The e-commerce surge has redefined what consumers expect—and what global airfreight must deliver. From skincare products to smart devices, the demand for rapid cross-border delivery is pushing logistics providers to rethink everything from pricing to capacity planning.

“e-commerce has been one of the biggest drivers of airfreight demand over the past five years,” Aaron Smith, Director of ACI Logistics, said. “Time-sensitive, high-value, and lightweight goods are now a huge share of what moves by air.”

Fuelled by pandemic-era digital shopping habits and a growing appetite for cross-border access, sectors like beauty, healthcare, and consumer tech have seen sharp increases in airfreight volumes. As a result, ACI has ramped up airline partnerships and broadened its service offerings—including fulfilment and customs—to keep pace.

“Airfreight is absolutely essential to meeting the ‘need for speed’ in e-commerce,” Smith expressed. “Same-day or next-day delivery isn’t a premium service anymore—it’s a baseline expectation.”

When platforms go airborne

The rise of e-commerce giants like Amazon, Alibaba, and Shopify has transformed logistics. Not only have they invested in their own air cargo operations, but they’ve also changed the game for traditional forwarders.

“These platforms are shifting away from full reliance on third-party logistics providers,” Smith stated. “That forces the rest of us to evolve—so we focus on customised solutions that plug into their ecosystems.”

That includes warehousing, customs clearance, and last-mile coordination, allowing brands to maintain global reach without building infrastructure from scratch.

Cross-border e-commerce lifts off

Nowhere is the transformation more visible than in cross-border commerce. Consumers want global products delivered quickly and reliably, and businesses are looking for frictionless fulfilment across time zones.

Smith highlighted how ACI’s location in the Middle East has been a major advantage: “We’re seeing growing demand from North America, Asia, and Europe into the GCC and beyond. Our strategic geography makes us a key node for international e-commerce.”

Traditional freight dynamics—such as belly cargo versus dedicated freighters—are shifting under e-commerce pressure. As parcel volume rises, airlines are increasing freighter deployments and maximising belly space more strategically.

On the pricing front, Smith noted that forwarders are adapting: “You can’t treat small e-commerce parcels the same way you price large shipments. We’ve introduced dynamic and volume-based pricing models to serve high-frequency shippers, especially SMEs.”

ACI also caters to emerging direct-to-consumer (DTC) models, which require speed, flexibility, and real-time visibility more than bulk rates. “DTC has totally reshaped the model,” Smith outlined. “Brands need international reach without warehouse overload, and airfreight enables that.”

For ACI and others, technology is no longer optional. AI is now embedded into route optimisation, while automated customs clearance, real-time parcel tracking, and predictive analytics drive daily operations.

“Visibility is everything,” Smith explained. “We’ve invested heavily in data platforms that allow our clients to see and control their cargo at every step.”

Peak periods like Black Friday, Cyber Monday, and end-of-year holidays bring serious challenges—from rate volatility to bottlenecks in last-mile delivery. Smith says strong planning and partnerships are essential.

“We work closely with carriers and partners to secure capacity in advance. Forwarders who can navigate volatility are the ones brands rely on during critical retail moments,” he added.

A future built for e-commerce

Smith sees no slowdown in airfreight’s role in e-commerce. “Online retail is only going to grow, and with it, the need for efficient, scalable logistics,” Smith said.

What will separate winners from the rest? “The ability to offer flexibility, visibility, and reliability across global routes. That’s where we’re focused—helping businesses of all sizes thrive in a digital-first economy.”