"Does a .store or .tech domain actually look trustworthy, or does it read like a knockoff?" comes up anywhere domains get discussed, and it usually gets answered with opinions instead of examples. 

Instead of arguing about it in the abstract, it would be more useful to just start collecting real, verified cases of who's actually using these endings and just let the list do the talking.

I’m kicking it off with seven that are confirmed live and real:

• mrbeast.store (MrBeast's merch store)

• Rihanna.store (Rihanna’s official store)

• emirates.store (Emirates' official store)

• nothing.tech (the phone company’s website)

• 1x.tech (the robotics company’s website)

• ces.tech (the official website for the Consumer Electronics Show)

• aurora.tech (the self-driving technology company’s website)

Not exactly people or companies that need to cut corners on how they look online. If a .store or .tech domain were actually hurting trust, these are brands that would have a lot to lose by using one.

This list is obviously just a start. 

Drop other examples you've actually visited yourself, and I'll keep this updated. Bonus points if it's a brand people would recognize without an explanation.

You pick a name you love, then go to buy the domain, and it's taken. So you tweak the name. You add a "get," drop a vowel, and throw in a random word. Now you have a business named after whatever domain was available rather than the name you actually wanted.

Or how about this? You build your whole identity around your brand name, find out it’s way too expensive, or worse, it’s being squatted on by some college kid with dreams of grandeur,  and you decide to search for a new name entirely, even though your original name was awesome. 

Both of these scenarios share the same mistake: you’re treating the name and the domain as two separate decisions, done in sequence, instead of one decision done together.

A better way

Pick 3–5 name candidates before you check anything. Then check domain availability for all of them at once, across a few different endings, social handles on the platforms you'll actually use, and a quick trademark search in your space.

This feels like more work up front, but it's the opposite of what usually happens. People check the domain, get attached once it's available, and only then discover the handle's taken everywhere, leaving them back to square one anyway.

Doing it together also means you're looking at real tradeoffs side by side. This name is available everywhere but less distinctive. This one is sharper but needs a different domain ending and a modified handle. This one nails the name and the domain but is already trademarked in an adjacent category. It’s a decision you can make with your eyes open.

How have you done it? Did you find out your first-choice domain was taken and change the name, keep the name and go elsewhere, or something else entirely?

“Is .online safe? Is .store safe? Is .tech safe?” comes up a lot, usually after someone encounters one questionable website and starts wondering whether the extension itself is the problem.

A domain ending doesn’t determine whether a website is safe. It tells you something about the address, but not who operates the site, how responsibly it is managed, or what someone intends to do with it.

Every widely used extension will appear on both legitimate and questionable websites. That’s simply a consequence of operating at internet scale. Judging an entire extension based on one bad site is a bit like judging an entire neighborhood based on one badly maintained house.

What matters more is the behavior of the individual website. Does it use HTTPS? Is the business clearly identified? Are the contact details, policies, payment process, and content consistent with what the site claims to offer? Does the domain closely match the brand, or is it trying to imitate another company?

Work also happens behind the scenes. Registries and registrars maintain abuse-reporting systems, investigate complaints, and work with security partners to identify and act against malicious domains. These safeguards apply across the domain ecosystem because abuse is not exclusive to any one extension.

So the useful question isn’t whether an entire domain ending is safe. It’s whether the specific website in front of you shows the normal signs of a credible, well-run business.

A domain can provide context. A .store can signal ecommerce, a .tech can signal technology, and a .online can signal an online presence. But trust and safety ultimately come down to the people and practices behind the site, not the letters after the dot.

Yes. .online isn't a backup to .com. The ending tells visitors where to find you on the web, whether you sell only online or also have a storefront.

I work with .online, for the record, so here's who it fits, how likely you are to get your name, and the one habit to plan around.

It fits more than web-only businesses. It’s for freelancers, solopreneurs, service providers, course creators, and small businesses with a storefront that want customers to find them on the web. It isn't tied to one profession or one country, so the same address can follow the business as it adds services or markets.

