Every day, FedEx connects people, businesses and communities through its global network. While that network is best known for moving packages around the world, its impact extends beyond commerce. The same expertise that helps keep supply chains moving can also help connect communities with the resources, opportunities and support they need to thrive.

Across South Africa, community organisations are working to address local challenges and expand opportunities for young people. Their impact, however, depends not only on funding and commitment, but also on the ability to reach people consistently and effectively. From delivering essential resources to bringing together volunteers and community partners, logistics plays an important role in turning good intentions into meaningful action.

“Social impact does not happen in isolation,” says Nelson Teixeira, Managing Director of Operations for Sub-Saharan Africa at FedEx. “Whether it’s supporting youth programmes, enabling volunteers or helping organisations reach underserved communities, reliable logistics plays an important role in making that impact possible.“

Through FedEx Cares, the company’s global community engagement programme, FedEx works alongside nonprofit organisations, customers and team members to help strengthen communities, create opportunities for young people and inspire employee volunteerism. In South Africa, this commitment comes to life through initiatives that reflect the spirit of Mandela Day – bringing people together to make a meaningful difference through collective action.

One example is FedEx Play Parks, delivered in partnership with Kids Collab. The initiative expands access to safe, inclusive and structured play spaces for children in underserved communities, helping support physical development, social wellbeing and stronger social connections.

Complementing this effort, FedEx Day of Play brings together children, community organisations and FedEx volunteers through activities that encourage participation, play and connection. As part of the company’s Mandela Day activities, it reflects FedEx’s commitment to creating positive experiences that leave a lasting impact.

FedEx also supports organisations such as Sporting Chance, whose Street Soccer Programme uses sport to promote youth development, life skills and social inclusion. Together, these initiatives help create environments where young people can build confidence, develop new skills and realise their potential.

“Collaboration is essential when it comes to addressing complex social challenges,” says Teixeira. “Community organisations bring local knowledge and trusted relationships, while businesses can contribute skills, resources and operational expertise. When these strengths come together, it becomes possible to create initiatives that have a broader and more lasting impact.“

That spirit of collaboration is reflected in the commitment of FedEx team members, who volunteer their time and expertise alongside community organisations throughout the year. Their involvement demonstrates that creating meaningful impact is not only about investment, but also about showing up, contributing and supporting the communities where they live and work.

As South Africa continues to create new opportunities for young people and strengthen community wellbeing, collective action will remain essential. Through FedEx Cares, FedEx remains committed to using its people, expertise and global network to help create opportunities, strengthen communities and deliver lasting social impact.

“At its core, logistics is about connecting people with possibility,” concludes Teixeira. “When those connections help young people access new opportunities and strengthen the communities around them, we see the impact that is possible when we work together.“

The Road Freight Association (RFA) and the South African Freight and Logistics Association (SAFLA) have formalised a strategic partnership through the signing of a Memorandum of Understanding (MoU), thereby creating a broader advocacy framework into the freight forwarding and logistics space.

The agreement establishes a framework for structured collaboration across customs modernisation, border digitalisation, trade facilitation and capacity building, with the shared goal of reducing friction and costs throughout the supply chain.

RFA CEO Gavin Kelly welcomed the partnership, describing it as a natural and timely alignment of purpose. “The road freight sector does not operate in isolation. Every delay at a port of entry, every manual Other Government Agency (OGA) process, every compliance bottleneck has a direct bearing on road freight transporters in the supply chain.

“By aligning formally with SAFLA, we extend our lobbying reach into the forwarding sector and give government a combined and unified signal on trade facilitation priorities rather than a series of fragmented requests and proposals from the industry.

“Multiple voices, speaking in concert, carry far greater weight than any one association speaking alone. This MoU allows the RFA to broaden its advocacy footprint in a meaningful and credible way,” Kelly said.

