As geopolitical tensions, shifting trade routes and digital transformation reshape the air cargo landscape, GSSAs are evolving far beyond traditional sales roles.

Air cargo has never been a simple business. It operates across borders, time zones, regulatory systems and economic cycles, connecting manufacturers, retailers and consumers through a complex global network. Yet for much of its history, the industry’s commercial structure remained relatively straightforward. Airlines provided capacity, freight forwarders sourced cargo, and General Sales and Service Agents, better known as GSSAs, helped bridge the gap between the two.