1. A method operative at a server for enabling a first entity to negotiate with a second entity online to secure a cargo shipping commitment, comprising the steps of: having the first entity post a bid to an online auction block maintained at the server; in response to a request from the second entity to the server identifying a given cargo shipping lane, identifying a set of bids for that shipping lane; and in response to the second entity accepting a given one of the set of bids posted by the first entity, sending a message to the first and second entities confirming a cargo shipping commitment.