Technology is reshaping industries, and the middleman is becoming obsolete. With unprecedented access to information, intermediaries like travel agents and real estate brokers are fading away. The same revolution is now hitting maritime transport. Buyers and sellers connect directly, cutting out commissions and streamlining processes. While this benefits consumers and businesses, freight forwarders and logistics providers face an uncertain future.
Historically, maritime transport has been fragmented and opaque, creating a perfect environment for middlemen. They thrived by managing complex supply chains. But digital transformation is changing the game. Startups are introducing platforms that simplify container booking and tracking—just like booking a flight or tracking a package. These innovations threaten traditional logistics providers by offering transparency and efficiency. Shippers and carriers alike stand to gain from better service comparability and performance metrics.
The shift goes beyond logistics. Maritime transport has always been B2B, but direct-to-consumer models are emerging. Imagine ordering a car online and having it delivered in a container to your doorstep—no dealership required. This would revolutionize the industry, forcing shipping companies to adapt. In this new landscape, the middleman might not disappear entirely but evolve into a digital intermediary: the app. The future belongs to those who embrace transparency, efficiency, and innovation.