Israeli container line Zim has put its money behind technology company Ladingo, which plans to rival airfreight for consumers by sharing containers.
Zim said it views the investment as a strategic move as part of Ladingo's $1m funding round.
Ladingo aims to "lead a global consumer revolution by enabling personal importation of large and bulky items to shoppers purchasing from international online shops," Zim said.
Its technological platform offers a "transparent digital integration of the entire process", it added.
Ladingo wants to provide an alternative to airfreight, which is limited by size and weight.
It claims to be the world's first solution for online shops selling bulky items such as furniture, bicycles, fitness equipment, garden equipment and electronics directly from overseas retailers or manufacturers to the shopper's door.
Assaf Tiran, vice president of global customer service at Zim, said: “We believe that innovation will define the future of the logistics industry, especially that of maritime shipping."
Ladingo is piloting its system with several customers in the US.
