A San Diego startup led by former Qualcomm Inc. and Apple Inc. executives launched a new service on Oct. 30.

Boxton uses cloud technology to help companies track and manage complex shipments. Its asks users to input information on what is being shipped and where it is going, and uses it to start a competitive bidding process among shipping companies to give users the best deal.

Its new service, Boxton Freight, allows anyone in a company to access quotes, shipments and invoices in one place. It also flags missing shipping documents, and allows users to assign project roles to employees or vendors.

“Managing shipping should be simple, and the best rates from the best transportation companies should be accessible to everyone,” CEO Warren Kucker said in a news release. “Our solution is the only one in the marketplace that allows anyone – regardless of experience – to manage complex shipments easily and efficiently.”

Kucker, who previously headed up worldwide logistics procurement for Apple, and COO Joe Caprara, who served as a senior IT project manager for Qualcomm, co-founded in the company in January of 2017. They bootstrapped the company with just $100,000 in capital.

Since then, they have garnered 13 customers, including Conair Corp., San Diego Running Company and Dotcom Distribution.

Their goal is to help companies manage shipments outside of their area of expertise, such as an electronics business ordering desks for its employees, which are often managed by people without logistics experience. Kucker and Caprara estimated the tool could save companies roughly 30 percent on shipping costs.