Purpose This study aims to define Digital Freight Forwarders (DFFs) within the maritime shipping industry and examine how they address the digitalization gaps in compared to traditional freight forwarders. Design/methodology/approach The research adopts an inductive, qualitative approach, with empirical data collected through a combination of single-case and multiple-case studies in the maritime shipping sector. This methodology facilitates the development of an empirically grounded definition of DFFs, along with the identification of their key operational characteristics and the critical challenges they encounter. Findings The study identifies two layers of digitalization in DFFs: basic digital functionalities (e.g. online quoting, booking and tracking) and advanced digital integration (e.g. AI-driven analytics, blockchain and application programming interface connectivity). While DFFs enhance service transparency, automation and operational efficiency, they do not entirely replace human expertise due to regulatory constraints, reluctance to data-sharing and integration challenges. The findings further suggest that the adoption of DFFs is not a binary transition but rather a progression along a spectrum of digital maturity, influenced by technological capabilities, stakeholder collaboration and industry-wide trust in digital platforms. Research limitations/implications This exploratory study is based on qualitative case studies, which may limit the generalizability of its findings across the broader freight forwarding sector. Practical implications This study provides strategic insights for freight forwarders, industry managers and policymakers on harnessing DFF capabilities while addressing digitalization challenges. It proposes a two-layered digitalization framework to help firms assess digital maturity and strategically adopt AI-driven analytics, automation and blockchain security. Overcoming reluctance to data-sharing requires standardized protocols and regulatory incentives to foster industry-wide collaboration. Policymakers should establish interoperability frameworks to facilitate seamless data exchange, enhance transparency and advance the sector toward a more integrated digital ecosystem. Originality/value This study bridges a gap in maritime digitalization research by providing one of the first empirically grounded definitions of DFFs alongside a conceptual framework that distinguishes the stages of digitalization. It contributes to the broader discourse on platform-based logistics models, digital transformation in maritime shipping and the future trajectory of freight forwarding in the digital era.
Zeng et al. (Wed,) studied this question.