SAFLA Executive Officer Dave Logan expressed equal enthusiasm, emphasising the importance of addressing the practical needs of both SAFLA and RFA members, as well as the broader transport and logistics industries in South Africa through coordinated action.

“Collaboration is a necessity in the freight industry. Our members operate at the interface of customs, border management, regulatory compliance and international trade, and they face challenges that no single association can resolve alone. 

“Joining forces with the RFA creates a platform where the combined weight of our memberships can drive real, tangible improvements. We are particularly encouraged by the momentum already building through SAFLA’s participation in the South African Revenue Service (SARS) Stakeholder Forums. This MoU deepens those engagements by bringing road freight perspectives into our discussions with the country’s revenue services.

“SAFLA is excited about this development and looks forward to working with the RFA,” Logan added.

Shared Focus Areas and Practical Priorities

The MoU identifies several priority areas for joint action, including engagement with SARS, the digitalisation of OGA processes, Smart Border development, trade facilitation improvements, capacity building and process mapping. 

The two associations will also establish escalation mechanisms to address systemic challenges on behalf of their respective memberships. A particular emphasis has been placed on OGA digitalisation and customs streamlining, areas where inefficiencies continue to generate unnecessary compliance costs.

Smoother OGA and SARS processes reduce the administrative burden on freight forwarders and clearing agents, and those savings filter directly down the supply chain to road freight operators and transporters. For the RFA, this connection is central to the partnership’s value proposition.

The Memorandum will be reviewed annually by the Chief Executives of both associations, ensuring that the collaboration remains responsive to the evolving needs of the sector and to developments in South Africa’s customs and border management environment.

The agreement was signed on 1 July 2026.

For many companies in the supply chain industry, Google has become one of the most important sources of new business.

Whether a customer is looking for a forklift supplier, a warehouse racking company, a freight forwarding partner, a logistics provider, a packaging supplier, a cold-chain solution or an industrial equipment specialist, the buying journey often starts with a search.

For years, the model was fairly simple:

Rank on Google.
Run Google Ads.
Get clicks.
Turn those clicks into enquiries.

That model is not disappearing, but it is changing.

According to research published by IMS, using Similarweb clickstream data, 68.01% of Google searches in the first four months of 2026 ended without a click. In 2024, that number was reported at 60.45%.

In simple terms, more users are getting what they need directly on Google without clicking through to another website.

For supply chain businesses that rely on organic search traffic and Google Ads enquiries, this matters.

What Is a Zero-Click Search?

A zero-click search happens when someone searches on Google but does not click through to a website.

This may happen because Google gives the answer directly through:

• AI Overviews
• Featured snippets
• Maps results
• Knowledge panels
• People Also Ask results
• Product panels
• YouTube results
• Instant answers
• Google Business Profile information

For example, someone searching for “forklift rental Gauteng” may see maps, ads, business listings and quick information without immediately visiting a supplier’s website.

Someone asking “what is the best racking system for a warehouse?” may get a summary answer before opening any article.

Someone searching for a logistics provider may compare options directly from the results page.

This does not mean the customer journey has ended. It means the first stage of research may now happen before the website visit.

Why This Matters for Supply Chain Companies

The supply chain industry is heavily search-driven.

Customers often use Google to find suppliers, compare options and understand technical requirements before they contact a business.

This is especially true for categories such as:

• Forklifts and lift trucks
• Warehouse equipment
• Materials handling
• Freight and logistics
• Cold-chain solutions
• Packaging
• Racking and shelving
• Last-mile delivery
• Industrial automation
• Mining and heavy equipment
• Import, export and customs services
• Fleet and transport services

Many of these searches are high-value. One enquiry can lead to a rental contract, equipment sale, maintenance agreement, logistics partnership or long-term supply relationship.

If fewer searchers are clicking through to websites, businesses need to understand that visibility is no longer only about traffic.

It is also about influence.

Google Ads Are Still Important, but the Journey Is Changing

Google Ads remain highly relevant for supply chain businesses, particularly for high-intent searches.

