Michele S. Katz, Founding Partner, and Noa Siskind, Associate, of Advitam IP LLC, USA, examine the changing landscape from domain-name centrality to trademark-backed ecommerce as consumers seek online trust.
In the early 1990s, when the internet first opened for commercial use, domain names became a coveted asset for any business. Businesses scrambled to secure catchy, memorable URLs that would serve as their online storefronts. A strong domain name was not just a technical requirement, but a marketing asset that could define a brand’s success.
With this knowledge becoming mainstream, opportunists began registering domains that matched famous brands, hoping to sell them back at a profit. This practice became known as cybersquatting. Companies fought cybersquatters to reclaim their digital names, triggering waves of lawsuits throughout the 1990s. To restore order, the Internet Corporation for Assigned Names and Numbers (ICANN) established the Uniform Domain-Name Dispute-Resolution Policy (UDRP) in 1999, giving trademark owners a clear path to recover their domain names. For years, protecting a URL was synonymous with protecting a brand.
Fast forward three decades, and the way businesses reach consumers has changed dramatically. Consumers do not always begin their pursuit of a brand by typing a web address. Instead, they search within ecosystems like Amazon, TikTok Shop, Etsy, or Instagram — platforms where domain names are nearly invisible, as they are buried beneath interfaces and algorithms. The site that once served as a brand’s home base is now just one of many touchpoints in a massive online marketplace.
In this new environment, consumers are not looking for clever domains from businesses. They are simply looking for trust. Trust that a product is authentic, safe, and reliable. For today’s platforms, that trust comes not from a URL, but from a trademark.
Major digital marketplaces have embraced this reality. They recognise domain registration is not the only proof of legitimacy; they view trademarks as the definitive marker of authenticity. Today, a trademark is not just a name, but a legal declaration that a business owns its identity and that its products meet a certain standard of quality.
TikTok Shop’s Brand Authorisation process illustrates this shift. Sellers must prove that they have the legal right to sell specific branded products by submitting a US Patent and Trademark Office (USPTO) registration certificate or written authorisation from the trademark owner. This system distinguishes between brand owners and authorised resellers, ensuring each list only what they are entitled to sell. By enforcing this process, TikTok helps eliminate counterfeits, reinforcing trust among consumers and brands.
Amazon has gone even further with its Brand Registry, a programme that protects both brands and shoppers. To enroll, sellers must hold an active registered trademark or a pending application through an accepted intellectual property office. Once approved, they gain access to automated tools that detect and remove counterfeit listings, reporting systems for IP violations, and enhanced content features that let businesses showcase their product. From this, when shoppers see that a brand is verified through the registry, they are more likely to believe the product is genuine. Sellers without trademark protection face steep disadvantages such as limited control over listings, exposure to imitators, and the constant risk of unauthorised resellers harming their reputation.
The shift from investing in URLs to trademarks reflects a broader transformation in today’s market. The internet is no longer a collection of standalone websites and instead a network of platforms where brand reputation outweighs the “ideal” web address. Today’s buyers discover products on Amazon, watch reviews on TikTok, and follow promotions on Instagram. A trademark provides continuity across spaces. It acts as a digital ID, proving authenticity wherever a brand appears.
For entrepreneurs and small businesses, securing a trademark is essential. It not only protects against counterfeiters but also unlocks tools and programmes that boost visibility, credibility, and sales. A strong trademark strategy helps new businesses compete in crowded marketplaces and assures customers that what they are buying is authentic.
The evolution from domains to trademarks marks the development of online commerce. The early internet was about location; whoever found the best web address had an advantage. Today, it is about reputation, and whoever can earn and keep consumer trust finds greater success. Even more so, a trademark accomplishes what a URL never could: it promises consumers that behind the platform interface stands a real, accountable business.
In the modern digital economy, trust is the new currency, and trademarks are the seal that backs it. Building a credible, legally protected brand matters far more than owning a clever domain name. Consumers are no longer searching for URLs — they are searching for a trademark they can trust.
