To be successful in business today multinational enterprises (MNEs) need an impressive online portfolio that drives traffic, increases brand awareness and outperforms their competitors.
WebsiteToolTester has analysed OECD data to reveal which of the world’s biggest companies are snapping up the most domains alongside their estimated combined traffic, to see which companies are getting the most visitors per month. You can view the findings in full here.
The online giant receiving the most traffic is Alphabet Inc which receives almost 120 billion visits (119,879,300,000).
Alphabet Inc. was created through a corporate restructuring of Google in 2015, and became the parent company of Google and several Google subsidiaries, with the aim of making the core Google internet services business cleaner and more accountable. Alphabet is now the world’s fifth-largest technology company by revenue. Its largest subsidiary is Google, however Alphabet inc. also own subsidiaries including DeepMind, Jigsaw, Makani and Wing.
Alphabet owns 422 domains with the biggest being google.com which receives over 77 billion visits – making up well over half of Alphabet’s monthly traffic. Over 77 billion visits per month equates to 29,726 visits every second!
Youtube.com is the company’s second-biggest domain which sees 27.8 billion visits per month. The domain name www.youtube.com was activated on February 14th 2005, and the website was developed over the coming months. YouTube then offered the public a test of the site in May 2005, and following a $3.5 million investment the site launched officially on December 15th 2005, having already receiving over 8 million views a day by this point.
Some of the Alphabet’s famous acquisitions can also be seen in their bank of domains, with the likes of GPS navigation software Waze, computer programs company DeepMind and workplace pension scheme Nest – which was purchased for over $3 billion in 2014.
Microsoft Corp is the second biggest company in terms of total traffic with their domains reaching a total of 7.2 billion visits. The online giant owns 139 domain names, a large proportion of which are defensive registrations for their products including msn.com, bing.com, and linkedin.com, the latter of which it famously purchased for over $26 billion in 2016.
But the domain generating the most traffic for Microsoft is live.com – the personal email website which receives over 2.2 billion visits a month. Before Microsoft acquired the domain, it hosted the website for Live Networks Inc , who subsequently moved to Live 555.com. From 2005 the domain was the home to Windows Live and Windows Live Mail – the brand replacing Microsoft’s Hotmail.
Retail giant Amazon.com Inc receives over 6 billion total visits across their 258 domain names. Unsurprisingly, taking the lead for Amazon Inc is amazon.com, which on average last year had around 2 billion combined desktop and mobile visits a month. In 2018, research  found that Amazon’s website took up over 30.7% of online shopping websites traffic. The multinational technology company launched its domain in 1995, and by 2008, the domain amazon.com attracted at least 615 million visitors annually.
The company owning the most domain names is Unilever NV who own 1,181 domain names including the likes of Ben & Jerrys, Dove and Hellman’s. Their group of owned domains is over eight times more than Microsoft and over double that of Alphabet. The British-Dutch transnational consumer goods company owns over 400 brands and was founded in 1929, and has made numerous corporate acquisitions including Lipton (1971), Ben & Jerry’s (2000) and Pukka Herbs (2017).
Despite owning domains for some of the world’s most well-known brands, when it comes to traffic, Unilever’s two biggest sites are cleanipedia.com and dollarshaveclub.com which combined, see around 5 million visits a month. Dollar Shave Club, founded in 2011, is an American company that delivers razors and other personal grooming products to customers by mail. Unilever acquire Dollar Shave Club in 2016 for a reported $1 billion in cash, with the company now having over 4 million subscribers – that’s a lot of traffic. Similarly, with over 2 million visitors every month, Unilever’s Cleanipedia site is the internet’s hub for cleaning tips. From home improvement advice to stain removal, the internal project created by Unilever aims to be the ultimate source of cleaning information.
With so many well-known and loved brands under its belt, it’s no wonder that Unilever owns the most domain names of all companies analysed.
Nestle SA ranks in at second place for the largest amount of domain names, owning 907 – double that of Sony Corp, and over three times that of Pepsico Inc. Following closely behind are Johnson & Johnson who own 895 domain names, Procter & Gamble Co who own 857 and Volkswagen AG who own 651.
Robert Brandl, CEO of WebsiteToolTester comments:
“It’s really interesting to gain insight into the different domain names that companies own, with some large corporations such as Walt Disney Co receiving over 782 million visits in website traffic, and giants such as Microsoft Corp reaping the traffic of its domains such as live.com and linkedin.com.”
“Some of the monthly traffic across certain domains is surprising with the likes of Amazon.com alone receiving over 2 billion visits and google.com seeing a staggering 77 billion visits every month.”
For more information on which corporations rule the web, visit WebsiteToolTester.