As of the 26th September 2016, the .shop domain will be available to everyone. Anyone will be able to purchase the top-level domain, but it is expected to be difficult to acquire, as most major brands and retailers have made over 1,200 applications already. The domain is currently owned by GMO Registry after it paid 41 million US dollars for it earlier this year, beating offers from internet giants such as Google and Amazon. Reportedly, offers have already been made for facebook.shop and walmart.shop. Meanwhile, GMO Registry has launched a ‘pioneer programme’ for companies who believed in the .shop domain, enabling them to become the first to set up new sites, such the French ecommerce business Wizishop, who can now be found at wizi.shop.