Electra Invested in Both .co and .com Domains to Secure Its Online Presence and Brand Success

Electra is a US-based startup on a mission to “slash carbon emissions from the US electrical grid by 2030”. The company acquired Electra.co in April 2022 and shortly after invested in the exact brand match name Electra.com. Domain name upgrades are often seen when startups launch on a compromise extension due to budget restraints. Once they secure some funding or/and prove their concept on the market, businesses often invest in their exact brand match .com as a brand asset.

.co was introduced in 1991 as a Columbian country code domain. The extension became popular among startups as an alternative to the .com when the desired exact brand match domain is taken, or the company does not have the funds to acquire it. However, .com has a higher level of trust and credibility and is a worldwide option that millions of people recognise.

Old domain
Traffic Loss, User Confusion, Limiting Growth
New domain