Baby & kids ecommerce marketing agency

Baby and kids' products are bought by an adult for a person who cannot choose, at a pace set by how fast that person grows. A newborn outgrows a bodysuit in weeks, a diaper size in a couple of months, a crib in a couple of years and a bike in a summer. That growth is the reorder cycle for half of this industry, and the other half, strollers, cribs and monitors, is bought once, slowly, often by three people at a time through a registry.

We write growth plans for baby and kids' brands and stores that already sell online. The plan covers the four numbers behind revenue, visitors, conversion rate, average order value and repeat purchases, and it is written against your catalogue, your customer's age and stage, and the certification questions a parent asks before they buy. It costs nothing until you decide to go ahead with the work.

Below are the fourteen baby and kids' niches we write for separately. A diaper subscription and a nursery furniture brand share a customer for about a month and almost nothing else, so their pages, feeds and email flows should not look alike either.

The first purchase is usually made before the child exists. Expectant parents research strollers, car seats, cribs and monitors from the second trimester, build a registry, and let friends and family buy the big items as gifts. The store that wins that phase wins the relationship, because the same parent will be buying clothing, diapers and toys for years afterwards.

Every product is bought against an age or a stage. Parents search by months for babies, by years for children, and by milestone for everything in between: sitting up, weaning, walking, starting school. Google Merchant Center encodes this in the age_group attribute, with values from newborn through infant, toddler and kids, and a store that fills it honestly shows up for the searches that carry an age.

Certification is the question under every question. Before a parent asks about colour or price they ask whether the product has been tested to the standard that applies to it, and increasingly they ask an AI assistant rather than the brand. The store that states the standard on the product page in plain text is the one the assistant quotes.

Gifting runs all year. Baby showers, first birthdays, Christmas and grandparents who cannot visit all mean a buyer who does not know the size, the stage or the child's current interests. Gift guides by age, gift wrap and a registry that other people can shop turn those buyers into orders.

Repeat buying depends on the product. Clothing, diapers, wipes, skincare and feeding consumables are bought again on a growth timer; furniture, gear and monitors are bought once and then followed by accessories, the next stage or the second child.