Home Blog

The Domain Name Story Behind Wayfair.com

1

Wayfair is one of Amazon’s largest competitors. The publicly traded company (W on the NYSE) has a market capitalization of nearly $25 billion. While Wayfair.com is a major brand name today, the company started out by purchasing and utilizing solid keyword .com domain names and building out websites on them. Ten years ago, the company that had been known as CSN Stores rebranded as Wayfair, and the rest is history.

The move off of individual keyword domain name brands and into one larger umbrella brand turned out to be a prescient decision as Google changes deemphasized the search engine value of keyword matching .com domain names. Instead of smaller websites operating individually, the company wisely chose to operate under an umbrella brand name called Wayfair.

“A Domain Name is Like a Joke…”

Albert Schimmel, Owner and Founder of BuyMyName.com (and formerly of Sedo), shared a comic on LinkedIn that resonated with me. “A domain name is like a joke… if you have to explain it, it’s not that good

You can see the comic on Albert’s LinkedIn page:

Google Acquired Navigator.com

7

Navigator.com has been acquired by Google. The Whois record for Navigator.com became public for the first time since 2018, and the registrant is now Google LLC. The acquisition was first reported by Jamie Zoch on Sunday morning:

Getting Equity is Not Usually the Answer

8

In response to my article yesterday, a couple of people suggested asking for equity from wanna-be startup entrepreneurs who can’t afford to pay for a domain name. I like the idea of having equity serve as upside in a deal, but in practice, it is more challenging than simply asking for and getting the equity.

There are many considerations I make before even considering whether or not to ask a startup for equity in the company. Most importantly, I have to believe in the vision of the founder and team. There are plenty of successful startups that I think suck, but if I can’t see how the company would achieve a valuation that would give me enough upside, I am not going to offer a special deal to sell a domain name.

No, I Won’t “Let it Go”

People don’t seem to understand that domain investing is a business, and domain investors run their businesses to make money. In the last handful of days, I was asked if I would be willing to ‘let [a domain name] go’ for offers that were not even close to what I paid to buy them.

In both instances, the prospective buyers were hopeful startup founders. Both of these offers, if you can call them that, involved two different one word .com domain names that have substantial liquid value.

Donuts Hiring Business Development Manager

If you or someone you know is looking for a job in the domain name business, Donuts posted a job opening for a Business Development Manager position. Donuts owns and operates just shy of 250 domain name extensions, including .Live, .Lawyer, .Fitness, and many more. The job listing can be viewed on LinkedIn.

There is no domain industry experience required for this sales-focused position, but I presume some level of domain name knowledge would be helpful. A great deal of the job emphasis is on helping partners sell the company’s domain names. Here’s an excerpt about the candidate Donuts is seeking to hire:

Recent Posts

The Domain Name Story Behind Wayfair.com

1
Wayfair is one of Amazon's largest competitors. The publicly traded company (W on the NYSE) has a market capitalization of nearly $25 billion. While...

“A Domain Name is Like a Joke…”

4
Albert Schimmel, Owner and Founder of BuyMyName.com (and formerly of Sedo), shared a comic on LinkedIn that resonated with me. "A domain name is...

Google Acquired Navigator.com

7
Navigator.com has been acquired by Google. The Whois record for Navigator.com became public for the first time since 2018, and the registrant is now...

Getting Equity is Not Usually the Answer

8
In response to my article yesterday, a couple of people suggested asking for equity from wanna-be startup entrepreneurs who can't afford to pay for...

No, I Won’t “Let it Go”

16
People don't seem to understand that domain investing is a business, and domain investors run their businesses to make money. In the last handful...