.shopping domain is open for business

There is a new identity option for retailers eager to stand out in a competitive digital landscape.

The introduction of the 'dot-shopping' (.shopping) domain provides retailers with another way to brand themselves online. Launched by domain name provider Donuts Inc., the new digital names, also called "not-com" domains, can be used as a brand’s main e-commerce name. It can also point shoppers to a company’s existing online shopping web site, or a marketing or promotional site.

CalvinKlein.shopping and YvesSaintLaurent.shopping currently use 'dot-shopping' to supplement their brand, and redirect shoppers to their existing home pages. In addition, Gucci, Nike, Patagonia, Stella McCartney and Valentino are also registered to use the domain, according to a company statement.