If someone searches for “forklift rental near me”, “warehouse racking supplier Johannesburg” or “freight forwarding South Africa”, they may still be close to making an enquiry.

Paid search can still capture this demand.

However, businesses should not assume that every customer will click immediately. A buyer may see an ad, notice a brand name, compare it with other suppliers, search again later or ask an AI tool for recommendations.

The role of Google Ads may shift from being only a direct click channel to being part of a broader visibility and trust-building journey.

That means advertisers should look beyond clicks alone and ask:

• Are we appearing for the right high-intent searches?
• Are our ads clear and specific?
• Do our landing pages answer the customer’s real questions?
• Are we tracking calls, forms and quote requests properly?
• Are we measuring branded search growth?
• Are customers searching for us after seeing our ads?
• Are we building trust before the enquiry happens?

In a zero-click environment, paid media still matters, but it must be connected to strong content, strong landing pages and clear measurement.

Organic SEO Still Matters, but It Needs to Do More

The rise of zero-click search does not mean SEO is dead.

In fact, SEO may become more important.

The difference is that SEO should no longer be measured only by website traffic. It should also be measured by how well the business is represented in search results, AI summaries and customer research journeys.

A supply chain business with a weak website, thin content and vague service pages is unlikely to be properly understood by search engines or AI-powered platforms.

A strong website should clearly explain:

• What the company does
• Which industries it serves
• Which regions it operates in
• What products or services it provides
• What technical capabilities it has
• What problems it solves
• Why customers should trust it
• How customers can make contact

For example, a page that says “we offer logistics solutions” is too vague.

A stronger page would explain whether the business provides freight forwarding, warehousing, cross-border logistics, transport management, last-mile delivery, customs clearing, supply chain consulting or cold-chain logistics.

The clearer the content, the easier it is for customers, search engines and AI systems to understand the business.

AI Search Adds Another Layer

AI-powered search is adding further complexity.

Customers are no longer only typing short search terms. They are asking longer questions, such as:

• Which forklift company in Gauteng offers rental, servicing and spare parts?
• What should I consider before choosing a warehouse racking supplier?
• Which logistics company can handle cross-border freight into Southern Africa?
• What is the best materials handling solution for a high-volume warehouse?
• How can a distribution centre reduce picking errors?
• What are the advantages of outsourcing warehousing?

These questions are more detailed and often show stronger buying intent.

If a business wants to be considered in these journeys, its website and wider digital presence must provide enough information for AI-powered tools to understand and reference it.

This is where content quality, structure and authority become critical.

The Website Is Still the Source of Truth

Even if users do not click immediately, the website remains important.

Search engines and AI systems still need reliable sources to understand businesses, services and industries. A company’s website is often one of the clearest sources of that information.

For supply chain companies, the website should not only be a brochure.

It should be a structured knowledge base that supports both customers and search platforms.

Useful website content may include:

• Detailed service pages
• Product category pages
• Industry pages
• Location pages
• FAQs
• Case studies
• Technical explainers
• Equipment guides
• Comparison articles
• Maintenance advice
• Compliance information
• Customer success stories
• Downloadable brochures and specifications

This type of content helps customers make better decisions. It also gives search engines and AI systems stronger information to work with.

Supply Chain Businesses Need to Think Beyond Clicks

If Google sends fewer clicks to websites, businesses need to expand how they measure digital success.

Traffic is still useful, but it is not the only metric.

Supply chain companies should also track:

• Enquiry quality
• Quote requests
• Phone calls
• Branded search growth
• Google Business Profile activity
• Search impressions
• Visibility for high-intent terms
• Assisted conversions
• Returning users
• Direct traffic
• AI mentions and citations
• Share of voice against competitors
• Lead source quality
• Sales pipeline value from digital channels

A decline in website clicks does not always mean a decline in business value. A customer may discover a company in search, research it elsewhere and contact it later.

