Nadya Frost

In WP Legends Episode 168, Nadya Frost shares her journey through two decades of European digital infrastructure, from GoDaddy's EMEA commercial team through the Host Europe Group acquisition, to COO of one.com, before leaving last year to co-found ShareShift, a market intelligence platform that reads DNS and server signals across more than 55 million European domains.

They dig into why hosting companies are so aggressive about acquiring each other in a saturated market, what ShareShift's data actually shows about who's winning the AI arms race in Europe, why domain activation rates are rising fast as AI makes it easier to launch a site, and whether traditional hosting providers risk losing ground to all-in-one platforms like Wix, Squarespace, and Lovable.