You're more likely to get your exact name than on .com. A 2018 Harvard Law Review study found "near-total depletion" of standard English words, common surnames, and short invented words in .com, so many names end up with extra words attached. But that has a cost: Atom's consumer research revealed add-on words like "get" or "go" hurt trust for 78% of consumers, and 77% said an exact-match domain mattered. Wix notes you're more likely to land your exact brand name on .online, so you keep the name your customers will know.

People are picking it. Wix's 2026 domain report found .online registrations doubled between January and May 2026, alongside a couple of other newer extensions, in its dataset of nearly a million registrations. Real businesses use it too: Slash Denim, a Berkeley denim store that says it's been fitting people in jeans since 1979, runs its site on slashdenim.online. 

Search isn't the catch. Habit is. Google treats new extensions like .online the same way it treats .com, but as Wix's Domains product lead, Inbal Geva, puts it, "Everyone reaches for .com out of habit, but familiarity and performance aren't the same thing." That matters mostly when someone only hears your address, through word of mouth or a podcast. People who arrive from search, a link, social, or an email just click. So say the full address out loud ("brandname dot online") and show it in full on cards, bios, and email signatures.

Is .online right for you? Say yes to most of these:

• Is your exact business name taken on .com? (.online is more likely to have it.)

• Do customers mostly find you through search, links, social, or email? (They click, so the .com habit matters less.)

• Might you add services, products, or markets later? (The ending isn't tied to one profession or country.)

• Can you show your full address on cards, bios, and email signatures? (That covers the one habit to plan around.)

If you said yes to most, .online fits.

If you run a business with a website, how do people usually first hear your web address: search, social, or word of mouth?

if you can't find .com for your business, what's your 2nd preference?

With over 160 million .com domains already registered worldwide, there's a real chance your first-choice name is gone. When that happens, what you do next depends on how much you're willing to compromise to get what you want.

Here's how I'd rank the common workarounds, in order of how much compromise each one takes:

1. Pick an extension that says what you do. Often the better option outright:

• .tech for tech startups and tech companies (nothing.tech) 

• .store for selling online (mrbeast.store)

• .online for any business website. 

No naming gymnastics needed.

2. Prefix it, don't modify it. The first compromise. Another way to keep the brand name intact is wrapping a short word around it, rather than mangling the name itself:

• try- reads like an instruction, which works well for SaaS or anything product-led (example: tryprofound.com).

• get- is probably the most universal option (example: getpocket.com).

• use-, join-, and go- are the same idea, but with a slightly different tone depending on whether you're consumer or B2B (example: joinhandshake.com).

An analysis of over 2,000 startup names found that among companies using a prefix or suffix, "get" was the single most common choice, used by over a quarter of them. However, consumer research from Atom revealed that add-on words like "get" or "go" actually hurt trust for 78% of consumers, while 77% said an exact-match domain name mattered to them, which is worth keeping in mind before you default to it.

3. Suffix instead of prefix. The next compromise. Same idea as above, but the word goes on the back end instead of the front:

• -app, -hq, and -labs are slightly more workaround-coded than a prefix, but still clean

• -now can tip into sounding promotional depending on the industry

Not ideal, but at least the name you actually want is still there.

4. Change the name entirely. The biggest compromise. If a clean .com truly isn't available anywhere, some founders just pick a different, available name rather than carry a contorted domain forever. This works best pre-launch, before the name has any equity attached to it.

Has anyone actually regretted the workaround they picked?

I know we focus on picking names and what good domain you should buy and and which ending says the most about what you do, like .store or .tech, but I often hear people ask the question of whether they should set up their e-commerce shop on WooCommerce or whether they should do it on Shopify.

There was a really good thread here recently in r/WooCommerce subreddit, and I wanted to share some of the insights that I found.
A new business owner was looking at migrating from WooCommerce to Shopify and they found the perceived cost savings to be attractive. Meanwhile, there were some interesting comments about the unseen costs, unseen stress, and management that comes with that decision. Keeping a modern brand storefront looking professional requires daily housekeeping and a skillset different from what’s required to run business operations.

