When you’re a smaller-volume shipper importing or exporting container freight between the U.S. and Europe, the lure of working with a major freight forwarder or Non-Vessel-Operating Common Carrier (NVOCC) can be strong. At that level, they have significant leverage with the major ocean lines and can offer attractive rates for each booking. But is it possible that going the “big guy” route can prove to be penny wise yet pound foolish? What are the best types of shipping companies for small businesses? Let’s take a look under the hood.

Global Focus vs. Regional Specialization

A few years ago, the term “going global” was all the rage among big freight forwarders and shippers alike. Providers made promises of outstanding coverage the world over, and companies were enticed with the limitless opportunities that came with extending their reach into many new markets.

While that seemed attractive on the surface, the promise never actually matched the marketing hype. There is so much logistical diversity in customs requirements, inland transport, etc. across regions and countries that it's very difficult for one shipping company to deliver service excellence everywhere at once.

Andrew Rozek, president of freight forwarder I.C.E. Transport, said the “global reach” concept  fell apart within a matter of years because providers discovered consistently high service levels cannot be achieved worldwide. A forwarder making that promise probably provides great service in some regions, decent service in some, and barely adequate service in the rest. If your partner’s strengths don’t match your key lanes, it’s not a recipe for success.

Rozek said I.C.E. never had aspirations of becoming a global operator, choosing instead to focus on being the best at freight logistics, customs clearance, and port-to-door or door-to-door transport between the U.S. and Europe.

“There are companies out there that source globally or from many different countries, and they don't want to work with 10 different forwarders who specialize in certain regions,” Rozek said. “They just want to be able to make one phone call and get all their needs handled. But the idea of having one worldwide logistics partner never really took off as expected. And the main reason is – and I don't care how big you are, I don't care how good you are – you just can't be that good everywhere.”

Not All Upcharges Are Created Equal

The obvious draw of a major freight forwarder is their ability to deliver cheaper bookings to shippers based on sheer volume. The biggest players are moving millions of twenty-foot equivalent (TEUs) annually, which gives them significant leverage with carriers. They can negotiate discounted rates and pass savings onto their customers.

But are they always the best shipping companies for small businesses? There’s more here than meets the eye. Cheaper rates are a good thing, especially if nothing goes wrong with a shipment. But the addition of upcharges and accessorial fees can quickly cut into any advantage gained through discounted rates.

When evaluating freight forwarders, shippers often ask: “What’s included in my rate, and what might cost me more?” The answer varies depending on whether you’re working with a global mega-forwarder or a smaller, specialist provider.

Both the mega-forwarders and the specialist providers will apply “reactive” upcharges when the shipment doesn’t match the original booking.  Documentation errors, missed appointments, and detention and demurrage are a few examples. 

But it’s the proactive, service-based charges where the pricing approach of the large vs. small providers really differs. The mega forwarders often operate on a “base rate + add-ons” model. To maintain consistency across thousands of shippers, they unbundle services like:

• Documentation prep (certificates of origin, export filings, etc.).
• Customs support beyond standard entry.
• Cargo insurance and claims handling.
• Tech access (reporting dashboards, API/EDI integration, etc.).
• Value-added logistics (repalletization, kitting, crating, etc.).
• Special handling (oversized freight, security screening, etc.).

On paper, the rates look attractive. In practice, the invoice may grow once these services are itemized.

Smaller, specialist providers like I.C.E Transport usually take a relationship-first approach. They:

• Bundle compliance and documentation into the core rate
• Provide hands-on customs guidance without a separate fee
• Include basic reporting and visibility as part of the service package
• Are more flexible in absorbing small exceptions to preserve trust

Instead of nickel-and-diming, specialists often charge an all-in rate that’s easier to budget and avoids surprises.

Bottom line: upcharges exist everywhere, but how they’re handled is what sets providers apart. Often, SMBs can end up paying less for shipping with a smaller, specialist forwarder based on upcharge avoidance, smarter routing, and a proactive approach to reducing delays.

