One of the first decisions a startup faces is choosing a domain. The moment a product name is decided, founders open a domain search. The first reality check: “.com is taken.”

The gravitational pull of .com is immense. Investors and users alike default to it unconsciously. But when the desired .com is listed at tens of thousands of dollars, it is not a realistic option for a seed-stage startup.

This is where the path diverges:

For tech companies: .io or .dev — .io became the de facto standard for startups, but carries geopolitical risk from the Chagos Islands sovereignty transfer. Meanwhile, .dev is Google-managed with mandatory HTTPS, sending a security signal. However, its “developer-oriented” perception may not suit B2C products.

For AI companies: .ai — The clearest signal possible. But renewal costs of $100–$150/yr are several times higher than other TLDs. Consider the rebranding risk if the AI hype cycle cools.

For mobile apps: .app — A Google-managed, HTTPS-required TLD. High affinity with app stores, ideal for app landing pages. cash.app and bsky.app stand as proven examples.

Plan for a .com migration? — This is a strategic watershed. Notion moved from notion.so to notion.com. Drop migrated from drop.co to drop.com. If you plan to migrate eventually, keep the brand name short and factor in future .com acquisition costs.

A seed-stage decision framework:

1. If .com is available under $5,000 — take it without hesitation
2. If .com is expensive + tech company — consider .dev first (understand .io’s geopolitical risk before choosing it)
3. AI-focused — maximize signal with .ai, but watch the costs
4. Mobile-first — evaluate .app

A domain is a startup’s first public statement of intent. Those few characters after the dot carry a message that lasts far longer than you might expect.