As volatility continues to disrupt ocean shipping markets, shippers are increasingly relying on data not just to track freight, but to shape the way they negotiate and manage carrier contracts.
That was one of the key messages shared at TPM26 by S&P Global, where Emser Tile discussed how it is using a more data-driven approach to improve transparency and decision-making in ocean freight procurement.
Matt McMahon, director of consulting at Bluspark, said that having a strong data foundation allows shippers to build a clearer picture of their operations and reshape discussions with carriers and logistics partners. Bluspark, an ocean freight consulting and technology firm, is working with Emser Tile as the company seeks to navigate an environment marked by repeated disruption.
The freight market has absorbed several major shocks in recent years, from the pandemic to the Red Sea crisis and, more recently, the closure of the Strait of Hormuz. These events have contributed to higher rates, congestion and deep uncertainty over service reliability.
In response, shippers like Emser Tile are trying to move beyond rate-only decision-making. Performance data is becoming just as important as cost when evaluating ocean freight providers.
Mark Seal, chief supply chain officer at Emser Tile, said reliable transit is critical for the company because it sits at the end of the construction chain, where product delays can have immediate consequences. He explained that with ongoing market uncertainty and lengthening transit times, the company is working with Bluspark to build a multi-dimensional view of the data that informs how freight should be purchased.
That approach goes deeper than simple pricing comparisons. It includes visibility into the vessel string used for cargo, the terminal being called and the performance history of specific ports. Seal said that because Emser is an inventory-intensive business, speed remains a major factor, and the company is working with carriers to identify the best lanes to move cargo more efficiently.
He added that this level of detail also helps the company calculate more accurate landed costs when evaluating sourcing shifts. That matters because seemingly small differences quickly add up, especially when time and inventory costs are factored in.
Seal gave the example of a possible shift from Vietnam to Turkey, noting that accurate landed cost data helps the company’s product development teams make sourcing decisions with more confidence and precision.
Importantly, Emser says the goal is not to use data purely as a tool to penalise carriers. Rather, the company wants to use it to support more strategic and collaborative working relationships.
That point was echoed by Rick Jordon, senior managing director at FTI Consulting, who said shippers increasingly want reassurance that their freight will move consistently and avoid being rolled, since disrupted cargo flows directly affect their business performance.
In today’s market, the message from shippers is becoming clearer: data is no longer just for visibility. It is becoming a core negotiating tool in ocean freight strategy.