Level of Service for SMB Shippers

If you’re a large company shipping hundreds or thousands of containers annually, a major freight forwarder will definitely give you all kinds of TLC, with a dedicated team attending to your every need. But smaller shippers who aren’t bringing as much to the table can tend to get lost in the sauce. On this account alone, they’re not necessarily the best shipping company for small businesses.

“It’s just a fact of life – the bigger forwarders work more like a machine and they work on repetition,” Rozek said. “Big shippers play into that because it's the same cargo, over and over. That’s how these forwarders make their money, on little profit but greater volume. We do the opposite. We may sometimes be a little bit more expensive, but we provide more personal attention to smaller shippers, and guidance on smarter shipping strategies. This is something that’s lost at the big forwarders just because the focus is completely different.”

Check out our Small Business Survival Guide to Global Shipping.  

Service Level Gaps

When using a mega freight forwarder, here are some issues that SMB shippers can run into:

• Priority given to volume accounts: If vessel space is tight, larger accounts get allocations first. Smaller shippers may find themselves rolled to a later sailing.

• Response times: Big shippers get dedicated account managers with 24/7 availability, while smaller accounts may be routed through general customer service queues.

• Customization limits: Smaller customers typically have to adapt to the forwarder’s standard processes, instead of having workflows or reporting tailored to their needs.

• Limited exception handling: A mega forwarder may strictly enforce surcharges and penalties (storage, demurrage, missed cutoffs) instead of waiving or negotiating them for smaller accounts.

• Fewer proactive updates: Large accounts often get daily status calls or real-time alerts; small shippers may only be notified if there’s already a problem.

• Escalation challenges: Issues for big customers move up the chain quickly; smaller accounts may struggle to get senior management attention.

• Network leverage: Larger shippers benefit from guaranteed allocations, space protection, and preferential carrier contracts; smaller shippers get whatever’s left.

The Benefits of a Virtual In-House Logistics Department

For small and mid-sized shippers, maintaining a full logistics department usually doesn’t make financial sense. Hiring experts to handle exports, imports, customs compliance, and documentation is costly when volumes may only amount to a few containers a month. 

A specialist freight forwarder can act as a virtual in-house logistics department, managing every step of the process so shippers don’t have to. From filing EEI declarations and booking with carriers on the export side, to coordinating transportation and customs clearance on the import side, a single dedicated representative oversees each shipment from start to finish. 

This eliminates the maze of departments and ticketing systems common at larger forwarders. Instead, shippers get one direct contact who knows their cargo, anticipates issues, and keeps them informed. The result is not just cost savings but a level of personal service and accountability that makes it feel like the provider is an extension of the shipper’s own team.

“We say, let us do all the logistics for you because you’re smaller, you don't have the demand power of a big shipper, and you don't want to invest in a new department just to move a smaller number of containers a month,” Rozek said. “You pick up the phone and call your dedicated I.C.E. representative, who will give you the answer or get the issue resolved. They’re responsible for your shipment and know exactly where it is, and whether or not there's a problem.”

Big Isn’t Always the Answer When It Comes to the Best Shipping Companies For Small Businesses

Often, we’re obsessed with the idea that “bigger is better.” Fast food orders become supersized; modern-day cruise ships make the RMS Titanic look like a tub toy; and in the movie “This Is Spinal Tap,” the amplifier goes up to 11. 

There are countless examples. But when it comes to finding the best shipping companies for small businesses, many factors go into the decision calculus besides TEU volume and global coverage.

I.C.E. Transport, an experienced NVOCC with strong relationships at ocean carriers and trucking firms here and in Europe, specializes in serving small and mid-sized shippers moving freight between the U.S and Europe, with a particular focus on Poland shipping. Whether you’re moving heavy freight, out-of-gauge cargo, or general commodities, the expert team at I.C.E. will pay attention to every detail on every load, at a fair rate. Reach out today and let’s start a conversation.