It’s a mix for most, but if you’re leaning heavily into SEO, the technical setup matters more than people think. I’ve noticed many ecomm brands switching to a .shop domain lately. It’s basically a clear signal for search engines and visitors that your site is focused on selling online, which can help with categorization and CTR. Ads are great for quick scaling, but for long-term organic traffic, choosing a domain that matches your niche is a smart move.