Why Your Freight Visibility Is Still Broken

Freight visibility is a mess - and it's costing you

A 2023 Gartner survey found that only 21% of supply chain leaders are satisfied with their freight visibility. That means nearly 8 out of 10 logistics teams are flying blind at least part of the time. Surprising? Maybe not.

You've got TMS data in one place, carrier updates in another, and customer escalations piling up in your inbox because "the system said it was out for delivery," but the truck never showed. Sound familiar?

The real problem: Data silos and system sprawl

Visibility breaks down when freight data isn't integrated or when it's delayed by manual processes. Maybe your warehouse scans the BOL into the WMS, but your TMS can't read that format. Or your drayage provider texts updates when they hit port, which never make it into your dashboard.

Add that up across thousands of loads, and you’ve got a chaotic mess that drains Ops teams and frustrates shippers.

Here’s where most systems fail:

• Static tracking that lacks real-time updates
• Disjointed tools that don’t talk to each other (TMS, WMS, ERP, etc.)
• Too much manual entry, increasing errors and delays

When you rely on legacy tools or inconsistent carrier integrations, “visibility” becomes a blurry game of telephone.

Industry trends: Pressure is up, patience is down

Freight customers expect real-time tracking, but most can’t deliver it. According to FourKites, only 30% of shippers provide end-to-end visibility across modes. With e-commerce brands promising hour-by-hour updates, LTL and 3PL teams are under serious pressure.

Operating costs are rising too. As fuel prices fluctuate and labor shortages persist into 2026, logistics managers are asked to “do more with less” while handling increasingly complex loads across modalities - from drayage at the port to final-mile residential.

Let’s not forget compliance. With more states and regions tightening emissions, security, and documentation rules, accurate and fast data exchange is becoming a regulatory necessity.

What a good solution looks like

High-value freight visibility requires:

• Unified data streams - syncing real-time info from TMS, WMS, ERP, and carrier systems
• Automated tracking - enriched by GPS, geofencing, and carrier APIs
• AI-based exception detection - flagging delays or route issues before they escalate
• Shareable insights - so internal teams and external customers all see the same version of the truth

This isn’t about buying another tool. It’s about connecting what you already have and turning data fatigue into operational clarity.

How Debales.ai makes visibility a reality

Debales.ai integrates with your existing tech stack - TMS, WMS, BOL sources, and carrier portals - to standardize and enrich shipment data in real time. That means no more hunting through emails or phone calls just to know where a truck is.

Our AI continually monitors your routes and flags any SLA risks, from dwell time at cross-docks to delays at the port. Logistics managers get proactive alerts, and brokers get fewer angry follow-ups from customers.

We don’t replace your freight tools. We make them smarter together.

What logistics teams can do now

Getting better visibility doesn’t require a complete tech overhaul. Here are five steps to start untangling your data mess:

• Map your freight data flow - Know how info travels across TMS, WMS, and carrier touchpoints
• Identify manual data gaps - Are teams still copy-pasting from BOLs into spreadsheets? Fix that first
• Push for standardized carrier updates - Consistent EDI or API feeds across partners go a long way
• Use location intelligence - Geofencing and GPS can fill major blind spots in multi-modal shipping
• Align teams on one source of truth - Whether it's an internal dashboard or shared tracker, make sure everyone sees the same data

Visibility is a leadership issue

Freight visibility isn’t just software - it’s a systems problem. And systems require leadership to change. The teams that consistently deliver on-time, transparent service aren’t guessing. They’re investing in connective tech and responsive workflows.

If your track-and-trace feels like more work than it’s worth, there’s probably a smarter way forward.

It starts with treating visibility like a foundational capability - not a bolt-on feature.