Pricing lives in spreadsheets
Rate cards are emailed, copied, and forgotten. Margins die in version drift.
Cross-border logistics, rebuilt by an operator
The operating system for cross-border freight in Southeast Asia, Vietnam, and China.
Routon replaces the Excel files, WeChat photos, and 2 a.m. phone calls that still move trucks across borders. Built by someone who ran the lanes for 13 years inside Pantos.
The problem
A $100B+ industry still runs on screenshots.
Every week, freight worth millions crosses Southeast Asia on rate cards pasted into Excel, status updates sent as photos in WeChat, and approvals chased in late-night phone calls. When something breaks — a closed border, a missing document, a wrong truck — nobody has a single source of truth. Shippers, forwarders, and truckers all lose money on the same shipment.
Execution lives in chat apps
Drivers send photos to WeChat or Zalo. Operations teams retype them into ERP.
No one sees the shipment
The shipper, the forwarder, and the trucker each hold a different version of the truth.
What we build
Two products. One operating model.
Routon.ai handles cross-border freight across Southeast Asia, Vietnam, and China. Routon.vn handles Vietnam domestic trucking. Both share the same data spine, so a shipment that starts at a Shenzhen factory and ends at a Hanoi DC never leaves the system.
Cross-border control tower
- Pre-contracted rate cards with built-in visibility scopes (private, shared, public).
- RFQ and proposal flow designed for forwarders who hate auctions.
- Border-stage milestones — customs, transshipment, line haul, last mile — tracked in one timeline.
- Federated multi-tenant model: shippers and forwarders share a shipment without sharing their books.
TMS for Vietnam's truckers
- Order intake from email, Zalo, or API — one queue, one ID.
- Driver app in Vietnamese; dispatchers see the same job in real time.
- Built around Vietnam's actual paperwork: VAT invoices, e-CMR, fuel reconciliation.
- Designed so a domestic carrier can plug into a cross-border movement on Routon.ai without rebuilding their stack.
How it works
Three steps, one shipment.
- Step 1
Quote
Routon compares your pre-contracted rate cards. No auctions, no fishing for cheap trucks.
- Step 2
Match
We assign the right carrier with the right paperwork for that specific border. You approve, we book.
- Step 3
Execute & track
Driver, forwarder, and shipper see the same milestone in real time. When the border closes, you know first.
Early customers
Built with the operators who'll use it.
We don't have logos to flash yet. We have shipments running in production with two launch partners — and they shape every line of code we write.
“A major regional cross-border carrier moving freight between Vietnam and China. They onboarded as our first cross-border lane partner in early 2026.”
- lanes live
- TBD
- shipments / week
- TBD
- rate disputes since onboarding
- TBD
“A leading Vietnam-based forwarder using Routon.vn for domestic dispatch and hand-off to Routon.ai when freight crosses out of the country.”
- rollout — domestic dispatch live
- Phase 1
- planned — cross-border handoff via Routon.ai
- Phase 2
- of truth across both legs
- Single source
Why I'm building this
I spent 13 years inside the problem.
I'm Heeyun. For 13 years I worked inside Pantos, LG's global logistics arm.
The last five of those years I ran logistics for LG Electronics' Vietnam factory complex in Hai Phong — a 47-person team, a $200M+ annual budget, automotive JIT lines that could not stop. They didn't, four years running.
Before that, I sat in Seoul HQ for four years, diagnosing logistics operations across 40 LG overseas entities — including the ones I would later run. Before that, I spent three years in Jakarta learning how customs, bonded transport, and hot cargo actually work in Southeast Asia.
I built Routon because I watched, year after year, the same shipment fail for the same reasons in three different countries. The market has moved — the software hasn't. So I left to write the software the operators have been asking for.
Want 30 minutes?
I take three founder calls a week. Bring a problem, a shipment, or a thesis — I'll bring the operator's view.