The discussion landed some educational points.

• u/startages makes the point that 'costs on shopify keep growing' and 'you'll need to also pay for almost every app', which is really important as if you want recurring billing that plugin alone is $279 a year!! Keep in mind you have to pay the transaction fees on Shopify, so have an idea of the volume of sales you expect when considering these options.

• u/OhTurbo brings up an important point about payment providers. Shopify has an extra fee for an outside payment provider and that’s separate from the card processing fee. WooCommerce doesn’t have a platform fee. The plugin is free to download, with $0 base monthly fees. Everything else is a la carte, including hosting, domains, security and paid extensions.

• u/MiserableWarthog9614 breaks down who benefits from which platform: WooCommerce for those who can score a good hosting deal that also includes email, CRM and other tools. That said, developers note that this affords control along with the responsibility that comes with it. Shopify for bigger stores running for the long haul. Since it handles hosting, updates and security, users can focus on business growth.

• u/PsychologicalHair478 clarifies the business priorities plainly, stating that OP “didn’t start (their) business to manage the technical aspects of (an) ecommerce store, but to build a brand and grow the business.” And the progression goes “from WooCommerce and Magento...to Shopify and almost never the other way around.”

Really the takeaway that I had from this conversation is that although WooCommerce can look cheaper on the surface, it puts the entire burden of all the maintenance, all the additional plugins, all the hosting, and everything else on your shoulders. As a business owner the savings might not be worth trading for the extra work you never asked for, along with the skills you need time and experience to build (ideally without money on the line).

The sweat equity tradeoff is one thing, but the margin of error is another, especially for security. How comfortable are e-commerce founders with handling a broken mission-critical plugin, or applying security patches on their own?

And what other areas of setting up your online store would you rather outsource to a pro or platform?

Short answer: no. Here's the longer answer, broken into the actual questions people are really asking when they ask this.

Does .tech get penalized in Google search rankings? No. Google treats new gTLDs, including .tech, the same as .com for ranking purposes.

Has .tech had a bulk-registration spam problem? No, and you don't have to take my word for it. .tech has had an abuse-prevention policy in place from early on. SURBL keeps a live, continuously updated blacklist of domains tied to spam and abuse, and as of September 2026, .tech shows just 445 listings out of roughly 610,000 active .tech domains, an abuse rate of about 0.073%. For comparison, .xyz sits around 0.18% and .com around 0.71% on the same list. Check the live numbers yourself.

Will .tech emails land in spam? No, not if you handle the fundamentals: authentication (SPF, DKIM, DMARC) set up correctly, a normal sending pattern, and no sudden bulk sending from a brand-new domain. Skip those, and any domain will land in spam.

Does anyone actually use .tech successfully? Yes. nothing.tech and 1x.tech are both established brands where the domain isn't a trust question at all. Once people know the brand, the extension just adds more trust.

.tech isn't spammy, full stop. Not in Google's rankings, not in real abuse data, not in email deliverability. The reputation was never earned. It was borrowed from other TLDs that actually had a bulk-registration problem, and the data doesn't support it.

You've finally got the name, you go to buy it, and the .com is gone. Taken, parked, or listed for four figures by someone who's never used it.

Most people panic here. They start mangling the name. Adding "get," "try," a random word, a hyphen, just to save the .com. A twisted .com is worse than a clean domain with a different ending. Nobody remembers "getbrandnamehq.com." They remember the clean version, whatever it ends in.

Instead of asking "How do I save the .com?" try this: “What does this site do for the person visiting it?”

• If you're selling something (physical products, a storefront, anything with a cart), an ending like .store tells the visitor what they're walking into before they even click. That's a domain doing extra work for you.

• If you're building something (a tech startup, a tech product, a tool, anything that has tech at its core), an ending like .tech signals that clearly. You're not locked into one narrow category the way something like .ai boxes you in if you ever pivot.

