Are you a shipper still trapped in spreadsheets and portal logins? If your day starts by jumping between multiple carrier websites, manually entering shipment details, copying that data into your ERP system (maybe SAP or OTM), and hoping it all syncs up, you’re not alone. Despite all the buzz around digitalization and automation, many companies are still relying on manual processes. That means chasing updates, waiting on tracking spreadsheets that arrive late (if at all), and spending more time coordinating than actually shipping.
Booking a single shipment can take hours. And visibility? It's more like piecing together a puzzle while blindfolded. Mistakes slip through unnoticed. Updates get lost in transit. Operations turn into a patchwork of disconnected systems and reactive problem-solving.
Even the largest global players are stuck in this loop, not by choice, but because the path to integrating with carriers can be considered as full of roadblocks. Some shippers also invite their LSPs to collaborate on their own platforms (e.g., shipper TMS), which, most of the time, is a manual and customer-specific/customized service by the LSP, resulting in low efficiency and, due to manual steps, can be error-prone, both leading to increased cost eventually.
Why is this still happening?
Let’s be honest, ocean freight digitalization has lagged behind other logistics sectors, and that’s no accident. Carriers have been slow to catch up with modern market demands. While many have started to offer APIs for direct data exchange, most still default to old-school approaches like email communications or web portals. APIs are a moving target, they need to develop all the time, and the first launch is not usually prime time-ready for anyone, not even shipping lines.
And even when APIs are available, there’s a catch: each carrier tends to have its own preferred format, its own rules, and its own way of doing things, which means every new connection is a custom project. Integrating with just one can be complex; doing it across multiple partners is a nightmare! Building and maintaining these integrations quickly becomes a major IT burden.
As a result, many shippers fall back on spreadsheets, emails, and manual data entry just to keep things moving — all while juggling a never-ending integration project in the background. Even the biggest global ones still find themselves operating this way.
The dream — or what’s possible with booking automation?
Imagine this instead: your systems talk directly to the systems of all the carriers you work with — no logins to web portals, no copying and pasting, no missed updates. One connection for all, without the hassle of thinking about how each of the shipping lines operates and how skilled they are with it.
From booking requests and confirmations, to submitting shipping instructions and VGM, to receiving real-time tracking data, bills of lading, and freight invoices, every message in the ocean freight lifecycle flows automatically between parties. No bottlenecks, no blind spots, just smooth, reliable operations.
When your booking data is synced and shared across your supply chain — logistics, procurement, customer service, and inventory — everyone stays on the same page. ETAs are accurate. Documents are complete and timely. Your cargo gets loaded without a hitch, and you avoid unnecessary charges like demurrage and detention.
That’s the power of full-cycle automation: fewer errors, faster processing, and far greater visibility. The good news is that this should not be your dream; it should be your daily routine.
Automating Booking Messaging Cycle: where to start the transformation journey
Ready to leave the manual chaos behind? Start by evaluating tools that enable ocean booking automation. But be warned: not all solutions are created equal.
With prominent legacy systems, be prepared for limited coverage, as not all messages in the booking cycle may be supported. Additionally, if your preferred carrier is not already integrated with the solution, onboarding can be slow or even impossible. On top of that, choosing these systems often means introducing yet another user interface for your team to manage, whether it is a new GUI to work with or a data flow that needs to be integrated into your IT setup.
What you really need is a solution that works behind the scenes — a middleware that quietly handles the heavy lifting, pumping data between your existing IT setup/ management system and your carriers, harmonizing it on the fly.
Coneksion’s RAPIDS Ocean Booking Connectivity offers exactly that. It acts as a digital bridge, harmonizing data between your TMS, ERP, or WMS (like SAP or Oracle OTM) and a broad ecosystem of pre-integrated carriers. That means you get started faster, onboard new partners with ease, and eliminate manual touchpoints across the board.
With solutions like Coneksion, automation isn’t a dream — it’s a plug-and-play reality. And it’s one that frees your team to focus on what really matters: running your supply chain, not managing it by hand.
Coneksion is a neutral company, with no equity ties to any TMS solution provider, shipping line, or any other industry stakeholder. We serve the industry globally.
If your team is still spending hours every week booking shipments, managing documents, or hunting down ETAs, there’s a better way. Ocean freight might be complex, but your process doesn’t have to be.
FAQ: Ocean Freight Booking Automation
- Q: What is ocean freight booking automation?
A: It refers to using digital systems that automate the entire shipment lifecycle — from booking requests and confirmations to shipping instructions, tracking, and invoicing. - Q: Why is integrating with carriers still so difficult?
A: Each carrier has different APIs, data formats, and integration preferences. Without middleware to standardize and sync that data, custom integrations are time-consuming and costly. Each carrier has its own processes to manage operations. - Q: What systems can Coneksion RAPIDS integrate with?
A: Coneksion integrates with leading TMS, WMS, and ERP platforms, including SAP and Oracle OTM, among others, enabling full-cycle automation without changing your current tools.
Ready to automate your ocean freight booking process? Schedule a free call with our integration experts and discover how Coneksion’s RAPIDS can streamline your logistics workflow.
