AGILITY has become the currency of resilience amid a volatile global trade environment marked by geopolitical uncertainty, shifting tariffs, and evolving e-commerce dynamics.
“It is widely talked about in the industry how logistics is reshaping to adapt to geopolitical disruption, political actions on international trade and the environmental impact of freight transit,” Matthew Taylor, Business Development Director at 4RCargo, said.
Air cargo demand is on the rise globally, but Taylor noted it’s not just filling aircraft—it’s changing how capacity is managed altogether. “This has seen a growth in air cargo demand globally, alongside the current trend of e-commerce not just filling, but also driving changes in air freight capacity.”
Against this backdrop, 4RCargo’s strategy hinges on proactive planning and direct engagement. “As a hands-on GSSA (General Sales and Service Agent), we have found that keeping abreast of both industry and mainstream news, working closely with airlines, forwarders and shippers to develop innovative solutions, we can mitigate most of these challenges through technology, being proactive as opposed to reactive and speaking to our partners to address shifting trade patterns early.”
Nowhere was this more evident than in the company’s response to recent shifts in US import tariffs introduced in early 2025. Taylor outlined how such developments only underscore the importance of forward-looking collaboration: “We have recently seen with the changing nature of U.S. import tariffs announced since the start of 2025 that we need to keep ahead of the curve, plan and find ways to keep trade lanes moving—maximising capacity and minimising overhead costs.”
Flexibility to the fore
While much of the air cargo conversation remains dominated by global uncertainty, 4RCargo is doubling down on one region that continues to show remarkable economic resilience: Central and Eastern Europe. With a combination of manufacturing strength, rising e-commerce adoption, and growing air cargo demand, the region has proven fertile ground for expansion.
“The Central and Eastern European markets are going from strength to strength, with Austria’s strong adoption of e-commerce to Poland, Czechia, Hungary and Slovakia showing strong profiles as manufacturing exporters,” Taylor stated. The numbers support his outlook. “Poland alone has the highest economic growth forecast in the EU for 2025 as per IMF projections and this itself feeds demand.”
For 4RCargo, it’s not just about being present—it’s about being embedded. “By offering creative solutions, using the UK’s air capacity surplus and traffic, as well as bringing airlines, forwarders and shippers, our expertise in Central and Eastern European markets has fuelled our growth.”
Taylor was quick to emphasise that their model doesn’t rely on off-the-shelf solutions: “We pride ourselves on being hands on and reliable partners. As a future-friendly, tech enabled GSSA whilst retaining our personable approach and being available to speak and advise our partners whilst working out tailored solutions is what has set us apart.”
This tailored, agile approach has helped the company thrive in a region often overlooked by major global players. “There is never a one solution that fits all, and our team show that being dynamic and agile achieves consistently great results,” he added.
Expanding the playbook
4RCargo’s approach to trade lane development doesn’t begin and end with Europe’s biggest capitals. In fact, it’s in the regions—away from the main airfreight arteries—where the company sees some of its strongest performance.
“Regional airports play a crucial role in our success,” Taylor outlined. Rather than relying solely on major hubs like Vienna or Warsaw, 4RCargo works directly within the manufacturing heartlands. “We have found that consolidating and moving freight from regional airports rather than typical airfreight markets can allow us to bring our operation into the heartland of manufacturing districts with less operational disruption.”
This strategy not only reduces bottlenecks but allows the company to better align its services with the needs of exporters. “With developed strong and interconnected relationships with our partners and customers in the markets we serve,” he added, “this regional approach allows us to be flexible, responsive, and cost-efficient.”
In evaluating new opportunities, 4RCargo leans heavily on its established network of stakeholders across the continent. “We work closely with our network of forwarders, airlines and shippers and of course we look at our European expertise, trends in the market and the need for airfreight to evaluate new opportunities carefully.”
Taylor stated the company is currently eyeing expansion in several directions. “We are currently looking at Northern Europe, the Baltics and Scandinavia as areas of growth as well as broadening our Central Eastern expertise to secondary and smaller markets such as Romania, Bulgaria, and Slovenia.”
