The .shop generic Top Level Domain is off to a cracking start in life. With seven days remaining of its Sunrise period the new gTLD had over 850 application putting it ahead of .london, currently the most successful of the non-porn-related new gTLDs.
Registrants have come from a large number of countries and industries. Applications have come from over 25 countries with European brands accounting for almost two-thirds (64%) of all applications.
Below is a pie chart showing the strongest demand comes from fashion, luxury and sports.
The .shop Sunrise phase ends on 29 August. Priority access to .shop domain name registration will be available from 1 to 26 September and General Availability opens 26 September at UTC 15:00.
The priority access phase is divided into seven stages and is an opportunity for brands that have already secured their trademark.shop during Sunrise to pick-up generic terms relevant to their business.