Since the birth of the global web and for many years to come, the .com top-level domain has been considered the gold standard. However, in 2025, the picture has started to change dramatically, with Niche Top-Level Domains like shop, .tech or .guru gaining momentum sharply.
The rise in popularity of top-level niche domains is not just a fashion trend but the result of the evolution of the digital space where uniqueness and relevance have come to the fore. For example, instead of choosing a very expensive and often already busy .com, you can go for an option that speaks directly to what your web project or online business represents.
So, if you’re just starting your online business, don’t start hunting for incredibly expensive .com domains. Instead, read this article to find out how niche TLDs are capturing the market, affecting search engine optimisation and helping brands stand out from the crowd.
Where Niche TLDs Came from and Why They’re Rising
With the launch of the new gTLD program in 2012 and the creation of hundreds of new domain zones, ICANN essentially ended an era where Niche Top-Level Domains choices were limited to .com, .net and .org. Since then, 1,200+ new domains have become available including niche options such as .pizza.
Although businesses want a short, concise and memorable domain name, this has become impossible due to the fact that the .com domain base is overcrowded (around 160 million registered names). However, there are now many alternatives with precise and thematic names that are easy to remember.
For example, if you own a clothing shop, you can move part of your business to an online environment by purchasing a domain with the .shop TLD. In this way, ICANN has solved two problems at once: short and memorable names are available again, and website addresses have added meaning.
How Niche TLDs Affect SEO
Although some people believe that TLDs directly determine a site’s position in the search engine, this is actually just a myth. However, Niche Top-Level Domains do have an impact on search positions, albeit indirectly.
Keywords in Domain Name
If you want to increase the relevance of your online shop or blog, then .shop or .blog options will help you look more consistent as they immediately hint at the subject matter of the web resource. Although it does not give a direct boost in ranking, users and search engines are still quicker to understand what your site is about.
If you still think that .com will help you stand out and look more solid in the eyes of users, there is a major problem here. Since most of the options are already taken, you will probably have to come up with a long domain name that introduces the risk of being filtered for spam.
Speed and CTR (Click-Through Rate)
According to Semrush, short and clear domains with Niche Top-Level Domains can increase CTRs compared to long and cumbersome variants using the highly sought-after .com. This is easily explained by the fact that internet users perceive variants like .io and .tech as more relevant and concise.
Fast domain access is also important for the loading speed of your website, which greatly affects the user experience, especially in today’s reality where users rarely wait longer than 2.5 seconds. If you decide to buy a .com domain at Spaceship, you will get a stable DNS, but the niche TLDs of this provider are not inferior in performance, and this is an important advantage.
Local Search
Whether you want to emphasise the local nature of your business or show that there are no regional restrictions, you can choose options like .city or .global to enhance local relevance. If you’re a small business (and you probably can’t afford a localised domain with a .com suffix), then a TLD that ties you to a specific locality will allow you to win in local SEO.
Features of Branding in the Era of Niche TLDs
Given how important a domain is today, it works as your digital storefront and is essentially part of your identity. In areas where .com becomes the backdrop, you can stand out by purchasing a relevant niche TLD.
Uniqueness and Memorability
If you compare ‘startup.com’ and ‘startup.tech’, the former sounds corny (and probably busy) while the latter literally shouts that you are about technology. Many brands like Overstock and Adobe are already actively using such Niche Top-Level Domains to emphasise their niche and thus gain an advantage over their competitors.
Trust and Associations
Although most Internet users trust .com because it is associated with reliability, the gap between it and niche TLDs is gradually closing. For example, once also new, variants such as .edu or .gov are now more established.
Today, we can see how domains like .shop and .art are building roughly the same associations and now look authoritative in the eyes of many consumers. The key here is to match the TLD to your business (if you want to create a blog the .blog might be the best option for you).
More Flexibility for Campaigns
By experimenting with .xyz and similar new TLDs, companies like Google have shown how a top-level domain can be part of a marketing strategy. Often much cheaper than the busy .com options, they give room for creativity.
Challenges and Risks of Niche TLDs
Don’t rush to buy a niche TLD right away, as not everything is as rosy as it may seem at first glance. Below, you will find some pitfalls to consider when choosing a domain:
-  Some TLDs, like .top or .info, are spam-related. For example, most free .tk domains have been used for phishing and malicious sites. Although this drags trust down, zones like .tech or .shop have successfully avoided such problems.
-  High domain renewal costs. Check rates in advance to avoid unexpected costs in the future.
-  Limited recognisability. If users are used to manually typing URLs, some of them may automatically type .com instead of .guru or .tech at the end.
Ideally, you should do your own research to find out which option is right for you and what possible risks you face.
How to Choose a Good Niche TLD for Success
Buying a domain is an investment in the future of your web project, not just acquiring an address on the global web. To make sure you don’t miss out, follow the tips below:
-  Firstly, decide on your niche. Choose a TLD that clearly hints at what your business is all about.
-  Check availability. A short name with a .com suffix is likely already taken or worth millions at auction. However, an alternative to your domain with .space or .io could be hundreds or even thousands of times cheaper. Don’t buy anything for a low price, as you risk looking frivolous in the eyes of consumers.
-  Think ahead by evaluating how your TLD may sound 5-10 years from now. For example, if you plan to launch a serious business or a lifestyle blog, .tech and .life might be a good choice for you.
-  Match the domain with your audience in mind. For example, you can add a geographical reference or alternatively emphasise that distance doesn’t exist for you. Also, consider the age and interests of your audience when selecting a TLD.
-  Practicality is also important. The ideal domain should be easy to read and pronounce. It should also look good in adverts and be concise so that users can easily remember it.
-  Treat the choice of registrar responsibly. Give preference to a company that doesn’t charge a lot for renewal. In addition, make sure that DNS is fast and stable and that the registrar has taken all important measures to ensure domain protection.
Today, ordinary people and businesses alike are competing for attention, so the right domain can work like a hook to grab customers at first sight. To be memorable, colourful, and concise, don’t be afraid to go beyond .com if there are options that reflect your essence well.