This is why attribution and reporting need to become more sophisticated.

What Is Zero-Click Marketing?

Zero-click marketing means building awareness, trust and demand without relying only on users clicking through to your website.

For the supply chain industry, this could include:

• Strong Google Business Profile content
• LinkedIn thought leadership
• YouTube explainers
• Industry news features
• Technical articles
• Case studies
• Supplier comparison content
• Email newsletters
• Webinars
• Product videos
• Digital PR
• Social media content
• Participation in industry conversations

The point is not to stop driving traffic.

The point is to build visibility in more places than your website alone.

If a logistics buyer, warehouse manager, procurement officer or operations director repeatedly sees your brand associated with useful expertise, your business becomes more likely to be considered when the need becomes urgent.

Practical Steps for Supply Chain Companies

Supply chain businesses should not panic. They should adapt.

Here are practical steps to take now:

1. Strengthen High-Intent Service Pages

Make sure your most commercially important pages are clear, detailed and specific.

For example:

• Forklift rental
• Warehouse racking
• Freight forwarding
• Cold-chain logistics
• Customs clearing
• Last-mile delivery
• Packaging supplies
• Materials handling equipment
• Fleet maintenance
• Warehouse automation

Each page should explain what you offer, who it is for, where it is available and what action the customer should take next.

2. Add Useful FAQs

FAQs help customers and AI-powered search tools understand your business.

For example:

• Do you offer forklift rental or only sales?
• Which areas do you service?
• Do you provide maintenance and parts?
• What information is needed for a freight quote?
• What is the difference between selective and drive-in racking?
• How quickly can equipment be delivered?
• Do you support national or cross-border logistics?

These questions often reflect real sales conversations.

3. Build Case Studies

Case studies are powerful because they prove capability.

Supply chain buyers want evidence that a supplier can deliver. Case studies can show:

• The problem
• The solution
• The equipment or service used
• The outcome
• The operational improvement
• The commercial value

This is especially useful for complex B2B purchases.

4. Improve Local and Regional Visibility

Many supply chain searches are location-based.

Businesses should make sure they clearly communicate where they operate, including cities, provinces, industrial areas and cross-border regions where relevant.

For example:

• Gauteng
• Johannesburg
• Pretoria
• Durban
• Cape Town
• East Rand
• Midrand
• Southern Africa
• SADC regions

Local visibility can still be highly valuable in a zero-click search environment.

5. Use Google Ads More Strategically

Google Ads should focus on high-intent queries, clear landing pages and measurable outcomes.

Avoid sending all traffic to a generic homepage.

Instead, send users to pages that match their search intent, such as forklift rental, warehouse racking installation, customs clearing, or cold-chain logistics.

The closer the landing page matches the customer’s need, the better the chance of conversion.

6. Invest in AI Discoverability

AI discoverability is the process of making a business easier for AI-powered search platforms to understand, trust and surface.

This includes:

• Clear website structure
• Strong service pages
• Helpful FAQs
• Schema markup
• Authoritative content
• Case studies
• Consistent business information
• Strong third-party mentions
• Industry relevance
• Technical SEO

For supply chain businesses, this is becoming increasingly important because customers are using AI tools to research suppliers and compare options.

SEO and Google Ads are not dead.

But the way customers search, compare and make decisions is changing.

For the supply chain industry, this is a major shift. Businesses that rely only on website clicks may miss the bigger picture.

The future of search is not only about ranking and traffic. It is about being visible, useful and trusted wherever customers are researching.

That includes Google, AI search, LinkedIn, YouTube, industry websites, maps results, email, social media and other digital touchpoints.

The supply chain companies that adapt early will be better placed to influence buyers before they ever complete a form or pick up the phone.

In a zero-click world, the question is no longer only:

“Did they click?”

The better question is:

“Did they find us, understand us and trust us enough to take the next step?”