How To Choose a Domain Name: 12 Tips (2026)

A domain name is the digital address visitors type into their search bars to find a specific web page, such as yourbrand.com. For store owners, domain names are what help secure a space for ecommerce activity and brand advertisement. Store owners register one through a domain registrar or directly through their ecommerce platform.

Picking a domain means weighing brand fit, length, ease of typing, and keyword relevance, often across multiple available extensions.

This article provides 12 tips on how to choose an available, relevant domain name and register it for a new online store or personal website.

12 tips for choosing a domain name

Choosing a domain name requires research. Sometimes, it can even take several rounds of fine tuning to secure the right one. Look beyond the cheapest option or some clever buzzwords. When selecting your domain name: 

1. Keep your domain name short, branded, and memorable
2. Avoid hyphens and numbers
3. Choose a .com domain name
4. Check for relevant top-level domain extensions
5. Include SEO keywords in your domain name
6. Use a domain name generator for inspiration
7. Research your desired domain name
8. Pick a domain name that will scale
9. Remember domain privacy and security features
10. Check domain renewal options
11. Look for pre-owned domains on marketplaces
12. Buy multiple domain names

1. Keep your domain name short, branded, and memorable

A short domain name is easier to spell, pronounce, and share out loud. Match it to your brand, and skip hyphens and numbers, which add friction when someone types or says the domain.

A domain should read clearly to someone hearing it for the first time or seeing it written without spaces between words.

When brainstorming options, try to:

• Keep your domain name to less than 15 characters.
• Avoid words with complex spelling.
• Avoid unconventional spelling (e.g., “u” instead of “you”).
• Avoid unintentional word merging (e.g., “Children’s wear” becomes “childrenswear”).
• Avoid insider jargon or product terms that only make sense to people who already know the brand.

When done correctly, shortening can help save character space in domain names while maintaining readability and clarity. For example, thelosangelescountymuseumofartstore.org is too long and can be tricky to read as one string of text. Instead, the museum uses a shortened, more readable version of the domain using its common “LACMA” nickname: thelacmastore.org. 

Some brands, like Biko, get creative with their domain name by adding a contextual or qualifying phrase. The domain name ilovebiko.com puts shoppers in the right mindset once they land on the page. It’s a clever way of including the brand into the domain name when the brand name alone is not available for purchase as a domain.

2. Avoid hyphens and numbers

Hyphens and numbers increase the chances of a visitor mistyping your domain name.

For mobile navigation, typing a URL requires switching between alphabet and numeric keyboards on a small phone keyboard. Skipping numbers and hyphens keeps a domain name on a single keyboard layout, reducing typos.

In your domain name, try to avoid:

• Number-word combinations: c00ld0main.com
• Hyphens: cool-domain.com
• Abbreviations: kldomain4u.com
• Doubled letters: coolesttopdomain.com

One exception is when a brand name itself includes a number. Clothing retailer 3sixteen uses the domain 3sixteen.com, matching their brand name across social media handles and merchandise.

3. Choose a .com domain name

The .com extension is the most widely used top-level domain. Nearly 44% of all websites worldwide use it, according to Statista. 

If your first choice .com domain name isn’t available, test brand-first modifiers. Add a word like "get," "shop," or "try" (for example, getbrandname.com) or a short descriptor tied to the business. This can free up an available .com without moving to a different extension.

If a brand-first .com still isn’t available or affordable, other extensions are worth considering. For example, if a .net version costs under a hundred dollars while the .com version sells for thousands, the .net version is a straightforward alternative.

4. Check for relevant top-level domain extensions

After searching the best domain registrars, the desired name may be unavailable with the .com extension. Other top-level domains (TLDs), the suffix at the end of a domain, can give hints about a website’s content:

• .shop. A TLD for ecommerce websites.
• .store. An option for small business owners and online retailers.
• .co. A global alternative to .com.
• .org. Commonly used by nonprofit organizations.
• .trade. An option for wholesalers or B2B ecommerce stores.
• ."city." An option for brick-and-mortar businesses tied to a specific city, for example, .london or .boston.
• .clothing or .boutique. Used by apparel brands.

Country-code top-level domains (ccTLDs) are tied to a specific country, like .in for India, .ca for Canada, or .de for Germany. Some registrars require proof of residency or a local business registration to use a ccTLD, so check registrar requirements before choosing one. 

Indian clothing store Suta uses the .in extension instead of .com.

Internationalized ccTLDs extend this further by supporting native scripts. According to the Internet Corporation for Assigned Names and Numbers (ICANN), there are more than 1,200 active generic top-level domains and more than 60 internationalized country-code TLDs, including domains in native scripts, such as .中国 (China) or .SETALAT (Saudi Arabia).

If an audience reads non-Latin scripts, like Arabic, Chinese, or Cyrillic, an Internationalized Domain Name (IDN) displays the web address in that script within the browser.

