.shop
Built for stores, not just brands
Register a .shop domain
from $33.99/yr
redirects to secure checkout to complete registration
redirects to secure checkout to complete registration
.shop tells a visitor exactly what they'll find before they click — a storefront. High-profile adoption by e-commerce brands has helped normalize the extension quickly.
The extension itself isn't a ranking factor, but the clarity it gives visitors before they click can improve click-through rate from search results.
Released in 2016, .shop was purpose-built for retail, and its meaning needs no explanation to a first-time visitor — that clarity is the entire pitch. Adoption has grown steadily among direct-to-consumer brands that want the extension to do some of the storytelling.
Pair .shop with the product or brand name itself rather than a generic word like 'store' — the extension already supplies that context, so repeating it in the name is redundant. It works especially well for a single flagship product line rather than a broad multi-category retailer.