How to choose the perfect name for your online store
Starting an online store is a thrilling journey, and choosing your business name is a huge first step. Finding the perfect one can be tricky since there’s a lot to consider, including who else might be using the name you like and if a related domain is available.
With a little creativity—and some helpful tools—it’s worth taking some extra time to choose the perfect name.
What makes a good online store name?
There’s a lot to consider when building an eCommerce website. Choosing a name for your store is one of the first things you’ll need to tackle. Here are some things to keep in mind when brainstorming names.
Your brand identity
Your business name may reflect what you're selling, or it may not. Either way, it should clearly communicate your brand identity. The name you pick can describe the types of products you intend to sell or be connected to something meaningful to your brand. Ideally, it will do both. A great example of this is Wix merchant Izzy Wheels.
The store, founded by sisters and artists Ailbhe and Izzy Keane, offers stylish and colorful wheel covers for wheelchairs. The brand is named after Izzy, who initially sought a creative solution for personalizing her own wheelchair.
Domain name availability
You should always check to see if your business name is available as a domain name. You can use Wix’s free Domain Name Search to check availability and see if there are any potential conflicts with other businesses. Searching for domain names can additionally reveal alternatives and name variations.
For example, let's say you sell video games and want the name gamestore.com. That domain isn't currently available but "gamesuperstore.net" and "gamestores.biz" are both free (as of the date of this post). Also, worth nothing: Wix users get a free one-year domain name voucher with select Wix Premium plans.
Memorability and length
Some of the best (and most memorable) online store names are short: Amazon, WayFair, Zappos, and Chewy, to name a few. Long names can be hard to remember and may get cut off in some online spaces like social media and search result headlines.
The above business names share another common trait: they don't list a specific product or product type. Jeff Bezos, Amazon's founder, specifically chose the name Amazon—paying homage to the large river in South Africa—because he wanted his product line to be just as limitless and expansive as the river. Similarly, you should consider names that are broad enough to grow with your business, particularly if you plan to expand beyond your initial product offering.
First impressions
Don't forget to say the name you’re considering out loud. Is it easy to pronounce? Does it sound professional and pleasant? Fun fact: Bezos originally wanted to call his company Cadabara, a play on the word “abracadabra.” But not long after, he changed it to Amazon after hearing someone accidentally call it "Cadaver."
Legal restrictions
In the U.S., each state has its own set of rules and regulations for business names, so it pays to do your research before landing on a name you love. For example, most states have rules around using business entity identifiers like Inc. and LLC.
In other cases, your name can't be misleading or too similar to another existing business. It can't imply that your company is part of the federal government. Certain words, like FBI or CIA, are off-limits (for obvious reasons). The US Patent and Trademark Office database can further help you determine if your name has been trademarked.
Top online store name generators
We've touched on a few different ways to start researching online store names above, but here are a few helpful tools worth using. It can be helpful (and fun) to mix and match the results from multiple tools.
Wix Business Name Generator - Wix’s free tool lets you search by keyword and industry type, then produces dozens of creative suggestions in seconds. You can get suggestions specifically tailored to your main business, as well as any podcasts, apps, or other properties that you manage.
Namelix - Namelix creates business names based on name style (e.g., names involving real words or alternate spelling), the level of randomness you’re seeking, and brand info.
Looka - Looka accepts keywords or abstract ideas (like “premium” and “ambitious”) to generate store names. It additionally lets you specify the desired length of your name.
NameSnack - NameSnack generates more than 100 short, brandable business names and immediately tells you whether the name is also available as a domain.
Behind the Name – This one’s not specifically a business name generator, but it’s a great brainstorming tool. It’s a searchable database of over 25,000 names from different cultures, periods, and mythologies. Search by first name, surname, or find names by searching for criteria like usage, meaning, or origin.
Tips for brainstorming your store names
While technology can help kickstart your eCommerce branding process, picking the brains of real people is incredibly helpful.
Reach out to friends and family and ask them to brainstorm with you. If your business specializes in a certain product, ask people in your industry for feedback on names you’re considering or tips on how to come up with a good name. Customers, experts, and other store owners are all great resources to tap.
Also, keep the following in mind:
Don't hold back - No one's grading you, so start by casting a wide net and come up with as many ideas as possible.
Look for inspiration - Browse other online stores and read about their name origins to get your creative juices flowing. Find unique aspects of your business that you can incorporate into the name. That could be a place, how you source your ingredients, or your own personal experience.
Be mindful of tone - Does the potential name have a certain feel or evoke an emotion that fits with your brand?
Use personal details - Adding your town, first or last name, pet's name, or anything specific to you can help make the name more personal and/or help it stand out.
Think ahead - Names like Chewy and Wayfair are nonspecific, allowing their companies to easily expand into a range of products without undergoing a full rebrand. (It’s worth noting that though these names offer flexibility, they are still intentional. For example, Chewy alludes to the pet industry by evoking images of pets chewing on toys or eating food.)
50 online store name ideas
Now, to really get your creativity flowing, here are some name ideas across popular retail categories. All of these were generated by Wix's business name generator.
Bespoke soap business
Clothing Boutique
Atlantis Vintage
The Clothing Station
Vintage Clothing Co
Enchanted Vintage
Handmade soap
Cheekily Handmade
Soap Nook
Soap Connection
Silkroad Handmade Soap
Handmade Soapful
Online seed store
Trendy Seeds
Seed Spot
Sunset Seeds
Seed Story
The Seed Nook
Cellphone cases and accessories
Action Cases
The Case Spot
Infinite Cases
Hyperaccessories
Cases Zone
Bespoke candles
Candela
Always Candles
Evergreen Candles
Top Candles
The Candle Dude
Dog bakery treats
Mystical Dog Treats
Treat Corner
Treatsy
Awesome Dog
Treat Zone
Makeup and skincare
New Age Makeup
Happily Madeup
Fresh Makeup
Neobeauty
Mosaic Face
T-shirt store
Snappy Ts
Tee Party
Shirt Shack
Shirtee
HyperT
Candy and sweets
Sweeten
The Candy Dish
Real Candy
The Truffle
Canyon Candies
Cards and stationery
Imprinted
Card Hub
Supersationery
Kara’s Kards
Insightful Cards
A great business starts with a great name
A great store name is memorable for customers and helps you establish a strong brand for your business. But finding the perfect name requires thought, research, and creativity. Thankfully, tools like online store name generators make the process easier—as does a little help from your network.
Before finalizing your store name, consider its potential. Will it grow with your business or limit your ability to expand? Make sure it reflects your brand’s uniqueness, both now and in the future. And don't forget—use a domain name availability checker to make sure your preferred website address is available before you commit.
Allison Lee
Editor, Wix for eCommerce
Allison is the editor for the Wix eCommerce blog, with several years of experience reporting on eCommerce news, strategies, and founder stories.
