An industry ready to digitalise, but held back by regulation

The article opens with a transport industry that wants to go digital, but where analogue documentation requirements and EU rules still mean paperwork in the cab. According to DI Transport, the Danish transport and logistics association, companies are missing out on productivity and competitiveness, because processes that could be automated are still handled manually

From marketplace to software company

Mover Systems was founded in 2016 as a digital marketplace for transport jobs, based on the observation that many of Denmark’s delivery vans were running with unused capacity. The business evolved quickly, and in 2020 IKEA made an investment in the tens of millions of kroner. IKEA now owns around a quarter of the company. Private customers make up almost none of the business. Mover now mainly delivers digital logistics solutions to professional clients such as IKEA, Interflora, Coop and Nemlig.com.

Focus on the last mile

Mover has chosen to focus on the final and most complex part of the delivery chain: the last mile. According to CEO Martin C. Hansen, this is where costs are highest and variation is greatest. Traffic, parking, apartment buildings and customer requirements all make delivery times hard to predict. Using AI and historical data on deliveries, geography and traffic, Mover can calculate time consumption and risk at route level and distribute tasks more precisely. The partnership with Nemlig.com serves as an example: thousands of daily deliveries in tight time windows have to be planned, including during peak periods.

Growth before profit

When the article was published, Mover had not yet released its 2025 accounts. In 2024 the company posted a small loss, but gross profit reached a record level, with growth of around 16%. According to Martin C. Hansen, the deficit is a deliberate strategy: the company is investing in more employees and platform development, and profit will have to wait.

Better working conditions for drivers

Martin C. Hansen points out that data-driven planning can also improve drivers’ daily work. The platform can record who performs which task and when. Breaks can be planned into routes, and working hours can be documented digitally. This supports both the working environment and compliance in an industry that has faced debate about social dumping. Nemlig.com confirms that the partnership has strengthened both delivery quality and the working environment for its drivers.

Large potential across the industry

DI Transport sees major potential for digitalisation in transport and logistics, both for efficiency and for the climate. However, it is costly for smaller companies in an industry with thin margins. This is exactly why platforms like Mover’s matter: they make advanced technology available to companies that could not otherwise afford it. Martin C. Hansen sees AI as a practical tool for making better data-driven decisions, not as a buzzword.

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