Morris's shipping firm was just one of many such firms operating in Philadelphia, but Willing Morris & Company pursued several innovative strategies. The firm pooled with other shipping firms to insure vessels, aggressively expanded trade with India, and underwrote government projects through bonds and promissory notes. Ships of the firm traded with India, the Levant, the West Indies, Spanish Cuba, Spain, and Italy. The firm's business of import, export, and general agency made it one of the most prosperous in Pennsylvania. In 1784, Morris, with other investors, underwrote the voyage of the ship "Empress of China", the first American vessel to visit the Chinese mainland.