The top-level domain (TLD) “.boutique” is an Internet category descriptor introduced as part of the generic TLD (gTLD) expansion led by the Internet Corporation for Assigned Names and Numbers (ICANN). ICANN is the organization that coordinates and oversees the Internet’s domain name system. With the broadening of the Internet domain space, new and more specific TLDs, such as “.boutique”, were created to provide a larger, more tailored range of options for online presence beyond traditional domains like “.com” or “.org”.
As its name indicates, the “.boutique” TLD caters to the retail and fashion industry. This domain is ideal for boutique owners, fashion bloggers, online clothing stores, and designers who want their domain name to reflect their business or interest area (ICANNWiki, 2021). For example, a boutique owner could use “www.myfashion.boutique” or a fashion blogger could choose “www.latesttrends.boutique”.
Apart from specifically indicating the industry, using a “.boutique” domain can offer other benefits. For instance, since it’s more niche, your website may stand out in an online sphere crowded with “.com” domains. Moreover, the “.boutique” TLD could potentially boost the search engine optimization (SEO) of the website, since search engine algorithms increasingly account for the relevancy of domain names (Network Solutions, 2021).
ICANN began the process of expanding the list of TLDs in 2011, and the first of these new gTLDs started papering online in 2013. The “.boutique” TLD became available in 2014, with Donuts Inc., a U.S. company specializing in domain names services, as the registry operator. As of September 2021, Donuts Inc. operates more than 200 new TLDs, with “.boutique” being part of their portfolio (Donuts Inc., 2021).
As such, individuals or businesses interested in acquiring a “.boutique” name need to go through domain registrars that partner with Donuts Inc. to sell its TLDs. Registrars may include popular online domain name sellers like GoDaddy, Namecheap, and others.
To conclude, the “.boutique” TLD serves a niche but significant aspect of e-business and e-commerce, providing a unique and industry-specific way for boutiques and fashion-related businesses or interests to establish a distinct online identity.
Sources:
1. ICANNWiki. 2021. GTLD. [online] Available at:
2. Network Solutions. 2021. What Are gTLDs? [online] Available at:
3. Donuts Inc. 2021. Donuts New TLDs. [online] Available at:
