Industry Statistics and Trends
Market size and recent performance (2014-2029)
Industry revenue has grown at a CAGR of 11.5 % over the past five years, to reach an estimated $12.8bn in 2024.
Trends and Insights
E-commerce popularity accelerated revenue growth
- Over the past five years, the trend of online shopping has grown exponentially, fueling the growth of the Online Baby Product Sales industry.
- Additional trends and insights available with purchase
Source: IBISWorld
Industry outlook (2024-2029)
Market size is projected to grow over the next five years.
Trends and Insights
Parents' rising willingness to spend on baby encourages new entrants
- Subdued revenue growth won't translate to a slowdown in new entrants. A lucrative baby product market will encourage new retailers to enter the market to take advantage of parents willing to spend on more babies than ever, even as the birth rate continues to drop.
Biggest companies in the Online Baby Product Sales in the US
| Company | Market Share (%)
2024 | Revenue ($m)
2024 | Profit ($m)
2024 | Profit Margin (%)
2024 |
|---|---|---|---|---|
Amazon.Com, Inc. | 7,380.0 | 872.3 | 11.8 | |
Target Corp | 2,766.0 | 171.0 | 6.2 |
To view the market share and analysis for all 2 top companies in this industry, view purchase options.
Products & Services Segmentation
Source: IBISWorld
Industry revenue is measured across several distinct product and services lines, including Baby gear (play pens, strollers, carriers, toys, monitors), Baby diapers and hygiene supplies and Baby clothing. Baby gear (play pens, strollers, carriers, toys, monitors) is the largest segment of the Online Baby Product Sales in the US.
Trends and Insights
Shortages force parents to pay skyrocketing costs for formula
- Parents can purchase baby formula, food and nursing supplies (milk storage, nursing pumps) from online baby product retailers.
- More insights available in the full report
Table of Contents
About this industry
Industry definition
This industry retails infant and toddler products on the internet. Industry products include diapers, clothing, shoes, feeding aids, strollers and furniture. Industry retailers purchase products for resale to consumers with no further development of the product.
What's included in this industry?
Baby gear (play pens, strollers, carriers, toys, monitors)Baby diapers and hygiene supplies Baby clothingBaby furniture (cribs, changing tables)Baby formula, food and nursing suppliesCompanies
Amazon.Com, Inc.Target CorpPurchase this report to view all 2 major companies in this industry.
Related Terms
BRICK AND MORTARE-TAILERBROADBANDONLINE SHOPPING MALLSIndustry Code
NAICS 45411 - Online Baby Product Sales in the US
Performance
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Analyst insights
The popularity of e-commerce has skyrocketed over the past five years. Parents are shopping for baby products online in greater numbers and frequency than ever before. This t...
In this chapter (4)
- Current Performance
- Outlook
- Volatility
- Life Cycle
Key metrics
- Annual Revenue, Recent Growth, Forecast, Revenue Volatility
- Number of Employees, Recent Growth, Forecast, Employees per Business, Revenue per Employee
- Number of Businesses, Recent Growth, Forecast, Employees per Business, Revenue per Business
- Total Profit, Profit Margin, Profit per Business
Charts
- Revenue, including historical (2014-2023) and forecast (2024-2029)
- Employees, including historical (2014-2023) and forecast (2024-2029)
- Businesses, including historical (2014-2023) and forecast (2024-2029)
- Profit, including historical (2014-2024)
- Industry Volatility vs. Revenue Growth
- Industry Life Cycle
Detailed analysis
- Trends in supply, demand and current events that are driving current industry performance
- Expected trends, economic factors and ongoing events that drive the industry's outlook
- Key success factors for businesses to overcome volatility
- How contribution to GDP, industry saturation, innovation, consolidation, and technology and systems influence the industry's life cycle phase.
Products and Markets
Learn about an industry's products and services, markets and trends in international trade.
Analyst insight
Parents in their thirties will be a growing market for retailers. As the median age to have a first child pushes up, older first-time parents will spend more baby products.
