Cartage

Based in San Francisco, California, Cartage develops an artificial intelligence system named Wilson that automates freight coordination for North American shippers and trucking companies. The platform operates through a service-as-software business model designed to replace traditional human freight brokers and internal logistics teams. It manages end-to-end shipment execution by handling load creation, booking, real-time tracking, dynamic quotes, and carrier selection using live market data. By utilizing this automated technology with embedded visibility, manufacturers and distributors can reduce their overall freight costs by up to 30 percent while maintaining minimal internal headcount. The enterprise currently operates with a team of 12 employees, generates under $5 million in revenue, and has secured $3.3 million in venture capital funding from investors including Y Combinator and Tom Blomfield. Cartage was founded in 2023 by Abdul Basharat and Josh Lampen.

High-Level Overview

Cartage is an autonomous freight coordination platform that replaces traditional freight brokers and internal logistics teams by automating freight shipment coordination between shippers and trucking companies. It significantly reduces freight costs by up to 30% while embedding real-time visibility and transparency into the shipping process. The platform leverages AI and machine learning to automate routine logistics tasks such as bill processing, order updates, and communication, enabling manufacturers and distributors to cut operational overhead and improve margins. Cartage serves primarily North American manufacturers, distributors, and logistics providers, addressing the inefficiencies and opacity in the $400 billion freight coordination market[1][2][3].

For an investment firm, Cartage represents a cutting-edge logistics technology startup with a mission to modernize a traditionally slow-to-adapt industry through automation and AI. Its investment appeal lies in its scalable SaaS model, rapid early traction (e.g., $150k ARR in under 4 months), and strategic acquisitions like Westcore Logistics, which bolster its market presence. Cartage impacts the startup ecosystem by demonstrating how AI-driven automation can disrupt legacy freight brokerage and logistics coordination, unlocking significant cost savings and operational efficiencies[1][4].

Origin Story

Cartage was founded by Abdul Basharat (CEO), Josh Lampen (CTO), and Harman Sahota (COO), who bring deep freight industry and technology experience. Basharat and Lampen previously developed freight collaboration software at Rose Rocket, while Sahota grew up in the trucking business and bootstrapped Westcore Logistics, Canada’s fastest-growing logistics company in 2023. The idea emerged from recognizing the inefficiencies and manual labor in freight coordination, leading to a pivot from selling software to brokers to fully replacing brokers with an autonomous system. Early traction included rapid revenue growth and signing multiple shipper customers shortly after launching in early 2023[1][3][4].

Core Differentiators

• Product Differentiators: Cartage’s AI-powered platform automates freight coordination end-to-end, including tendering, status updates, billing, and communication, reducing manual work and errors.
• Developer Experience: The system integrates seamlessly with existing workflows like email and phone calls, minimizing disruption while enhancing automation.
• Speed, Pricing, Ease of Use: By requiring minimal headcount, Cartage offers faster coordination at up to 30% lower freight costs compared to traditional brokers.
• Community Ecosystem: The acquisition of Westcore Logistics and partnerships with shippers and carriers strengthen its network and operational capabilities.
• Human-in-the-Loop Support: While AI handles routine tasks, a 24/7 operations team monitors shipments and intervenes when needed, ensuring reliability and customer confidence[1][3][5][6].

Role in the Broader Tech Landscape

Cartage rides the wave of AI and automation transforming supply chain and logistics, a sector historically reliant on manual processes and fragmented communication. The timing is critical as freight volumes grow and shippers demand greater efficiency, transparency, and cost control. Market forces such as rising labor costs, digital transformation pressures, and the need for real-time data visibility favor Cartage’s autonomous approach. By automating freight coordination, Cartage not only disrupts traditional brokerage models but also sets a precedent for AI-driven operational efficiency in logistics, influencing broader adoption of autonomous systems in supply chains[1][3][4].

Quick Take & Future Outlook

Looking ahead, Cartage aims to scale its autonomous freight coordination platform to handle the majority of shipments with minimal human intervention, achieving a "touchless load" model. Continued investment in AI capabilities and expansion of its logistics business will likely drive growth and deepen market penetration. Trends such as increased supply chain digitization, AI adoption, and demand for cost-effective logistics solutions will shape Cartage’s trajectory. Its influence may evolve from a niche automation tool to a foundational technology in freight operations, potentially redefining how shippers and carriers collaborate in North America and beyond[4][5].

Cartage exemplifies the future of freight coordination—where AI and human expertise combine to deliver faster, cheaper, and more transparent shipping operations, transforming a $400 billion industry.