How to choose a good name for your online store?
The right name should be easy to understand, pronounce and remember, while remaining distinctive enough to build a lasting brand.
Quick response: start from positioning, generate multiple name territories, keep a short list, test memorization then check brands, companies, domains and social identifiers before choosing.
The six qualities of a good store name
Clarity
The name must not create a false impression on the offer.
Memorization
A client must be able to retain it after a single exposure.
Pronunciation
It should be easy to say over the phone and recommend.
Spelling
A person who hears it should be able to search for it.
Differentiation
It must avoid confusion with existing actors.
Scalability
It must remain relevant if the catalog or market expands.
A seven-step method
1. Define positioning
Clientele, promise, personality, price range and geographical ambition.
2. Choose territories
Descriptive, evocative, invented, patronymic or story-based names.
3. Produce without filtering
Generate lots of options before judging. Avoid getting attached to the first name.
4. Reduce the list
Eliminate names that are ambiguous, difficult, restrictive, or too close to a competitor.
5. Test orally
Dictate the name, ask to write it down, and check what people remember.
6. Check availability
Brands, companies, domains, search engines and social networks.
7. Decide then secure
Choose according to written criteria, reserve assets and prepare identity.
The essential checks
Commercial availability
- Web search for name and variants
- Companies with similar activity
- Main domain names
- Identifiers on priority networks
Legal availability
- Search identically in the DATA INPI Brands database
- Search for visual, phonetic and conceptual similarities
- Verification of product and service classes
- Professional advice if the stakes are high
A free search is only a first check. The INPI specifies that the interpretation of availability and similarities requires in-depth analysis. This article does not replace legal advice.
A free domain does not mean the name is available
Four checks must be distinguished. They answer different questions and must be carried out before investing in the logo, packaging or store.
Market research
Find the exact name, without accent, with or without space, singular and plural. Also check nearby spellings and results in your area.
Objective: identify stores, products or services that could create confusion.
Company name
Check out companies that already use the name or a similar form, especially for the same or similar activity.
Objective: avoid constructing an identity too close to an existing actor.
Registered trademarks
Search DATA INPI identically, then study spelling, phonetic, and intellectual similarities in the relevant classes.
Objective: identify prior rights. The INPI specifies that identical research is only a first level.
Social domains and networks
Check the main domain, useful extensions to your markets and priority network identifiers. Also research the domain history before purchasing.
Objective: secure a consistent presence and avoid a domain previously associated with a problematic activity.
Grid to compare your short list
| Criterion | Question | Note |
|---|---|---|
| Understanding | Does the name conjure up the right image? | From 1 to 5 |
| Pronunciation | Is it easy to say without explanation? | From 1 to 5 |
| Spelling | Can we write it after hearing it? | From 1 to 5 |
| Memorization | Is he held back after a few minutes? | From 1 to 5 |
| Differentiation | Does it avoid confusion with competitors? | From 1 to 5 |
| Scalability | Will it work with new offers? | From 1 to 5 |
| Availability | Are the essential checks satisfactory? | From 1 to 5 |
How to concretely analyze several name ideas?
These examples are invented solely to illustrate the method. They are neither verified nor offered as available names.
Example A - "Luméora"
Positives: soft sound, relatively short name, universe compatible with light or well-being.
To control: risk of confusion with names containing “Luméa”, “Luméra” or “Aurora”, possible pronunciations and similar marks.
Example B - "Pearl House"
Positives: premium and evocative image, easy understanding in French.
To control: not very distinctive character of “Maison”, possible presence of many nearby companies and difficulty of international expansion.
Example C - "Bijoux-Pas-Cher-Paris"
Advantage: activity is immediately understandable.
Weaknesses: long, generic, unmemorable, difficult to protect and restrictive name for a brand wishing to become premium or sell elsewhere.
Example D - "Klyqzz"
Advantage: distinctive visual appearance.
Weaknesses: uncertain pronunciation and spelling. A customer who hears the name may not find the store.
Example E - "Atelier Sillage"
Positives: evocative, memorable and compatible with several categories sensitive to the brand universe.
To control: many possible uses of the word “Sillage”, names of nearby companies and availability in the targeted classes.
Example F - founder's name
Positives: authentic story and personal brand potential.
To control: homonyms, domain, ease of pronunciation and ability of the brand to function without the permanent presence of the founder.
What's best avoided
Too generic a name
It will be difficult to differentiate, search for and potentially protect.
Artificial spelling
Deleting letters or adding hyphens can make the name impossible to dictate.
A passing trend
A name closely linked to a fashion can quickly date the brand.
Too restrictive a name
A category or city can limit future expansion.
The domain before the brand
An available domain does not guarantee that the name is legally exploitable.
Decide only by taste
Use criteria and tests, not just team preferences.
Online Store Name FAQ
Should a good store name contain the product being sold?
No. A descriptive name sometimes makes it easier to understand, but can limit evolution. An evocative or invented name can be more distinctive if it remains easy to understand and remember.
Which length to favor?
There is no perfect length. A short name is convenient, but clarity and pronunciation matter more. Above all, avoid sequences that are difficult to spell or dictate.
Is it absolutely necessary to obtain the domain in .com?
The.com is useful for international ambition, but a national extension like .fr can be perfectly consistent. Above all, check availability, public trust and the risk of confusion.
How to check if a name is available as a brand?
Carry out an initial search in the DATA INPI Brands database, then deepen the spelling, phonetic and conceptual similarities. For an important issue, seek the advice of a professional.
Can a name close to an existing brand be used?
It's risky, especially if the activities or the public get closer. A simple difference in spelling is not always enough to rule out confusion.
Should you reserve social networks before the domain?
Check everything simultaneously, then quickly reserve the domain and priority credentials after useful legal checks.
When should you create the logo?
After retaining and verifying the name. Designing a complete identity too early can result in unnecessary costs if the name needs to be abandoned.
A good name should be supported by a consistent experience
After choosing the name, identity, navigation, pages and product sheets must reflect the same promise.
