GoDaddy adds coveted Enom inventory to its expired domain name auctions.
GoDaddy Auctions has another domain name registrar on its expired domain platform and this one is a doozy: Enom.
This morning I noticed many Enom domain names flowing through GoDaddy Auctions’ expiry stream.
The move is not surprising. Tucows (NASDAQ: TCX), which acquired Enom in 2017, already sends its non-Enom inventory to GoDaddy. For its Tucows domains, it essentially did a bake-off between GoDaddy Auctions and NameJet to figure out which one produced the most revenue. GoDaddy won.
The Enom acquisition came with a 50% ownership interest in NameJet and Tucows kept Enom’s expired domains on NameJet while sending its other domains to GoDaddy. But Tucows sold its stake in NameJet to Web.com late last year.
At the time of the acquisition I wrote:
The big question is if Enom domains will remain on NameJet and for how long. This was obviously part of the negotiation and ultimate purchase price. If Enom leaves the platform for GoDaddy at some point in the future, it will further degrade NameJet’s role in the marketplace.
We now have the answer.
So is this a win for domain investors? Yes and no.
On the plus side, they no longer have to manage domains at Enom. All domains they win will be added to their GoDaddy accounts.
Also, GoDaddy Auctions start at $12 (plus renewal, so about $20 total) whereas NameJet auctions start at $69.
But auctions at GoDaddy can be quite rich. Domain investors might end up paying more for domains there than if they same names ran through NameJet.
Also, I worry when there aren’t two strong competitors in a market. NameJet is getting weaker. Its valuable inventory is now mostly Web.com’s registrars Network Solutions and Register.com.