The tech industry has become synonymous with innovation and disruption. From Apple to OpenAI, tech brands have sought ways to challenge the status quo and reimagine how consumers interact with technology. This drive toward reinvention is increasingly reflected in their choice of domain names.
Since the launch of .tech in 2015, the industry has eagerly embraced new domain extensions, or top-level domains (TLDs), as a way to stand out and clearly signal a company’s focus. Whether through launching new domains with .app or .cloud TLDs — or repurposing existing country-code TLDs (ccTLDs) like .ai — tech brands learned quickly that niche domain extensions can convey a lot in just a few letters.
What’s driving this shift, and which domain extensions are the most popular among today’s tech companies? This blog will explore these questions and help you choose the best domain extension to fit your brand.
Why tech brands are embracing niche domains
Competition is fierce in the tech industry. As many as nine in 10 IT startups fail within the first five years, even among thriving tech niches like fintech, health tech, and AI (Forbes, 2023). Establishing clear differentiation from day one is essential.
One increasingly common strategy? Using a modern, niche-oriented domain name.
Tech brands tend to be early adopters, not just of cutting-edge tools but also of digital trends that sharpen their competitive edge and enhance brand visibility — including domain names. A domain like sight.ai or build.dev conveys more than a name – it signals category leadership in just a few characters.
There’s also a practical branding advantage. Tech companies are often global from day one, operating in the cloud with distributed teams and borderless customer bases. Traditional domains like .com can feel limited in this context, while niche TLDs offer greater flexibility and relevance.
As tech sub-sectors multiply — from Generative AI to developer tooling to Web3 — the need for instant focus signaling increases. The right domain can help brands reach the right users, investors, and talent faster.
Unlike more conservative industries, tech’s culture of speed and experimentation makes it a natural domain innovator. Niche domain adoption has moved from trend to competitive necessity.
5 popular tech domain extensions
Several TLDs have gained popularity as the tech sector reimagines digital identity. Some are new, while others have been creatively repurposed to fit emerging tech niches.
Unlike traditional .com domains, which are often saturated and less descriptive, these modern extensions allow companies to:
- Convey focus
- Increase search visibility
- Secure clean, memorable URLs
Here’s a look at five domain extensions that have become especially popular and where they tend to fit in the tech world today.
The .ai domain extension
The .ai extension was once nothing more than the country code top-level domain (ccTLD) for Anguilla, a small British territory in the Caribbean, but it has taken on outsized importance since the AI boom. Riding the tidal wave of AI interest set off by ChatGPT, domain registrations for .ai surged by 375% from July 2022 to December 2023 and have continued to grow since. (Domain Name Industry, April 2024) In 2024 alone, .ai domains accounted for about 20 of the top 100 high-value domain sales. (Namebio, 2025)
This extension has become incredibly popular among companies that market AI as their key differentiator. Companies like Perplexity (perplexity.ai), Character.AI (character.ai), and Jasper AI (jasper.ai) all announce their core product right in their web addresses. At a time when many brands want to show that they take the AI revolution seriously, this simple, clear domain extension puts that fact front and center.
The .io domain extension
Another domain extension that began as a ccTLD — this one for the British Indian Ocean Territory — .io has since taken on a life of its own among tech startups, software as a service (SaaS) tools, and developers. Input/output is a core concept in programming, and the shorthand (I/O) offers an immediate tech appeal. For developers, it’s a direct nod to computing systems, APIs, hardware, and data flow.
Socket.IO is a well-known example of a company using this TLD. WebSocket is a core tech for many real-time web applications, and the choice of domain extension (and its inclusion in the company name) provides a clear nod to developers. Still, with 1.1 million registrations to date, the popularity of .io extends beyond development circles. (Domain Name Industry, 2025) For example, Slither.io was a major hit among online gamers, its name signifying reliance on WebSocket instead of Flash technology, and thus a faster gameplay experience.
The .app domain extension
One of the newest TLDs on the market, .app was launched by Google Registry in 2018 as the first TLD to force HTTPS encrypted traffic. (WeLiveSecurity, 2018) This built-in security layer made it a natural fit for web and mobile app developers from the start. Cash App, Square’s popular peer-to-peer payment service, adopted the .app extension early.
