The growth of road transport in Europe and the necessity to optimize it are key issues affecting the competitiveness of the sector. Rising fuel costs, environmental degradation and increasing traffic demand the implementation of innovative solutions aimed at the improvement of operational efficiency. The use of modern technologies that improve fuel consumption and algorithms that optimize transport routes is imperative. The globalization of the economy is increasing the demand for flexible and cost-effective transport services, forcing carriers to adapt. This article presents the application of the Analytic Hierarchy Process (AHP) multi-criteria analysis method to optimize the transport of goods between European Union countries and the United Kingdom. The study included an evaluation of various ferry crossings for 40-ton GVWR truck, identifying optimal solutions in terms of cost and operational efficiency. The results of the research allow streamlining of transport processes and improvement of carriers’ competitiveness in a dynamically changing market environment.