E-commerce Brand Naming Guide: How to Name Your Online Store
You're competing in a crowded online marketplace where trust is everything. You need a name that's memorable, available as a .com, and doesn't sound like every other online store. This guide covers the techniques that actually work for e-commerce brands—not theory, actual methods used by stores that got traction.
The TL;DR
E-commerce naming needs: 1) Available .com domain (non-negotiable), 2) Build trust through memorability (people buy from brands they remember), 3) Techniques like portmanteau or evocative naming (stand out from generic store names), 4) Work across international markets (avoid cultural pitfalls), 5) Secure everything fast (domain, social handles, trademark). That's it. Most e-commerce brands skip steps 2, 4, and 5. Don't be most e-commerce brands.
Best Naming Techniques for E-commerce
Not all naming techniques work equally well for e-commerce brands. Some help you stand out from generic store names. Some are more likely to have available domains. Some build trust better. Here are the techniques that actually work for e-commerce, with examples from stores that got it right.
Portmanteau names (combining words like Amazon, Etsy) work well because they're memorable and more likely to have available domains. Compound names (combining words like Warby Parker, Casper) build trust through familiarity. Evocative names (names that make you feel something like Glossier, Allbirds) create emotional connections. Visual metaphors (names that create a picture like Birchbox, Blue Apron) help people remember you. Alliteration (repeating sounds like Best Buy, Bed Bath & Beyond) makes names stick in people's heads.
Avoid generic terms like 'best,' 'deal,' 'shop,' or 'store' unless you have a strong reason. These words don't build trust—they build confusion. Everyone uses them. If you use them too, you're blending in. Stand out. Be different. Your name is free differentiation—use it.
Why E-commerce Brand Naming Matters
E-commerce naming isn't just brand naming. You've got constraints that brick-and-mortar stores don't have. You need a .com that's available (or at least affordable). You need a name that builds trust with people who've never seen your product in person. You need something customers will remember when they're scrolling through hundreds of options. And you need it fast, before someone else takes it.
Brick-and-mortar stores can rely on location. They can rely on foot traffic. They can rely on people seeing their storefront. E-commerce? You get one shot to make an impression. If you pick a name that doesn't build trust, you're starting with a disadvantage. If you pick a name that's hard to remember, customers forget you. If you pick a name with no available domain, you're making your life harder for no reason.
People see hundreds of online stores every day. A memorable name helps you stand out. A forgettable one means you blend in. This isn't vanity—it's practical. Make it easy for people to remember you. Make it easy for them to find you again. That's how you build repeat customers. That's how you build a brand.
Generic names = generic products. If your name could work for any online store, it won't work for yours. Be specific. Be different. That's how you get noticed in crowded marketplaces. That's how you build trust with people who've never touched your product.
Domain Availability & Considerations
Domain availability is non-negotiable for e-commerce brands. Here's what you need to know.
.com is still king. Yes, you can use .store, .shop, or other TLDs. But .com is still what people expect. When someone hears your brand name, they'll type yourname.com. If that doesn't work, you're making your life harder. Check .com availability first. If it's not available or costs $50k+, move on. Don't negotiate with domain squatters—just pick something else.
Check social handles too. Your name needs to work on Instagram, Facebook, Twitter, and TikTok. If all the handles are taken, you've got a problem. Check social handle availability at the same time you check domain availability. Don't commit to a name until you've secured both. Social media is where people discover brands. If you can't get the handles, you're starting with a disadvantage.
Trademark availability matters. Check if the name is trademarked in your category. You don't want to build an e-commerce brand around a name you can't legally use. Do a basic trademark search before you commit. If there's a conflict, pick something else. It's easier to change now than after you've built a brand. It's easier to change now than after you've spent money on marketing.
Step-by-Step E-commerce Naming Process
Here's how to actually name your e-commerce brand. Not just come up with ideas—actually pick a name that works.
Step 1: Understand Your Market
Know your category. Is it crowded? Are there naming conventions? If every store sounds generic, maybe don't do that. Stand out. Be different. Your name is free differentiation—use it. Look at your competitors. What do their names sound like? If they all sound the same, pick something different. If they're all descriptive, pick something evocative. Stand out, don't blend in. Research your category. See what works. See what doesn't. Then do something different.
Step 2: Choose E-commerce-Friendly Techniques
Use techniques that work for e-commerce: portmanteau, compound naming, evocative naming, or visual metaphors. These are more likely to have available domains and help you stand out. Avoid generic terms like 'best,' 'deal,' or 'shop' unless you have a strong reason. Descriptive names can work, but they're also generic and hard to trademark. They work for established categories, but they don't help you stand out. If you're in a crowded category, pick something more distinctive. If you're creating a new category, descriptive can work.
