What is a .store Domain?

As of June 14, 2016, you can now buy a domain name that ends in '.store'. What does this mean for you as a retail store owner? Here's what you need to know:

  • A .store domain is one of the newest releases of the limited list of top-level domains. In the early days of the Internet, there were only a handful of top-level domains, including .com, .org, and .net. While these top-level are still the most commonly used, the list has been expanded to now include: .co, .ly, .io, .email, .company, and many more.

  • The cost of owning a .store domain is relatively inexpensive. For most domains, you could own your '.store' domain for less than $25 a year.

  • With a few exceptions, newly released top-level domains do not typically rank well in search engine results. The more traditional top-level domains (i.e. .com) still seem to carry the most weight in organic search.

Our Recommendation

If you already have a website, don't be in a hurry to make a change to a new .store domain, even though retailers are the target market of the new .store domain. Changing your domain could hurt your organic search results. Even though you may have a website, it is too early to discount the .store domain. We recommend that you go ahead and purchase the appropriate .store domain for your store, to protect the brand you have built around your operation. Here's why:


You own Bob's Running Store with the website of bobsrunning.com. Since you have a already have a great domain, you pass on buying bobsrunning.store. You competitor down the street, Fred's Running Store, decides to purchase the bobsrunning.store domain and redirect to their own website, fredsrunning.com. Suddenly, customers who are seeking you out by searching on "bobs running store" are unknowingly being redirected to fredsrunning.com, your biggest competitor in town.

Since it's too early to know how .store domains will perform with search engines, shell out the extra $25 a year to buy a .store domain. Think of it as an insurance policy - a simple way to keep your competitors from poaching your customers. For the time being, set it up to redirect to your existing domain. And in the future, if you ever decide to grow your business by offering a new ecommerce solution or want to direct traffic to a social shopping platform, this domain may be the perfect tool for doing so.

Click here to see if your .store is available for purchase.

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