Popular DoorDash Button service uses Order.Online domain name.
DoorDash (NYSE: DASH) is the latest high-profile IPO this year, rocketing in its first day of trading and settling in with a market cap of over $50 billion.
The company uses DoorDash.com for its main website, but a program for restaurants gives a lot of exposure to Radix’s .online extension.
DoorDash is using Order.Online for its DoorDash Button, which lets restaurants add an “order online” button on their website. When a restaurant adds a DoorDash button, it creates a subdomain at restaurant.order.online. For example, an order box on the Morton’s Steakhouse website leads to mortons.order.online.
The service is getting traction. SimilarWeb shows steadily increasing traffic this year, with 840,000 estimated total visits to order.online in November alone.
This is the type of usage top level domain registries dream about. Every person who orders at one of the participating restaurants is introduced to the .online domain extension.
It’s also a nice revenue source for Radix. DoorDash registered the domain name at Google Domains earlier this year. Some sleuthing shows that it has a $25,000 annual wholesale renewal cost.