On-Carriage Instructions: Streamlining imports with Hapag-Loyd's new digital tool
Complete. Clear. Efficient. These three words capture the spirit of Hapag-Lloyd’s latest digital innovation – a new online tool that makes submitting On-Carriage Instructions faster, easier, and more transparent than ever before. We spoke with Milena Winheim, Web Product Owner Import at Hapag-Lloyd, about what this step means for customers and how it reflects Hapag-Lloyd’s commitment to be Number One for Quality.
Whether it’s moving toys from Taiwan to Italy or coffee from Colombia to Germany, container shipping rarely stops at the port. In most cases, cargo needs to continue its journey inland – by truck, train or barge – to reach its destination. In logistics, that final leg is called On-Carriage.
To make it happen smoothly, customers must submit what’s known as On-Carriage Instructions. This is detailed information about where the container should go, when it should be delivered, and who can be contacted in case of any inquiries. Until recently, that was often a manually registered and often time-consuming task – especially when information was missing or unclear. Hapag-Lloyd has changed that by introducing a new digital solution: a structured digital form directly accessible through the Hapag-Lloyd Online Business Suite. “This tool gives structure to something that used to be chaotic,” says Milena Winheim. “It helps us handle all our on-carriage cases a year more efficiently – and with a better customer experience.”
Milena Winheim, Web Product Owner Import at Hapag-Lloyd
By guiding our customers through the required steps, we ensure all essential details are included upfront. That means less follow-up, faster handling, and a smoother experience overall.
A single point of entry
“We wanted to create a single point of entry for our customers,” explains Milena Winheim. “By guiding our customers through the required steps, we ensure all essential details are included upfront. That means less follow-up, faster handling, and a smoother experience overall.” Until now, customers typically submitted On-Carriage Instructions by email, sometimes using templates, sometimes not. That meant incomplete or inconsistent details, resulting in time-consuming back-and-forth communication, delays in container delivery, and increased workload for both sides.
The new solution fundamentally improves this process by offering a digital form fully integrated into Hapag-Lloyd’s Online Business Suite. Once a booking number is entered, customers are guided through the form with clear prompts and mandatory fields, ensuring that all necessary information is provided from the start. What previously required multiple emails can now be completed in just a few clicks. Customers can also upload relevant attachments directly and review a comprehensive summary before submission to verify all details. After submitting, they receive a confirmation email that includes a unique case number for easy reference in future communications.
Better data quality
For Hapag-Lloyd teams, the new tool delivers significant internal efficiencies. Upon submission, each case is automatically routed to the appropriate import team through the Customer Interaction Hub, reducing the number of handovers and enabling faster issue resolution. “This is more than just a form – it represents a comprehensive process improvement,” emphasizes Milena Winheim. “We developed the solution collaboratively with operational colleagues from multiple regions to ensure it meets the practical needs of day-to-day work.” The structured format not only streamlines workflow but also significantly enhances data quality, leading to more accurate information and fewer errors downstream.
Milena Winheim, Web Product Owner Import at Hapag-Lloyd
One of the biggest challenges? Creating a global solution that works across diverse markets with differing import requirements
Piloted in Europe and now going global
The new solution was first tested in Italy and the UK in August 2024, before expanding to Germany in October. Following overwhelmingly positive feedback, the global rollout is now underway. And it’s timely: On-Carriage services are used extensively across our network, underscoring the significant scale of the need this tool addresses.
“One of the biggest challenges? Creating a global solution that works across diverse markets with differing import requirements”, reveals Milena Winheim. Import processes vary widely between countries – from differences in address formats and customs requirements to specific documents such as road permits in Italy or powers of attorney in Germany. “We started with a standardized base form and are now carefully rolling out localized versions step-by-step,” explains Milena Winheim. “This approach allows us to maintain a consistent structure while adapting to country-specific needs, ensuring the tool is both flexible and effective worldwide.”
Hapag-Lloyd has also introduced a function that allows switching from Merchant’s Haulage to Carrier’s Haulage during the import process – meaning that even if a customer originally planned to handle inland transport themselves, they can still easily assign it to Hapag-Lloyd at a later stage. In a typical Merchant’s Haulage setup, the container is discharged at the port and the customer is responsible for picking it up and arranging a trucker to deliver it to the final destination. With Carrier’s Haulage, on the other hand, Hapag-Lloyd takes over – for example, by arranging a truck to deliver the container directly to the customer’s factory in Munich. “That kind of flexibility was a key request from our customers,” accented Milena. “And now it’s built into the tool.”
What's next?
From the very beginning, this tool has been designed with our customers in mind. “Complete, clear, and efficient – that’s the goal,” emphasizes Milena. “Thanks to the hard work of our cross-functional teams, we’ve developed a solution that helps us deliver on our promise to be Number One for Quality.” To make adoption easier, the team is creating templates for frequent users, especially those who regularly ship to the same addresses. Alongside this, training and support materials are being prepared to ensure a smooth transition for all customers. The positive impact is already clear: “We’re seeing faster turnaround times, fewer clarification emails, and less stress for everyone involved,” Milena adds. “This tool demonstrates how digitalization can make a real difference – not just in theory, but in the everyday reality of shipping.”
You can find out more about our new digital tool at Hapag-Lloyd here.
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