Thread: O.co rebrand didn't work?

Interesting article here from Overstock.com. They are the poster child for .co, and rebranded themselves as O.co. However, now they are reporting decreased revenue and profits and blaming it in part on the rebrand:

Financials - Sales drop and the net loss widens for Overstock in Q3 - Internet Retailer

Interesting too that conversion rates went down - perhaps consumers see .co as less trustworthy than .com?

Originally Posted by Jeff

Interesting article here from Overstock.com. They are the poster child for .co, and rebranded themselves as O.co. However, now they are reporting decreased revenue and profits and blaming it in part on the rebrand:



Interesting too that conversion rates went down - perhaps consumers see .co as less trustworthy than .com?

I think customers thought that the .co was simply a mistake as they were expecting .com which is well known..co was well hyped in the domain community but the average person in the street still would not know what it meant.

If they could have rebranded with O.com I am sure the results would have been for the better.

I think it is even possible that if it was available then O.in would have seen better results for rebranding as there would have been no confusion!

Some people go after .co But I think now people will face the realty and will be more interested in
.in domain names.
Now I think .in domain has the highest demand among all countries tld.

Its David vs Goliath..overstock may be a well know brand but compared to .com, its just a small brand. When you get cute with branding it can backfire and this may be the case. Stick with the obvious.

.com is king period

Originally Posted by wot

I think it is even possible that if it was available then O.in would have seen better results for rebranding as there would have been no confusion!

I agree O and any other extension like .me , .it or .in would have been much better than .co

But unfortunately, .in doesn't allow single letter domains.

Originally Posted by Ace

unfortunately, .in doesn't allow single letter domains.

And Google doesn't allow geotargeting, which is a shame.

Originally Posted by powler

.com is king period

Not only is .com king, but .co is a quack extension that has made 90% of its success riding .com's reputation. ultimate gold digger TLD!


.CO is not for .company. that is an idiotic and hyperoptimistic way of looking at it.

.CO is Colombia's ccTLD, but it JUST happens to be able to suffice for "company",and is lacking the "M" in .COM.

I am happy to see O.co fail. it was a stupid domain from the get go. Since when did people just start jumping on any rag tag stupid,never-proven-its-worth extension

lets get back to serious domaining like .in

*.IN is much better and I believe .IN the future for this domain.

If you want to start selling tons of cocaine, then .co is probably your friend. I don't believe it has a mainstream global future at all.