How can container shipping adapt to the changing customer expectations and demands in the e-commerce era?

1 Demand drivers

One of the main drivers of container trade growth is the increasing demand for consumer goods, especially from emerging markets. According to the World Bank, the global middle class is expected to reach 5.4 billion people by 2030, with most of the growth coming from Asia and Africa. These consumers have more disposable income and demand more variety and quality of products, which boosts the demand for containerized imports. Moreover, e-commerce platforms such as Amazon and Alibaba have expanded the reach and convenience of online shopping, creating more demand for cross-border delivery of goods.

2 Supply drivers

Another driver of container trade growth is the improvement of supply chain efficiency and connectivity, which lowers the costs and risks of container shipping. For example, advances in technology such as blockchain, artificial intelligence, and the Internet of Things (IoT) can enhance the visibility, security, and optimization of container movements and transactions. Furthermore, the development of new trade routes and infrastructure, such as the Belt and Road Initiative and the Panama Canal expansion, can increase the capacity and accessibility of container shipping networks.

3 Environmental drivers

A third driver of container trade growth is the growing awareness and pressure to reduce the environmental impact of container shipping. According to the International Maritime Organization (IMO), container shipping accounts for about 3% of global carbon dioxide emissions, and is subject to stricter regulations and standards to curb its emissions and pollution. For example, the IMO has implemented a global sulphur cap of 0.5% for marine fuels since 2020, and aims to reduce the carbon intensity of international shipping by 40% by 2030. These measures create incentives for container shipping to adopt cleaner and greener technologies and practices, such as low-sulphur fuels, alternative fuels, energy efficiency, and carbon offsetting.

4 Competitive drivers

A fourth driver of container trade growth is the intensifying competition and consolidation in the container shipping industry, which affects the pricing, service, and innovation of container shipping. According to the United Nations Conference on Trade and Development (UNCTAD), the top 10 container shipping companies accounted for about 83% of the global market share in 2019, up from 49% in 2004. This concentration of market power can lead to higher freight rates, lower service quality, and less choice for customers. On the other hand, it can also create economies of scale, scope, and network, which can lower costs, increase reliability, and foster innovation.

5 Adaptation strategies

In the e-commerce era, container shipping must adapt to changing customer expectations and demands. To do this, it should focus on customer-centricity and differentiation, embracing digital transformation and innovation, and collaborating with partners and regulators. Understanding customer needs and preferences is key, as well as offering value-added services like end-to-end solutions, real-time tracking, customized packaging, and last-mile delivery. Leveraging digital technologies to optimize routes, schedules, capacity, and costs is also important for improving operational efficiency and customer experience. Additionally, container shipping should cooperate with other modes of transport to create intermodal solutions, collaborate with port authorities and terminal operators to reduce congestion and delays, and engage with regulators to comply with environmental and social standards.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?