Hi there. I'm a freight forwarding specialist at LIAN GLOBAL LOGIS, and I've been in the field for 10 years now.

Today I want to be honest about the question we get asked most often: "Why does it take so long to get a single quote?"

"How complicated can a quote really be?" — I hear this more than you'd think…

Honestly, when I first entered the industry, I thought the same way. You've got origin, destination, weight, volume—isn't that it? But in reality, it's nowhere near that simple.

Take a cosmetics manufacturer we handled recently. They needed to ship 2,400 boxes of cream to LA, and here's just how many variables we had to confirm on that one shipment:

Incoterms (EXW vs. FOB vs. CIF) completely changes the cost structure
Cosmetics require MSDS and ingredient sheets—but do they?
LCL or FCL? (2,400 boxes sits in that gray zone)
FBA warehouse or standard warehouse? — labeling specs differ
Planned shipment date, carrier space availability, and GRI timing

Fewer than 1 in 10 customers give us all this upfront. Most start with "I need to send 2,000 boxes to the US—how much?"

Multiple quote request emails and notes piled on a forwarder's desk This is what a working desk usually looks like. Five email windows open.

How much time a forwarder actually spends on one quote

Based on our team's experience, a single export quote takes 40 minutes to 2 hours on average. Complex ones can eat up half a day.

Here's where the time goes:

Stage	Time	What We're Doing
1st info check	10–30 min	Emailing/calling customer for missing details
Carrier/airline space check	15–30 min	Checking that week's schedule and rates
Local partner DTHC/customs inquiry	10–40 min	Contacting destination partners separately
Special conditions	10–30 min	Hazmat, reefer, FBA, certifications, etc.
Quote document prep	10–20 min	Exchange rates, validity dates

But here's the thing: the real freight forwarding expertise kicks in at stages 3 and 4. Stage 1? Honestly, a machine could handle that. Humans actually tend to miss things.

So we built AI quote requests

The AI quote request feature on LIAN GLOBAL LOGIS's website was designed to eliminate stage 1 entirely.

Here's how it works:

flowchart LR
    A[Customer free input<br/>or invoice upload] --> B[AI 1st parse<br/>estimate items, weight, HS codes]
    B --> C[Auto-ask missing items]
    C --> D[Suggest route/transport options]
    D --> E[Forwarder review]
    E --> F[Send formal quote]

The key is step E. The AI doesn't just spit out numbers and disappear—a forwarder like me reviews it before it goes to the customer. Freight rates are based on carrier contract rates, so AI can't make that call alone.

Close-up of hands entering cargo info into a web-based quote form Just fill in the fields. No free-form writing needed—it's cleaner that way.

How much faster is it, really?

Based on our internal data from the first half of 2025:

Traditional email quote response time: about 3 hours 20 minutes (business hours)
1st response via AI quote request: average 12–25 minutes
Final quote confirmation: usually within 1–2 hours

The biggest win was on the import side. Imports are messy because whether cargo originates in Ningbo, Ho Chi Minh City, or Hamburg, the pickup, customs, and inland transport are all different. Customers often don't even know what to ask.

With AI quote requests, you just upload an invoice PDF or packing list, and the system reads items, quantities, weights, and box counts—then asks only the relevant questions. "Do you have MSDS?" "Is the factory pickup address accessible?" That kind of thing.

One import manager told us: "Before, I didn't even know what I didn't know, so we'd email back and forth forever. Now the system asks the right questions, and honestly, it's easier for me."

That feedback genuinely made my day.

Port of Busan container yard, a field worker checking schedules on a tablet Behind every quote is a whole network of operations like this.

Q. So does AI generate the entire quote?

No. I want to be clear on this point.

What AI does: information collection, organization, 1st route suggestions, and rough price ranges. The final numbers in the quote are always confirmed by the assigned forwarder, factoring in that week's carrier rates, local partner quotes, exchange rates, and special conditions.

Why? Because ocean freight on the same route can swing 10–20% week to week, and things like GRI (General Rate Increase) and PSS (Peak Season Surcharge) often get announced just 2 weeks before they kick in. If AI only goes off historical data, we'd set wrong expectations.

So we stick to these principles:

Freight rates are re-confirmed against live carrier contract rates
Door-to-door segments require local partner confirmation
Special cargo (hazmat, reefer, live fish, high-value items) gets 100% human review
FBA, Amazon, Coupang Rocket Growth warehouse entries require separate spec checks

When should you actually use it?

Here are the cases where I genuinely recommend AI quote requests:

SMEs trying export-import for the first time — when you don't even know what to ask
Comparing multiple routes — e.g., China→Korea FCL vs. LCL vs. express
Regular shipments where volume/route shifts seasonally
Need a rough quote fast at night or on weekends (honestly, we're off the clock then…)

On the flip side, large shippers with locked-in monthly contract rates don't need AI quotes—just call your account manager directly. It's faster.

Two operations staff reviewing a printed quote together When AI handles the first pass, the human team can focus on deeper strategy.

Closing thoughts — a quote is just the beginning

After 10 years, I've learned that what really matters in freight forwarding isn't the quote number itself. It's "Does this cargo arrive safely, on time, and at the agreed price?"

AI quote requests are just a tool to get that starting point right—fast and accurate. But after that, people like me are still on the phone with carriers, customs, warehouses, and truck drivers. That balance can't break.

If you've got an export-import shipment this month, try uploading an invoice to AI quote request on the LIAN GLOBAL LOGIS website. Even if it's complex, the system handles the first pass, and I (or someone on my team) will jump in right after with route simulation. No need for long email explanations.

Questions? Drop them in the comments or use the website contact form. Thanks for reading.