Today, .app appeals to a wide range of companies, from early-stage startups launching their first consumer-facing tools to established tech firms offering app-based services. It’s particularly popular among developers building productivity platforms, fintech apps, edtech tools, fitness trackers, and even browser-based games. The extension signals a digital-first mindset, making it ideal for brands that want to communicate utility and tech-forward thinking at a glance.
The .dev domain extension
Another Google-owned domain extension, .dev is even more developer-focused than .io. Like .app, the .dev extension requires HTTPS encryption, providing an explicit layer of security that’s critical in the context of modern web APIs. This, alongside the obvious developer focus, has made .dev a natural choice for software engineers, open-source contributors, tech startups, and online coding boot camps.
Some of the most prominent examples of .dev adoption include Google’s own platforms like web.dev, a resource hub for web developers, and flutter.dev, the site for its popular UI toolkit. Beyond Google, .dev is also home to independent projects and companies such as pages.dev, a site for hosting static web pages, and playwright.dev, an open-source testing framework. Though relatively new, this extension already appeals to a broad range of developer-centric organizations that value security, modern web standards, and firm alignment with the coding community.
The .tech domain extension
While many companies want to highlight their focus on coding and development, some lean toward signaling a broad technological vision. The .tech extension offers a clear, direct way to say your business lives and breathes technology.
Unlike more niche options, tech has a more universal appeal across hardware, software, AI, cybersecurity, and emerging tech verticals. It’s been embraced by startups and established brands alike. Notable adopters include CES.tech (the official site for the Consumer Electronics Show), Paramount.tech (Paramount’s hub for development), and shadow.tech (a PC cloud gaming site), all of which use the extension to reinforce credibility and convey deep tech expertise.
How to choose the right domain extension for your tech brand
Tech companies have plenty of choices when selecting a TLD. The five we’ve featured are only some of the options you might consider, as extensions like .xyz and .cloud are also gaining traction.
So, how do you find the right fit for your tech brand? Here are a few things to consider:
- Audience and brand identity: Each niche domain has its appeal among certain subsets of the tech sector. Developer-focused brands might enhance credibility by choosing a .io or .dev extension, while an AI-driven product might be better off at a .ai web address.
- Clarity and memorability: Choosing a non-traditional TLD allows you to weave your web address and brand name together more seamlessly. Consider how the extension fits with your name as a whole. Does it provide a shorthand for what you do?
- Trust and security: The forced encryption of domains like .dev and .app lend credibility among certain tech crowds. In other cases, a .com extension might provide more recognition and establish trust with your audience.
- Cost and availability: While you’re certainly more likely to find available domains at newer domain extensions, the niche name may come with a premium price tag.
- Growth plans: Don’t let near-term goals cloud your judgment about domain name choice. Choosing a .dev name might make sense if you plan on keeping a developer focus. However, a .tech extension could be a wiser move if you plan to delve into broader technology applications.
When in doubt, .com remains a safe, familiar option — but niche TLDs can give your tech brand a sharper edge.
Choosing the right domain for your tech brand: a quick summary
If you’re building a tech brand, you’re no stranger to the spirit of innovation. Exploring new and creative domain extensions is just one more way to differentiate your company and send a clear message to your audience.
That said, your chosen domain should never just be about following a fad. Consider your long-term goals and what kind of tech company you’re building, and make sure your domain choice supports those aims. If your web address makes sense to your audience — today and in the future — you’re on the right track.
Sources:
Forbes. Why IT Startups Fail: Reasons, Trends And Solutions.
Originality.ai. A Deep Dive into the AI Industry’s Digital Identity.
https://originality.ai/blog/ai-domain-statistics
Namebio. Top 100 Domain Name Sales of 2024.
https://namebio.com/top-100-domain-name-sales-2024
DomainTools. Domain Count Statistics for TLDs.
https://research.domaintools.com/statistics/tld-counts/
WeLiveSecurity. Google rolls out .app domains with built-in HTTPS.
https://www.welivesecurity.com/2018/05/04/google-rolls-app-domain-built-https-tld/
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