In 2026, businesses are beginning to explore new ways to choose their website addresses, known as Top-Level Domains, or TLDs. Traditionally, .com has been the most popular domain extension, but a new trend is emerging, with alternatives like .ai, .io, and .store gaining traction. According to a recent study by Wix Domains, these newer TLDs are being adopted at a faster rate, driven by factors such as easier name availability, better pricing, and stronger marketing efforts by domain registrars. One notable finding from the study is that websites using .store domains generate 10% more sales than those with .com extensions. This could be because the .store extension immediately signals to visitors that the site is a retail store, making it easier for customers to understand the website’s purpose. Similarly, .org domains were found to be 34% more likely to drive e-commerce revenue compared to .com sites. However, this may not be due to the domain extension itself, but rather the types of organizations that choose .org, which often have more engaged audiences interested in purchasing products or services. The popularity of newer TLDs like .store, .online, and .shop has grown significantly, with their registrations doubling in just five months. Despite this, many users still favor the traditional .com extension. When their preferred name is taken, they often make slight modifications to secure a .com domain. However, the rise of alternative TLDs is also influenced by the fact that they may offer more availability of desirable names, along with promotional deals and increased visibility through better marketing by domain registries. The surge in .ai and .io domains is particularly notable, with .ai seeing a 20% increase and .io growing by 32 times in May 2026. This growth reflects a rising interest in technology and AI-related ventures. These TLDs are often used by startups and tech companies, as they can act as signals to both search engines and users about the nature of the business. For example, .io is commonly used in the tech industry, while .ai is popular among founders in artificial intelligence. This trend suggests that businesses are beginning to see value in using domain extensions that better align with their industry and brand identity.