In this chapter
- Products & Services
- Major Markets
Key metrics
- Largest market segment and value in 2024
- Product innovation level
Charts
- Products & services segmentation in 2024
- Major market segmentation in 2024
Detailed analysis
- Trends impacting the recent performance of the industry's various segments
- Innovations in the industry's product or service offering, specialization or delivery method
- Key factors that successful businesses consider in their offerings
- Buying segments and key trends influencing demand for industry products and services
Geographic Breakdown
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
Analyst insights
Consumers are becoming less concerned about where online retailers are. Tech advances and shipping improvements allow parents to receive online orders quickly regardless of w...
In this chapter (1)
- Business Locations
Charts
- Share of revenue, establishment, wages and employment in each state
- Share of population compared to establishments in each region in 2024
Tables
- Number and share of establishments in each state in 2024
- Number and share of revenue each state accounts for in 2024
- Number and share of wages each state accounts for in 2024
- Number and share of employees in each state in 2024
Detailed analysis
- Geographic spread of the industry across North America, and trends associated with changes in the business landscape
- Key success factors for businesses to use location to their advantage
Competitive Forces
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Analyst insights
Today’s parents support small, trendy baby brands. Small, independent baby brands use social media to develop loyal bases of repeat customers.
In this chapter (4)
- Concentration
- Barriers to Entry
- Substitutes
- Buyer & Supplier Analysis
Key metrics
- Industry concentration level
- Industry competition level and trend
- Barriers to entry level and trend
- Substitutes level and trend
- Buyer power level and trend
- Supplier power level and trend
Charts
- Market share concentration among the top 4 suppliers from 2019-2024
- Supply chain including upstream supplying industries and downstream buying industries, flow chart
Detailed analysis
- Factors impacting the industry’s level of concentration, such as business distribution, new entrants, or merger and acquisition activity.
- Key success factors for businesses to manage the competitive environment of the industry.
- Challenges that potential industry entrants face such as legal, start-up costs, differentiation, labor/capital intensity and capital expenses.
- Key success factors for potential entrants to overcome barriers to entry.
- Competitive threats from potential substitutes for the industry’s own products and services.
- Key success factors for how successful businesses can compete with substitutes.
- Advantages that buyers have to keep favorable purchasing conditions.
- Advantages that suppliers have to maintain favorable selling conditions.
- Key success factors for how businesses can navigate buyer and supplier power.
Companies
Learn about the performance of the top companies in the industry.
Analyst insights
Amazon is a baby product powerhouse. The mega retailer’s convenience, affordability and fast delivery times are invaluable to families expecting a child or caring for a new b...
In this chapter
- Market Share Concentration
- Companies
- Company Spotlights
Charts
- Industry market share by company in 2020 through 2024
- Major companies in the industry, including market share, revenue, profit and profit margin in 2024
- Overview of Amazon.Com, Inc.'s performance by revenue, market share and profit margin from 2018 through 2024
- Overview of Target Corp's performance by revenue, market share and profit margin from 2018 through 2024
Detailed analysis
- Description and key data for Amazon.Com, Inc., and factors influencing its performance in the industry
- Description and key data for Target Corp, and factors influencing its performance in the industry
External Environment
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
Analyst insights
Online baby product retailers are not subject to many industry specific regulations. However, they must adhere to all common labor and safety regulations and all relevant e-c...
In this chapter
- External Drivers
- Regulation & Policy
- Assistance
Key metrics
- Regulation & policy level and trend
- Assistance level and trend
Charts
- Regulation & Policy historical data and forecast (2014-2029)
- Assistance historical data and forecast (2014-2029)
Detailed analysis
- Demographic and macroeconomic factors influencing the industry, including Regulation & Policy and Assistance
- Major types of regulations, regulatory bodies, industry standards or specific regulations impacting requirements for industry operators
- Key governmental and non-governmental groups or policies that may provide some relief for industry operators.
Financial Benchmarks
View average costs for industry operators and compare financial data against an industry's financial benchmarks over time.
Analyst insights
Profit for the Online Baby Product Sales industry has decreased over the past five years. Rising purchase and wage costs, along with increased competition have pressured prof...
