Should I go with a .com, .co.nz, or .nz domain?
You’re beginning your new business in New Zealand, and you’re facing this crucial question: Do you go for .com, .co.nz, or .nz domain registration? This choice has several implications for the domain name, visibility, and image perception.
The internet has produced different answers for this crucial question, making it increasingly confusing on which choice to make.
Through this guide, the confusion can be avoided as it provides guidelines that will help a person determine what is best suited for him or her, as opposed to guidelines which may apply to everyone else.
Breaking Down the Domain Options
The Global Player: .com
.com is still the most recognized suffix worldwide. It began as a suffix for commercial sites but is now known as the common suffix for sites worldwide.
Pros:
- Instant recognition: Everyone globally learns to type .com
- Global credibility: Viewed as established and professional
- General appeal: If expansion plans are international
- Simplicity: Easier communication of speech internationally
Cons:
- Availability: Most available .com names are short and memorable ones that are still available
- Less local relevance: Doesn’t signal ‘New Zealand business’ specifically
- Competition: May cost more to buy desirable names
The Established Local: .co.nz
This has been New Zealand’s primary commercial domain extension for decades.
Pros:
- Strong local identity: Clearly conveys a NZ business
- Trust factor: Known to kiwis, and they tend to favour locals
- SEO benefit: Local NZ searches for historical information
- Better availability: Quality domain names have better availability compared to the .com domain.
Cons:
- Less international: Can be confusing to global consumers
- The “co” part of the “.co” suffix sometimes leads to
- Transition issues: Now having the newer .nz available, questions about its future arise
The Modern Kiwi: .nz
Introduced in 2014, this shorter alternative represents the future of New Zealand’s domain space.
Pros
- Clean and concise: Smoother, more contemporary look
- Rising Acceptance: Greater Identification & Utilization
- Future-focused: The future of the domain industry for NZ
Our industry - Availability: Many great names still available.
Cons :
- Less established: Less established than .co.nz sites
- Potential confusion: Some customers may default to .co.nz
- Branding effort: May need to educate your audience first
Critical Decision Factors: What Matters for YOUR Business
Your Target Audience
- Mainly New Zealand customers? → .co.nz or .nz is a good option
- International audience or aspirations? → .com becomes more important
- Local + Global: Consider stretching out for multiple extensions.
Business Type & Scale
- Local service business (plumber, cleaner, cafe, retailer): .co.nz or .nz work perfectly
- E-commerce and an NZ focus: .co.nz adds trust relevance
- The tech startup with global ambitions: .Com may be worth investing in
- Larger corporation: Probably will require both .com and local domain names
Brand and Marketing Implications
- Name Availability: Is the name available across extensions?
- Marketing message: Is “Kiwi-made” good for your brand?
- By Bob Verbal communication: Which one is easier to say or remember?
SEO in Modern Times
Contrary to conventional wisdom, Google now treats ccTLD domains (.nz included) as equal for local authority. But note: Search results in NZ show that “co.nz” has been traditionally prominent.
- .nz gained full recognition in local SEO.
- .com can also be very popular in NZ, but it does not get automatic preference.
- Signals such as click-through rates, local backlinks, are more valued than the extension.
The Register-and-Redirect Strategy: Why Not Both?
The majority of successful companies pursue a multi-domain strategy that involves:
- Primary domain: Pick one as your primary website URL.
- Extended domains: Other secondary domains
- Redirect strategy: Use the primary domain to redirect all other domains
This type of registration safeguards your brand and catches people who might end up registering the incorrect extension. For instance, you can decide to use the “.nz” domain in the future as the base domain, but you’ll also have “.co.nz” and “.com” registered.
Real-World Examples: What NZ Businesses Are Choosing
Real-World Examples: What NZ Businesses Are Choosing
Local artisans and producers: May favor a domain name of .co.nz or .nz particularly to demonstrate NZ origin
- Hospitality businesses: Clearly favor .co.nz in local searching
- Tech firms: Fairly even split with worldwide brands favoring “.com” endings.
- Professional Services: Lean towards .co.nz for local credibility
- E-commerce: Anything but consistent with some .co.nz passports to e-trust.
Actionable Decision Framework
| Question | Answer | Recommended Domain |
|---|---|---|
| Where are 80%+ of your customers located? | Mostly NZ | .co.nz or .nz |
| International mix | .com | |
| Is “being Kiwi” a competitive advantage for you? | Yes | .co.nz or .nz |
| No | .com | |
| What’s your 5-year vision? | Stay NZ-focused | .nz (future-facing) or .co.nz (established) |
| Expand globally | .com | |
| Can you get your preferred name? | Check availability across all extensions | Consider variations if your first choice is taken |
Beyond the Obvious: Additional Considerations
- Cost differences: Small differences between prices for NZ domains; .com may differ
- Conditions of acceptance: .nz is less restrictive than .co.nz
- future-proofing: .nz – the future for New Zealand’s domain
- Competitor analysis: What are similar businesses using?
The Verdict: What We Recommend
Analyzed from data and the trend, here’s our guidance:
For most New Zealand businesses: Choose .nz as your primary domain. It’s shorter, modern, represents the future, and provides strong local identity. Also, register the .co.nz version and redirect it, to capture the traditionalists.
Trust & CTR: Even if both rank equally, Click-Through Rate (CTR) is often higher for local domains when a Kiwi is searching for a service “near me.” Users subconsciously trust a local suffix more when they need a physical service (like a plumber or a local cafe).
If you already have a .co.nz: Yes, please keep it! SEO equity and recognition are gold. Register the .nz version too for future protection. For businesses with a global focus: If available, the key business domain name should be .com, but also register the .nz domain to safeguard company brands in New Zealand.
Final Checklist Before Decision-Making
- Verify your desired domain name availability for all extensions
- Think about how each domain sounds when spoken.
- Conduct research on what your competition and your industry use.
- Consider whether being a identifiable Kiwi will help or hinders your goals
- Budget planning for possible multi-domain registrations
- Think 5 years ahead—will your choice still fit your business?
Conclusion: There’s No Universal “Right” Answer
The question is, the best domain extension is entirely dependant on your situation. The key take-away is this: Your domain is important, but what is more important is your content, products, or user experience. A good business with a “good enough” domain will beat a mediocre business with a perfect domain.
Our advice for most Kiwi business owners reading this is: ‘If available, register the .nz variant of your preferred domain name, as well as the .co.nz variant, choosing the .nz domain name as your primary one.’
The most important thing is that your choice is intentional, based on strategy—not by default. Your domain is your foundation online; treat it with care.
