Dot ORG is a domain extension that is deemed to be something that instils trust; a dot ORG domain name signals an organisation that is commonly non-profit although there are no regulations about who can register one of these domains. You commonly see dot ORG domains linked to charities and associations since the conception of the gTLD in 2003, and they therefore should be an important part of your custom storefront.
But the Public Interest Registry (PIR) who manage .ORG registrations, have asked that they allocate some one and two character .ORG domains, meaning that there are more available in the public arena. ICANN currently prohibit the registry from doing so, but PIR hopes that should their plans be approved, to change the way that these domains are sold. Their mission is to auction off the one and two character domains to bidders meeting certain criterion; they will need to be “committed to building out the domain name with a sound marketing and branding strategy, including a strong focus on quality, creativity and the desire to launch the site in a timely manner.”
It is an uncommon way of auctioning would be premium domains, as most launches allow people a first come first served approach, PIR are wisely protecting their own brand and auctioning to highest bidder who fit the terms that they have specified.
If you are a domain reseller, a .ORG domain is a great offering to your customers and we strongly recommend that you adopt it in your storefront website. The extension is synonymous with reliability and according to the ICANN dashboard, the uptake of it is diverse with health organisations, schools, environmental organisations and legal services all choosing to place their businesses at these addresses.