CargoWise Pricing 2025: Understanding the New Value Pack Model

What changed on December 1, 2025, what it means for your costs, and what questions to ask.

Introduction

If you're a freight forwarder using CargoWise, you've likely noticed something different about your recent invoices. Or perhaps you received the October 31, 2025 notification about "CargoWise Value Packs" and you're still trying to understand what it means for your business.

You're not alone. The rollout of WiseTech's new pricing model has triggered what industry publication The Loadstar called "a level of agitation rarely seen around a software update."

This guide breaks down exactly what changed, what forwarders are reporting about cost impacts, and the questions you should be asking before your next invoice arrives.

What Changed on December 1, 2025

On December 1, 2025, WiseTech Global transitioned approximately 95% of CargoWise customers to a new commercial model called "CargoWise Value Packs." This replaces the seat and transaction license (STL) model that had been in place since 2014.

The Old Model (Pre-January 2026):

• Per-user seat licenses
• Cloud hosting fees
• Module-specific charges
• Transaction fees for certain functions

The New Model (Value Packs):

• Single per-transaction "automation fee" per shipment or job
• No separate user seat fees
• No separate cloud hosting fees
• Access to 216+ modules included

Specific Pricing Examples

Based on industry reporting, the new per-transaction fees include:

Source: Journal of Commerce, January 2026

What's Included in Value Packs

WiseTech positions the Value Packs as a comprehensive offering:

• 216+ modules and functions previously sold separately
• Unlimited users: "Whether you have 10 staff or 10,000"
• AI features: Classification Assistant, ComplianceWise, AI chatbot
• WiseTech Academy: Free training and certification access
• No hosting fees: Cloud hosting included

The pitch is "simplified billing" with everything bundled into one transaction-based fee.

What Forwarders Are Reporting

While WiseTech frames the change as simplification, forwarders are reporting significant cost increases.

Cost Impact Data

According to the Journal of Commerce:

One forwarder told JOC they expected a 25-35% cost increase despite historically projecting only 10% annual growth in their CargoWise spend.

Industry analysts report even broader cost impacts. According to freight tech commentator Anthony Miller, shippers moving 100,000 TEUs annually face $1.5M to $2.4M in additional costs depending on service tier. Some LinkedIn commenters like Serkan Kavas reported "~50% price increases with limited transparency."

Forwarder Reactions

"You're introducing fees to a price-sensitive market that doesn't have a track record for paying this fee."

— Robert Petti, CEO of Prompt Global

"Every dollar counts for a forwarder's bottom line."

— Logistics technology provider CEO

"I'm scared to death every time I see a bill, I get a headache."

— Branch manager at a mid-size forwarder with offices in US and Asia

Rollout Concerns

Beyond cost, forwarders have raised concerns about how the transition was handled:

• Timing: Announced October 31, effective December 1 (mid-holiday weekend)
• Notice period: Some customers received detailed pricing only days before implementation
• Budget impact: Late-year timing disrupted 2025 budget forecasts and 2026 planning

What Industry Experts Are Saying

Anthony Miller, a freight tech commentator and former WiseTech insider, summarized the industry reaction:

"The new commercial model is quite brilliant... the execution? Not good. Not good at all."

Miller documented specific execution failures:

• Minimal notice (3 business days) for major pricing changes
• Forced system upgrades during off-hours and holidays
• Mandatory automation surcharge with no opt-out option
• Account managers unable to answer basic pricing questions
• Inadequate customer communication

This follows a pattern Miller has previously documented with WiseTech: system outages with poor communication, unclear messaging around acquisitions like Blume Global and Envase Technologies, and what he calls "excuses, not good ones" when challenged.

Why WiseTech Made This Change

Understanding WiseTech's rationale helps contextualize the decision, even if it doesn't change the impact on your business.

Official Positioning

WiseTech CEO Zubin Appoo positioned the change as:

1. Democratizing access: Smaller forwarders can access the same tools as larger ones
2. Funding AI investment: Revenue supports continued AI development
3. Simplifying billing: One fee replaces multiple line items
4. Enabling scale: No per-user fees means unlimited staff access

Market Reality

The financial markets have responded positively. Broker Jefferies estimates the new pricing will generate approximately 6% uplift in CargoWise annualized revenue in FY26 and FY27.

WiseTech's share price has surged since the announcement, with analysts noting the revenue upside of shifting costs toward cargo owners.

The Underlying Dynamic

WiseTech's dominant market position in freight forwarding software enables this kind of pricing restructure. As The Loadstar reported, many forwarders feel "trapped" with limited alternatives that match CargoWise's comprehensive functionality.