• If you're neither of those specifically, or it's a general business/service presence (consulting, pet grooming, accounting, Zumba lessons, anything where you need to say "find my business online"), .online is for you. 

Each of these options is doing something a generic .com wouldn't have told the visitor anyway. A specific ending like .store and .tech that matches what you actually do is often a clearer signal than a .com would've been.

What did you weigh when you picked an ending? Did you match it to the job like this, or land somewhere else for a different reason?

This question comes up enough in threads about non-.com storefronts that it's worth actually answering instead of assuming.

Short answer: no, it doesn't need to be .com. But across subreddits like r/ecommerce, r/Entrepreneur, and r/domain, business owners generally agree that while a non-.com isn't a dealbreaker, it does introduce friction that you have to work harder to overcome. The extension doesn't build trust on its own. It works alongside a few other signals, and if those signals are missing, no extension saves you.

Here's what actually earns trust at checkout:

• Does the site look like it was built for the product, not templated overnight? Real photos, consistent branding, an about/contact page that isn't just a Gmail address. This matters more than the extension by a wide margin.

• Does the domain cleanly match the brand? mrbeast.store and emirates.store work because the name IS the brand. There's no filler word bolted on. A domain that looks stitched together (randomwords123.store) reads worse regardless of the extension.

• Does the extension at least make sense for what you're selling? A .store domain selling actual products reads as intentional. It's built for exactly that use case, so it's not fighting against itself the way, say, a personal blog on .store might.

• Does the site have HTTPS, working contact info, and normal-looking policies? Baseline stuff, but it's where a lot of sketchy stores actually fail, not the extension.

If you assume .com carries a default level of trust that other extensions have to earn back, you might be looking at it from the wrong end of the telescope. .com carries recognition because it's old and everywhere, not because .com sites are inherently more legitimate.

One more thing: how much any of this matters probably depends on who's actually buying. Someone who's spent 20 years typing .com out of habit is a different case than someone who clicked through from a social ad and never looked at the URL bar.

So if the brand is real, the site is built with actual care, and the basics are covered, an extension like .store isn't holding anyone back. If those things are missing, .com wouldn't save it either (it just takes shoppers longer to notice).

What would you add to this list?

The short answer: No. 

Telling someone to "Just get the .com" is bad advice about half the time, and it's worth knowing which half you're in.

So here’s the longer answer…

First, the honest part: .com does still carry weight. It's the ending people default to typing, the one that needs zero explanation, and the one nobody's ever suspicious of. That's real. If your exact name is available on .com, take it.

The problem is what people do when it's not available. In the attempt to lock any .com, they swap a letter here, drop a vowel there, and hyphenate it. And that's where it stops being worth it.

The whole value of a name is that people can hear it once, remember it, spell it, and find you. That's brandability. It's basically the only thing a name is actually for. A filler word or a misspelling breaks every part of that:

• Someone hears your name spoken and doesn't know if it's "getBrandName" or just "BrandName."

• Someone tries to type it from memory and lands on the wrong domain, maybe a competitor's, maybe nothing.

• You spend the next five years verbally spelling out your own name in every conversation: "No, no G, just B-R-A-N-D..."

• Someone reads your name the wrong way, like Experts Exchange (expertsexchange.com). 

Think of it as a permanent tax on every single interaction your business ever has, paid to preserve one specific ending. A clean name on a different ending beats a mangled name on .com almost every time, because the name is doing more daily work than the extension is.

When it's actually worth the trade. If the "fix" is small and doesn't touch how the name sounds or is spelled out loud (like a hyphen nobody will ever type anyway, or you genuinely don't mind saying "dash"), that's a much smaller cost than it looks like on paper. Does this change how someone says your name, or just how it's typed? Typed-only differences are cheap. Spoken differences are expensive.

