The digital identity landscape is undergoing a quiet revolution. From Paris Hilton to Shaquille O’Neal, high-profile figures are embracing a new kind of online address: the .eth domain. These aren’t your typical website URLs — they’re part of the Ethereum Name Service (ENS), a decentralized system reshaping how we identify ourselves in Web3. But what makes .eth so appealing? And how does it differ from the familiar .com? Let’s explore the rise of ENS, its real-world applications, and why this trend might be more than just hype.
The Rise of ENS: A New Era of Digital Identity
Ethereum Name Service (ENS) is a blockchain-based naming system that replaces long, complex wallet addresses — like 0x4bbeEB066eD09B7AEd07bF39EEe0460DFa261520 — with human-readable names ending in .eth. Think of it as a phonebook for the decentralized web: instead of memorizing strings of characters, users can send and receive cryptocurrency using simple, memorable names like alice.eth.
In recent months, ENS has seen explosive growth. The platform hit 1 million registered domains in early 2023 — and then doubled that number to 2 million by August 2025, just a few months later. This surge wasn’t driven solely by tech enthusiasts; it was amplified by celebrities and influencers adopting .eth handles across social media platforms.
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Names like Paris Hilton, Jimmy Fallon, Anthony Hopkins, and Shaquille O’Neal have all claimed their .eth domains, often displaying them proudly in their Twitter bios. Even Ethereum co-founder Vitalik Buterin and Shopify CEO Tobias Lütke use .eth extensions. This isn’t just vanity — it’s a signal of shifting digital ownership norms.
What Makes .eth Special?
At its core, ENS isn’t just about simplifying crypto transactions. It’s about creating a self-sovereign digital identity — one that users fully control, without relying on centralized authorities like domain registrars or social media platforms.
An .eth domain can serve as a universal identifier across Web3 applications. You can link it to:
- Cryptocurrency wallets
- Decentralized websites (hosted on IPFS)
- Email addresses
- Social profiles
- NFT collections
- Professional credentials
This consolidation turns your .eth name into a personal hub for your entire digital life. As Samantha Yap, a Web3 strategist, noted: “Securing an .eth domain is like reserving your brand name before the internet boom. If Nike didn’t own nike.com, imagine how fragmented their presence would be.”
.eth vs .com: Key Differences
While both .eth and .com function as digital identifiers, their underlying architectures are fundamentally different.
1. Centralized vs Decentralized Infrastructure
.com domains operate on the Domain Name System (DNS), controlled by centralized entities like ICANN and domain registrars. In contrast, .eth domains run on the Ethereum blockchain via smart contracts. This means no single company owns or governs ENS — it’s community-driven and censorship-resistant.
2. Ownership and Control
With .com, you “rent” your domain annually. If you miss a renewal, you risk losing it permanently. With .eth, you own your domain outright once registered (with a small annual renewal fee in ETH). It exists as a non-fungible token (NFT), meaning you can sell, transfer, or use it as collateral.
3. Security and Resilience
Because ENS is built on Ethereum’s distributed network, it’s far more resistant to outages and cyberattacks than traditional DNS servers, which are vulnerable to DDoS attacks and domain hijacking.
4. Functionality Beyond Web Browsing
While .com points to a website, .eth can point to multiple resources simultaneously — your wallet address, decentralized email, NFT gallery, even encrypted personal data like medical records or academic credentials.
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Competition in the Web3 Naming Space
Despite ENS’s dominance, it’s not alone. Alternatives like Unstoppable Domains offer similar services on blockchains like Solana (.sol) and Polygon (.polygon). These platforms also allow users to create readable crypto addresses and decentralized websites.
However, ENS holds a significant advantage:
- Over 90% of Web3 domains are
.eth - Deep integration with major wallets (MetaMask, Trust Wallet) and dApps
- Strong developer ecosystem and governance model
While .sol and other extensions may gain traction, experts believe ENS will remain the gold standard due to Ethereum’s market position and network effects.
Is This Just a Passing Trend?
Skepticism is natural when new technologies emerge. Critics ask: Will people really use .eth in daily life? Can it survive beyond niche crypto circles?
The answer lies in adoption patterns. Just as .com took years to become ubiquitous, .eth is laying the groundwork for long-term relevance. Early adopters — including celebrities — help drive awareness, but real utility comes from integration.
ENS domains are already being used for:
- Secure peer-to-peer payments
- Decentralized social media profiles
- Verifiable digital resumes
- Cross-platform login systems (similar to “Sign in with Google”)
As Web3 applications mature, the need for unified identities will grow. And .eth is positioned to become the default choice.
Frequently Asked Questions
What is an ENS domain?
ENS (Ethereum Name Service) translates complex Ethereum wallet addresses into readable names like yourname.eth, making crypto transactions easier and more secure.
How do I get a .eth domain?
You can register one through the official ENS Manager website using a Web3 wallet like MetaMask. Registration requires a small annual fee paid in ETH.
Can I sell my .eth domain?
Yes — since each .eth name is an NFT, it can be bought, sold, or traded on NFT marketplaces like OpenSea.
Are .eth domains secure?
Yes. Being built on Ethereum’s blockchain, they’re resistant to censorship, hacking, and unauthorized transfers — as long as you control your private keys.
Do I need technical knowledge to use ENS?
Not really. Most interactions happen through user-friendly interfaces in wallets or dApps. Think of it like setting up a profile — simple and intuitive.
Will .eth replace .com?
Not immediately — but it may complement it. While .com remains dominant for traditional websites, .eth is emerging as the preferred identity layer for Web3 experiences.
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Final Thoughts
The rush to claim .eth domains isn’t just celebrity FOMO — it’s a glimpse into the future of digital identity. As Web3 evolves, having a self-owned, portable identity will become essential. Whether you're an individual looking to simplify crypto transactions or a brand preparing for the decentralized web, securing an ENS domain could be a strategic move.
While challenges remain — from usability barriers to competition — the momentum behind ENS is undeniable. With millions already registered and adoption accelerating, .eth isn’t just a trend; it’s the foundation of a new digital era.
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