Wix published a new data report this week looking at domain registration trends across close to a million domain worldwide in the “Top Domain Extensions of 2026” report https://www.wix.com/data/insights/top-domains
Here’s what stood out to me as useful context when advising clients on domain choices:
- 82% of US Wix sites use .com
- People are 13x more likely to choose .com over any other extension.
- .org sites are apparently 34% more likely to generate eCommerce revenue than .com
- .org sites get 3% more sessions than .com domains
- .store earns 10% more revenue than .com for eCommerce.
- .store, .online, and .shop all doubled in registrations between January and May 2026
- .ai grew 20% from January to May 2026 and is now the 10th most popular extension in the world
- .io jumped 32x in May (probably startup/dev tool launches).
- Germany, Switzerland, and the Netherlands all favor their local ccTLD over .com.
- UK, France, Canada and Australia are more split between country TLDs and .com
Takeaways:
- Still recommend .com as the default — but the data also shows it’s not always the best performer.
- DACH clients should choose their local ccTLD over .com
- If you’re interested in .io or .ai for your project get it now before someone else does!
Curious if anyone has actually tested different extensions with clients and noticed an impact on conversion or trust — or if you factor domain extension into your recommendations at all?