Let’s say you just opened a café in Karaköy, right near the Galata Tower. You make the fluffiest simit sandwiches and your Turkish coffee is famous on Instagram. You’re ready to go online — but then the real question hits: Should your domain be a .com, .net, or maybe .ae? That little string at the end of your website says more than most people realize. It’s not just a technical suffix — it carries weight. It can affect how local customers see you, how global users find you, and even how trustworthy your brand feels. The decision isn’t only about what’s available; it’s about what fits. This isn’t just some domain theory either — we’ve seen brands struggle with the wrong choice. So, if you’re stuck choosing between .com, .net, and .ae, stick around. Because as the www.too.ae editor, I’ve got real experience navigating this maze — especially when it comes to making choices that work for businesses in the UAE and beyond.
What does a domain extension really do?
At first glance, domain extensions (aka top-level domains or TLDs) might seem cosmetic. But they’re actually technical identifiers with real-world implications. They can shape how search engines rank you, whether users instantly trust your site or hesitate, and how memorable your brand becomes in someone’s head. The three extensions we’re focusing on — .com, .net, and .ae — each have distinct histories, purposes, and use-cases. And their differences are more than skin deep. So before we go on, here’s a quick rundown of what they technically mean. .com stands for “commercial”, .net stands for “network”, and .ae is the country-code TLD (ccTLD) for the United Arab Emirates. Sounds simple enough. But like most things on the internet, what they represent today has evolved far beyond their original purpose.
.com: The default king of credibility
Let’s start with the one everyone knows: .com. If domains were real estate, this would be Fifth Avenue. Prime, popular, and highly trusted. People associate .com domains with global reach, professionalism, and familiarity. That familiarity is key. Studies have shown that over 46% of all global websites use .com. If someone doesn’t remember your full URL, they’re probably guessing it ends in .com. But there’s a downside to all that popularity — .com domains are often taken. Especially if you’re looking for short, catchy names. Want “istanbulcoffee.com”? Good luck. Another potential hiccup? Local SEO. A .com domain might rank slower for regional searches if you’re trying to dominate a city like Dubai or Abu Dhabi. Google does consider country relevance, and .com isn’t specific. So if your business is local-first, this might not be your best friend — at least not without some strong SEO work.
.net: The misunderstood middle child
Next up: .net. Short for “network,” this one was originally intended for tech companies, ISPs, and infrastructure services. Think cloud platforms or VPNs. But over the years, .net became the go-to second choice when a .com wasn’t available. Here’s the issue — most users don’t instinctively type .net. And many don’t trust it as much. Even though it technically has no disadvantages, it can look a little… off-brand, especially for non-tech companies. Still, there are moments when .net makes sense. If your business revolves around connectivity or data, or if you’re building a tech startup, or your name simply sounds better with .net. Also, from a pricing perspective, .net domains are often cheaper than premium .com ones — especially for short words. That might be a deciding factor for new businesses trying to control costs. One cautionary tale? A Dubai-based client of ours on www.too.ae once opted for a .net thinking it’d make them stand out. Instead, they spent months redirecting traffic from the mistyped .com. Ouch.
.ae: For when local matters most
Now we get to the regional powerhouse — .ae. This is the official country-code domain for the United Arab Emirates, and it’s gaining serious traction, especially post-Expo 2020. Businesses targeting UAE residents — whether in Dubai, Sharjah, or Abu Dhabi — are increasingly choosing .ae because it signals local credibility instantly, helps with region-specific SEO, and it’s culturally aligned. In fact, the Telecommunications and Digital Government Regulatory Authority (TDRA) now oversees .ae domain registrations. That means more security, less spam, and a more reliable experience for users and businesses alike. What’s also nice? Many great .ae domains are still available. If you’re opening a new business in the UAE, chances are you’ll snag a name that would’ve been long gone in the .com world. Here’s a practical example: A client of ours in Deira switched from .com to .ae and saw a 19% bump in local traffic within 3 months — purely from better ranking on Google’s UAE search index. But keep in mind — if your dream is to go global someday, .ae might need to be paired with a more international domain later. That’s totally doable, but plan accordingly.
What about domain pricing and renewal costs?
Money always matters — especially for startups. Here’s a ballpark idea of what you can expect to pay yearly for each type. .com domains usually cost around $12 to $15 USD per year. .net domains are slightly cheaper, generally between $10 and $14 USD. .ae domains are typically around 130 AED, which is about $35 USD depending on the registrar. .ae domains tend to be pricier upfront, but some registrars offer package deals for UAE-based businesses. If you’re going local, it might be a cost worth paying for the long-term SEO and trust value. Also, don’t forget about renewal fees, which sometimes spike after the first year. Read the fine print — especially with lesser-known registrars.
Branding and perception: What do users think?
Here’s something people don’t talk about enough: perception. Even if two domains perform the same technically, users may trust one more than the other. Here’s how most audiences typically perceive each extension. .com feels established, trustworthy, and serious. .net comes off as technical, secondary, and sometimes confusing. .ae feels local, relevant, and specific. In Turkey, users are still inclined to trust .com sites more. But in the UAE, that tide is shifting. Government portals, local directories, and even delivery apps use .ae. So if you’re targeting that market, this shift in perception matters. One sneaky trick? If you already own .com, grab .ae too and redirect it. That way, you keep both global and local reach.
Domain name availability and originality
Here’s a harsh reality: most good .com names are gone. You might need to buy them from a broker or at auction. That can cost anywhere from $500 to $50,000 — or more — depending on demand. Meanwhile, many .ae names are still sitting untouched. It’s a gold rush for smart entrepreneurs willing to think ahead. Let’s say you’re starting a clothing line called “Habibi Threads.” Try to grab habibithreads.ae before someone else does. You can always point it to a larger marketplace or link it to your Instagram shop until you build a full site. Remember: domain names are like digital property. Early investments can pay off big time.
Registering your domain: UAE-specific tips
Registering a domain is easy, but doing it wisely takes some thought. Here’s how it works in the UAE. Go through accredited registrars listed by aeDA, under TDRA. Make sure your business license matches your domain use, especially for .ae domains. Keep your contact info up to date — failing to do so might get your domain suspended. Also, consider privacy protection. Not all registrars offer this for .ae domains, so ask before purchasing.
Dubai businesses: Which domain do they prefer?
In our editorial work at www.too.ae, we’ve analyzed hundreds of business websites across Dubai — from JLT to Business Bay. Here’s what we’ve noticed. Tech startups lean toward .com or .io. Local service providers like clinics, lawyers, or cafés love .ae. Creative agencies sometimes go quirky with .studio or .co. Government and public services always use .gov.ae or .ae. It all comes down to strategy. Who do you want to reach? Where do they live? And what will make your name stick?
So, which one fits best?
Let’s wrap it all up with this thought. Your domain should serve your story. If you’re going global, or your brand needs to look timeless and professional — .com is the way to go. If you’re in tech, experimenting with ideas, or trying to carve out a niche — .net might do the trick. But if your mission is to connect with people in the UAE, gain trust fast, and show that you’re here to stay — .ae is your best bet. Just remember: your domain is your digital handshake. So make sure it says the right thing before anyone clicks.
Written and verified by the editorial team at www.too.ae, with expert insights into UAE domain strategies and local business trends.