.nl is the domain for the Dutch business community
Study by GfK compares .nl's market position with that of other extensions
Study by GfK compares .nl's market position with that of other extensions
In recent years, e-commerce has become increasingly important to an ever-wider sweep of the business community -- with domain names playing a vital role. How does a .nl domain name influence findability? And how do Dutch enterprises benefit from having .nl internet addresses? In collaboration with GfK, we've compared .nl's market position with that of other extensions. The survey results make valuable reading for new and experienced businesspeople. The survey findings and the enterprise benefits of choosing .nl are summarised below.
In the Netherlands, .nl is the most popular domain name extension. Amongst internet users thinking of registering domain names for themselves, 89 per cent would consider .nl, and 75 per cent say .nl is their preferred extension (SIDN/GfK, 2022). There are now more than 6.2 million registered .nl domain names, and about 750,000 new names are added every year. Because .nl is the extension for the Netherlands, domain names ending with .nl tend to appear higher in Dutch search results than other domain names. The benefit of being amongst the top results is amplified by the fact that Dutch people are more likely to follow links to .nl sites. So a .nl domain name makes a business more visible to the Dutch public and draws more traffic. As a result, .nl is very popular with anyone looking to do business in the Netherlands.
Many Dutch internet users prefer .nl, because they see it as a trustworthy extension. Words that people associate with .nl include 'safe', 'findable' and 'nearby' (SIDN/GfK, 2022). And with good reason: .nl is one of the most secure domains in the world. We work continuously with registrars, internet access providers and others here in the Netherlands to make the internet secure and to promote safe and convenient digital living. For example, we and our partners run a scheme called Abuse204.nl, which makes .nl domain names as unattractive as possible to cybercriminals. We also provide the SIDN BrandGuard service to help brand owners protect themselves against reputational damage and phishing. We actively tackle fake webshops and malware as well. As a result, the abuse risk associated with .nl domains is lower than that linked to other domains.
Dutch consumers prefer to do their internet shopping on .nl websites. When looking to make a major purchase such as a €450 winter coat, for example, 74 per cent prefer a .nl webshop. For making online payments, the preference is even higher: 76 per cent would opt for .nl ahead of any other extension (SIDN/GfK, 2022). Using a .nl domain name for a webshop is therefore a big plus for any retailer aiming at the Dutch market. Dutch people planning major investments, such as buying a house, overwhelmingly put their trust in .nl. No fewer than 86 per cent said that they would choose a notary with a .nl website (SIDN/GfK, 2022).
For business users, the value of a .nl domain name depends on your target audience. If you run a business with an international focus, it can be helpful to have a .com as well as a .nl. But if you're focused on the Dutch market, a .nl domain name is what you want. People in the Netherlands strongly associate .nl with doing business: 79 per cent think the domain goes with the word 'serious' and 74 per cent with 'professional' (SIDN/GfK, 2022). Behind those associations is the recognition that nearly all Dutch news sites, webshops and business websites have addresses ending with .nl.
Read more about the .nl domain or register your own perfect .nl domain name now at.
*A thousand respondents took part in the survey.