Step 3: Generate 50+ Name Options
Create a massive list. Don't filter too early. Use multiple techniques. Mix and match. The best e-commerce names come from quantity, not early filtering. Generate way more than you think you need. Most will be bad. That's fine. You only need one good one. But you won't find it if you stop at 10 options. Use our naming tool. Use brainstorming sessions. Use word combinations. Use everything. Then filter.
Step 4: Check Domain Availability First
Before you fall in love with a name, check if the .com is available. E-commerce brands live online—domain availability is non-negotiable. If it's not available or costs $50k+, move on. Don't negotiate with domain squatters—just pick something else. Check social handles at the same time. If Instagram, Facebook, and Twitter handles are all taken, you've got a problem. Secure everything at once, or don't commit to the name. Don't fall in love with a name you can't have.
Step 5: Test with Your Target Audience
Ask people in your target market. Can they spell it? Can they remember it? Do they know how to pronounce it? If your customers can't say it, you've got a problem. Test before you commit. Show people your top 5 names. See which ones they remember. See which ones they can spell. The name that passes these tests is the one you want. Don't test with your friends. Test with real customers. Test with people who don't know you. That's how you get honest feedback.
Step 6: Secure Everything
Buy the domain. Secure social handles. Check trademark availability. Do this fast—good e-commerce names get taken quickly. If you wait, someone else will grab it. Move fast, but not so fast that you skip the checks. Domain, social handles, trademark—do it all at once. Then you're done. Don't wait. Don't think about it. If you found something that works, secure it immediately. Good names don't wait.
Common E-commerce Naming Mistakes
Most e-commerce brands make the same naming mistakes. Here's how to avoid them.
Mistake 1: Using Generic Terms
Every store uses 'best,' 'deal,' or 'shop.' If you do that too, you're blending in. Stand out. Be different. Your name is free differentiation—use it. Don't follow the crowd unless you have a strong reason. Generic terms don't build trust—they build confusion. Everyone uses them. If you use them too, you're just another store in a sea of stores.
Mistake 2: Not Checking Domain Availability
You fall in love with a name. You tell everyone about it. Then you check the domain and it's taken or costs $50k. Don't do this. Check domain availability first, before you commit. It's the easiest mistake to avoid. Don't fall in love with a name you can't have. Check availability before you get attached.
Mistake 3: Picking a Name That Doesn't Stand Out
You pick a name that sounds like every other store in your category. Then you wonder why nobody remembers you. Stand out. Be different. Your name is free differentiation—use it. Don't blend in. If your name could work for any store in your category, it won't work for yours. Be specific. Be memorable. Be different.
Mistake 4: Not Testing with Real Customers
You pick a name you love. Your team loves it. But can your customers spell it? Remember it? Pronounce it? Test with real customers before you commit. If they can't say it, you've got a problem. Don't test with your friends. Don't test with your team. Test with real customers. That's how you get honest feedback. That's how you find out if your name actually works.
Mistake 5: Waiting Too Long to Secure
You find the perfect name. You love it. But you wait a week to buy the domain. By the time you check, it's gone. Good e-commerce names get taken fast. If you find something that works, secure it immediately. Domain, social handles, trademark—do it all at once. Don't wait. Don't think about it. Good names don't wait. Someone else will grab it if you don't.
Frequently Asked Questions
How do you name an e-commerce brand?
E-commerce brand naming needs to be memorable, available as a .com, and build trust. Use techniques like portmanteau, compound naming, or evocative naming. Avoid generic terms like 'best' or 'deal' unless you have a strong reason. Generate 50+ options. Check domain availability. Test with your target audience. Pick one that stands out and builds trust.
What makes a good e-commerce brand name?
Memorable enough that people remember it after seeing it once. Available as a .com (or affordable). Builds trust through distinctiveness. Short enough to fit in email signatures and URLs. Pronounceable without explanation. Works across international markets. That's the bar. Most e-commerce names can't clear it.
Should e-commerce brands use descriptive names?
Maybe, but be careful. Descriptive names like 'FashionStore' tell people what you do, but they're also generic and hard to trademark. They work for established categories, but they don't help you stand out. If you're in a crowded category, pick something more distinctive. If you're creating a new category, descriptive can work.
What naming techniques work best for e-commerce brands?
Portmanteau (combining words), compound naming, evocative naming, visual metaphors, and alliteration work well for e-commerce. They're more likely to have available domains, they're memorable, and they help you stand out from generic store names. Avoid generic terms unless you have a strong reason—they make you blend in.
How important is domain availability for e-commerce brands?
Critical. E-commerce brands live online. If the .com isn't available or costs $50k+, you're making your life harder. You can use alternatives (.store, .shop, .app), but .com is still what people expect. Check domain availability before you commit. Don't negotiate with domain squatters—just pick something else.
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