How New Top-Level Domains Will Impact Retail

Over the next few years, the internet will be facing its biggest makeover yet when branded and generic domain names like .nyc, .shop and .tiffany enter the existing field of top-level domains (TLDs) such as .com and .org. The decision by the Internet Corporation for Assigned Names and Numbers to introduce thousands of new TLDs to the web was intended to increase innovation on the internet. Brands and retailers, specifically, should see this as an incredible opportunity to better appeal to consumers in a way that allows them to creatively target customers based on geography and cultural context.