The Now and Next Technology in Air Cargo Panel at Air Cargo Africa
If you’ve been in air cargo long enough, you’ve probably heard “digital transformation” tossed around like confetti at a wedding. It’s in every conference, every strategy deck, and possibly even tattooed on some overenthusiastic tech evangelist’s forearm.
But here’s the thing: digitalization is only useful if it actually works.
If our shiny new systems don’t talk to each other, don’t save time, and – most importantly – don’t offer ROI, then what’s the point?
At The Now and Next Technology in Air Cargo panel at Air Cargo Africa, I had the chance to cut through the buzzwords and talk about what really matters: making air cargo smarter, faster, and more profitable. So, let’s talk about what’s working, what’s not, and who’s stuck footing the bill.
Step 1: Fix the Connectivity Problem
You know that feeling when you connect to Wi-Fi, but nothing loads? That’s air cargo digitalization in a nutshell right now.
Yes, we have eAWBs, APIs, real-time tracking, and AI-driven pricing. But the problem? None of these things work (or at least work very well) unless they work together.
Take electronic Air Waybills.
They should be the industry standard by now. Instead, adoption is still far from universal because if an eAWB lands in a system that still relies on paper and manual processes, it immediately becomes a bottleneck. Now think about real-time tracking. Great for single milestones, but it rarely covers the entire door-to-door journey. Some airlines offer full tracking capabilities today, while others are still catching up, leaving major visibility gaps.
Without true end-to-end integration, digital tools risk becoming just another layer of complexity rather than a solution for supply chain integration. Megan Kelley, VP of Enterprise Applications at Crane Worldwide Logistics put it best:
Digitalization should add value, not complexity.
She’s right. The most successful platforms aren’t just digital – they’re connected.
Take WebCargo as an example. WebCargo received its first airline API in 2018. By last year, dozens of airlines were sharing data through these APIs, enabling over a million transactions per year.
Why? Because they focused on seamless supply chain integration, not just standalone tech.
Digital tools that don’t connect across the supply chain aren’t solutions – they’re just extra steps. If digitalization isn’t interoperable, it’s useless.
Start digitizing to quote, book and sell cargo faster with WebCargo
Step 2: Stop Dumping the Cost on Airlines
Here’s where things get awkward. Everyone wants digitalization, but no one wants to pay for it.
Some say airlines should foot the bill since they ‘benefit the most.’ Others propose a tech surcharge on AWBs, which is a fancy way of saying ‘just make forwarders and shippers pay more.’
Neither work.
Digitalization isn’t just an airline expense – it’s an industry-wide upgrade that benefits everyone.
Digitized air cargo capacity saw a 300% increase on third-party platforms since 2020. Qatar Airways Cargo now gets over a third of its bookings from digital channels. Shippers benefit when their forwarders are digitized too. In fact, 45% of BCOs still take two or more days to book air cargo. eBooking slashes that timeline dramatically.
Instead of slapping a tech surcharge on AWBs, the smarter move is for airlines, forwarders, and tech providers to share investment costs; shared investment leads to shared success.
ROI on digitalization isn’t just about who pays, it’s about who benefits. Airlines like Air France KLM didn’t launch their online sales portals out of charity; they did it because it eliminates manual work and speeds up operations.
So, if digitalization saves the most time and money for certain players, shouldn’t their investment reflect that? Shared progress means shared responsibility (although those reaping the biggest rewards shouldn’t necessarily expect everyone else to split the bill evenly).
Step 3: Digital Alone Won’t Save Us (Because Your AI-Powered Booking Tool Can’t Load Cargo Onto a Plane)
If we could magically digitize every AWB, every invoice, and every tracking update overnight, would air cargo suddenly become 100 percent efficient? Absolutely not.
That’s because not all inefficiencies are digital.
Take ground handlers. They’re at the heart of air cargo operations, yet they deal with multiple carriers, different security procedures, and widely varying levels of digital sophistication. The result? More bottlenecks, more delays, and more headaches.
But it’s not all bad news – there are solutions emerging to bridge these gaps. At Frankfurt Airport, for example, the Fair@Link platform and Cargo Dashboard are already making a difference. As Martina Schikorr, Managing Director at allivate, explains:
The Cargo Dashboard provides at-a-glance insights into the entire process chain, including cargo volumes, throughput times, and infrastructure utilization. FAIR@Link helps identify bottlenecks, optimize resource allocation, and deliver reliable performance insights.
It’s a solid start – but air cargo needs more than a few digital oases in a desert of inefficiency. Until real-time visibility tools become the norm across major hubs, many ground handlers will still be stuck playing cargo Tetris with blindfolds on.
At FreighTech 2024, Qatar Airways’ Mark Drusch pointed out how passenger travel solved this problem years ago:
In passenger aviation, a single barcode lets any airline access passenger information instantly. Why can’t we do the same for cargo?
It’s a fair question. The answer? Lack of standardization. The industry needs to stop building digital tools in isolation and start ensuring they actually integrate into the broader supply chain. Digitalization is only half the solution to supply chain integration, though – real progress requires industry-wide standards and smarter operational practices.
What’s Next? AI, Automation, and (Hopefully) No More Faxes
So where do we go from here? AI-powered pricing and demand forecasting are already making an impact, helping airlines optimize rates in real time. Automated cargo tracking and AI-driven warehousing are on the rise, bringing greater efficiency and visibility. The real game-changer, though, will be full end-to-end digital connectivity – where quoting, booking, tracking, customs, and payments happen seamlessly across a single ecosystem.
As El Al’s Ronen Spira, Head of Cargo Division, put it:
Digital adoption has always been a top priority for EL AL, and as air cargo demand continues to rise, providing our customers with instant and accurate information is essential.
The industry is moving fast – but only those who prioritize interoperability and real-world integration will come out ahead.
Final Thoughts: Less Talk, More Action
The air cargo industry has talked about digitalization long enough. We have the tools, the data, and the demand – what’s missing is execution. Interoperability isn’t a luxury, it’s a necessity. Shared investment isn’t a debate, it’s common sense. But too often, digitalization stalls because it’s just that – talk.
The real issue isn’t a lack of ideas; it’s a lack of deep engagement with the critical aspects that drive meaningful change. It’s not enough for stakeholders to sit in separate rooms discussing solutions – they need to actively ‘speak & listen’ to one another, collaborating to develop sustainable, long-term strategies that actually work. We have the tools, the data, and the momentum. Now, it’s time to execute.
