The aim of the study is to contribute to supply chain visibility literature by addressing a gap between the expectations on the benefits of supply chain visibility and the successfully implemented cases. Determinants of a real- -time transportation visibility platform implementation were identified and explained and the reasons for not achieving the expected real-time visibility benefits from a platform in the transportation network with a predominant share of subcontracting were ranked. A complex network of fast-moving consumer goods companies was chosen for the research because of their greater need for visibility; visibility improvement is also more challenging for such companies. Asymmetry of risk, rewards, and benefits for freight forwarders and a real-time visibility platform hinder information sharing willingness. The in-depth analysis of entities involved in the platform deployment shows the tensions that platform governance can address. This study also provides insights on information utilization, including automating, informational, and transformational characteristics. This paper contributes to the supply chain visibility theoretical field by focusing on the practical development of real-time visibility from the standpoint of supply chain professionals.