariffs.”

While the strategy of pre-positioning goods may be familiar, what’s new is the level of intelligence built into the process. Real-time duty and tax estimation tools now allow shippers to evaluate exposure before cargo moves—transforming trade planning from a reactive chore into a proactive, data-driven practice.

“We’ve invested in a third-party duty and tax calculator integrated into our booking system,” Marrale added. “It allows customers to forecast potential duties and taxes at the time of booking.”

Such tools are a response to the growing pressure for transparency and flexibility. With production shifting away from historical strongholds towards more geopolitically stable or cost-efficient regions, the ability to compare sourcing options in real time is now mission-critical.

“Our software also offers the ability to compare rates and fully landed costs,” Marrale noted. “This helps customers explore alternative sourcing options in real time across different countries.”

Capacity and congestion

Amid pandemic aftershocks and surging demand, capacity constraints in major freight hubs have become the norm rather than the exception. Traditional pricing models, based on static schedules and historical availability, have proven inadequate in this new environment. “The industry used to base prices on assumed capacity,” Marrale said. “But that often led to delays during periods of tight capacity, like those seen during the pandemic.”

To meet demand for reliability and speed, the industry is moving towards dynamic pricing tied directly to real-time flight availability. “We’ve leveraged airline API connections to provide our customers with real-time shipping rates based on actual available capacity,” he explained. “Customers can request rates from any door location and instantly see the full rate, tailored to specific flights with available space.”

This shift from pre-negotiated rate sheets to instant, data-driven pricing mirrors the evolution of passenger airline ticketing. And the stakes are just as high—accurate, real-time pricing isn’t just a convenience; it’s a necessity for companies managing lean inventories and high service expectations.

“Dynamic space-based pricing, integrated via a direct API connection, has saved us significant time and improved our efficiency,” Marrale stated. “It removes the need to manage pricing and capacity manually.”

Agility over scale

The relocation of production due to trade disputes, war, or rising labour costs means freight forwarders must offer flexibility and responsiveness over brute scale.“Exfreight plays a crucial role by offering small and mid-size importers and exporters the flexibility and agility needed to adapt to shifting production bases,” Marrale said. “Our network spans over 150 countries, allowing clients to quickly assess fully landed costs for new suppliers.”

In this landscape, digital tools are more than customer conveniences—they are requirements. API-connected systems allow businesses to evaluate sourcing options and execute them immediately. “Our instant pricing and booking tools, along with API connectivity to ERP systems, make it easy for customers to evaluate options and make informed decisions,” he stated.

Partnerships and integrations are also becoming critical to global responsiveness. Freight networks and digital platforms like Webcargo are enabling smaller firms to access the same reach and pricing as their larger counterparts. “Our collaboration with Webcargo has streamlined the integration of airfreight pricing from our foreign agents into our system,” Marrale noted.

“The next 12–24 months are likely to remain unpredictable,” Marrale said. “However, we see opportunities arising from this instability, as our dynamic, agile value proposition positions us well to help shippers and importers navigate these uncertainties.”

Picture of Anastasiya Simsek

Anastasiya Simsek

Anastasiya Simsek is an award-winning journalist with a background in air cargo, news, medicine, and lifestyle reporting. For exclusive insights or to share your news, contact Anastasiya at anastasiya.simsek@aircargoweek.com.

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