Cargowise and Action International


Global freight forwarding specialist Action Forwarding is reaping the rewards from adopting Cargowise, the system for freight forwarders and logistics providers.

An all-in-one single platform solution that enables freight forwarders to efficiently choose, book, confirm and change shipments in real time, Cargowise has swiftly become a revelation for the logistics sector since its launch by WiseTech in 2014.

The platform, enables Action International to execute complex logistics transactions and manage their freight operations from a single easy to use system, whilst ensuring customs compliance has been adopted at a time of an ongoing period of growth for the British forwarder.

Established in 1990 by founders Peter Murphy and Eddie Buist, the Liverpool-based forwarder has gone from strength to strength since it first opened its doors over 30 years ago.

Action has a vast network of agents spread across the globe, a team of 38 staff, a 40,000 sq. ft. warehouse based in Ipswich, as well as dedicated offices in both Liverpool and Manchester and the forwarder has built a stellar reputation as a service-led forwarder that continually strives for excellence.

With a strong presence in pharma, drinks, fashion and sports, the company has further extended its range of services with a fulfilment offering which has become a growing arm of the business further necessitating Action had a robust system in place.

During a time where digitalisation is sweeping through the forwarding industry, Action International’s decision to implement Cargowise has enabled them to level up their offering to new and existing customers – launching the business into a new chapter.

In order to facilitate the smooth transition, Cen Group – a Platinum Partner of Cargowise – were called upon to guide Action through the platform and help configure the system to their specific requirements.

Cen Global, which offers operational expertise for logistics and transport requirements in the UK, Europe, Middle East, Asia and beyond, have become one of Cargowise’s most valued partners in recent years, following their proven track record in helping new users to implement, configure and optimise the platform.

Peter Murphy, Director at Action International commented: “We had previously operated via a Sage system however as we have continued to grow and develop was no longer fit for purpose.  Through embracing Cargowise we have propelled Action International into a new and exciting era, whereby we will be able to have a direct link to a customer’s shipment, providing them with total transparency in the event of any delays – ultimately streamlining their own operations further.

“The move to Cargowise has been groundbreaking. We are now able to provide the same best-in-class offering as many of the industry’s best-known forwarders – and as such puts us in a positive position moving forward with regards to acquiring or retaining new and existing customers.

“Special thanks must go out to CenGlobal whose help and expertise have been pivotal in our transition to implementing the Cargowise system. Through helping us to set up, configure, and customise the platform to our own bespoke needs, we are now able to seamlessly leverage the CargoWise platform for the benefit of our customers.”

Steve Cross, Director of Cen Global also said: “We were delighted to assist Action International in embracing the Cargowise platform by helping them to adopt best practices from day one.  Their introduction of CargoWise was timely as it aligned with the move from CHIEF to CDS for customs declarations; CDS is fully supported by CargoWise and is fully integrated.   We’re also working with Action to help them link electronically to their customers – many of whom use SAP and similar platforms.

“Cargowise has shown to not only improve overall operational performance levels, but also help standardise business rules and processes, together with maximising productivity across an organisation’s entire operation. From capacity planning and rate management to vessel booking and list-mile trucking, through Cargowise’s fully integrated platform businesses are able to seamlessly automate and optimise their entire forwarding operations – providing them with an unrivalled system that places them at the forefront of their industry regardless of their shape or size.”

Read more news and exclusive features in our latest issue here

Never miss a story… Follow us on:
LinkedIn International Trade Magazine
Twitter logo @itm_magazine
Facebook @intrademagazine

Media Contact
Anna Wood
Editor, International Trade Magazine
Tel: +44 (0) 1622 823 922

Subscribe to our newsletter

Don't miss new updates on your email
Scroll to Top