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$5 billion e-commerce site to dump .com for dot-brand

The online ticketing arm of the French national railway operator SNCF has revealed plans to migrate away from .com to its dot-brand gTLD, .sncf.

The web site voyages-sncf.com will become oui.sncf in November, the company has confirmed following press reports at the weekend.

The existing site, despite the cumbersome domain, processed €4.3 billion ($4.8 billion) of ticket and other sales in 2015.

That number was reportedly down slightly last year due to the impact of the various terrorist attacks on the continent.

Still, it’s one of France’s most visible online brands, and has been around since 2000. The site is also available in other European languages and via mobile apps.

The new domain, oui.sncf, is already online. It currently redirects to an FAQ about the rebrand, at the .com site

Parent company SNCF is France’s government-owned rail operator, with overall revenue of €32.3 billion ($36 billion).

While ICANN’s new gTLD program produced hundreds of dot-brands, only a handful to date have moved substantially away from their original domains.