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Misplaced pallets, rushed picking, paper checklists, that one scanner that only works if you hit it just right. Sound familiar? That’s why automation’s having its moment in 2025. Not because it’s trendy. But because people are just tired of the madness.

Let’s set the scene. Your client wants an update. The ship was supposed to arrive yesterday. You check the carrier’s site—it says “In Transit.” That’s it. Super helpful. Now you’re refreshing six different tracking tools, calling your agent, stalking port schedules like a detective... and wondering why “just tracking a container” still feels like black magic in 2025. Yeah.

You ever try to track a shipment, follow up with a client, and remember who you quoted what to last Thursday—all before your first coffee? Yeah. Welcome to freight forwarding. This industry moves fast. Containers get rerouted, rates change mid-conversation, clients ghost and then reappear needing an urgent booking... yesterday.

Let’s start with the obvious: Shipping stuff is complicated. Especially if you’re not doing it every day. Even more if it’s your first time sending something bigger than a few boxes. So at some point, you hit the big question: Do I need a freight forwarder... or a broker? (And also, wait—aren’t they the same thing?)