What End-User Marketing Means for the Next Wave Web3 of TLDs

As we approach the 2026 round of new gTLD applications, one thing is clear: Web3 isn’t a niche feature anymore. It’s the next evolution of building a brand online. Web3 offers a new frontier for domain registrars, where domain names will be expected to be interoperable with blockchain technology. We are on the cusp of mass adoption of Web3, and the way we market domain names will look very different from the last TLD expansion. 

The Learning Curve is Back with Full Force

If you thought explaining DNS records and hosting to new customers was hard, brace yourself. We have a whole new mountain of information to tackle. Web3 introduces entirely new concepts that, as of today, remain unfamiliar to the mainstream. People are curious, but they usually don’t know where to start. High-intent customers are searching for authority figures to rely on, but much of the existing content feels too technical in nature for the average user. This means Web3 education isn’t just a support function for registrars and resellers; it’s a competitive differentiator. 

This is reminiscent of the early years of the internet where HTML and computer literacy were fundamental. The digital mountain to conquer felt just as tall, just as complex, and just as intimidating. Early players with the right end-user resources captured the market. Now, it’s seed phrases, private keys, and hash codes that we need to understand. It feels like we’re back at square one for user education!

Adoption doesn’t come easy, but it does come with consistency. As an industry, we can integrate practices to support the growth of Web3. It starts with the basics:

1. Standardized terminology across the industry to prevent confusion.
2. Embedded education in onboarding flows, user interfaces, and customer communications to assist customers every step of the way.
3. Incremental learning experiences that meet users where they are. Today, educational resources may be sufficient to introduce users to new concepts. Tomorrow, we will need more content that’s action-led and guides customers through processes.

Today’s Audience Is Technical- But That Won’t Last

Early Web3 adopters are disproportionately technical and self-directed. They understand how to configure a digital wallet, exchange fiat for cryptocurrency, and how to use Web3 native browsers. This makes it easy for them to make the jump into the abstract principles of Web3, like decentralization and immutability. Right now, users don’t necessarily need a domain registrar to walk them through the domain registration and digital identity minting process. They have user-led forums and Web3-based providers to fill that role.

But as the market matures, we’ll see a surge of mainstream customers with expectations shaped by Web2’s streamlined interfaces. We fully expect the Web2 and Web3 ecosystems to intertwine, lowering the barriers of entry for the less-technical crowd. Despite the tech under the hood being different, the two ecosystems will blend together into one seamless internet experience.

How will this affect our customers? Over time, trust and innovative UX will become buying criteria for the common consumer, not technical advantage for Web3 features. This is where registrars shine with Web2. We have carved out multiple segments of customers and have become experts in tailoring messaging. We now know that small businesses need easy to use website builders with marketing tools, domainers value competitive pricing and bulk management tools, and bloggers just need something simple that works. Registrars and resellers have stepped in to fill those needs with a diverse mix of value propositions. This means that in the long term, we won’t need to abandon our marketing strategies. As Web2 and Web3 come closer together, Web3-native users should seamlessly integrate into existing segments. 

Domain Names Stay Core With a Shift in Value Proposition

Domains will remain the anchor for identity and discoverability, but their function is evolving. In Web2, they primarily pointed to websites or email addresses. In Web3, they’re becoming digital identities tied to individuals, capable of storing assets and enabling secure interactions across decentralized networks. This shift doesn’t diminish the relevance of domains; it elevates their value as gateways to self-sovereign digital presence. It also offers a stronger value proposition- secure your domain name and its corresponding digital identity for a stronger brand presence. 

At .locker, we’ve learned that interoperability between DNS and blockchain namespaces like ENS and BNS is a core customer demand. Domains that can’t crossover have diminished utility, and customers don’t want to be limited. 

Preparing for the Next Wave of TLDs and Beyond 

The convergence of domain names and Web3 digital identities will be a defining theme of the 2026 application round. The winners won’t be those who simply launch new strings but those who equip their channels to educate, onboard, and support a new kind of customer.

At Orange Domains, we believe that marketing Web3 domains isn’t about selling technology; it’s about selling trust and accessibility. By working with registries, registrars, and resellers to integrate education and smart marketing tactics, we’re positioning the channel to meet the next generation of users head-on.