In Wix’s registration data, .store doubled in five months and .ai climbed into the registrar’s top ten. Across the 200 zones our Market Insights tracking follows, .store ranks 24th and .ai 39th, each carrying under 1 percent of the 347.2 million domains that resolve there. Neither side is wrong. One measures this year’s registrations; the other measures the domain base the DNS has accumulated.
What Wix Counted, and What It Left Out
Wix, an ICANN-accredited registrar, has published a Top Domains report built on its own customer data: “Wix Premium users worldwide with a connected domain between 2025 and 2026,” with trend figures covering January to May 2026. The headline findings: 82 percent of Wix sites in the United States use .com, people are 13 times more likely to use .com than another extension, and three commerce extensions, .store, .online and .shop, doubled within five months. The report also says .ai grew 20 percent in the same window, becoming the tenth most popular extension at Wix, and that .io “increased 32x in May 2026.”
The report goes further than counting. It states that .org sites are 34 percent more likely to generate e-commerce revenue than .com sites, and that stores on .store earn 10 percent more than stores on .com. Wix presents these as associations in its customer data, and that framing deserves to travel with the numbers: the report does not say it controlled for what kind of business picks which extension. A page that sells domains, with three purchase buttons on it, is describing its own funnel.
Across 200 Zones, .com Still Carries 45.6 Percent
Our Market Insights tracking ranks extensions by a different measure: how many observed domains actually resolve under each of 200 zones. On that measure, the extensions in Wix’s report look like this.
| Extension | Wix’s report | Zone rank | Resolving domains | Share |
|---|---|---|---|---|
| .com | 82% of US Wix sites; the 13x default | #1 | 158.5M | 45.6% |
| .org | 34% more likely to generate e-commerce revenue than .com | #4 | 11.3M | 3.3% |
| .shop | doubled January to May | #12 | 4.3M | 1.2% |
| .online | doubled January to May | #15 | 3.4M | 1.0% |
| .store | doubled January to May; outearns .com by 10% | #24 | 2.1M | 0.6% |
| .io | “increased 32x in May 2026” | #36 | 1.3M | 0.4% |
| .ai | +20%, 10th most popular at Wix | #39 | 1.2M | 0.4% |
The scale difference is the point. .com resolves 158.5 million tracked domains, about 75 times the installed base of .store. An extension can double at one registrar and still hold a small share of the zone-file base; quick multiples come easiest from small starting points, and displacing a 45.6 percent incumbent is a different kind of work.
The Base on Wix’s DNS Is 67 Percent .com
There is a second way to check the report, because Wix itself is one of the operators our tracking observes. Across the tracking’s full base of 408.3 million observed domains, 7.4 million resolve on Wix’s DNS infrastructure, making Wix the ninth-largest operator we track, with a 1.82 percent share. The extension mix of that base: .com 67 percent, then .org and .co.uk at 4 percent each, .net at 3 percent.
Wix’s 82 percent figure is US-only and counts sites; the 67 percent is its global footprint as seen in the zones and counts domains. The two are not the same measure, but read together they say something the report itself shows in its country section: the strength of the .com default varies sharply by market, and it is weaker in several European countries with established local extensions. Wix finds .com dominant in the US, Brazil, Japan and India, but beaten by the local extension in Germany, Switzerland and the Netherlands. Our zone table is consistent with that pattern: .de is the second-largest extension we track at 16.6 million resolving domains, .nl is eleventh, .ch twenty-third. On this point the registrar’s funnel and the installed base point in the same direction.
The Registry Ledger: Fast Growth, Faster Churn
A third measure sits between Wix’s registration data and the zones: registry-level registration counts. The DNIB Quarterly Report for Q2 2026, published on DNIB.com, the Verisign-sponsored industry data site, counts 401.6 million registrations worldwide as of June 30 and offers context consistent with the direction Wix reports for the commerce extensions: the new-gTLD segment all three belong to grew 34 percent year over year, the fastest of the segments the report tracks. Segment growth does not confirm any single extension’s doubling; it shows the tide those extensions swim in. .ai and .io are country-code domains, outside that segment. Its per-extension counts also land within a rounding step of our zone view: .shop at 4.2 million, .online at 3.4 million, .store at 2.1 million.
The same report adds the number that neither Wix’s registration data nor a zone snapshot shows: renewals. Among names that came up for renewal, DNIB’s recent quarterly estimates put .shop at 14.2 percent, .store at 19.1 percent and .online at 29.3 percent, against 74.9 percent for .com, 77.1 percent for .org and 81.6 percent for .uk. The new-gTLD segment as a whole renews at an estimated 31 percent. The commerce extensions on the trending list are being bought fast and dropped fast, which is how a segment can grow 34 percent in a year and still hold 13.2 percent of the world’s registrations after more than a decade on the market.
A Bestseller List Is Not a Census
The rest of the gap comes down to what each measure can see. A registrar’s trending list tracks current buying, which makes it sensitive to price promotions, bundling and fashion: “.io increased 32x in May 2026” is presented without a base month or an absolute count; the figure cannot be assessed and may simply reflect growth from a very small base. The zone view counts the broader accumulated domain base, including decades of .com registrations, which makes it less sensitive to short-term fashion and slow to show genuine turns.
Both views have a use. Anyone selling domains or hosting should read Wix’s list as a picture of what new Wix registrants reach for in 2026: commerce extensions and AI branding are seeing real registration demand, and .shop at #12 and .online at #15 in our zone ranking show those choices have already accumulated into mid-table installed bases. The renewal estimates say to discount that demand before extrapolating it: a segment renewing at 31 percent keeps only a fraction of each cohort, so its installed base depends on continuous new inflow. Anyone modeling the market as a whole should keep the other number in view: 45.6 percent of everything that resolves in the zones we track is still .com, and no extension on the trending list holds even 1.5 percent.
About the Data
Wix’s figures come from its Top Domains report, covering Wix Premium users worldwide with a connected domain between 2025 and 2026; trend claims span January to May 2026, and revenue claims are associations in Wix’s own customer base. Zone figures come from our Market Insights tracking, which attributes domains to providers by the DNS infrastructure answering for them: 200 zones and 347.2 million resolving names in the July 24, 2026 snapshot, with operator shares measured against its full base of 408.3 million observed domains. It is an automated estimate, not a registry count. Renewal estimates and registry-level counts come from the DNIB Quarterly Report Q2 2026 (DNIB.com, sponsored by Verisign), as of June 30, 2026.
