• Global freight forwarders face pressure from tariff shocks, emissions requirements, and visibility gaps, with digital tools alone insufficient to manage disruptions.
• GEODIS responded to sudden US tariffs on Chinese imports by reallocating capacity, activating charters, and securing priority uplift, highlighting the need for agility amid instability.
• Its AirSmart platform reduces CO₂ emissions by 20–30% on most lanes, up to 50% on select routes, while optimising load factors and margins.
• Visibility challenges persist, especially in the air leg, due to fragmented data standards and limited transparency during airport handling; GEODIS is expanding API connectivity to improve predictability.

Global freight forwarders are under renewed pressure as tariff shocks, emissions demands and visibility gaps collide, and digital tools alone aren’t enough to bridge the divide.

When new US tariffs on Chinese imports triggered a sudden spike in demand this year, GEODIS was forced to respond in real time. The rush from sectors like electronics and fast fashion tested the company’s ability to reallocate capacity quickly.

“Our teams responded quickly by reallocating capacity on key transpacific lanes, activating additional air freight charters, and working closely with our carrier partners to secure priority uplift,” said Henri Le Gouis, Executive Vice-President of Global Freight Forwarding.

It worked — just. But such manoeuvres are becoming more frequent and harder to plan for. “Massive external shocks oblige us to live with increased instability,” he admitted.

Green routing enters the decision chain

Amid carbon pressures, GEODIS is using its AirSmart platform not only for booking efficiency, but also to reduce emissions. Across 100+ commercial lanes, the company reports an average 20–30 percent CO₂ reduction, rising to 50 percent on select routes.

“On the CDG–PVG route, we’ve achieved a 25 percent emissions cut, thanks to the use of fuel-efficient aircraft like the Boeing 777F,” said Le Gouis. The platform also helps align capacity more closely to demand, supporting both load factor and margin.

But these gains don’t resolve the structural limits of digital integration — particularly when it comes to visibility.

Air cargo’s visibility problem persists

Even with a proprietary system like IRIS providing real-time updates across modes, the air leg remains a challenge. “The air leg remains complex, particularly due to fragmented data standards and limited visibility during certain airport handling phases,” he said.

GEODIS is working to close those gaps by expanding API connectivity and improving data granularity. Yet full predictability remains elusive.

The rise of airline-direct platforms and digital-native players has prompted familiar questions about the role of the forwarder. For GEODIS, the answer lies in orchestration, not just access.

“Forwarders will no longer be judged solely by their ability to move goods – but by their ability to orchestrate global supply chains intelligently,” said Le Gouis.

That means being ready for new trade corridors, too. Manufacturing is slowly shifting, with nearshoring in Europe and North America beginning to influence sourcing strategies. “We suspect to see a new gateway in the future in the countries benefiting from the transfer of the production,” he said.