Selecting a domain extension is a major step in building your online presence. The right extension can reinforce your brand identity, build trust, and improve search visibility. But which one is best for your ecommerce site: .com, .net, .org, or something else?
The traditional .com is the king of domain extensions, but there are actually thousands of extensions available, allowing businesses to get more creative and targeted in their web identity and branding.
Here are the nuances of domain extensions and how to make the best choice for your website.
What are domain extensions?
A domain extension—also known as a top-level domain (TLD)—is a set of letters appended to the end of a domain name, serving as the unique identifier for a website or online service. For example, “Shopify” is the domain name, and “.com” is the domain extension.
Domain extensions are part of the domain name system (DNS) structure, which converts readable domain names into numeric IP addresses machines can process. (IP stands for Internet Protocol, a set of rules governing how data is sent over the internet.)
The early World Wide Web started with just six domain suffixes:
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.com for commercial organizations
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.org for organizations such as nonprofits
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.net for network
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.edu for educational institutions
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.gov for government institutions
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.mil for military
Domain extensions grew with the internet
As the number of internet domains exploded after the creation of DNS, so did the need for additional unique domain names, leading to the introduction of ccTLDs (country codes) like .uk for the United Kingdom and .mx for Mexico.
Generic codes (gTLDs) were added in 2011, allowing for a much wider range of choices. For instance, tech startups might opt for a .tech domain, while a personal website could use .me. A service-based business might consider a .biz or .org domain, depending on its focus.
The Internet Corporation for Assigned Names and Numbers (ICANN) maintains a list of all TLDs. The 10 most popular TLDs as of Sept. 30, 2024, were .com, .cn, .de, .net, .org, .uk, .ru, .nl, .br and .au, according to the Domain Name Industry Brief.
You can use a TLD checker tool to verify the availability of a desired domain name. Should you use this type of web-based service, it will suggest alternatives if the originally intended name isn’t available.
Types of domain extensions
Here are the three most common domain extension types and their use:
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gTLDs (generic top-level domains). The most common type, including the traditional .com, .org, .net, and a host of newer ones like .shop, .blog, .online, .hockey, and more.
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ccTLDs (country code top-level domains). Represent specific countries or regions, like .us (United States), .ca (Canada), .uk (United Kingdom), and .cn (China).
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sTLDs (sponsored top-level domains). Restricted to a specific organization, such as .gov (government), .edu (education), .mil (military). ICANN now permits registration for companies’ own individualized domain extensions. For example, Nike uses the .nike extension for its dotSWOOSH blog.
Why are domain extensions important for ecommerce businesses?
Top-level domains make an instant first impression, cuing visitors to understand the nature of your website. The perfect domain aligns your brand identity with your overall online strategy, helping attract visitors with:
Brand relevance
Domain extensions can strengthen brand identity and influence customer perceptions. For instance, a relevant extension for a jewelry retailer, such as .jewelry, clearly signals what the website offers. An extension such as .paris tells visitors about the business location.
Credibility
Customers tend to perceive .com domains as more trustworthy, partly because they’ve been around so long and are widely recognized. Lesser-known extensions may appear less credible to customers. For example, consulting firms use domain name extensions to establish credibility and enhance their online presence. Consultants thus might prioritize choosing a standard .com domain extension.
Brand distinction
Many .com extensions are unavailable, either because they’re already in use or have been claimed or reserved, and held for a high ransom fee. You can opt for an available gTLD instead.
Marketing opportunity
Domain extensions offer creative marketing opportunities. For example, you might launch targeted campaigns using geographic extensions, create memorable domains for specific purposes like loyalty programs or contests, or minimize ad costs using keyword-rich gTLDs.
Ways ecommerce brands can use domain extensions
- Loyalty programs
- Promotions
- Industry-specific domain extensions
- Geographic targeting
- Brand protection
Ecommerce brands can use domain extensions to describe and represent what they do so that visitors immediately recognize the business’s core mission. The most popular new gTLDs as of August 2024, were .xyz, .online, .shop, .top, .site, .store, .vip, .cfd, .sbs, and .app, according to Statista.com.
You can also use domain extensions as marketing opportunities to boost customer engagement. Here are some uses:
Loyalty programs
Create a loyalty program registered under a related domain extension. For example, a hypothetical retro computer retailer called AncientComputers.com could brand its loyalty program site as AncientComputers.club, linking it back to the main domain or a dedicated loyalty page. A small investment in the extra domain name could be worthwhile.
Promotions
The computer seller could promote its holiday season sale using the domain AncientComputers.blackfriday and design a page for the promotion. It could also promote a contest with a .win extension to invite participation.
Industry-specific domain extensions
Ecommerce brands can use industry-specific domain extensions to instantly convey what they offer. For example, a travel agency could use a .travel domain name, or a pizza shop could use a .pizza extension. As gTLDs proliferate, they’re being adopted across various industries, including creative agencies, consulting firms, small businesses, and even political parties.
Geographic targeting
If you serve a local clientele, indicate that with a geographic domain extension. You can make it specific to your country, state, city, or even neighborhood. For example, a business based in New York City could use .nyc.
Brand protection
Already have a .com site ? You might also add new domain extensions to protect your brand. For instance, if you already own eat-at-joes.com, you could register eat-at-joes.pizza. And if you want to protect your brand locally in New York City, just add the extension to create eat-at-joes.nyc.
These new extensions don’t have to be separate websites or webpages—they can simply redirect to your .com web pages. Just keep in mind that owning many domains can get costly. Check with your web host provider for pricing, and determine which domain strategy aligns with your marketing budget. A couple of relevant extensions for your company should be enough. The key is ensuring that the domain is easy to recognize and remember.
Creating your own domain extension
You can create your own domain extension, but it’s a complex and pricey process. First, you must apply to the Internet Corporation for Assigned Names and Numbers (ICANN) and meet its stringent requirements, such as demonstrating technical and financial capabilities, honoring legal and operational standards, signing a Registry Agreement with ICANN, and meeting performance, reporting, and audit requirements.
The application process can take years and hundreds of thousands of dollars to cover ICANN’s evaluation fee, legal and consulting fees, and various operational expenses. For most small businesses, this option is out of reach.
In any case, the proliferation of generic TLDs means there’s little need to create custom domain extensions, which offer poor return on investment and serve mainly as costly status symbols.
Domain extensions FAQ
What are the most common domain extensions?
Among the thousands of available domains, the most popular extensions are .com, .org, .net, .co (an alternative for .com), and .us (for those doing business in the US).
What is the difference between a domain name and a domain extension?
A domain name is the full, unique web address typed into a web browser to reach a website. A domain extension, also called a top-level domain (TLD), is the last part of a domain name, after the final period (some addresses have more than one). For example, in the domain name shopify.com, “shopify” is the domain name, and “.com” is the domain extension.
Does your domain extension matter?
Yes, domain extensions influence audience perceptions. For instance, a .com extension might seem more credible than a less familiar extension. Choosing a relevant and memorable extension helps build a strong brand identity, establish trustworthiness, and protect your brand from competitors.
Can I change my domain extension?
Yes, you can change your domain extension by setting up 301 redirects. This forwards visitors and search engines from your old domain to your new one. Be sure to pick the right domain extension from the start to avoid any potential SEO or branding confusion.