As 2025 draws to a close, the data tells a story of significant momentum for Efty Pay. Since our launch in 2024, our mission has been to redefine how domain transactions happen, and the market has responded.
This year, Efty Pay saw a +283% surge in total sales value compared to all of 2024. More importantly, we’ve reached a level of scale where our total processed volume carries significant weight in the industry. It’s been a rewarding transition from launching our MVP in 2024 to a high-capacity transaction engine that buyers and sellers around the world now rely on for their most important domain transactions.
Powering the Industry: The Rise of the Partner API
A significant driver of our 2025 growth was the rapid adoption of the Efty Pay Partner API. We’ve evolved into the “invisible” payment infrastructure for the wider industry, serving as the secure transaction engine for a growing number of third-party platforms.
Currently, 36% of our total sales volume and 18% of revenue are processed through these partners, who integrate with Efty Pay to handle the heavy lifting of payments and transfers. Rather than acting as a distribution network, the API allows these partners to supercharge their own brands with our secure checkout and expert support.
Organic Discovery: The Efty.com Marketplace
While our API powers external platforms, we are also seeing incredible traction on our own home turf. We are now regularly processing sales that result directly from buyers navigating to Efty.com and using our search engine to discover their next brand.
While many transactions originate from for-sale landing pages, the Efty marketplace has become a destination in its own right. In 2025, we have seen buy-it-now transactions of up to $50,000 initiated directly via marketplace search. This proves that when you combine high-quality inventory with a frictionless, search-driven discovery tool, buyers are ready to close on high-value domains immediately.
Pricing Tiers: Where is the Liquidity?
For the data-hungry investor, understanding price distribution is key to portfolio strategy. Here is how the 2025 Efty Pay sales broke down by price point:
The standout data point is the $2,500–$7,500 range, also known as the Sweet Spot, which accounted for 48% of all sales. For investors, this suggests that liquidity is highest when pricing assets for startups and SMEs seeking a professional brand identity without breaking the bank.
While mid-market liquidity is the engine of the industry, Efty Pay is increasingly the home for higher-value deals such as the $120,000 sale of Forward.io reported earlier this year. Whether it’s a four-figure brandable or a six-figure legacy asset, our industry-low 5% commission ensures you keep more of your profit to reinvest.
Vertical Watch: The Era of the Brandable
In 2025, one trend stood clearly above the rest:
- Brands: We observed an overwhelming preference for brandable domain names over generic keywords. Startups are prioritizing unique, memorable identities that enable long-term scalability and facilitate trademark registration.
- The AI “Graduation” Trend: While the demand for .ai domains remained red-hot, we saw a noticeable uptick in companies upgrading from .ai to .com. This “graduation” signals that .com remains the ultimate destination for global branding.
- iGaming & Entertainment: Driven by global deregulation, this remains a high-velocity sector for both legacy and new extensions.
While .com remains the gold standard, accounting for 70.4% of our transactions and 80.1% of total revenue in 2025, alternative extensions are carving out high-value niches. Many platforms struggle with exotic extensions, but Efty Pay was built to embrace all TLDs, from popular options like .AI, .TO and .SO to regional favorites like .NL, and .FI
A Partner to Your Success
Our team isn’t just a help desk; we’re a partner in your success. With deep expertise in domain valuation and investing, we don’t just process transactions; we close them. Our team manages live chat directly on the Efty Pay checkout, providing the expert guidance needed to move many hesitant buyers across the finish line. We are available in real time to answer technical questions and validate the value of high-end assets, ensuring your transaction proceeds smoothly.
Combined with our lightning-fast payouts (processed within one business day) and support for all TLDs, we ensure an effortless experience.
Are you ready to scale in 2026? Sign up for Efty Investor and join the growing community of investors who have made 2025 our most successful year yet.
Efty Blog 