Afternic

GoDaddy acquired Dan.com in 2022. The company reportedly spent north of $71 million USD to acquire the domain name sales platform. This morning, GoDaddy announced it is “merging” the Dan.com platform with Afternic. The announcement was made in a blog post, and the company provided answers to numerous questions domain investors and Dan customers will likely have in the wake of this news.

This news isn’t surprising as the company has hinted at this outcome for a while. It comes after GoDaddy acquired Uniregistry, another competitor it shut down following an acquisition of its assets. Two well-liked platforms have now been acquired and retired.

Afternic recently began offering Dan.com-lookalike landing pages with GoDaddy branding. I liked them enough to move inventory to them away from Dan.com. Afternic followed this up with the ability to allow prospects to make an offer to buy a domain name in addition to the BIN and LTO options.

Unlike how the Make Offer process works on Dan.com, there is no negotiation box for sellers to communicate with buyers directly. Instead, when a buyer submits an offer via the landing page, the negotiation is handled by a GoDaddy broker.

Yesterday, Afternic announced its new “Boost” feature. Afternic sellers are automatically opted into this program and must opt-out if they don’t wish to participate. The features and potential benefit of Afternic Boost were shared in a thread yesterday:

Introducing Boost, our new program that can contribute up to a 10% increase in sales performance for your portfolio* with:

🚀 Higher visibility at GoDaddy
👀 Boost badges to support conversions
📨 Email marketing to potential buyers

Launches September 4! https://t.co/l2t7NnWyzV

— Afternic (@afternic) August 7, 2024

My read on the news is the commission rate is reverting back to 20% for people using their nameservers in exchange for some features and enhancements.