Half a decade ago, OOCL launched FreightSmart, our digital booking and shipping platform designed to make global logistics smarter, faster, and more connected. As we mark this milestone, we are proud of the progress we have made in improving the digital shipping experience for our customers.
During the pandemic, the shipping market faced extreme volatility and disruption — lockdowns, quarantines, and shortages, creating uncertainty across global supply chains, especially for small and medium-sized enterprises (SMEs).
OOCL FreightSmart supports SMEs by offering an alternative to the traditional ocean freight challenges smaller players often face.
Eveline Chan, General Manager of OOCL’s E-Commerce Department, shared that OOCL FreightSmart continues to listen to customer feedback to enhance services, with customer centricity at the core of its journey.
How We Evolved
Over the years, OOCL FreightSmart has expanded its product offerings in response to changing customer and market needs:
- FreightSmart E-Spot launched
- PlumSmart Loyalty Programme launched to earn membership rewards
- Book with Extra Free Time
- Book with Door Haulage
- E-Trucking Additional Service launched
- Control Tower launched for booking management
FreightSmart E-Quote initial release - Cargo Tracking+ launched to enhance shipment visibility
- E-Customs Solution Additional Service launched
Fin introduced as the FreightSmart customer ambassador - New E-Quote launched for direct quotation search
- “Ask Fin” customer service assistant chatbot available
- E-Spot expanded to support one-stop end-to-end shipment booking
- FreightSmart WeChat Mini Programme launched
- Book with Promo Code on E-Spot
- AI-powered Product Recommendations
- OOCL Green Additional Service launched
- Secured E-Quote launched for fixed-rate booking
- Smart Combo launched for bundled savings
- Nearby Route Suggestions available on E-Spot
Concierge Service Additional Service launched - Container Re-Use Service Additional Service launched
- Delay in Transit Additional Service launched
- … and a lot more coming
Since its launch in 2021, OOCL FreightSmart has evolved from offering spot rates with E-Spot and short- to mid-term quotations with E-Quote. Today, the platform offers multiple quotation modes and a wide range of additional services beyond ocean freight, while continuously enhancing the online experience to provide customers a one-stop shipment solution.
PlumSmart: Customers at First
Eveline Chan shared that the PlumSmart loyalty programme strengthened the platform’s customer-first focus. Launched to reward customers for their support, it offers clear, transparent benefits and exclusive privileges.
She noted that the programme saw a modest start, but ongoing innovation and customer engagement have since delivered results.
Looking Forward
In 2026, customers can expect an enhanced All-in-One Search interface, with deeper integration of intelligent solutions to deliver more curated offers that match their current needs.
2026 will be a milestone year for OOCL FreightSmart. Stay tuned!