Before committing to a niche TLD, check abuse and reputation trends. Spamhaus’s domain reputation report for October 2025 through March 2026 found .cfd had the highest share of malicious domains of any TLD tracked, at 17.54% of its zone file, while .com and .top remained the two most-flagged TLDs by raw domain count. For context, anything more than 5% is a red flag. If a preferred TLD appears on a high-abuse list, consider an alternative extension.

5. Include SEO keywords in your domain name

A domain name with a keyword works best as a branding tactic, not an SEO strategy. Search engines don’t rank sites higher solely for having a keyword in the domain, so the priority is picking a name that fits the brand naturally, not stuffing a keyword in for ranking purposes.

Try using a keyword that visitors might type into search engines to find the site. If the business sells apparel, for example, the term “clothing” could work in the domain name:

• Sunday + clothing = sundayclothing.com
• Diane’s + candles = dianescandles.com or candlesbydiane.com
• Cosmik + masks = cosmikmasks.com

List a few broad keywords that represent the products, then combine them with the company name to test domain name ideas. Verve Coffee Roasters, a Santa Cruz, California, coffee brand, uses the domain vervecoffee.com, combining their brand name with a broad keyword.

Including a keyword in a domain name may not always make sense. Fit the keyword naturally into the domain rather than forcing it in.

6. Use a domain name generator for inspiration

Shopify’s free domain name generator offers a starting point when brainstorming stalls. Enter a keyword, and the tool returns related domain name suggestions with available extensions to choose from.

7. Research your desired domain name

After picking a domain name, check whether it’s already registered and whether a similar name is already in use elsewhere:

• Search availability. Use Shopify’s domain name search tool to check whether the domain is available.
• Run an ICANN RDAP lookup. The Registration Data Access Protocol (RDAP) replaced WHOIS as ICANN’s primary source for domain registration data in January 2025. Enter the domain at ICANN’s RDAP lookup tool to check registration status and ownership details.
• Search the USPTO trademark database. Enter the desired name into the USPTO’s Trademark Search tool to check for existing trademark registrations.
• Check social handle consistency. Search Instagram, Facebook, TikTok, and other relevant social channels for the same name. This checks both handle availability and whether the name is already associated with an unrelated brand or account.
• Do a Google search. Enter the desired name into Google to check whether another domain or business already uses a similar name.
• Act fast. Domain names, trademarks, and social handles are claimed on a first-come, first-served basis. Once a name clears these checks, register the domain and reserve matching social handles.

Note: A cleared domain, trademark, and social search doesn’t guarantee legal rights to use a name. Consult a trademark attorney before launching a business under a new name.

8. Pick a domain name that will scale

A domain name broad enough to cover future expansion or diversification helps businesses avoid limitations down the line. 

For example, a florist using a domain like “cityflowers.com” may find that name limiting if they later expand beyond flowers. A brandable name like “cityblooms.com” leaves room for a wider range of related products.

Every Shopify store includes a free subdomain with the .myshopify.com extension at signup. Store owners with a Shopify-managed domain can also add additional subdomains at no extra cost.

9. Remember domain privacy and security features

Most domain registrars offer WHOIS privacy, a service that replaces personal contact information in the public domain registration database with the details of a proxy service.

A domain also needs an SSL certificate, which encrypts data exchanged between a website and its visitors.

Shopify includes WHOIS privacy at no extra cost on most eligible domain extensions, and provides a free SSL certificate automatically for every domain connected to a Shopify store.

10. Check domain renewal options

Registrars offering low initial domain prices may charge higher rates at renewal. Check the registrar’s terms for renewal fees and the renewal process before registering.

Missing a renewal date can result in losing the domain. Some registrars offer auto-renewal, which renews the domain automatically before the deadline.

11. Look for pre-owned domains on marketplaces

If the best domain name for a brand is already owned by someone else, domain auction sites and marketplaces list pre-owned domains for sale.

Several terms come up when shopping outside of a fresh domain registration:

• Pre-owned domain. A domain that was previously registered and used by someone else, then became available again through resale or expiration.
• Aged domain. A pre-owned domain that’s been registered for several years, sometimes with an existing history of content or backlinks.
• Premium domain. A short, brandable, or high-demand name priced above standard registration cost, sold directly by a registrar or a private seller.
• Domain auction. A public bidding process, run by a registrar or marketplace, where multiple buyers compete for a domain.

Pre-owned and aged domains can carry existing backlinks and content history. Google’s search advocate, John Mueller, confirmed that domain age itself isn’t used as a ranking factor, though a domain’s accumulated backlinks and content can carry value if the domain’s previous use aligns with the new site. If the seller confirms a purchase, they initiate a domain transfer to move ownership to the buyer’s account.

Before purchasing a pre-owned domain, check the domain history to avoid inheriting SEO penalties associated with previous misuse.

