The global shipping fleet has reached a remarkable $2 trillion valuation, as per the latest Clarksons Research report.
This milestone reflects the total value of vessels in operation and those on order. Meanwhile, demand in the sector is at a 15-year high. However, while these numbers are impressive, they don’t tell the whole story. Not every segment is benefiting equally. For example, while container shipping is seeing double-digit growth, tanker markets remain subdued.
As we head into 2025, maritime businesses face a critical question: how can they make the most of this rapidly evolving environment and grow their market share?
Let’s look at some of the main factors driving these shifts and explore how maritime businesses can stay ahead of the curve.
What’s Different This Time?
Today’s shipping industry looks very different from what it was during the last peak in demand 15 years ago. The days of straightforward growth and predictable trade routes are gone. Three key trends shape today’s maritime landscape:
The Shift to Alternative Fuels
The push towards alternative fuels is no longer just a talking point, it’s a reality.
In 2024, 50% of newbuild orders were designed for alternative fuel capabilities. LNG dual-fuel technology is making a comeback, while methanol and ammonia are gaining ground as solutions for a sustainable future.
While the shift to greener fleets is a step in the right direction, it’s not without its challenges. From regulatory hurdles to fuel availability, the path forward won’t be easy.
At Wake Media, we’re helping clients highlight their green initiatives and show how they’re leading the way in decarbonisation, whether through case studies, whitepapers, or PR campaigns.
The Need for Digital Transformation
Digitalisation has become a must for shipping companies looking to improve efficiency, meet customer expectations, and comply with evolving regulations. The maritime industry is quickly adopting digital tools, from electronic bills of lading to AI-driven predictive maintenance. These technologies are making operations more efficient and transparent.
At the same time, shippers now demand real-time visibility across the entire supply chain. If you can’t provide it, your competitors likely will.
Maritime businesses can meet this new demand and stay competitive by prioritising digital engagement and transparency.
The Impact of Geopolitical Disruptions on Trade Patterns
Geopolitical tensions are shifting global trade flows. From changes in oil exports to the re-routing of goods post-pandemic, maritime businesses need to be agile to take advantage of emerging opportunities.
In 2024, tonne-mile demand saw a 6.2% increase, the highest growth in more than a decade. Companies that are quick to identify these shifts and adjust their strategies will be in the best position to capture new business.
Key Lessons for 2025 and Beyond
The past decade has taught us a lot about what works in a rapidly changing market. Looking ahead, three key strategies will be crucial for businesses looking to maximise their market share:
1. Data-Driven Decision Making
Data is king in today’s maritime industry. Companies that collect and use data to optimise routes, reduce fuel consumption, and improve fleet performance are seeing significant returns. For example, shipping companies using real-time weather data to adjust routes can reduce fuel costs while ensuring on-time deliveries.
2. Sustainability as a Business Priority
Fleet owners who are proactive in addressing their decarbonisation goals are better prepared for future regulatory changes and more attractive to charterers focused on sustainability.
Companies that openly share their progress in decarbonisation, whether through carbon emissions data or green certifications, are securing valuable partnerships with sustainability-conscious stakeholders.
3. Delivering a Seamless Digital Experience
Customer expectations have evolved. Shippers now expect digital-first solutions, including real-time tracking, easy-to-navigate customer portals, and responsive digital communication. Maritime businesses that fail to meet these expectations risk losing clients to competitors who can provide them.
What Are Competitors Doing?
It’s important to keep an eye on what your competitors are up to. Here’s what we’re seeing across the industry:
- 50% of the 2024 orderbook is made up of vessels that can run on LNG, methanol, or ammonia.
- Companies are investing heavily in SEO, PPC, programmatic and social media advertising to drive digital engagement and visibility.
- Shippers now demand real-time data and transparency, and companies that deliver will win business.
How Can You Maximise Market Share in 2025?
To stay ahead of the competition in 2025, maritime businesses need to fully embrace digital transformation and sustainability. Here’s how Wake Media is helping our clients:
Targeted Digital Advertising
Whether it’s through PPC campaigns or programmatic advertising, reaching the right audience at the right time has never been more important. We help clients run targeted campaigns to raise awareness of their services among key stakeholders in the industry.
For example, promoting alternative fuel solutions to port authorities, shipowners, and charterers via LinkedIn ads can help position your company as a leader in sustainable shipping.
SEO and Content Marketing
We create SEO-driven content strategies to help our clients rank for relevant maritime search terms. By positioning your business as an expert in emerging trends like alternative fuels and digitalisation, you can increase visibility and attract valuable leads.
Thought Leadership and PR
At Wake Media, we help clients showcase their expertise through media placements, guest articles, and thought leadership pieces. These initiatives not only boost brand visibility but also position your company as a trusted leader in the industry.
Key Takeaways for 2025 and Beyond
The $2 trillion fleet valuation and the high demand in the market represent a huge opportunity for maritime businesses. But to succeed, you must adapt to changing market dynamics.
To maximise your market share in 2025, your company should:
- Invest in digital tools and data analytics to drive efficiency and customer engagement.
- Prioritise sustainability and make it visible to key stakeholders.
- Offer a seamless, customer-centric digital experience to meet the growing demand for transparency and real-time data.
With the right strategy, your business can lead the way in the evolving maritime industry.
Ready to Boost Your Digital Strategy?
📩 Get in touch at info@wake-media.co.uk to find out how we can help your business grow its market share in 2025 and beyond.