ShipStation Global Launches LTL Service for Small Shippers

ShipStation Global has formally launched a less-than-truckload product. CEO Tom Madine said the launch is the opening move in a strategy to let small and midsize shippers purchase and manage all transportation modes through a single platform.

"Today's the first day we've really launched the LTL product," said Tom Madine, CEO of ShipStation Global. He noted the company plans to add truckload, final mile, and eventually ocean and forwarding capabilities after establishing its inland position.

Filling a Workflow Gap

The strategic rationale centers on eliminating a workflow gap. Previously, ShipStation users had to leave the platform whenever they needed to move freight beyond parcel shipments. Madine said customer surveys repeatedly flagged the absence of additional modes as the top improvement request. With LTL now integrated, shippers can manage inbound inventory movements alongside outbound parcel shipments without switching systems.

Madine argued that better freight decisions now matter more than just securing lower rates. "Cheapest is not always best...But at the same time, you don't want to overpay," he said. He illustrated the point by referencing a customer whose engine shipments carry multi-million-dollar consequences if delayed.

Company Background and Reach

The company was formed from the merger of software provider Auctane, formerly the parent of Stamps.com and ShipStation, and WWEX Group, which housed freight brokerages like Worldwide Express. The combined entity manages more than 400 connections to parcel carriers globally. It holds the largest multi-carrier shipping software position in North America, with meaningful market share in the U.K., Italy, Spain, and Australia.

Madine described the 90-day-old integration as smoother than previous acquisitions. He attributed the lack of friction to the complementary skill sets of the two legacy businesses. Auctane brought product engineering and marketing depth, while Worldwide Express contributed carrier relationships and commercial distribution.

Data-Driven Carrier Selection

On pricing intelligence, Madine said the platform's data capabilities are designed to help shippers move beyond rate-chasing. The goal is carrier selection based on reliability and estimated outcomes. The company intends to expand these tools as it pushes LTL deeper into its e-commerce customer base.

This would give smaller merchants visibility into freight market cycles. Madine said most small and midsize business operators lack the time or resources to track these cycles on their own. The company sees the SMB and middle-market segments in Europe as its next growth lever, as its European footprint is currently strongest at the enterprise and micro ends of the market.

The interview was published by FreightWaves.