Can someone tell me what .OOO was thinking?

This week has some new domain extensions hitting the market that I think will see solid adoption over the next few years. Extensions like .airforce, .army, .vet, and .navy are being launched by Rightside this week and it’s pretty easy to understand who their target market is and why they would be interested in one of these TLDs.

On Wednesday Donuts will be launching .healthcare which last time I checked is a 176.1B market.

While all of this is happening another new domain extension is hitting the market, and this one really has me scratching my head. I’m talking about .OOO. Owned by Infibeam, an eCommerce company in India .OOO has been brands itself as “the power domain” and is targeting eCommerce website owners.

The question is, what does three o’s in a row have to do with eCommerce? According to .ooo themselves…

“The .OOO top-level domain (TLD) is dedicated for any entity launching or expanding an e-commerce venture. .OOO open opportunities for selling things online and offline. This Domain Extension .OOO will set you apart from your competitors.” (Source –

Sorry but I just don’t get it. Why not something like .ecommerce or .sell or .store? There are some domain extensions that clearly articulate to the consumer that a website will be related to eCommerce and three o’s in a row just seems crazy to me. Is it just me? Does anyone else get this one?

Morgan Linton

Morgan Linton