We Ask Ryan Maltbie... WHAT’S IN A DOMAIN?

BY JOE TRUSTY | PHOTO CREDIT: BBQGRILLS.COM

In the competitive world of online retail, particularly in the pool, spa, and outdoor living sectors; brand recognition plays a crucial role in success. One entrepreneur who understands this well is Ryan Maltbie, the founder of BBQGrills.com, an online retailer specializing in barbecue grills and outdoor kitchen accessories. Maltbie recently made a strategic move by acquiring the domain name BBQs.com, which he believes will further propel his brand to new heights.

In our recent interview, we discussed the significance of domain names in the online retail market. William Shakespeare didn’t put much stock in a name when he said, “What’s in a name? That which we call a rose by any other name would smell just as sweet.” However, Maltbie argues that in today’s digital world, a domain name can make a significant difference in brand recognition and success.

Maltbie shared that his business BBQGrills.com has been operating for over three and a half years and has experienced tremendous success in the e-commerce space with its current domain name. He believes that the domain name has played a pivotal role in elevating his brand to its current level of success.

“I would single-handedly state that a domain name is probably the most predominant way of having a successful e-commerce business. Without it, if you don’t have something that’s either trendy, something that is easily rememberable something that’s easy to spell, it’s going to be incredibly difficult. I couldn’t imagine doing the business that we are at this level with Ryan’s Outdoor

Kitchens.com. It wouldn’t work,” said Maltbie.

However, Maltbie didn’t stop there, he said acquiring the shorter domain name BBQs.com was a strategic move to further enhance his brand’s online presence and solidify its position as a leading online retailer in the barbecue sector.

There are a multitude of companies who are willing to pay a premium for punchy, brandable domain names. Hotels.com sold for $11 million in 2001. New emerging technologies like Nfts.com sold for $15 million in 2022, demonstrating that brands are willing to pay handsomely for the exact domain they want. Even Elon Musk paid $11 million back in 2014 to acquire Tesla.com. So clearly, that old Shakespeare quote isn’t very relevant in the online sector.