Consignee
Who takes delivery, and on a bill of lading the box that decides who can claim the cargo.
On a commercial invoice the consignee is the buyer and in most countries the party liable for duty. On a bill of lading it is more consequential: a named company makes the bill straight and deliverable only to them, while “to order” makes it negotiable.
If you have not been paid, do not name the buyer in the consignee box of a negotiable bill.
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See also