12. Buy multiple domain names

Owning multiple domains protects a brand from misspellings and cybersquatting, and supports different geographic locations.

If a business expands internationally, country-specific domains like .co.uk or .de support that expansion. Owning common misspellings of the primary domain keeps that traffic under the same brand instead of directing it elsewhere.

With Shopify, one domain is set as the primary domain, and other connected domains redirect to it. When switching to a new primary domain, keep the old domain connected rather than removing it. This keeps redirects active for visitors and search engines still using the old address. 

The role of a good domain name in branding

A branded domain matches a business’s name, making it easy for people to find the business online.

Several domain strategies fall under this approach:

• Brand-first domain. The domain matches the business name exactly, such as gymshark.com for Gymshark.
• Keyword-supported domain. The domain combines the business name with a product or category keyword, such as sundayclothing.com.
• Personal-name domain. The domain uses a founder’s or individual’s name, common for solo consultants, creators, or personal brands, such as a photographer using their own name as the domain.

Drew Scott, founder of home décor brand Lone Fox, chose a brand-first domain over his own name for this reason. 

“I didn’t want it to be Drew Scott, or my own name,” Drew told the Shopify Masters podcast. “I knew right away I wanted it to be more of a brand that I could build something around, an image that people could envision themselves investing in as well.”

Branded domains also help visitors confirm they’ve reached the right website. If a business is called Vik’s Bike Bits but its domain is viktorshandmadebikes.com, it’s unclear that the website belongs to the business.

“We all know that most short, catchy domain names are already registered,” says Dave Smyth, independent UX/UI designer. “Lots of businesses get around this by adding something in front of their company name in the domain, e.g., wearecompany.com.

"My favorite domain tip is to do the opposite: Use the company name first, then add something after, e.g. companyhq.com. Why? Visitors looking for your site are much more likely to start typing your company name into their address bar. If the domain starts with the name of the company, there’s a good chance the browser will autocomplete this for them, making it easier for them to reach your site.”

What to do if your domain name is taken

If a domain name is already registered, you can try contacting the current owner, working with a domain broker for higher-value names, or picking a relevant, alternate TLD. 

Whichever route you choose, check trademarks and domain history first.

Try to buy it from the owner

A taken domain can sometimes be purchased directly from its current owner, depending on how the domain is being used. Domain names held by companies with large portfolios are sometimes available for purchase through direct negotiation.

Find the owner’s contact details through an ICANN RDAP lookup, then reach out to discuss buying the domain. Domain brokerage services can also manage negotiations.

A domain considered high-value, known as a premium domain, costs more than a standard registration. Prices can range from several hundred to several million dollars, depending on factors like length, keyword relevance, and demand. Treating the purchase like any other business acquisition, with a budget, a valuation check, and a written agreement, helps clarify the terms before money changes hands.

Opt for a variation

If the exact brand name isn’t available, brainstorm variations on the original name. For example, if katysimon.com is taken by an IT consultant, katysimonprints.com or ksimonillustrates.com works instead for an illustration business.

A TLD based on business location, whether city-specific (.nyc, .cdmx) or country-based (.co.uk, .mx, .de), is another option. Country-code TLDs signal to search engines that a site targets a specific country, which can improve visibility in that market.

Online retailers can use the variant [shop] + [brand name].com. Décor store Horne uses shophorne.com.

If adjusting the brand name is an option, a business name generator can surface variants of an existing business name alongside an available matching domain.

Try for a different top-level domain

If a domain name is unavailable in the .com extension, a different, relevant TLD is an option. If the .com version isn’t trademarked or in a similar niche, try .co, .shop, .biz, or other TLD alternatives.

Domain Name Stat tracks the biggest-selling and fastest-growing TLDs, useful for comparing extension trends before registering.

Spamhaus tracks top-level domains with the highest rates of malicious use, useful for checking a niche TLD’s reputation before registering.

Complete your domain name registration with Shopify

A domain name is the web address that directs visitors to a website. Choosing one doesn’t require an exact match to a brand name. If the ideal name isn’t available, a simple, memorable name that reflects the website’s purpose works as well.

To complete registration:

1. Search availability. Use Shopify’s domain name search tool to check whether a name is available across different extensions.
2. Buy or connect a domain. Buy a new domain directly through Shopify, or connect an existing domain purchased elsewhere by updating its DNS settings.
3. Set the primary domain. In Shopify admin, under Settings > Domains, select which domain displays to customers. Other connected domains redirect to it automatically.
4. Confirm WHOIS privacy and SSL. Domains bought through Shopify include WHOIS privacy on most eligible extensions and a free SSL certificate, both applied automatically.
5. Add subdomains if needed. Store owners with a Shopify-managed domain can add subdomains at no extra cost, useful for international storefronts or separate site sections.

Once a domain shows as Connected in Shopify admin, it’s ready to use as the store’s web address.