Exploring the adoption of multimodal freight procurement platforms: The case of Freight Mobility as a Service (FMaaS)

Abstract

Freight Mobility as a Service (FMaaS) is a freight procurement platform concept that seeks to improve the efficiency and sustainability of the international freight transportation system by increasing the visibility of multimodal transport options. However, it remains unclear whether shippers and carriers are willing to adopt such a platform. Existing research is limited, often focusing on a single transport mode or a specific market segment. To examine adoption behaviour for FMaaS, we conducted 36 semi-structured interviews across diverse industries and supply chains. Thematic analysis revealed hierarchical adoption factors: Long-term strategic decisions strongly influence shippers’ and carriers’ willingness to join multimodal freight procurement platforms, whereas tactical benefits and drawbacks are weighed when deciding whether to sign up and use them. When comparing specific platform offerings, potential users evaluate functionalities in the operational context. Overall, the study highlights multiple drivers but also significant barriers to widespread adoption of FMaaS.