The DNS Strategies of the Top 25 E-Commerce Retailers

November 28, 2017

Multi-vendor DNS strategies have become prominent in the past two years following devastating single DNS provider outages. Past studies have shown that using more than one provider is the only way to stay online during a provider outage with minimal effects to end-users. This strategy, also referred to as Secondary DNS, is growing in popularity among enterprises with a 5% increase in adoption in the last year among the top 100 domains.



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The DNS Strategies of the Top 25 E-Commerce Retailers

DNS strategies for e-commerce retailers

New Constellix study finds that more e-commerce retailers are moving towards cloud-based DNS management services and multi-vendor strategies.

The study sampled the top 25 e-commerce retailers according to eMarketer based on annual sales. An overwhelming majority of the retailers were found to be outsourcing their DNS management to a cloud-based provider. This is a trend that become a norm in nearly all web-dependant industry. However, only 16% of the retailers were found to be using more than one DNS provider.

Multi-vendor DNS strategies have become prominent in the past two years following devastating single DNS provider outages. Past studies have shown that using more than one provider is the only way to stay online during a provider outage with minimal effects to end-users. This strategy, also referred to as Secondary DNS, is growing in popularity among enterprises with a 5% increase in adoption in the last year among the top 100 domains.

DNS and cloud-based providers

Of the twenty-five retailers in the study, only one had a hybrid configuration. Hybrid DNS uses a cloud-based provider to supplement existing on-premises DNS infrastructure. This is an ideal solution for organizations that want to preserve their legacy DNS configurations but require the flexibility of the cloud.

The study was conducted during the 2017 Thanksgiving weekend to educate retailers how to withstand the record-breaking amounts of traffic. But these trends aren’t exclusive to the Thanksgiving weekend. Holidays year round and general shopping (like groceries and electronics) have seen rapid growth on the web.

“Retailers, and really any organization dependent on the Internet for business, need to learn how to leverage the DNS to stay online and improve performance,” says President of Constellix Steven Job.

Constellix seeks to educate retailers about the different ways DNS can be leveraged to maintain performance even during periods of high traffic. DNS is becoming ever more important and even crucial for online businesses as more shoppers move away from brick and mortar stores.

Over the past few years, dozens of large retailers (even from the top 25 list) have suffered outages or slowdowns during the holiday season. In many of these events, better DNS configurations could have been used to optimize user traffic flow during peaks and avoid performance degradation.

About Constellix


Constellix is a subsidiary of Tiggee, the creators of DNS Made Easy, and the industry leader in providing IP Anycast enterprise DNS services. Constellix is an Internet Traffic Optimization (ITO) company and trailblazer in next-generation traffic management solutions. The Constellix GeoDNS platform offers the most powerful and precise DNS query management, engineered for the cloud. The platform is fully integrated with Constellix Sonar, which offers a range of advanced monitoring features and intelligent analytics tools.­­­­

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