Case Study
How Communica became South Africa’s leading AI-recommended electronic components supplier
straider.ai helped Communica earn full share of voice across its tracked buying-intent searches, while rapidly increasing the brand’s visibility and discovery across AI search.
The Challenge
Communica’s extensive, highly technical product catalogue creates many specific ways for potential customers to search—across components, applications, buying needs and locations.
As more buyers began using AI assistants to research products, compare suppliers and decide where to buy, Communica needed to expand its discovery beyond the categories covered by its main website without sacrificing relevance or quality.
The Approach
straider.ai identified valuable searches Communica was not yet covering and created useful, connected content around specific products, applications, locations and customer needs.
This gave potential customers more relevant ways to find Communica across Google and AI search. It also built the depth of information needed for AI platforms to understand the brand’s offering and confidently surface it when people asked where to find or buy electronic components.
The dedicated discovery site remained connected to Communica’s main store, allowing customers to move naturally from research and recommendation to product exploration and purchase.
Communica
At a Glance
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The Outcome
The Results
Communica became the leading AI recommendation
Communica achieved full share of voice across its tracked buying-intent searches on ChatGPT, Google AI Mode and Google AI Overviews.
Across this tracked recommendation set, Communica became South Africa’s leading AI-recommended electronic components supplier—putting the brand in front of potential customers while they were actively researching products and suppliers.
AI became a meaningful source of discovery
From January to July 2026, AI platforms’ share of visits to Communica’s straider.ai-powered site grew more than 18×.
What began as a marginal source of discovery developed into a meaningful part of the site’s traffic mix, showing how quickly AI platforms were becoming part of Communica’s customer journey.
Generative AI search visibility grew nearly fivefold
Communica’s impressions across generative AI search features increased nearly 5× over the measured period.
This wider visibility supports the referral trend: Communica was not only receiving a greater share of visits from AI platforms, but appearing more frequently within the AI-generated search experiences shaping product and supplier consideration.
ChatGPT traffic to the main store returned to growth
Before straider.ai launched, ChatGPT traffic to Communica’s main store had declined by 56%. Following implementation, that trend reversed and ChatGPT traffic grew by 98%.
This connects the dedicated discovery layer to Communica’s wider ecommerce journey. Greater visibility across useful, product-specific content helped more customers find their way to the main store through ChatGPT.
Discovery is contributing to online sales
Visitors finding Communica through its straider.ai-powered discovery experiences have generated directly attributed online sales.
Sales are not the primary proof point for this case study, but they confirm that the growing search and AI visibility is bringing people into Communica’s buying journey—not simply generating passive exposure.
The Impact
straider.ai helped Communica move from appearing in search results to becoming a leading recommendation across AI-powered discovery.
Communica now has broader coverage across specific customer searches, a rapidly growing presence in generative AI features and a stronger flow of ChatGPT traffic into its main store—all while preserving a clear path from discovery to purchase.
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