'.com is still the default': Wix reports that domain trends are shifting, but .com remains king

I spoke to Inbal Geva at Wix Domains to discuss domain trends and opportunities in 2026

by · TechRadar

Features By Owain Williams Published 14 September 2026

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.com has long been established as the undisputed top dog when it comes to domains. Yet in 2026, a clear shift is underway in how brands select Top-Level Domains (TLDs) – with the likes of .ai, .io, and .store all seeing elevated rates of adoption.

These trends became transparent in Wix's study of domain registration trends in 2026. So, I spoke with Inbal Geva, Product Lead and GM at Wix Domains, to dive a little deeper into how TLD selection is starting to change and how businesses can make the most of this opportunity.

Interview with:

Interview with: Inbal Geva

Interview by:

Interview by: Owain Williams

The study shows that .store websites drive 10% more sales than .com - why do you think that is?

One possibility is that this domain extension tells site visitors exactly what they are getting from the site (a store), which could mean more qualified shoppers are visiting the site. It also implies that the store owner is very clear about what they are selling on their site.

It also shows that .org websites are 34% more likely to drive ecommerce revenue than .com websites. What does the data tell us about why this might be?

The data shows an interesting correlation, but it doesn’t necessarily mean that the .org extension itself drives more ecommerce revenue.

.org is commonly associated with established organizations, nonprofits, and mission-driven businesses, which may have stronger communities and more engaged audiences. That could contribute to higher ecommerce activity.

So rather than attributing the difference to the extension itself, we see it as an indication that the types of organizations using .org — and the audiences they attract — may behave differently online.

.store, .online, and .shop registrations doubled in five months; does this highlight a shift in how businesses want to be represented online? Or is it more likely to reflect supply and affordability issues with .com domains?

So far, our data and the suggestion tests we’ve run consistently show that users still strongly prefer established TLDs, especially .com. So I wouldn’t conclude from the growth of .store, .online, and .shop that users now prefer changing the extension over adjusting the domain name.

What’s more interesting is that we’re seeing growing adoption of alternative TLDs, but .com remains the clear first choice. The growth of specific extensions can be driven by several factors — better availability of desirable names, pricing and promotions, increased visibility and distribution, and stronger marketing by the registries themselves.

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