This is what a buyer checks before they shortlist a logistics, distribution and industrial services supplier.
What does a shipper check before handing you a first consignment?
They check your licences and registrations, the liability basis you actually trade under, and whether you have real experience on their specific lane. Cargo liability is where the relationship is tested, so a forwarder who states the basis up front is treated as the safer choice.
An export manager is deciding who moves a consignment worth more than the freight cost several times over.
Reviewed 4 August 2026 · Written for freight forwarder or logistics providers selling to business buyers
What does a shipper check before handing you a first consignment?
What a buyer needs to identify the product
These are the fields a buyer scans before deciding whether you are worth contacting. Missing one of them usually ends the visit without an email.
- 1
Services and modes
FCL, LCL, air, road and multimodal are different operations.
- 2
Trade lanes actually operated
Lane experience is what the shipper is buying.
- 3
Incoterms handled
Determines where your responsibility starts and ends.
- 4
Commodity types handled
Hazardous, temperature-controlled, project and general cargo differ entirely.
- 5
Customs capability
In-house brokerage versus an agent changes control and speed.
- 6
Own or partner network by region
Shippers want to know who actually handles the box.
- 7
Warehouse locations and capability
Bonded, ambient and temperature-controlled are different offers.
The documents buyers ask for
Not all of them belong on a public page. Naming the ones you can issue is what separates a supplier who can be audited from one who cannot.
| Document | What it proves | Where it belongs |
|---|---|---|
| Licences and registrationsAsked at: onboarding | Freight forwarder registration, customs broker licence and multimodal transport operator registration, with numbers | Publish it |
| Authorised Economic Operator statusAsked at: by exporters who move regularly | Customs-recognised trusted trader status, which affects clearance treatment | Publish it |
| FIATA or IATA membershipAsked at: credential check | Industry accreditation and access to standard documentation | Publish it |
| Liability and insurance termsAsked at: before the first consignment | The limits and basis you trade under, and what cargo insurance covers separately | Publish it |
| Dangerous goods certificationAsked at: where the cargo requires it | Trained staff and authorisation to handle regulated cargo | Publish it |
| Standard trading conditionsAsked at: should be read before the first booking, rarely is | The contractual terms every shipment moves under | Publish it |
| Lane performance evidenceAsked at: comparison against the incumbent | Transit times and reliability on the routes you claim | Name it, share on request |
Where logistics and freight sites lose the enquiry
Each of these is common, cheap to fix, and costs an enquiry that never arrives — so nobody ever reports it.
"Global network" with no lanes or partners named
Every forwarder says it, so it carries no information. Naming lanes and frequencies does.
Licence numbers not published
They are public records and take a minute to publish. Omitting them makes verification the shipper's problem.
Liability basis not stated anywhere
The shipper discovers the limit after a claim, which is the worst possible moment and the end of the relationship.
What the enquiry form should ask
A form that collects these can be answered properly the first time. A form that collects a name and a message cannot.
Enquiry form — logistics and freight
Enough to reply usefully, short enough that a buyer finishes it.
- Origin and destination
- Nothing can be quoted without the lane.
- Mode and service level
- Air, sea, express and economy are different products.
- Cargo details and dimensions
- Weight, volume and stackability drive the rate.
- Commodity and HS code
- Determines restrictions and customs treatment.
- Incoterm
- Defines exactly what you are quoting for.
- Ready date and frequency
- One-off and regular shipments price differently.
Questions suppliers ask
Should freight rates be published?
Rates move too fast to publish credibly, but the basis should be public: what drives the rate, which surcharges apply, and how long a quote holds. Shippers are not expecting a price list; they are trying to work out whether your quote will still be the price at the end.
How should liability be explained?
State the trading conditions you operate under and the limit that applies, then explain plainly that cargo insurance is separate and how it can be arranged. Forwarders who explain this before a claim get more repeat business than those who explain it after one.
How do we prove lane experience without naming customers?
Publish lanes, modes, typical transit times, shipment frequency and the commodity types you move on each. That establishes experience without a single customer name, and it is more useful to a shipper than a logo wall.
Documents and standards named here are the ones buyers in this industry commonly ask for; requirements vary by market, customer and contract, so treat this as a starting checklist rather than a compliance list. Clearer pages can help discovery and evaluation. They do not guarantee rankings, AI citations, enquiries or revenue.
Illustrative
An enquiry from this search looks like: Origin and destination · Ready date and frequency · Mode and service level · Cargo details and dimensions
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