Google has unveiled plans for its own domain name registration service.
The firm is "testing" a service that will allow consumers "to search, find, purchase and transfer" domain names for their business.
An increasing number of businesses are looking to set up their online presence, boosting demand for domain names.
Google's move comes just as GoDaddy filed papers to raise $100m (£59m) via a share sale.
GoDaddy is one of the world's biggest domain name registration firms.
"This puts them in direct competition with GoDaddy," said Keith Timimi, chairman of VML Qais, a digital marketing service agency.
According to its filing with the US authorities, GoDaddy had 57 million domains under management at the end of last year and generated revenues of $1.1bn.
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