According to the Journal of Commerce, CargoWise commands approximately 70% of the forwarding software market, and WiseTech Global has a $16 billion market capitalization. The company's $2.1 billion acquisition of E2open in May 2025 further extends its reach by enabling direct shipper access.

Can You Pass Costs to Shippers?

WiseTech suggests the automation fee "can be treated as a disbursement and passed directly on to your customer for recovery."

But can you actually do this?

Industry Consensus: It's Challenging

The Journal of Commerce reported widespread skepticism:

"This [cost] will likely be eaten by forwarders. The choice of using CargoWise is the forwarder's, not the [beneficial cargo owner's]."

— Industry observer

Industry professionals confirm the challenge. Amit Maheshwari, a freight technology executive, commented: "Passing costs through to the shipper or consignee is very very hard in the commodity freight brokerage business," noting this could "narrow margins even further if you can't pass it through."

George Sanchez, another industry observer, agreed: "If you try to pass this on to your shippers, you will find that this will be very difficult." He cited a standard industry truth: "Forwarders are in a commoditized business" where cost pass-through creates competitive vulnerability.

The core challenge: shippers view freight forwarding as a commoditized service. In a competitive market, adding a new "technology fee" line item risks losing business to competitors who absorb the cost.

The "Taco Bell" Problem

One industry analyst compared it to "Taco Bell charging customers for their SAP license." Customers don't expect to see their vendor's software costs on an invoice.

What Some Forwarders Are Doing

• Absorbing the cost: Eating the increase to avoid customer friction
• Bundling into rates: Quietly building the cost into overall pricing
• Selective pass-through: Passing to some customers, absorbing for others
• Having conversations: Proactively discussing with key accounts

There's no universal right answer. But assuming you can simply "pass it through" without customer impact is optimistic.

Questions to Ask Before Your Next Invoice

If you're a CargoWise customer, here are ten questions to help you understand your new cost structure:

Understanding Your Current Costs

1. What was your average monthly CargoWise spend in 2024? (Establish baseline)
2. How many transactions do you process monthly? (Shipments, customs entries, etc.)
3. Which modules do you actually use? (Many forwarders use <30% of available features)

Projecting Your New Costs

1. What's your projected per-transaction cost under Value Packs?
2. What's your estimated monthly spend at current volume?
3. How does this compare to your 2024 average? (Calculate % increase)
4. What happens if your volume increases 20%? (Stress test the model)

Understanding the Fine Print

1. Are there any transaction types with different fees?
2. What's excluded from the Value Pack? (Any add-on charges remaining?)
3. What's the contract term and renewal structure?

Action Item

Request a detailed projection from your WiseTech account representative. Get it in writing. Compare to your 2024 actuals.

What Are Your Options?

If your cost analysis reveals significant increases, you have several paths forward:

Option 1: Negotiate with WiseTech

Some forwarders report success negotiating transitional pricing or volume discounts. It's worth asking, especially if you're a larger customer.

Option 2: Optimize Your Usage

If you're paying for features you don't use, the new model might actually benefit you since everything is included. Review your actual usage patterns.

Option 3: Evaluate Alternatives

Many forwarders are using this moment to evaluate whether CargoWise is still the right fit. The market has evolved, and mid-size forwarders now have options that didn't exist five years ago.

Modern freight forwarding software platforms now offer comparable functionality with predictable pricing models. For a comprehensive comparison of your options, see our Complete Guide to CargoWise Alternatives.

Option 4: Accept and Adapt

For some forwarders, CargoWise remains the best fit despite the cost increase. If you genuinely use the platform's advanced capabilities and global network, the value may justify the price.

The Bigger Picture

This pricing change reflects a broader dynamic in logistics software. Enterprise platforms are monetizing their market position, while cloud-native alternatives are offering simpler, more predictable pricing models.

The question isn't just "how much does CargoWise cost?" It's "what's the right software investment for your business?"

For mid-size forwarders processing 200-500 shipments monthly, paying enterprise prices for a fraction of enterprise functionality may not make sense. The January 2026 pricing change has made that calculation more stark.

Next Steps

This week:

1. Pull your 2024 CargoWise invoices
2. Calculate your average monthly spend
3. Request a Value Pack projection from WiseTech

This month:

1. Compare projected costs to 2024 actuals
2. Audit which features you actually use
3. Consider whether alternatives are worth evaluating

Ready to explore your options?

Many mid-size forwarders are discovering that ocean freight solutions designed for their scale offer better value than enterprise platforms. For a detailed feature-by-feature analysis, see our CargoWise vs GoFreight comparison.

Schedule a Demo → to see what predictable pricing looks like in practice.