Freight Friends Reunion: How Orderful is Shaking Up EDI
Episode Transcript

EDI has been around for decades, but it’s still one of the biggest bottlenecks in freight tech. From long onboarding timelines to failed integrations, the process rarely works as expected. In this episode of Freight Friends, Grace Sharkey shares why she joined Orderful to help change that.

Blythe Brumleve and Grace cover the challenges of modernizing EDI, the role of media skills in freight, and the importance of building tools people actually use. It’s a conversation that gets real about what’s broken and what needs to change.

The Freight Media Advantage

Grace’s background in media has given her a unique edge in freight. She knows how to take a technical topic like EDI and make it digestible for both internal teams and customers. That skill matters when you’re trying to explain why your tech is different.

Most logistics companies still underestimate the power of clear communication. But when your tech isn’t easy to understand, it’s harder to sell, harder to use, and harder to trust. Freight needs better storytelling, not just better tools.

The True Cost of Sticking With Broken Systems

Too many companies stick with legacy systems out of fear of switching costs. But that hesitation often results in delayed payments, failed shipments, and unhappy partners. The hidden costs of staying put are higher than most realize.

Grace shares a story about a client who needed a Walmart integration on Christmas Eve. Orderful delivered in 24 hours. That kind of speed isn’t just nice, it’s the new standard when inefficiencies cost real money.

Why Freight Tech Still Misses the Mark

One of the biggest problems in freight tech is that tools are built in isolation. Developers don’t always see how brokers and operators actually use the software, which leads to frustrating workflows.

Orderful takes a different approach. By focusing on out-of-the-box integrations and faster onboarding, they reduce the time it takes to get up and running. It’s not about adding more features. It’s about removing friction.

Making Freight Tech Actually Work

What freight needs right now is infrastructure that gets the job done. Not flashy dashboards or empty buzzwords, but systems that work every day, under pressure, with real stakes.

That’s what Grace is helping build at Orderful. And that’s the kind of freight tech that deserves the spotlight because when it works, everything moves faster.

 

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Show Transcript

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About the Author

Blythe Brumleve-Milligan
Blythe Brumleve-Milligan
Creative entrepreneur in freight. Founder of Digital Dispatch and host of Everything is Logistics. Co-Founder at Jax Podcasters Unite. Board member of Transportation Marketing and Sales Association. Freightwaves on-air personality. Annoying Jaguars fan.

To read more about Blythe, check out her full bio here.