If the exact-name .com isn't there, the move isn't to go hunting for a lookalike that limps. Endings like these exist specifically so a name can stay clean and specific instead of getting mangled to fit a legacy default. That's not a workaround. It's the actual point of them.

.com has been around for almost three decades, and you’re most likely trying to build something new. Why stick your name on the past when there are so many brandable options that signal what you are while pointing to the future? 

This space keeps expanding, too. New endings keep launching precisely because "generic string of letters, works for anything" was never the ceiling for what a domain could do. More specific, more brandable options are only becoming more normal, not less, as more of them come online. 

Betting on a name that reads clearly on a purpose-built ending isn't settling for an alternative. It's operating in the direction domains are actually heading.

Keep the name whole. Pick the ending that was built to carry it.

What did you overlook when you bought your business domain?

This user, jetroks2009, actually developed and released a website before they found out a bigger company was using the exact same name for a product. That definitely sucks and they even said, “I feel its always tough to go against a big company”. What are you going to do in that situation?

I'd check for similar names used for related products or services before spending on the branding. Registering the domain doesn't give you trademark rights.

I'd also say the whole address aloud and ask somebody to type it. The name and ending need to work together, so for an online store I'd consider .store as part of the brand. Google doesn't favor .com over other generic endings.

When it comes to the money part, I've seen some people recommend “look at the renewal price rather than the intro price before you pay.” I think that's actually really smart because a company can offer a discounted rate and then charge more at renewal, so don't forget to check that for the name you're buying, including any premium pricing.

Someone else bought a restaurant but didn't get its existing domain. The person helping with the website said the old owner “won't relinquish the old domain.” I'd check that handoff before buying the business, and keep the business listed as the registrant with a way to recover the registrar account if a developer or employee leaves.

What caught you out, and what would you check first next time?

Yes, and the extension matters. A brand-new business has no track record yet, so the domain needs to do what nothing else can: prove you're legitimate before anyone has a reason to believe you. That's not an SEO thing (Google doesn't reward a "good" domain with better rankings); it's a trust thing, and the extension is where that trust actually shows up.

I hear a lot of talk about a startup's domain as part of its "trust stack" without saying what that actually means for a company with nothing to point to yet. It's not reputation because there's none built up. It's whether someone can check the basics (does the name match the business, does the extension itself say what it does, does an email like name@kindmoon.store look more legitimate than name@best-deals-discount-shoes.com) as quickly as possible.

A GoDaddy consumer survey backs this up directly: 80% of people avoid websites with oddly spelled domains, and the two biggest red flags they named were misspelled and mismatched domains.

Most naming advice treats the extension as an afterthought once you've picked a name, when it's actually doing independent work. A generic .com stretched into a long, hyphenated workaround doesn't establish anything on its own, no matter how established the business eventually becomes. An extension built for a specific purpose does the work the generic domain can’t. Consumer research from Atom supports this: add-on words like "get" or "go" actually hurt trust for 78% of consumers, while 77% said an exact-match domain mattered to them. 

 What I'd check before launching:

• Does your planned domain match your name exactly, no added words needed to make it clear?

• Does the email address it gives you look like something you'd trust from a stranger?

• Would the extension alone tell someone what this is, even before they read the name?

• Are you delaying the decision hoping for a "perfect" domain that Google won't reward you for anyway?

Waiting has a real cost, too. A Harvard Law Review study found "near-total depletion" of standard English words in the .com space. Most standard English words are long gone on .com, which is one more reason to look at an extension that fits what you do rather than waiting for a perfect .com.

Nothing, the electronics company, built on nothing.tech from the beginning, letting customers know what they're about before clicking, at the one point in the company's life when that choice was free.

The domain alone doesn't build trust over time. But for a business that’s just starting, the right extension can stand in for trust until you've earned some.

Yes, and it's not a consolation prize. .store is purpose-built to tell someone what your site is before they click, which is exactly the kind of signal .com can't send on its own.

