Customers searching for Fresh Direct on Tuesday and Wednesday couldn’t find it—because the NY-based grocery delivery company failed to renew its website address. A Fresh Direct spokesperson told The Wall Street Journal that there was a “renewal issue” with the domain name but that the site would be fully restored by Wednesday afternoon.
Fresh Direct was reportedly notified as early as November that their $37.99 domain registry would expire on Christmas Day but the company failed to renew in time. Sucharita Mulpuru, a retail analyst at Forrester Research, told the Journal that the auto-renew feature is a helpful way to prevent lost sales and public embarrassment. It could have been worse for the company, “I’d imagine this would be a much bigger issue if it happened right before the Super Bowl or Christmas,” Mulpuru said. Fresh Direct’s domain name is currently registered until 2024.