Ethiopian Cargo sets to revolutionise freight bookings with WebCargo digital integration

Ethiopian Cargo is launching digital booking capabilities via WebCargo by Freightos, enhancing its global freight services and increasing online accessibility for freight forwarders amidst a rapidly evolving airfreight industry.

Addis Ababa-based Ethiopian Cargo will be available for digital booking on WebCargo by Freightos at the end of March, the companies said, marking another step in the airline’s push to digitise its sales channels and expand online access for fr...

The integration will make Ethiopian’s seat and freighter capacity searchable and bookable via the platform, offering digital rates, instant quoting, eBooking, WebCargo Pay for rapid digital payments and interlining functionality, according to Freightos. Forwarders will gain immediate access to routings from Ethiopia to major markets including Europe, the United States, China, India, Kenya and South Africa, Freightos said in its announcement.

Pablo Pinillos, chief financial officer and interim chief executive of Freightos, said: “Global trade hasn’t only gotten more connected; it’s also gotten far more volatile. Access to speed and reliability matters more than big promises. With Ethiopian Cargo on our platform, forwarders will be able to unlock practical tools to move freight when capacity, routes and costs are constantly shifting, resulting in less friction, more optionality and fewer spreadsheets.”

Ethiopian’s management framed the move as part of a wider digital transformation. Dereje Derero, managing director of Ethiopian Cargo & Logistics Services, said: “Digital transformation is a core part of our growth strategy. As part of this transformation, we have been integrating various booking and payment solutions into our services to provide our customers with greater efficiency. Through our partnership with Freightos, we are enhancing our cargo services for customers, including freight forwarders worldwide, by offering digital rates, quoting and ebooking solutions with faster access and reliable service.” He added that the step “further strengthens our position as the continent’s leading cargo carrier.”

There are minor discrepancies in public descriptions of Ethiopian’s network size: Freightos and accompanying releases describe the airline as operating to more than 145 destinations, while the carrier’s own corporate materials have previously cited a network of over 130 international destinations combining belly and freighter services. Both portrayals underscore Ethiopian’s extensive Africa‑centred connectivity and global reach.

Freightos’ move to onboard Ethiopian follows a broader push by the platform to aggregate carriers and GSAs. Earlier deals, including an arrangement with China’s Megacap Aviation Service to bring multiple carriers onto Freightos, signalled particular interest in improving digital access to China–Africa lanes; Megacap’s rollout initially included Ethiopian Airlines’ capacity, industry notices show. The company’s PR materials describe the partnerships as intended to give thousands of global forwarders real‑time visibility into capacity and pricing across key corridors.

The signing comes amid evidence that the airfreight sector has been rapidly embracing online booking. WebCargo by Freightos published an analysis of more than 1.5 million digital bookings from 2021–26 showing a rise in carriers’ acceptance rates from around 71% to 86% and a 65% decline in carrier cancellations, findings Freightos says reflect a shift from simply expanding digital footprints to refining and reliably operating them. According to that report, operational performance has become a principal competitive differentiator as digital presence becomes standard.

Other carriers have been extending eBooking options in parallel. United Cargo, for example, expanded its WebCargo integration across several European markets before planning a wider rollout in North America, highlighting the industry trend towards multiple online booking channels as a routine customer touchpoint.

Ethiopian’s decision to layer another digital sales channel onto its distribution mix follows its prior partnership with cargo.one to launch a first digital sales channel, an initiative described by the airline as part of its effort to boost global sales reach and modernise customer experience. Industry observers say carriers increasingly use several digital platforms to broaden market access while relying on operational improvements to secure forwarder loyalty.

The Freightos statement framed the tie‑up as practical infrastructure for uncertain markets, emphasising speed and transactional reliability as forwarders face fluctuating capacity and route patterns. Ethiopian and Freightos both indicated the integration would be active by the end of March.

Source: Noah Wire Services