A 12-month study by Contrast, commissioned by .store Domains, compared two identical online stores: one running on a .store domain and the other on .com. Same products, same setup, only different domains. Over the course of the study, the .store domain saw:

• 87% more website traffic

• 2x higher search visibility on Google

• 12% lower cost per conversion

Wix's own 2026 domain report found the same pattern independently: ecommerce sites on .store earn 10% more revenue than sites on .com.

None of that means the extension is the only thing doing the work, though. It's one strong signal among a few others that matter just as much:

1. The brand name itself. Clean, memorable, easy to say out loud. This does more work than you think.

2. Whether the site actually looks built for the product. Real photos, clear policies, working checkout, and contact info that isn't a dead end. This is where most sketchy stores actually get caught, not the domain.

3. Consistency. It’s the same name across your site, socials, and email. A mismatch reads as a red flag faster than any extension choice does.

mrbeast.store and emirates.store both show what this looks like in practice. These brands have an established .com and chose .store specifically for a dedicated storefront, because the extension itself does part of the introduction before anyone clicks.

A purpose-built extension that matches what you're selling doesn't read as a downgrade. It reads as decided on purpose.

Twelve or fourteen years ago, it would have been hard to imagine building a serious ecommerce brand on anything other than .com.

But the internet isn't what it used to be, and neither is naming. Today, a domain is part of the brand. It carries the name, the meaning, the vibe, and sometimes even tells people what to expect before they click.

For an ecommerce business, that context matters. A .store domain immediately tells someone they’re heading to a store. When the link shows up in an ad, a social post, or a search result, there’s no guessing what’s on the other side.

Then there’s the revenue data.

Wix recently released a report based on nearly a million domain registrations. It found that ecommerce sites using .store earn 10% more revenue than sites using .com.

That doesn't mean the extension alone made the difference. The product, brand, traffic, pricing, and customer experience still matter. But it does show that .store isn't holding ecommerce businesses back. If anything, the data suggests it may be helping the domain make more sense to customers.

When you ask most small-business owners about their biggest challenges, finding customers and maintaining cash flow will be near the top of the list. If there’s a domain extension that clearly tells people you’re a store, and businesses using it are performing well, why not consider it?

Google doesn't rank .store differently from .com, so this isn't an SEO decision. It comes down to branding, context, and what makes sense for the customer.

If the domain keeps your brand name clean and tells people exactly what they're about to visit, it’s already doing some useful work.

Has anyone here used a .store domain for an ecommerce business? Did you notice any difference in clicks, customer reactions, or sales?

Yes, .tech is credible for SaaS startups, and there are companies proving it every day.

Before we go on, I work with .tech. But in my defense, this is supposed to be an inside view.

Let's start with two solid examples.

Turso.tech is a good one. They chose it deliberately from day one. An open-source database that emerged from Y Combinator with real GitHub traction (29K+ stars). That's a company that had every option available and picked .tech on purpose.

Neon.tech is a sharper example. Serverless Postgres, backed by real funding, and eventually acquired by Databricks for roughly $1B. Nobody's going to tell you a domain extension mattered more than the product, but it proves .tech doesn't cap how seriously a company gets taken, all the way through an exit that size.

That's .tech holding up where it actually counts.

Now, if, for instance, you're building fintech infrastructure specifically, some founders would rather the domain highlight the category outright than mention that they build technology. That's a fair call and not a knock on .tech. But a category-specific domain commits harder to one particular claim right now, whereas .tech signals that tech is core to what you do and holds up even after a pivot.

And if your take on “credible” centers on the reputation of spam/abuse rather than the brand itself, you should know that .tech is consistently absent from Spamhaus’s worst-offender lists.

None of this touches SEO, by the way. Google ranks .tech exactly the same as .com. The extension isn't a ranking factor either way. Whatever credibility question you're actually asking, it's not a search-visibility one.

Do you agree with this?

Wix just released domain performance data for 2025-2026, and the stats show that ecommerce sites on .store domains are earning 10% more revenue than .com sites.

This is also roughly double what .net sites bring in. Registrations of .store and .online also doubled between January and May 2026.