In this chapter
- Cost Structure
- Financial Ratios
- Key Ratios
Key metrics
- Profit margin, and how it compares to the sector-wide margin
- Average wages, and how it compares to the sector-wide average wage
- Largest cost component as a percentage of revenue
- Industry average ratios for days' receivables, industry coverage and debt-to-net-worth ratio
Charts
- Average industry operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
- Average sector operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
- Investment vs. share of economy
Data tables
- Industry Multiples (2017-2022)
- Industry Tax Structure (2017-2022)
- Income Statement (2017-2022)
- Balance Sheet (2017-2022)
- Liquidity Ratios (2017-2022)
- Coverage Ratios (2017-2022)
- Leverage Ratios (2017-2022)
- Operating Ratios (2017-2022)
- Cash Flow & Debt Service Ratios (2014-2029)
- Revenue per Employee (2014-2029)
- Revenue per Enterprise (2014-2029)
- Employees per Establishment (2014-2029)
- Employees per Enterprise (2014-2029)
- Average Wage (2014-2029)
- Wages/Revenue (2014-2029)
- Establishments per Enterprise (2014-2029)
- IVA/Revenue (2014-2029)
- Imports/Demand (2014-2029)
- Exports/Revenue (2014-2029)
Detailed analysis
- Trends in the cost component for industry operators and their impact on industry costs and profitability
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2014-2029)
- IVA (2014-2029)
- Establishments (2014-2029)
- Enterprises (2014-2029)
- Employment (2014-2029)
- Exports (2014-2029)
- Imports (2014-2029)
- Wages (2014-2029)
Top Questions Answered
Unlock comprehensive answers and precise data upon purchase. View purchase options.
What is the market size of the Online Baby Product Sales in the US industry in United States in 2024?
The market size of the Online Baby Product Sales in the US industry in United States is $12.8bn in 2024.
How many businesses are there in the Online Baby Product Sales in the US industry in 2024?
There are 994 businesses in the Online Baby Product Sales in the US industry in United States, which has grown at a CAGR of 13.9 % between 2019 and 2024.
Has the Online Baby Product Sales in the US industry in United States grown or declined over the past 5 years?
The market size of the Online Baby Product Sales in the US industry in United States has been growing at a CAGR of 11.5 % between 2019 and 2024.
What is the forecast growth of the Online Baby Product Sales in the US industry in United States over the next 5 years?
Over the next five years, the Online Baby Product Sales in the US industry in United States is expected to grow.
What are the biggest companies in the Online Baby Product Sales in the US market in United States?
The biggest companies operating in the Online Baby Product Sales market in United States are Amazon.Com, Inc. and Target Corp
What does the Online Baby Product Sales in the US in United States include?
Baby gear (play pens, strollers, carriers, toys, monitors) and Baby diapers and hygiene supplies are part of the Online Baby Product Sales in the US industry.
Which companies have the highest market share in the Online Baby Product Sales in the US in United States?
The company holding the most market share in United States is Amazon.Com, Inc..
How competitive is the Online Baby Product Sales in the US industry in United States?
The level of competition is high and steady in the Online Baby Product Sales in the US industry in United States.
Related Industries
Widen your competitive advantage with related industries
Competitors
- Children's & Infants' Clothing Stores in the US
- Department Stores in the US
- Warehouse Clubs & Supercenters in the US
Complementors
- Women’s, Girls’ and Infants’ Apparel Manufacturing in the US
- Women's & Children's Apparel Wholesaling in the US
International industries
- E-Commerce & Online Auctions in Canada
- Toy Retailing in the UK
- Baby & Infant Clothing Stores in the UK
- Online Grocery Retailers in the UK
- Baby Stores in China
View all industries in United States
Methodology
How are IBISWorld reports created?
IBISWorld has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.
Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for IBISWorld readers. Finally, each report is reviewed by one of IBISWorld’s editors, who provide quality assurance to ensure accuracy and readability.
IBISWorld relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.
What data sources do IBISWorld analysts use?
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
Key data sources in the US include:
- US Census Bureau
- US Bureau of Labor Statistics
- US International Trade Commission
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
- Industry and trade associations
- Industry federations or regulators
- Major industry players annual or quarterly filings
Finally, IBISWorld’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.
How does IBISWorld forecast its data?
IBISWorld’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.
IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.
Learn more about our methodology and data sourcing on the Help Center.
