The Unpredictable Nature of Global Shipping
Since the early days of COVID, supply chain disruptions have become the norm. Nearly five years later, we still haven’t returned to predictable seasonal patterns or stable freight prices. Today in global freight, we need to expect the unexpected.
Steve Dunkerley, Director and Owner of the UK-based freight freight forwarder Aver Logistics, has been helping importers and exporters navigate such shipping challenges, most recently the Red Sea Crisis, which has caused skyrocketing prices, delivery delays, and component shortages, among other issues.
We sat down with Steve to get key tips for making a plan when plans are constantly upended. Here’s his advice for weathering the storm.
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Tip #1: Be Flexible with Shipping Lane and Mode
Planning alternate shipping modes and routes is a great way to keep your goods moving when disruptions arise.
Whether it’s a different port pairing or dividing your goods between ocean and air freight, varied shipping options balance speed and cost, and provide backup if something goes wrong. As a freight forwarder, Steve Dunkerley works with his customers to build these alternate plans.
“It’s about creating that link from A to B in a way that’s hassle-free for the customer,” he explained.
Steve has also been encouraging UK importers to use rail shipping to avoid ocean freight snags, especially when importing from China. Rail is more expensive than sea freight – although not as expensive as air – so it’s not typically the first choice for large shipments. However, it can be a lifesaver when ocean freight is unreliable, enabling goods to arrive on time.
If you haven’t already, reach out to your freight forwarder to plan your supply chain with multiple mode and route options.
Tip #2: Create a Financial Buffer
Supply chain interruptions come with hidden costs—storage fees, expedited shipping charges, rerouting, and other unforeseen expenses that can strain an SMB’s cash flow.
Businesses should budget for these disruptions, planning for the increased costs that come with unexpected delays. As Steve notes, “Creating financial buffers means that if there is another disruption, businesses can cope.”

Tip #3: Plan Ahead
Planning and shipping in advance can prevent disruptions from being, well, too disruptive.
Steve shared a story about a client with 10 tons of air freight that needed to arrive for Christmas sales. Despite the current volatility, and despite the congestion of the holiday peak season, all 10 tons arrived on time. Why? Because this importer did all of the following:
- Communicated specific needs – in this case, the holiday deadline – to the forwarder in advance
- Completed and reviewed documents before the shipment was placed
- Made sure the shipment complied with regulations and requirements
- Booked and shipped well in advance
Despite a slight seasonal delay, this shipper met his deadline, avoiding last-minute, costly scrambling.
If this all sounds overwhelming, remember that your forwarder is there to help with every step of this process.
Shippers have got to stay agile. They’ve got to make sure they’re resilient. They have to create financial buffers. They need to put those pieces in place to make sure that if there is another disruption that they can cope with that.
– Steve Dunkerley, Director & Owner, Aver Logistics
Tip #4: Be a Proactive Communicator
Here’s another story Steve shared, this time of a shipment that didn’t go so well. It all hinged on (lack of) communication.
Another importer also needed a shipment in time for the holidays. However, they did not share this important deadline, instead booking an ocean shipment without nearly enough buffer time.
The shipment faced numerous delays due to port strikes and bad weather, ultimately arriving a month late.
Steve explained how frustrating this was for the customer – but also how frustrating it was for him. If he had known the shipment had a hard deadline, he could have recommended air freight or alternate routes. They could have worked together to get the cargo moving faster.
That’s why communicating with your forwarder is so crucial.
It’s also crucial to communicate with your customers. If you face a sudden delay, sometimes all you can do is let your customers know what happened and when to expect arrival. Transparent communication doesn’t fix the problem, but it maintains trust.
Tip #5: Use Technology to Build Speed and Flexibility
With freight disruptions so common, it’s more important than ever to choose providers that use technology to make shipping freight easier.
Look for things like: automated updates about your shipping status, convenient communication platforms, and user-friendly documentation storage and retrieval.
Steve stressed his company’s use of technology to boost communication so that clients can always stay informed about regulations, shipping status, and anything else they need to know.
Freight technology is not about new gadgets or toys. It’s about making freight more efficient so you can adapt quickly and smoothly to keep your goods moving, even when disruptions arise.
We’re fans of this particular digital freight marketplace that allows instant price comparison, booking, tracking, document management, and communication all in one place.

Staying Resilient in an Unpredictable World
Managing shipping disruptions is largely about understanding that global forces affecting freight are out of our control. So when you see an estimated delivery date on a freight quote, understand that it’s an estimate and not a guarantee. When you plan a route, have a backup plan. And when you work with providers and customers, keep everyone informed so they can adapt.
If you get into the mindset of planning for the unexpected, you’ll be much better prepared for whatever is up ahead.
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