The domain industry is facing a challenge we don’t talk about enough. According to CENTR statistics, median domain growth among CENTR30 registries has dropped from around 4% in early 2022 to barely above zero by early 2025. But the real story isn’t just in these declining numbers — it’s in the cause of the decline. The outflow of domains being deleted is driving the numbers, rather than the inflow of new registrations.

Figure 1 — Median domain growth among CENTR30 registries has dropped from around 4% in early 2022 to barely above zero by early 2025.

The CENTR Domain Renewal Study reveals something critical: Domain renewal rates directly correlate with usage. Domains with no content renew at 70%. Low-content domains hit 78%. But high-content domains? 90%. The message is clear — getting domains into active use isn’t just good for customers, it’s essential for business sustainability.

The DNS configuration bottleneck

Figure 2 — Domains with no content renew at 70%. Low-content domains hit 78%. High-content domains renew at 90%.

What turns a registered domain into an actively used one? The journey requires five steps:

1. An idea.
2. Domain registration.
3. Service selection.
4. Content creation.
5. Domain Name Service (DNS) configuration.

Of these, DNS configuration is where everything falls apart.

Figure 3 — Instructions that demonstrate a manual, potentially confusing process.

Consider a small business owner setting up Microsoft Office 365 with their new domain. They face a 6-step process requiring 7 to 15 DNS entries, 16 help sites, and 40 minutes of training.

The result?

50% fail and abandon the process. These aren’t casual browsers — they’re paying customers who want to use their domains, and we’re losing them at the finish line.

The Domain Connect solution

Domain Connect, first proposed by GoDaddy in 2016, solves this problem through an open standard protocol. Instead of manual DNS configuration, it creates a standardized way for service providers and DNS providers to communicate. Users complete setup in seconds with just a few clicks.

Figure 4 — A screenshot showing the Domain Connect experience with Shopify.

Here’s** **what the Domain Connect experience looks like in practice. A user connecting their domain to Shopify enters their domain name and clicks ‘Connect automatically’. They’re redirected to their DNS provider, sign in, authorize the connection, and within seconds, their DNS is configured. What took 40 minutes with a 50% failure rate now succeeds virtually every time in under a minute.

Figure 5 — A diagram of the technical implementation of Domain Connect.

The technical implementation is elegant. Service providers look up _domainconnect records to discover DNS provider endpoints, redirect users with template-based URLs, and let DNS providers handle authentication and provisioning. Templates define the API contract, ensuring service providers only access the DNS records they need.

Real-world adoption: Basic integration and beyond

Domain Connect has moved beyond theory. Approximately twenty DNS providers have implemented it, including GoDaddy, IONOS, Cloudflare, Squarespace Domains, wordpress.com, and Plesk. As of May 2024, these providers manage 35% of the .com zone.

Service provider adoption is even stronger. Over 300 templates exist from more than 120 providers, including Microsoft Office 365, Google Workspace, Apple Cloud+, Weebly, and Squarespace. The protocol specification is mature and battle-tested. To address concerns about adopting a non-standard, an Internet Engineering Task Force (IETF) working group has been formed to formalize Domain Connect as an Internet standard.

While service integration is the primary use case, Domain Connect enables additional applications that are valuable for registries and registrars. It could streamline DNSSEC bootstrapping by providing explicit signalling instead of requiring registry polling. Nameserver changes could become one-click operations. Perhaps most intriguing is the ‘sell and configure’ flow — service providers could offer domain registration and full DNS configuration in a single workflow, moving registration closer to the point of need.

Why this matters for your organization

For registries, Domain Connect increases namespace value by making it easier for end users to put domains into active use. Monitor your zone for _domainconnect records and promote awareness among registrars.

For registrars and DNS providers, the value is direct. Implementation improves user experience, reduces support tickets, and provides a competitive advantage in service integrations. Most importantly, higher domain use drives those 90% renewal rates. The implementation effort is reasonable — build the core protocol once, then add service integrations by supporting additional templates.

Get started offering seamless service integrations

The official Domain Connect website provides comprehensive documentation and implementation guides. The Domain Connect IETF working group welcomes participation in the standardization process. A Domain Connect LinkedIn community connects implementers for shared learning.

We’ve built sophisticated infrastructure for registration, resolution, and security. But that sophistication doesn’t matter if half of the users give up because the DNS configuration is too complex. Domain Connect removes this barrier. With 35% of the .com zone already covered and IETF standardization underway, it’s no longer experimental — it’s becoming essential for any DNS provider offering seamless service integrations.

The domain industry’s growth depends on making domains useful, not just available. Domain Connect is a proven tool for exactly that. It’s time to add it to your DNS toolbox.

Pawel Kowalik is Head of Product Management at DENIC, the registry for .de domains and one of the Authors of Domain Connect specification. This article is based on his presentation at the Registration Operations Workshop in October 2025.

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