Adoption of freight matching platforms in supply chains: barriers and outcomes analysis

Freight-matching platforms have emerged as pivotal innovations, streamlining operations also for smaller cargo transporters. Despite their transformative potential, the widespread adoption of these platforms faces substantial barriers that impede their effective integration into existing supply chains. This study uses a systematic literature review to identify and categorise these barriers and the operational outcomes associated with the adoption of freight-matching platforms. Employing the Diffusion of Innovations (DOI) theory, we explore how specific characteristics – relative advantage, compatibility, complexity, testability, and observability – influence the adoption process across the theory’s five stages: awareness, persuasion, decision, implementation, and confirmation. Our findings detail distinct challenges and benefits at each stage, offering targeted strategies to overcome barriers and maximise operational benefits. This advances the understanding of technology adoption in logistics and equips logistics companies and platform developers with strategic insights to effectively tailor their adoption strategies, thereby enhancing operational efficiency and competitive advantage in global supply chains.