OOCL FreightSmart marks 5th anniversary, advancing customer-centric innovation in digital logistics

OOCL is celebrating five years of OOCL FreightSmart, its digital ocean freight quotation and booking platform designed to make global logistics smarter, faster and more connected.

Since launching in January 2021, FreightSmart has evolved to meet the needs of shippers, particularly small and medium-sized enterprises (SMEs), and help them navigate an increasingly complex and dynamic shipping environment. The platform was first introduced to offer a transparent, user-friendly alternative to traditional booking processes, empowering customers to search, compare and book shipments with greater speed, visibility and control.

“OOCL FreightSmart supports customers, especially SMEs, by addressing the challenges that smaller players often face in the traditional ocean freight landscape." said Eveline Chan, General Manager of OOCL’s E Commerce Department. Over the past five years, the platform has become a trusted gateway for customers seeking flexibility, visibility, and efficiency in their global logistics operations.

E Spot: Instant Quotation and Guaranteed Space

E-Spot, the core booking channel of OOCL FreightSmart, is the platform’s digital spot-rate quotation and booking channel that provides customers with guaranteed space and prioritised container access. By moving beyond the conventional rate request process, E-Spot offers:

• Instant, transparent spot-rate quotations for specific OOCL sailings
• Guaranteed space and prioritized container access
• A seamless end to end booking experience within a single digital workflow

With freight rates and most surcharges fixed at the time of quotation, customers benefit from faster turnaround time, reduced communication steps, and greater confidence in securing space for time sensitive shipments.

Key Milestones in FreightSmart’s Evolution

Since its introduction, FreightSmart has grown from a focused digital gateway into a comprehensive multi-service platform:

• January 2021 – Launch of FreightSmart E Spot
• June 2021 – E Spot extended to support end to end shipment booking
• September 2022 – Introduction of E Quote for online rate sheet quotations
• November 2023 – Launch of “Ask Fin,” the digital customer service assistant
• 2023–2025 – Expansion of value added services, including:
• E Customs Solution
• OOCL Green
• Concierge Service
• Container Re Use Service
• Delay in Transit

Today, FreightSmart offers multiple quotation modes (E-Spot and E-Quote) alongside an expanding portfolio of additional services, forming a true one-stop digital solution for shipment planning, booking, and management.

PlumSmart: Recognising Customer Loyalty

We also highlighted the PlumSmart Loyalty Programme, which reinforces the platform’s customer-first philosophy. The programme rewards continued support with transparent benefits, membership privileges, and exclusive offers.

Looking Ahead in 2026

In 2026, customers can look forward to :

• A next generation All in One Search interface
• Deeper integration of intelligent, data driven solutions
• More personalised and curated offers aligned with customers’ real time shipping needs