WiseTech Global’s $2.1 billion acquisition of E2open is more than a headline—it’s a directional shift for one of the industry’s biggest technology players, and potentially a defining moment for the digital logistics ecosystem.
A Bold Move for a New Phase
This is not business as usual. With the addition of E2open’s 500,000+ connected enterprises, its capabilities in compliance, planning, and visibility, and its legacy platforms like INTTRA—responsible for around 25% of global ocean bookings—WiseTech has made a high-stakes commitment to becoming the backbone of digital supply chains.
The ambition is clear: unify freight forwarding, global trade, and supply chain execution under a single platform. The scale of this deal nearly doubles WiseTech’s revenue base and customer reach. But with that comes complexity
A SuperTanker Shift—And Its Challenges
For a company used to bolt-on acquisitions, this is a step change. This is a supertanker trying to change course. The synergies are real, but they won't be automatic.
To get the value, WiseTech will need a clear and unified internal vision—even if that vision is never made public. Aligning two distinct architectures, cultures, and customer sets won’t be simple. In fact, there may be new capability gaps emerging that WiseTech hadn’t anticipated yesterday but must address today. More acquisitions could follow to fill those blind spots.
If WiseTech succeeds, it won't just dominate market share—it will reshape how logistics is run, digitised, and connected. That would be a big win for the industry. If it stumbles, the integration risks eroding value and frustrating users.
What’s the Competitive Ripple Effect?
The freight software market is already consolidating. This move raises the bar. Mid-market players like Magaya, Riege, Softlink, and Newage will need to sharpen their offering. Larger enterprise players like Descartes, Oracle, and SAP may respond with further acquisitions or deeper partnerships.
Smaller platforms may double down on specialisation and service, but forwarders will need to evaluate their tech stacks more critically. Being niche won’t be enough—interoperability, data fluency, and continuous innovation are now baseline expectations.
What Should Forwarders Be Thinking About?
On CargoWise or E2open? Stay close to your account teams. Understand integration timelines, pricing implications, and roadmap changes.
Using other platforms? Ask: Can your system evolve with your customers’ needs? Will it keep you competitive in a connected ecosystem?
Looking to switch? Now is the moment to reflect. Are you a high-volume, low-margin operation needing AI and automation? Or is your edge built on customer centricity, needing visibility, CRM integration, and flexible workflows?
And most importantly—where are you on your digital maturity journey?
What data do you already own but underutilise?
What metrics do your clients care about—and can you track them?
What insights do you wish you had, and how can the right TMS surface them seamlessly?
Have you considered how you might use this new alliance or other offerings to accelerate your strategy or rethink how your business competes?
Choosing a TMS isn’t just a tech decision—it’s a strategy move. The right system should unlock not just features, but foresight.
Final Thoughts
WiseTech’s acquisition of E2open is a bold play for platform leadership. It could redefine how freight forwarders, shippers, and tech vendors collaborate and compete.
If they pull it off, it will set a new benchmark for global logistics platforms. If not, it may serve as a cautionary tale on the limits of integration.
Either way, forwarders need to be asking themselves big questions—not just about their software, but about their strategy. Because the tools you choose today will determine how well you serve your customers tomorrow.
If you're uncertain where to begin, or simply want to sanity-check your roadmap, come and talk to us at Problems Solved. We help logistics businesses build robust digital strategies, choose the right TMS or SaaS solution for their operating model, and unlock the value of data already at their fingertips. Whether you need a full transformation plan or just some focused guidance, we’re here to help you move with confidence into the future of logistics.
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Written by Dawn Rasmussen. Opinions are my own. No commercial affiliations.