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Imagine those massive semi-trucks crossing the U.S. highways every day — only they’re pretty much running around half empty. This costly inefficiency is a multi-billion dollar problem, and clever startups like Uber Freight and Flock Freight are trying to fix it by connecting drivers with cargos. But a San Francisco startup called Oway has a different idea: it’s bringing Uber’s ride-sharing magic to freight, especially on those long, boring routes.
Founded in 2023 and backed by big names like Y-Combinator and General Catalyst, Oway recently scored a $4 million seed round. The goal? Slashing shipping costs by half using a mix of up-to-date tech and some old-school tricks. The secret sauce includes AI-powered machine learning to match cargo with empty trailer space, plus automating shipping and insurance docs to make life easier for everyone.
The backbone of Oway’s system is the electronic logging devices (ELDs) all trucks are now fitted with thanks to government mandates. These little gadgets track a truck’s exact location in real-time and help both shippers and drivers plan more efficient routes. With this info, Oway finds nearby destinations for cargo along a truck’s route, filling those empty spaces at a fraction of today’s costs. For example, moving a pallet from LA to Dallas that used to cost around $220 could drop to just $60.
Phillip Nadjafov, Oway’s founder, argues this approach can cut unnecessary expenses, emissions, and idle time, while offering faster delivery than traditional less-than-truckload models. They don’t focus on buying up entire trailers but work in a decentralized manner, even collaborating with other brokers and carriers. The vision is to make freight shipping more flexible, cost-effective, and scalable, opening doors for new industries built on this digital infrastructure.
While there are concerns about surveillance from the devices, Nadjafov believes the safety and efficiency gains outweigh the drawbacks. The real-time tracking lets Oway optimize routes, put cargo in trailers that are heading the same way, and drastically reduce shipping costs — dropping the price for moving a light pallet from LA to Dallas to just $60.
Oway’s mix of full truckload speed with less-than-truckload cost is promising. Their goal is to transform American logistics by making freight movement smarter, greener, and more economical. With their small, focused team and huge industry potential, the movement towards a more efficient freight ecosystem is just starting, and Oway aims to lead the charge.
