The global supply chain and logistics industry is a self-organizing ecosystem consisting of numerous actors that work together to move goods from end to end. The different stakeholders involved are usually interdependent organizations, like freight forwarders, carriers, terminals, and homeland security agencies and information exchange between them is required to coordinate the activities along the individual transport chains. However, the exchange of information has often been analog, flawed, late, and incomplete. New circumstances, like unprecedented supply chain disruptions, new regulatory requirements around greenhouse gas (GHG) emissions, and generally growing shipper expectations create an urgent need for improved data sharing between actors. New technologies, like digital platforms, networks, and architectures as well as social media, mobile, analytics, cloud, and internet of things (SMACT) have brought some improvements, but not the required holistic digital perspective required or expected. Averages and approximations are usually insufficient to close data gaps, e.g., only primary data allows for accurate GHG emission calculations. Primary data sharing is widely seen as the missing piece of the puzzle. Primary data is data from the source providing an accurate state and picture of a situation. Primary data sharing at scale requires a new form of digital collaboration. We propose a rethink of digital collaboration as a means for broader primary private data sharing for complete end-to-end datasets and data quality, particularly focusing on the sharing of data associated with both transport plans and progress made in the respective movements of goods for more better disruption and carbon footprint management through more accurate calculations of estimated times of arrival (ETA) and GHG emissions. We introduce an example for digital collaboration in end-to-end supply chains that is focusing specifically on primary data sharing. The new thinking around digital collaboration manifests itself in the Virtual Watch Tower / VWT initiative (www.virtualwatchtower.org). In 2022, RISE and Singapore Maritime Institute signed a collaboration agreement focused on innovation in shipping. The VWT initiative is the first collaborative project under the umbrella of this partnership. The VWT is led by RISE, A*STAR, and VTT. VWT is a community-driven, digitally empowered initiative, a cargo owner-driven, and terminal-centric approach for improved supply chain management. It is the users themselves who co-create and co-evolve the solution that they need. The initiative aims to create a community that shapes the digital tool (VWTnet) they need to reach the required higher levels of visibility. This, through primary data sharing across the supply chain ecosystem and between actors (VWT Users) participating in individual end-to-end transports (VWT Shipments). The VWT serves as an object of research to hone the new thinking and understand the implications of its implementation.