Each week, CargoForwarder Global’s ‘Spotlight On…’ looks at a different cog in the complex machinery that is the air cargo industry. Not only do industry players differ in their roles and scope, but also in size and digital development. The latter has the potential to transform a business’ efficiency and reach, yet smaller companies are often at a disadvantage compared to their larger peers, due to resource and budget limitations. A growing number of freight tech start-ups are addressing the industry’s digital pain points and providing more accessible digital solutions to these stakeholders. One of these is Goods2Load, and this week, Jessica Panigari, its CEO, Founder & Strategic Leader, illustrates the responsibilities and views of someone in an air cargo industry focused digital start-up.
CFG: What is your current function and company? And what are your responsibilities?
JP: I’m the Founder and CEO of Goods2Load, a UAE-based digital logistics platform built to empower small and medium-sized freight forwarders. We help them digitize, centralize, and connect with global shipper demand. My responsibilities span across product strategy, international partnerships, fundraising, vision-setting, and leading the growth of a sustainable, impact-driven business.
CFG: What does a normal day look like for you?
JP: There’s rarely such a thing as a ‘typical’ day in a startup – at least not in mine! But one constant is my strong coffee ritual (two moka pots!) right before a 30-minute morning workout around 6.00–6.30 a.m., which helps keep my mind and body grounded – especially during inevitable ups and downs. Depending on the mood, I’ll start the day with a podcast or music, and then jump into a fast-paced mix of strategic calls, platform development, and meetings with trading and freight companies. Much of my time is focused on building international partnerships and shaping a better logistics experience. I usually wrap up my day around 8.00 p.m.
CFG: How long have you been in the air cargo industry, and what brought you to it?
JP: I entered the logistics space over five years ago with my first company in medical import-export, which scaled quickly across Europe during the COVID-19 pandemic. Air cargo was a key component in that growth. Experiencing both its potential and its pain points firsthand led me to launch Goods2Load – a platform designed to make logistics more transparent, accessible, and future-ready.
CFG: What do you enjoy most about your job?
JP: I love solving real-world problems for real businesses. It’s incredibly rewarding to know that a small freight forwarder – previously invisible online – now has access to digitalization, generating leads, connecting globally with an emerging business demand, and tracking real-time data through our platform, all without paying commissions. Being part of the transformation of such a traditionally offline industry is both challenging and deeply inspiring. There hasn’t been a single day when I stopped learning.
CFG: What do you see as the greatest challenges in our industry?
JP: One of the biggest challenges today is trust – especially when it comes to discovering and working with freight forwarders you’ve never met. Many SMEs still operate with little or no digital presence.
At Goods2Load, we’re addressing this through our onboarding process: we automatically generate detailed ID pages for each logistics partner, based on their service capacity and industry focus. These pages include video interviews with founders, certifications from recognized associations, and verification badges. This approach fosters transparency and helps users connect not only with verified companies but also with the people behind them. We believe trust and visibility are the cornerstones of a more inclusive and efficient logistics ecosystem.
CFG: What advice would you give to people looking to enter into the air cargo industry? Any particular training they should aim for?
JP: Start small. Stay curious. Never stop learning. Question yourself. Be bold.
This industry is undergoing rapid transformation with digitization, sustainability goals, and AI reshaping how goods exist and move across the globe. While traditional logistics knowledge is essential, combining it with digital skills like data analytics – like supply chain tech, or platform thinking – will set you apart. And don’t underestimate the value of soft skills like adaptability and cross-cultural communication.
CFG: If the air cargo industry were a film/book, what would its title be?
JP: “Above Borders”
Because air cargo transcends borders, time zones, and regulations.
The title reflects the industry’s limitless potential and aligns with our mission at Goods2Load – to make logistics more connected, transparent, and accessible, worldwide.
Many thanks, Jessica.
If you would like to share your personal air cargo story with our CargoForwarder Global readers, feel free to send your answers to the above questions to cargoforwarderglobal@kopfpilot.at We look forward to shining a spotlight on your job area, views, and experiences.