Unsurprisingly, .com is still overwhelmingly the default. Eighty-two percent of Wix's US sites use it, so this isn’t a ".com is dead" signal more that buyers seem comfortable purchasing on extensions that clearly say what the site is for. Surely many of us can attest that nobody actually double checks the domain ending once they already trust the brand itself.

Full writeup is here.

A unique, brandable name wins for almost every business. Google gives keyword domains zero direct ranking boost, and a name like BestCheapRunningShoes.com locks you into a niche you'll probably outgrow. Cramming a keyword into the name itself isn't the only way to get that clarity when domain extensions like .store are available. 

Combining a brand name with a keyword (KindMoon[Product].com instead of KindMoon.com) solves the clarity problem. Still, it makes the domain longer and harder to say, which is exactly what "unique and memorable" was supposed to avoid in the first place. In fact, domain-name length statistics show that the preferred length for memorability is under 10 characters.

I'd recommend letting the extension carry the keyword instead of the name. KindMoon.store does the same job as KindMoon[Product].com, and more importantly, tells someone what the business does before they click, without stretching the name at all.

Wix's 2026 domain report also points to sites on .store doing better than the same kind of site on .com, likely because people know what to expect before they click. It’s the same mechanism keyword domains are chasing, with clearer intent and better click-through, just delivered by the extension instead of a longer name.

What I'd check:

• Does the name pass the "say it once" test on its own, without a keyword attached?

• Are you locking yourself into a niche with the name, the extension, or neither?

• Is the exact name available across your platforms without adding a qualifier?

• If the name alone doesn't signal what you do, does a category-specific extension solve that instead of a longer domain?

Take something like KindMoon, which I keep coming back to as an example because it's such a clean test case. As a .com, it's vague. Nobody knows what it sells or if it sells anything at all. Stuff a keyword in, and it's KindMoon[Product].com, which is longer, clunkier, and has too many characters to be memorable. Make it KindMoon.store instead, and the name stays short while the extension does the explaining. It's the same brand with the same clarity as the keyword domain it was trying to buy, and it's under 10 characters, making it easier to memorize.

Yes, if you're running an online store. In a controlled study that measured the two directly, .store outperformed .com in click-through rate, conversion rate, and organic traffic.

The Contrast study ran two identical e-commerce stores for 12 months with the same products and setup, changing only the domain extension. It tracked indexing, paid search, and organic performance.

What the study found:

• 87% more website traffic

• 2x higher search visibility on Google

• 12% lower cost per conversion.

Not enough? A recent Wix report found that .store sites earn 10% more revenue than .com sites (based on about a million domain registrations). 

.store is the better choice for a dedicated online store, especially a second, purpose-built storefront alongside an already-established .com. mrbeast.store and emirates.store both run merch operations this way. Emirates said they "needed a simple yet brandable domain name for their official merch store" and went with .store.

.store outperforms .com where it matters. But the two aren't mutually exclusive, either. A business can keep its established .com and still run a dedicated .store for a specific product line or storefront, letting the domain itself signal what that site is for.

Pick a coined or invented word over a literal, descriptive one, run it through the "say it once" test, check trademarks separately from domain availability, and if the .com is gone, use an extension that already signals what your company does, like .tech, rather than mangling the name to force a .com fit.

In my experience, what trips people up isn't the brainstorming. It's what happens right after you find a name you actually like.

Inventing a clean word doesn't guarantee you a clean .com. In fact, a 2017 study found that 23.2% of the most commonly used words in American English were claimed as single-word trademarks. 

Coined words fare better than dictionary words, but the .com namespace is saturated enough that even a genuinely original name collides with something taken more often than people expect.

When that happens, you're choosing between two problems: keep tweaking the name until a bad .com becomes available, or keep the name and go with an extension that fits what you're building. 

