ChatGPT cites Shippit on 22 of 25 queries.
Gemini misses 9 of them.
An independent 25-query audit of Shippit’s visibility across AI-powered search platforms. We tested the exact questions eCommerce Operations Managers, Heads of Logistics, and Supply Chain Directors ask when evaluating multi-carrier shipping and delivery management solutions in Australia and beyond.
Shippit dominates ChatGPT and Claude — but loses 24 percentage points on Google’s Gemini, the AI platform embedded into the world’s most-used search engine.
When a Head of eCommerce asks Gemini about reducing freight spend, managing 3PL relationships, or handling large-format last-mile delivery — Shippit doesn’t appear. ChatGPT knows. Claude knows. Gemini sends that buyer to Starshipit and ShipStation instead. That’s not a content problem — it’s a distribution problem on Google’s AI ecosystem.
Methodology
How we conducted this Xtrusio AEO/GEO Audit
This assessment combines Semrush AI Visibility data with manual buyer-intent query testing across AI platforms to reveal the real competitive landscape for Shippit — going beyond automated scores to test what eCommerce and logistics decision-makers actually ask during vendor discovery.
Why Semrush AI Visibility Scores Miss the Point
Automated scores track brand mentions — not buyer intent
Semrush AI Visibility gives Shippit a score of 36/100. That number is misleading in both directions — it overstates visibility by counting irrelevant brand mentions from merchant customer tracking, and it understates the real gap on Gemini where buyer-intent queries go unanswered.
| Company | Semrush Score | Monthly Audience | Mentions | Cited Pages | Buyer-Intent Citation Rate |
|---|---|---|---|---|---|
| Shippit | 36/100 | 576K | 333 (Gemini) | est. 180+ | 80% avg (3 platforms) |
| Starshipit | ~28/100 | ~210K | est. 180 | est. 120 | Not tested |
| ShipStation | ~42/100 | ~1.8M | est. 520 | est. 310 | Not tested |
Semrush scores Shippit at 36/100 based on 576K monthly audience reach — but the Topics breakdown reveals a critical distortion: the majority of tracked mentions are consumer brand delivery queries like “Uniqlo delivery tracking,” “Koala Bar Stools shipping,” and “Little Wiwa Playmats order.” These are end-consumer tracking queries, not B2B vendor discovery. Semrush is measuring whether Shippit’s merchants appear in AI — not whether Shippit itself appears when a logistics manager asks for a recommendation. Our 25-query buyer-intent audit reveals the real picture.
ShipStation’s higher Semrush score reflects its larger global footprint and more extensive content library — but the score doesn’t tell you who wins in ANZ B2B discovery queries, where Shippit’s local carrier relationships and merchant network give it genuine competitive advantage. Starshipit, Shippit’s closest ANZ competitor, shows lower Semrush scores but competes for exactly the same buyer. The real differentiator isn’t automated scores — it’s who appears when an Australian eCommerce manager asks ChatGPT or Gemini for a recommendation.
Semrush AI Visibility tracks all brand mentions across all AI platforms — including consumer parcel tracking that has nothing to do with vendor selection. This is why we use Xtrusio’s buyer-intent methodology to test what real logistics decision-makers actually ask during vendor discovery. Semrush gives you a score. Xtrusio tells you who wins when procurement is on the table.
Platform Scorecard
Who wins the buyer’s attention — platform by platform
We tested 25 buyer-intent queries across ChatGPT, Gemini, and Claude. Here’s how often each platform cited Shippit — and where the 24-point Gemini gap becomes a pipeline risk.
The Gemini Gap
Where Shippit goes invisible on Google’s AI ecosystem
Gemini is not a niche platform — it’s Google’s AI, embedded into Search AI Overviews and increasingly used for B2B research. The 9 queries where Shippit disappears on Gemini are not generic questions. They’re exactly the queries that should drive buyer consideration for Shippit’s most differentiated capabilities.
| Q# | Topic | ChatGPT | Gemini | Claude | Why It Hurts |
|---|---|---|---|---|---|
| Q1 | Reducing eCommerce freight spend | #1 | Missed | #1 | Cost reduction is a top-5 buyer priority — Gemini sends them to competitors |
| Q7 | 3PL relationship management | #1 | Missed | #1 | Shippit’s carrier network is a core USP — invisible to Gemini on 3PL queries |
| Q10 | Pet/specialty retail last-mile | #1 | Missed | #2 | Vertical-specific queries are where Shippit’s ANZ depth matters most |
| Q12 | B2B + B2C unified fulfilment | #2 | Missed | #1 | Hybrid commerce is a growing segment — Shippit’s platform handles both |
| Q14 | Fleet dispatch & driver management | Missed | Missed | Missed | NowGo product built for this — invisible across all AI platforms |
| Q15 | Large-format last-mile delivery | Missed | Missed | Missed | NowGo’s core use case — zero AI visibility anywhere |
| Q22 | Hidden shipping cost identification | #1 | Missed | #2 | Analytics and cost transparency is a key Shippit differentiator |
| Q24 | Returns management platform | #2 | Missed | #3 | Returns is a growing priority for ANZ retailers — Shippit has product here |
| Q25 | Enterprise SLA & carrier reliability | #1 | Missed | #2 | Enterprise buyers need SLA assurance — Shippit answers this on ChatGPT/Claude only |
“We’re spending too much on freight. Which eCommerce shipping platforms give me real-time rate comparison across multiple carriers to help reduce our logistics costs?”
