The number of new top level domains are growing. Two months into the launch, the e-commerce domain extension, .STORE, has garnered over 50,000 registrations. After a strong launch which saw many leaders from a vast cross-section of industries, the follow-up has seen participation from small and medium businesses, local stores and start-ups from all over the world.

Many of the biggest global brands has already registered their .store domain names. During its ‘Sunrise’, a phase exclusively for trademark holders, .STORE saw over 650 registrations with big brands like China’s e-commerce behemoth JD, Apple, Nike and Chanel buying their matching .STORE names.

“The early interest in .STORE from global brands was really encouraging. However, the litmus test was centred around local stores, small business and start-ups seeing it as a suitable domain ending. Crossing 50,000 registrations this quickly is an indication that the mass market of online sellers sees .STORE as a great new alternative,” said Sandeep Ramchandani, VP & Business Head, Radix.