Hapag-Lloyd deploys location tech so deliveries arrive even faster

If you’ve ever tracked a delivery and been frustrated because the updates were vague, slow or just plain wrong, picture this on a much bigger scale. That’s what happens in global shipping. It’s a complicated system where even small hiccups can lead to major headaches for companies and consumers.

For Hapag-Lloyd, one of the world’s leading shipping companies, tackling these challenges isn’t just a good idea—it’s part of their future. “Inland transportation isn’t just an add-on. It’s one of our key focus areas,” said Karsten Schmidt, Director of Live Position and Track and Trace at Hapag-Lloyd.

The stakes are higher than you’d think. Delays, missing containers and poor communication don’t just cause a minor inconvenience— they can snowball into costly problems for businesses and everyday consumers. Throw in global political uncertainties, and the situation gets even trickier.

“The world of container shipping is more volatile than before,” Schmidt said. “Tracking containers in real-time is crucial because it helps us see exactly where they are, even when disruptions occur.”

Evidently, slow updates are also a major frustration for their clients. “Many customers spend hours calling to find out basic information—whether the truck has left the depot or the container has been loaded onto a barge. The schedules we rely on today are just that—schedules. They’re often delayed, and it takes far too long for updates to surface,” Schmidt explained.

Thinking outside of the container

When Hapag-Lloyd looked at their inland operations, they didn’t just see problems—they saw an opportunity to do better. More and more customers were asking for real-time tracking. They wanted to know where their containers were, so they could plan their next steps accordingly.

But visibility gaps kept popping up, and updates were often late. That’s when Hapag-Lloyd decided to shake things up. They rolled out Internet of Things (IoT) trackers for 1.6 million of their dry containers. These devices don’t just say where a container is—they can also report on things like temperature and shocks. And they’re efficient too, providing updates every 15 minutes through global systems for wireless data networks with impressive coverage of 97–98%.

“We knew we needed to do something different,” said Schmidt. But collecting data was just the start.

All hands on deck

To convert endless streams of data into useful information, HERE and Hapag-Lloyd worked together to develop a system that delivers accurate, real-time predictions for container movements.

“HERE presented us with an offer that we simply couldn’t refuse,” said Schmidt. The secret? Geofencing.

“HERE has drawn virtual geofences around waterways, railroads and streets,” Schmidt explained. “This allows us to determine exactly what mode of transportation the container is on and predict ETAs with far better accuracy than we could using just schedules.”

Thanks to HERE’s expertise, the data integrates seamlessly into Hapag-Lloyd’s systems. Real-time container tracking has quickly gone from being a nice-to-have to an everyday necessity.

One of the most exciting upcoming innovations is micro-geofencing. At ports, for instance, it will be able to pinpoint a container’s exact location—whether it’s in the customs area or ready for pickup.

“We’re testing ways to identify exactly where containers are within a terminal—whether it’s the customs inspection area or the pickup pile,” said Schmidt.

This tech saves precious time. Instead of customers waiting for hours to find out if their container is ready, Hapag-Lloyd will be able to send them instant updates when it’s good to go.

Turning the tide

Hapag-Lloyd’s IoT-enabled tracking is already delivering huge wins for visibility and efficiency, but the company’s ambitions go even further.’

The company is already working on next steps, like helping businesses such as car manufacturers optimize their supply chains. Smarter container routing powered by data and analytics is set to make transportation faster and more efficient.

“Real use cases with leading automakers and other partners are next on our list,” Schmidt said.

The benefits don’t end with speed. Smarter routes could cut fuel use, which is great for the environment, and geofenced zones for high-value goods like diamonds add an extra layer of security.

Artificial intelligence (AI) is another area of focus, with tools designed to enhance customer service by delivering personalized, valuable notifications. “Everyone’s inbox is packed,” Schmidt noted, emphasizing the need for meaningful updates rather than unnecessary clutter. These AI insights could even give Hapag-Lloyd an edge by anticipating delays.

Though there’s still work to do, Schmidt remains optimistic about a future where customers feel confident in their shipments, supported by real-time updates every step of the way.

“We’re just at the beginning of this transformation,” he said. “But the opportunity to make container shipping smarter, faster and more proactive is absolutely worth the effort.”