Hundreds of new domain endings have launched over the past decade. When the .com you want is taken, a descriptive ending such as yourbrand.store or yourbrand.app can be shorter and clearer than a long or hyphenated .com.
When a new ending works well
- It describes what you do: .store for a shop, .tech for a technology company, .cloud for a service.
- The name is short and easy to say with the ending included.
- Your audience finds you through links, ads and social media more than by typing the address.
When to be careful
- If customers will type your address from memory, many will add .com by habit. Register the .com too if you can, or at least make sure it is not used by someone who could confuse your customers.
- Some endings are priced differently at renewal than at first registration. Check both prices before you commit; our domains page lists first-year and renewal prices for each ending.
.app and .dev require HTTPS
The .app and .dev endings are on a list built into modern browsers that only allows secure connections. A website on these endings will not load over plain HTTP at all, so you need an SSL certificate from day one. With hosting that includes free certificates, this is handled for you, but it matters if you point the domain at your own server.
Do new endings hurt search rankings?
Search engines treat new generic endings like any other. What matters is the quality of your site and the links to it, not whether the address ends in .com.
Choosing yours
Search your name on the IDX domains page to compare endings and prices side by side, then register the one that fits your brand best.
IDX on digital infrastructure
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