The global e-commerce toys and baby products market size was valued at USD 202.4 billion in 2020 and is expected to expand at a compound annual growth rate (CAGR) of 8.1% from 2021 to 2028. The market growth can be accredited to the increasing demand for toys and baby products on e-commerce platforms from developed and developing nations. Changing lifestyle, mainly in emerging countries, has fortified the adoption of convenience-oriented shopping, making toys and baby products items desirable, thereby driving the industry. Parents that grew up with the internet are contributing to making these baby products a packaged-goods product category, coupled with the increasing e-commerce penetration. All these factors are expected to fuel the market growth in the coming years.
Owing to the ongoing COVID-19 pandemic, demand for toys and baby products on e-commerce platforms has undergone a rapid increase worldwide. Growing consumer awareness concerning child health is enhancing the sales of these baby products. Furthermore, manufacturers with the support of NGOs and the government have been encouraging baby hygiene, which, in turn, will propel the demand for numerous toiletries and cosmetics such as hair care, skin, and other products. Moreover, parents are increasingly spending on baby care since the pandemic began. The toys market is also anticipated to be driven by the augmented popularity of traditional recreational activities amongst millennials. Thus, all these factors are expected to considerably drive the market over the forecast period.
Moreover, due to the rising concerns over infants’ sensitive and delicate skin, an increasing number of parents are choosing baby care products, such as baby wipes, diaper creams, and body washes, which are made from organic and plant-based ingredients. In addition, a growing number of car accidents owing to the improper and less use of car seats and seat belts is driving the baby car seat market. Furthermore, cumulative investments by key players in the latest technologies and focus on easy-to-shop experience on their platforms are projected to drive the industry sales. Likewise, promotional strategy and advertisement by the major players aid in the market growth. However, a main disadvantage of e-commerce is a site crash that further leads to putting a stop to buying capabilities, thus challenging the market growth during the forecast period.
The toys and products for infants segment accounted for the largest revenue share of over 90.0% in 2020. The growth of the segment can be credited to the increasing demand for these items in developing nations. Toys for infants include building sets, dolls, infant/toddler/preschool toys, and plush toys. Families in developed nations are gradually buying multi-functional, interactive, and educational toys as a tool for their children's development. In addition, advanced activities and toys have become the modern method to pass the time as kids spend extra time at home. Increasing demand for skill developmental baby toys such as building blocks and construction toys in developed regions is further expected to drive the segment in the coming years.
The car seats segment is expected to expand at a CAGR of 7.5% over the forecast period. The growth of this segment can be attributed to the increasing demand from developed nations such as the U.K., Germany, and the U.S. Owing to the growing demand for convenience and safety, the demand for car seats is witnessing an upward trend. Furthermore, the growing trend of traveling amongst baby boomers and millennials has widened the scope for relaxed traveling along with babies, which is eventually growing the usage of baby car seats. In addition, strict regulations regarding child safety are anticipated to have a positive impact on the market growth in the forecast period.
Asia Pacific led the global market with a revenue share of over 45.0% in 2020. This growth is due to the rising demand for baby products and toys from developing countries, such as China, Japan, and India. The increasing internet penetration and growing disposable income have endorsed customers to purchase more toys and products for infants, which is driving the demand for these products. Moreover, increasing preference for nuclear family structure has augmented the necessity for baby strollers as parents can’t take the risk of leaving their children home alone. Furthermore, the rising adoption of strollers for carrying a child or to transport the child in a vehicle has fueled the growth of the market. This, in turn, will drive the regional market over the forecast period.
North America is expected to register the fastest growth rate of 8.8% from 2021 to 2028 due to the increasing demand for car seats in developed nations such as the U.S. owing to the strict regulations regarding child safety in the car. Similarly, the U.S. is anticipated to lead the North American market in the years to come on account of the disposal of high-quality products. North American countries are witnessed a solid rise in demand for strollers on account of the growing working mothers in countries such as the U.S. and Canada. Furthermore, upward sales of baby care products in this region owing to the increasing awareness regarding child hygiene and increased e-commerce penetrations are majorly driving the market in this region.
The market for e-commerce toys and baby products is extremely competitive. Key players are focusing on R&D and introducing innovative products with the latest technology. Moreover, market players are investing in new warehouses to increase the storage and flourish supply chain of products in the untapped regions worldwide. The market players are involved in new product launches, regional expansions, and strategic collaborations in order to with stand the competition. Large enterprises and established organizations are shifting towards online business owing to the lesser expenditure involved in infrastructure and communication. Some prominent players in the global e-commerce toys and baby products market include:
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Report Attribute |
Details |
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Market size value in 2021 |
USD 218.07 billion |
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Revenue forecast in 2028 |
USD 375.66 billion |
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Growth rate |
CAGR of 8.1% from 2021 to 2028 |
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Base year for estimation |
2020 |
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Historical data |
2017 - 2019 |
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Forecast period |
2021 - 2028 |
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Quantitative units |
Revenue in USD million/billion and CAGR from 2021 to 2028 |
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Report coverage |
Revenue forecast, company ranking, competitive landscape, growth factors, and trends |
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Segments covered |
Type, region |
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Regional scope |
North America; Europe; Asia Pacific; Central & South America; Middle East & Africa |
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Country scope |
U.S.; Germany; U.K.; France; China; Japan; Brazil; South Africa |
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Key companies profiled |
Walmart, Inc.; Amazon, Inc.; JD.com; Alibaba; eBay.com; Flipkart; Shopify |
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Customization scope |
Free report customization (equivalent up to 8 analysts’ working days) with purchase. Addition or alteration to country, regional & segment scope. |
This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2017 to 2028. For the purpose of this study, Million Insights has segmented the global e-commerce toys and baby products market report on the basis of type and region:
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