As businesses continue to expand across borders, choosing the right domain name becomes a crucial part of building a successful global brand. A domain is not just an address; it is a central component of your brand identity, especially for businesses venturing into international markets. But how do you pick a domain that works not just in one market, but across borders, languages, and cultures?

While many businesses still default to ".com" for their domain names, it’s no longer the only option. New top-level domains (TLDs) like ".net", ".info", and ".store" are becoming increasingly popular, offering businesses significant opportunities for branding, SEO, and global expansion.

Here’s a guide on how to choose the perfect domain that will help your brand stand out internationally.

Global Domain Registration Trends in 2025

As of the third quarter of 2025, the global domain registration market reached a total of 378.5 million domain names. Among these, .com and .net together accounted for 171.9 million registrations, highlighting their dominance in the market.

.com continues to lead with 159.4 million registrations, making up 75.1% of the global domain market.

.cn (China's country code TLD) ranks second with 21 million registrations, followed by .de (Germany's country code TLD) with 17.6 million registrations.

New gTLDs (such as .store, .tech, .ai) are also on the rise, with 42.9 million registrations, though the renewal rates for some, like .xyz, are relatively low at 19.5%.

This data shows that while .com remains the most popular TLD, newer and country-specific TLDs are gaining traction as brands look for more specialized and regional domain options.

Choosing the Right Domain for Cross-Border Brands

For international brands, selecting the right domain is essential not only for brand recognition but also for establishing credibility in different markets. In 2025, more businesses are looking beyond .com to choose TLDs that better reflect their market and industry.

Top TLDs in Demand:

.com and .net remain the go-to options for most global brands because of their universal recognition and trust.

ccTLDs (Country Code TLDs) like .cn, .de, .uk, .ru, and others are perfect for brands targeting specific countries or regions, increasing local trust.

New gTLDs like .store, .tech, and .shop are particularly popular among niche industries such as e-commerce and technology.

For cross-border e-commerce and international brands, choosing a domain that aligns with the local market’s expectations and culture is crucial. These TLDs offer businesses a way to reflect their local presence and expertise.

Domain Security and Brand Protection

As domain abuse continues to grow, domain security has become a top priority for businesses, especially those operating internationally. In 2025, domain abuse, including phishing, spam, and malware attacks, has remained a significant concern.

Protecting Your Domain:

WHOIS Privacy Protection: Helps brands protect their domain information and reduce the risk of abuse.

Domain Locking: Prevents unauthorized domain transfers or hijacking.

SSL Certificates: Ensure website security and help increase customer trust.

By implementing these measures, cross-border brands can protect their domains and avoid the risks associated with domain misuse

Looking Ahead to 2026: Domain Trends for Global Brands

As we approach 2026, competition for international markets will intensify. The domain market will continue to evolve with the rise of new TLDs and an increasing focus on domain security and cultural relevance.

Key Trends for 2026:

Growth of New gTLDs: Domains like .store, .tech, and .ai will continue to grow in popularity as more businesses in e-commerce, tech, and other industries choose specialized TLDs.

High Renewal Rates for Trusted TLDs: TLDs like .org and .de will maintain high renewal rates, highlighting their reliability for global brands.

Cross-Cultural Domain Management: With more brands expanding into international markets, managing domains across different languages and cultures will be increasingly important to ensure brand consistency and local relevance.

The right domain strategy will be critical for brands looking to succeed globally. Businesses will need to choose domains that not only fit their brand but also resonate with customers in diverse regions.

Conclusion: Establishing Industry Leadership

By releasing this 2025 Domain Market Review, we are not just providing data on the latest domain trends; we are positioning NiceNIC as a leader in the domain registration industry. As a trusted domain registrar, we are committed to helping cross-border brands navigate the complexities of domain selection and protection in today’s competitive landscape.

At NiceNIC, we offer tailored domain planning services and provide expert guidance to ensure that your brand is equipped for global expansion. Whether you're choosing a .com, .net, or a specialized TLD, we can help you select the best option for your brand’s long-term success.