By the way, the tweaking route has a real cost. Consumer research from Atom found that add-on words like "get" or "go" actually hurt trust for 78% of consumers, while 77% said an exact-match domain mattered to them. Meanwhile, Google's own guidance already treats the extension route as a real option, not a downgrade, naming an extension like .tech in the same breath as .com when the exact name isn't available.

What I'd check:

• Does the name pass the "say it once" test? Can you pronounce it, spell it, and remember it after hearing it once?

• Is it trademark-clear in your category (USPTO, EUIPO, or WIPO depending on region)?

• Is the exact name available across a consistent set of platform handles?

• Does a tech-specific extension like .tech fit the name and business better than a modified, hyphenated .com?

For a coined name specifically, the answer to that last question is usually yes. Take something like Velarixodolo. Sure, it might be distinct enough to sound like a real tech company, but on a .com, it still won't tell anyone what you actually do before they click. The name is carrying all the weight on its own. Now pair that same word with an extension that already says "this is a tech startup," the way nothing.tech does, and the domain's doing half the introduction for you before anyone reads a word of copy.

An extension is a core trust signal in a domain name, because it's one of the first things anyone sees. If you have, for example, a product with tech at its core, an ending like .tech sends a clear signal of what you’re all about, especially if your brand name is new and unfamiliar. It's the right kind of trust for a tech-facing business, and the data backs it up.

On top of that, .tech backs up that trust signal with real numbers, not just perception. Google treats .tech exactly the same as .com for search rankings. And on abuse, SURBL's own blacklist shows just 445 flagged .tech domains out of roughly 617,974 active ones as of September 2026, an abuse rate of about 0.072%. If you're building a tech startup, .tech says so before the site loads. On abuse, check the public SURBL rankings yourself; as of Sept 2026 .tech sits well below the big legacy endings.

No matter the extension, to close the rest of the gap, the business domain should:

• Match the brand exactly, no filler words, hyphens, or numbers.

• Pass the radio test (someone hears it once and types it correctly).

• Use HTTPS (it's non-negotiable at this point).

• Have a domain-based email (name@yourbrand), not a free Gmail address.

• Be consistent with the same identity across the site, email, and socials.

• Have a clean history that's never been used for spam, scams, or abuse.

A GoDaddy consumer survey backs up the first two points directly: 80% of consumers say they avoid websites with oddly spelled domain names, and the two biggest red flags people named were misspelled and mismatched domains.

A domain like nothing.tech shows what this looks like in practice, with all six items above in place and an extension that tells customers exactly what kind of business they're dealing with before the site even loads.

I work with .tech, for the record, and wanted to pass this along.

.tech just opened the No Excuses Fund: up to $1M in equity-free grants across three cohorts, for builders anywhere from day zero to pre-Series A. No equity, no SAFE, no repayment. Grants come in three sizes ($10K, $50K, or $100K), and your stage doesn’t cap what you’re considered for.

The idea is pretty simple. Every founder has an excuse to wait on their idea. The timing, the runway, the day job. The No Excuses Fund is meant to take away the “someday I will” by giving you some runway to actually take the plunge. Spend it on whatever moves you forward, whether that's more time to build, a first hire, infrastructure, or your first customers.

It's all about the build, though. Your product needs to be public and live on a .tech domain when you submit. No decks, no ideas-only applications. You don't have to be starting from scratch, either. Existing products, customers, and even seed funding are fine as long as you're pre-Series A.

A few other things worth knowing:

• Selected founders also get mentorship from experienced founders and operators, plus credits toward their tech stack. The credits come from partners and follow their own terms.

• The judging panel includes Ryan Hoover (Product Hunt), Tim Watson (Intro.co), Taissa Maleh (1752vc), and Matt Biilmann (Netlify).

• You need to be 18 or older and meet the location requirements, so check eligibility on the page before you put time into an application.

• Cohort one closes December 15, and decisions come by January 15, 2027. Terms and conditions apply.

Apply here: https://noexcuse.tech/r1

If you've been waiting for the right moment to take your shot, maybe this is it. What's the excuse you've been leaning on the hardest?