Launch of the .au direct domain extension, an opportunity for entrepreneurs

The launch of auDA’s .au domain comes as Australian businesses cite local competition as their second biggest challenge in 2022 after the pandemic.

Entrepreneurs and small businesses with an existing .au domain name, such as, can register their .au domain with GoDaddy starting March 24. They can also register a .au domain if it is a brand new domain, i.e. no domain name is already associated with, or

GoDaddy has urged eligible Australian entrepreneurs and small businesses to protect their brand and digital identity by registering a .au domain with the launch of the new .au domain extension. The launch comes as internet traffic and online competition hit record highs.

According to GoDaddy’s Entrepreneurial Pulse research, more than one in four entrepreneurs and small business owners (27%) cited competition, just after the pandemic, as their most important challenge for 2022. The company says having a .au local domain can be a crucial competitive advantage in standing out to the millions of consumers who interact with local businesses online.

Starting March 24, Australian entrepreneurs with an existing domain name can apply for priority status to register their exact domain name match with a .au extension through GoDaddy. Eligible users have six months to complete this process before the .au domain name extension becomes available for purchase by the general public from September 20. Domain customers can register a .au domain if the corresponding, or is not already taken.

“This is an exciting opportunity for Australian businesses, entrepreneurs and scammers,” says Tamara Oppen, Managing Director of GoDaddy Australia.

“A domain name is at the heart of a local business’ digital identity, and the new .au extension can be key in helping Australian businesses feel inherently Australian and stand out in a market proud and passionate about supporting the place,” she said.

“By registering their .au domain, entrepreneurs not only improve their brand and local digital identity, but they also prevent a competitor from taking that domain name, and potentially some of their customers. To create a strong online presence, c “It’s incredibly valuable to have a diverse range of domain extensions, and few are more exciting, valuable and local than .au.” We’re proud to work with auDA (.au Domain Administration Limited) to bring these local domains to available to existing and aspiring Australians. entrepreneurs, small businesses and scam artists.”

Rosemary Sinclair AM, CEO of auDA, said: “We are delighted to launch the brand new Australian .au direct namespace, the biggest .au innovation in 20 years. Whether you are looking to register a new commercial domain name or are simply sending or receiving emails or using the web, we want Australia to know that .au is here.”

She says that for Australian businesses, entrepreneurs and other internet users, .au direct will offer a greater choice of shorter, simpler and uniquely Australian domain names.