A container shipment from Shanghai to Paris can produce anywhere from 7.3 to 10 tonnes of CO₂, depending on the route and vessel chosen. Until recently, however, that difference was largely invisible to the companies making shipping decisions.
French company BuyCo together with its partner, Searoutes is changing that. By making shipping emissions visible at the point of booking, the two companies enable businesses to compare the carbon footprint of different shipping routes before selecting the best option.
With support from BlueInvest, BuyCo and Searoutes have strengthened their market position.
"BlueInvest helped us bring our solution to the market, connect with the right people and demonstrate its value to the maritime sector," says Sylvain Fambon, BuyCo's Marketing Director.
Making shipping decisions greener
Carl Lauron, CEO of BuyCo, spent seven years at a major shipping company where he saw first-hand how international container shipments were still being managed through outdated software, emails and spreadsheets. BuyCo was created to modernise that process. Its collaborative platform allows everyone involved in a shipment to work together in one shared space bringing shipping schedules, negotiated carrier contracts and booking information into a single system. Integrated into the platform, Searoutes’ algorithm calculates the CO₂ emissions of each route and vessel.
The results can be surprising. The fastest route or the nearest port is not always the lowest emission choice.
More than just promises: a real-world testimony
One company already seeing the benefits is Bel Group, the business behind brands such as The Laughing Cow®, Kiri®, Babybel®, and Boursin®. Bel began using BuyCo’s platform in 2021 to track shipments in real time after the Suez Canal blockage revealed how little visibility the company had over its shipments. Since then, Bel has introduced BuyCo across its supply chain. With the platform’s carbon data, the company can make better transport choices.
One key lesson was that a ship’s age can have a greater impact on emissions than its speed. By choosing lower-emission shipping options, the company reduced its maritime emissions by 30% without changing its processes or adding new rules for staff.
According to Sylvain Fambon, BuyCo's Marketing Director, the platform works because carbon data is integrated directly into day-to-day logistics, not used as a separate extra tool. Instead of asking companies to use another piece of software, BuyCo adds emissions data to the existing booking process with almost no extra work.
This is different from credit-based approaches, where companies may offset emissions on paper without changing how goods are shipped. BuyCo helps companies cut real emissions, by choosing lower-carbon routes and vessels for the cargo they move.
BlueInvest in action
BlueInvest supported BuyCo and Searoutes through the Investment Readiness Assistance programme, helping both companies refine their commercial strategy and better communicate the value of their solution to investors and industry stakeholders. The programme also provided networking and visibility opportunities, enabling BuyCo and Searoutes to expand their connections across Europe's blue economy.
In March 2026, BuyCo pitched at BlueInvest Day, presenting its solution to investors, corporates and other key players in the maritime innovation ecosystem. The event helped the company increase its visibility and expand its network within the blue economy.
Looking ahead
BuyCo and Searoutes are gaining recognition beyond Europe. The team has already presented its approach in Los Angeles at TPM, one of the world's leading container shipping conferences, reflecting growing international interest in its solution.
Building on this momentum, BuyCo aims to make carbon data a standard part of container shipping decisions, helping more companies reduce emissions across their supply chains.
About BlueInvest
BlueInvest is the EU’s innovation and investment platform for the blue economy, offering business coaching, fundraising support, and networking opportunities for ocean technology companies. Interested individuals can register with the BlueInvest Community to explore programme features and opportunities or contact lu-blueinvest
pwc [dot] lu (lu-blueinvest[at]pwc[dot]lu).
More information
Social media: BuyCo on LinkedIn & Searoutes on LinkedIn
- Publication date
- 14 July 2026
- Author
- Directorate-General for Maritime Affairs and Fisheries
