While digital standards and legal frameworks are in place, only about 11% of bills of lading are electronic as of 2025. The goal is to reach 100% adoption by 2030, but progress is being held back not by technical limitations, but by “soft barriers”—non-technical, behavioral, and organizational factors.
Understanding Soft Barriers to Digital Adoption
Soft barriers are the non-technical factors that impede digital adoption. They manifest as a reluctance to commit, lack of alignment between different departments, limited internal advocacy for change, and hesitation to invest in new processes. These barriers can be cultural, such as a general resistance to change, or organizational, like a lack of leadership attention or misaligned incentives. A key soft barrier is the lack of confidence in others, leading to a “wait-and-see” mentality where each party waits for others to move first. The article emphasizes that these barriers are often underestimated and are the main reason digital transformation efforts stall, even when the technology is ready.
Soft Barriers
The shift to eBL impacts legal, commercial, and operational aspects, so all stakeholders must be willing and confident to move forward. The impact of soft barriers is systemic: a delay by one team can prevent others from experimenting with new digital workflows. This creates a cycle where everyone waits for someone else to act first, resulting in a standstill. A significant portion of stakeholders say they are waiting on others before they will make a move. The article highlights that while carriers are on track to be technically ready by 2026, scaling adoption depends on creating ecosystem-wide confidence and shared commitment.
Creating the Conditions for eBL Adoption at Scale
DCSA (Digital Container Shipping Association) is actively working to overcome these soft barriers and accelerate eBL adoption. They are doing this in four key ways:
- Demonstration: DCSA is conducting real-world pilots to prove that eBLs can be exchanged securely and efficiently between different companies and platforms.
- Legal and Regulatory Enablement: DCSA is engaging with international organizations and legislators to advocate for the use of eBLs and to ensure legal frameworks are clear and supportive.
- Implementation Support: DCSA provides direct assistance to its member carriers and partners with expertise, educational materials, and technical support to help them implement the standards.
- Supporting Momentum: DCSA is involved in public declarations, like the FIT Alliance eBL Declaration, to increase visibility and reinforce that stakeholders are not acting alone, thereby building the confidence needed to move forward. The article concludes that the real work is making stakeholders feel safe to act, not just aware of what is possible.
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Source: DCSA
