The supplier s location is irrelevant to the customer. What is of paramount importance is that customer-supplier relations be absolutely reliable, continuous and fast in repetitive processes. All that confronts airfreight as a central element in the logistics system with a major challenge. No means of transporting goods over long distances is faster than an aircraft. Such online exchanges offer customers extensive transparency on available capacities, performance and prices, and allow suppliers to address all potential customers.
Customers can book immediately.
It is precisely this aspect of the electronic future that poses problems for some of the cargo carriers. They fear disadvantages because this form of e-commerce presupposes extensive transparency. It can choose between negation, passive participation or active participation. Not to take part in the e-market would lead to loss of market share or missed growth opportunities. Active participation, in contrast, gives a company the chance of shaping the marketplace with its own product ideas and presenting them accordingly.