As the global cargo industry heads toward a more digitised future, a key point of concern remains the industry’s persistent use of paper — especially for documents like airway bills — despite the availability of digital alternatives.
“Everything can be handled digitally — that’s not the problem,” Phaedra den Hertog, Customer Success Officer at Awery, said. “The challenge comes from external requirements, like ground handling agents or customs authorities in certain countries that still insist on physical paperwork.”
While systems, such as Awery’s, can already generate and attach digital versions of documents, full adoption hinges on regulatory acceptance. “If customs agencies and other stakeholders accepted digital formats, that would make a huge difference. This ties in closely with initiatives like One Record, where everything is consolidated and accessible in a single digital platform. We’re already ready for that shift,” den Hertog continued.
But the hurdles aren’t just technological—they’re institutional. “There’s no technical limitation on our part,” she explained. “It’s really a matter of outdated requirements from external bodies. I remember when I first entered the industry, there were red copies, green copies — all sorts of versions — and they’d pass through dozens of hands. Thankfully, that’s changed a lot, but there’s still work to be done.
“That’s why collaboration across the board is necessary to spur change. As a result of our strong presence in the industry, and as avid advocators for data sharing across stakeholders, we work closely with the likes of the International Air Transport Association (IATA) as development partners for CO2, collaborating to reduce and offset carbon emissions.”
Innovation in action
That contrast between what’s possible and what’s practiced is at the heart of many challenges in air cargo. It’s also where Awery sees its greatest opportunity.
Hackathons, where the company has now claimed four wins[DJ1] , are a proving ground for just how fast innovation can happen. “Winning four in a row shows the strength and creativity of our team,” den Hertog said. “It’s our ability to look at a challenge and rapidly prototype a solution — that’s Awery’s strength.
“Cargo is still lagging behind. We still see a lot of Excel sheets being used,” she said. “One Record has been in the works for over 15 years, and the fact it’s still not fully implemented shows how slowly the industry adapts. If 2026 is the benchmark year, that gives us about 10 months to go. It’s ambitious, but necessary.”
Tracking trade
One area where this rapid innovation is having a growing impact is in end-to-end visibility — now a regulatory necessity, not just a business advantage. Awery’s suite of tools provides full cargo management solutions tailored to airlines, charter operators, and ACMI providers. Their systems enable real-time cargo booking and operational integration—a necessity in an environment where instantaneous information sharing is no longer optional.
“Real-time updates are essential, not just during disruptions, but also for compliance,” den Hertog explained. “Our integration with platforms like Hurricane helps ensure users remain aligned with evolving regulations, such as international tax laws. We’re very focused on safety and compliance, holding certifications like SOC 2 in the US and the ISO equivalent in Europe. That level of oversight builds trust and keeps our users a step ahead.”
“Governments want to know where shipments originate from, often down to the shipper level,” den Hertog said. “While we’re not directly involved in things like labor practices, we do support detailed compliance. Awery can now capture data and trade restrictions right at the booking level.”
And with new regulations on the horizon, the ability to provide that depth of information is more than just a competitive edge — it’s a compliance requirement.
But not every region or stakeholder is moving at the same pace. “Some companies still operate with the mindset of, ‘We’ve done it this way for 100 years, why change now?’” den Hertog noted. “That’s a big hurdle. It’s not about choosing Awery versus another provider — it’s about being open to better, more efficient ways of working.”
What the industry wants
Listening to customers has been key to that evolution. One recent example is the claims module currently in development. “That came directly from customer feedback,” den Hertog said. “There’s a real need for it.”
Pointing to the explosive growth in e-commerce as a game-changer for digital adoption, den Hertog explained: “I was just on a panel this morning and heard a stat — something like 34 e-commerce shipments per person, per year. That’s massive,” she said. “Africa, in particular, is really opening up for e-commerce, which means a huge opportunity for digitalisation. I think we can play a significant role in helping those markets adapt and scale efficiently.”
