On June 26, 2025, C4T hosted its first Virtual Roundtable, a new initiative designed to bring senior customs professionals together for open and honest conversations around shared challenges and solutions.
The goal of this initiative is to create a confidential, peer-driven space where strategies can be exchanged, approaches compared, and inspiration shared for navigating the ever-evolving customs landscape.
The focus of this first session was: “In-house, Outsourced, Automated, or Shared Services? How Companies Are Structuring Their Customs Operations”
In just 60 minutes, participants explored the practical realities of managing customs functions across global supply chains. What stood out is that while operating models differ, companies across industries share a common ambition: to deliver the best service in less time and at lower cost, without compromising on compliance.
A Snapshot of Current Operating Models
Each participant shared how their customs operations are currently structured. While no two models were exactly alike, several themes emerged:
Hybrid is the new normal. Most companies are operating with a blend of in-house teams, outsourced brokers, and varying levels of automation. There is no one-size-fits-all model, and no single company can handle global requirements; the structure is shaped by the company’s history, IT landscape, and strategic priorities. It is, however, clear that everyone is looking to digitalise and automate their customs processes, or they are already implementing it in various operational models.
A retail company highlighted the implementation of a customs warehouse model post-Brexit, supported by automation, but dependent on shared services and broker fallbacks in the event of issues arising.
A fast-moving consumer goods (FMCG) company described a dual approach: centralised control of compliance functions with local execution handled by brokers, offering flexibility but also creating inefficiencies and limited visibility.
An automotive company shared that it currently outsources declarations but is actively exploring automation and selective in-sourcing for master data and classification to support future EU expansion.
An e-commerce company explained how it has built an end-to-end automated system, preparing declaration data internally and transmitting it to brokers via APIs, which is critical for managing 1.5 million parcels a day.
A beverage company described an environment where some processes are fully automated and others not at all, largely shaped by past business decisions and awareness around the importance of customs.
Common Challenges
Despite differences in industry and customs operations, participants surfaced several recurring pain points:
- Lack of standardisation across geographies limits scalability and adds complexity to change management.
- Even within the European Union, customs operations differ by country, adding complexity—particularly in cases where companies lack local knowledge. You can have a standardised 'global' procedure, but you will always need to adjust and be agile for the specific local regulations.
- Over-reliance on brokers can result in reduced visibility and a lack of control, particularly without proper performance monitoring or data integration.
- Justifying investment in automation or shared services remains difficult when customs is not seen as a strategic priority.
The Role of Automation & Broker Integration
A large portion of the discussion focused on automation, both where it works well and where it falls short:
- Automation is essential for speed, scale, and compliance, particularly in high-volume environments such as e-commerce.
- Several companies are leveraging API integrations with brokers to improve communication, reduce manual workload, and improve accuracy. Some companies even mandate API capability from their brokers and benefit from regional consolidation through a few trusted partners.
However, manual fallbacks remain necessary; participants emphasised the importance of incorporating contingency plans for system outages or failures.
Building the Business Case: ROI vs. Compliance
Another key part of the conversation addressed the internal dynamics of securing support for process improvements, which is still a big challenge for most:
- Some participants shared that compliance is the most effective lever for driving investment, particularly in companies with strict regulatory cultures.
- Others emphasised the need to build a strong Return on Investment (ROI) business case, especially in competitive or cost-sensitive industries.
- A blended approach seemed to resonate: link automation projects to efficiency, compliance, and scalability, and tailor your pitch to your organisation’s culture and priorities.
To successfully introduce a project like this within a company, it's essential to identify the right angle that resonates with key stakeholders. This could be compliance, financial considerations, supply chain efficiency, or penalties that create a need for change. You must find a compelling justification for the investment and prioritise it with senior management. Additionally, it's important to have a strong internal network and contacts in other departments who can champion the project and help get the business case approved.
Working With Customs Authorities
Participants also discussed their evolving relationships with national customs authorities:
- Several noted that countries like Germany and the Netherlands are actively pushing for digitalisation and faster filing through modern IT systems.
- However, manual and paper-based requirements persist, especially during inspections or audits, requiring teams to maintain both digital and physical document trails.
- There was agreement that proactive relationships with authorities can unlock process simplifications and build credibility, especially in time-sensitive sectors.
Final Reflections
By the end of the roundtable, one thing was clear: nearly all companies are exploring digitalisation and automation options, as this approach will clearly be the way forward in the coming years. While everyone is on their own journey, peer sharing creates value. Whether companies are at the beginning of their automation efforts or refining mature hybrid models, conversations like these are key to challenging assumptions, learning from others, and gaining confidence in strategic decisions.
Are you looking into automating your customs operations? Discover CAS, C4T's customs automation software.
