Yeah, I understand that shipping / transportation industry one of the areas that needs improvement by applying the benefits of blockchain technology. It is a viable use case.
Almost every aspects can be used with this blockchain technology and transportation is one of it. This technology for sure will bring more benefit to human kind.
I'm not sure if anything is already happening in other continents, but currently South America uses QR Codes on boards, networks, and a few other things that will make Blockchain's introduction a lot easier. to transport
if the tech is user friendly then it will be adopted. otherwise it will be difficult.
I know a lot of good technology went to waste or used very minimal, just because they lack in user friendliness section.
However good your project is you have to know how to sell it. And that includes not only marketing but also adapting your products to the needs of a potential that gonna use it, including functions, interfaces, how complex it is etc. Feedback is important.
Hearing the communities voice is very important. I like to give an example, (maybe its changed) i recently opened a EOS wallet. Its very hard comparing to Ethereum wallet. I probably never use that wallet until user experience is better.