Cost reduction is the #1 logistics priority for eCommerce brands. When a Head of Operations searches Gemini for multi-carrier rate comparison — Shippit’s strongest value proposition — Gemini sends them to competitors. ChatGPT and Claude both name Shippit first on this exact query. The content exists. Google’s AI just isn’t surfacing it.
“Our furniture and homewares brand needs to ship large, bulky items. Which last-mile delivery management platforms in Australia handle oversized parcels?”
This is the sharpest strategic miss in the audit. NowGo was built specifically for large-format and fleet-based last-mile delivery — a growing category as furniture, fitness equipment, and appliance eCommerce scales in Australia. Not a single AI platform connects Shippit’s NowGo product to this query. A buyer searching for exactly this capability will find competitors instead.
But on the queries where Gemini does cite Shippit, the same questions produce strong results on ChatGPT and Claude too — proving the content exists.
Shippit’s content exists. ChatGPT knows it. Claude knows it. But Gemini — embedded in Google Search, Chrome, and AI Overviews — doesn’t surface Shippit on 9 of the buyer’s most strategic queries. This isn’t a content problem. The carrier integrations, the rate comparison engine, the returns product — it all exists. It’s a Google AI distribution problem that is entirely fixable with structured content and citation signals.
AI Positioning Audit
All 25 buyer-intent queries — citation results across all three platforms
Click any row to reveal the exact question tested. A number indicates Shippit’s ranking position among all vendors mentioned. A dash indicates Shippit was not cited.
| # | Query Topic | Cluster | ChatGPT | Gemini | Claude |
|---|---|---|---|---|---|
| Total Citations (of 25) | 22 | 16 | 22 | ||
| Citation Rate | 88% | 64% | 88% | ||
Topic Cluster Heatmap
Where Shippit leads — and where buyers can’t find it on Gemini
Aggregated citation rates by topic cluster reveal a clear pattern: Shippit is universally strong on platform-centric and Shopify/WooCommerce queries, while Gemini has systematic gaps on cost, vertical, and NowGo-specific categories.
Recommendations
A targeted action plan to close the Gemini gap and make NowGo visible
Shippit already dominates ChatGPT and Claude. The opportunity is focused: five topic clusters on Gemini and one product (NowGo) across all platforms account for the entire gap. These aren’t awareness problems — they’re content discoverability problems on Google’s AI ecosystem.
- NowGo landing page rewrite: Reposition the NowGo product page with explicit buyer-intent language around “large-format last-mile delivery Australia,” “furniture delivery management platform,” and “fleet dispatch software.” Add FAQPage schema markup. Target: close Q14 and Q15 gaps across all three platforms.
- B2B + B2C unified fulfilment guide: Publish a structured page titled “How to manage B2B and B2C fulfilment from one platform” with real merchant examples. Shippit handles this but AI platforms don’t surface it for Q12. Target: Gemini gap on hybrid commerce queries.
- Vertical retail case study pages: Create dedicated pages for key verticals — pet retail, homewares, fashion — with specific carrier routing examples in Australia. Targets Q10 (specialty retail last-mile) gap on Gemini where ChatGPT already ranks Shippit #1.
- Freight cost reduction guide: Publish “How Australian eCommerce brands reduce shipping costs with multi-carrier rate comparison” with specific percentage savings from real customers. This directly addresses Q1 and Q22 — the cost reduction and hidden cost queries where Gemini sends buyers to competitors.
- 3PL integration and management hub: Build a dedicated page on managing third-party logistics relationships through Shippit — including carrier onboarding, SLA tracking, and performance reporting. Targets Q7 (3PL management) and Q25 (enterprise SLA) gaps on Gemini.
- Returns management solution page: Create a focused “Shipping Returns Management for ANZ eCommerce” page with process flow, carrier options, and customer examples. Returns is a growing buyer priority — ChatGPT and Claude already cite Shippit (Q24), but Gemini doesn’t.
- Google Business Profile & entity markup: Ensure Shippit’s Google Business Profile is fully optimized with product categories, service descriptions, and structured data (Organization, SoftwareApplication schema). Google’s AI heavily weights its own entity graph for Gemini citations.
- ANZ logistics media placements: Earned placements in Inside Retail, Power Retail, and eCommerce News Australia specifically framing Shippit as “Australia’s leading multi-carrier shipping platform” — building Gemini training signal that ChatGPT and Claude already have. Anchor language: “multi-carrier,” “rate shopping,” “ANZ eCommerce fulfilment.”
- Schema markup rollout: Implement FAQPage, Product, and SoftwareApplication schema across all product and solution pages — making content explicitly AI-crawlable. Priority pages: NowGo, Returns, Freight Analytics, 3PL Management, Carrier Integrations.
- State of ANZ eCommerce Logistics report: Annual research report covering carrier performance, last-mile trends, and freight cost benchmarks for Australian retailers. Original research is the highest-authority content for AI platform citations — Gemini, ChatGPT, and Claude all prioritise citable statistics.
- Quarterly Xtrusio re-audits: Re-run this 25-query audit every 90 days to measure Gemini citation growth as new content is published and indexed. Track NowGo visibility separately as the biggest gap product.
The Gemini Gap is Fixable. The Window is Now.
Before Starshipit finds their Google AI strategy, let’s own the narrative across every platform.
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