Frustrated with Freight Tech? It’s Just Fancy Excel

July 14, 2025

Frustrated with freight tech? You're not alone. Discover why flashy tools fail and real logistics still runs on Excel and experience.

Frustrated with Freight Technology? So Is Everyone Else

If you’re frustrated with freight technology, you’re not overreacting. Most platforms overpromise and underdeliver. In 2023, freight tech startups raised over 7 billion dollars. Despite that, brokers still chase updates by phone. Drivers still get bad dispatch instructions. Freight still arrives late.

Freight Tech Isn’t Built by Freight People

Many platforms are designed by people who’ve never touched a bill of lading. The tools look impressive. But they often duplicate basic spreadsheet functions. Filters, drop-downs, and dashboards don’t solve logistics problems. Real freight requires flexibility. Most systems fall apart the second something goes off-script.

Billions Spent on Broken Promises

The global freight tech market is projected to reach 22 billion dollars by 2030. But ask any operator — how much of that tech actually works? Scheduling tools glitch. Tracking is delayed. Visibility platforms still need manual updates. The result? More work, not less. That’s why so many teams are frustrated with freight technology today.

It’s All Sizzle and No Substance

Buzzwords like “AI-powered” and “machine learning” are everywhere. But automation can’t replace experience. Most freight tech just creates prettier problems. When a driver misses a pickup, no software can explain it better than a dispatcher with a phone and common sense.

The Bottom Line

Freight tech promised to change everything. Instead, it gave us cluttered dashboards and missed deliveries. The people moving freight are frustrated with freight technology because it rarely works as promised. Until systems are built by those who actually know freight, Excel and instinct will keep outperforming billion-dollar software.