Etsy Joins Competitive Baby Market with New Registry Service

Etsy, a renowned online marketplace, has introduced a baby registry tool to cater to the increasing interest in baby goods. This new service allows both current and expecting parents to create lists of personalized infant, children, and nursery items from Etsy’s international artisans. The decision to launch this service was influenced by the fact that shoppers on Etsy’s platform have been conducting searches for baby items every second for the past six months.

Entering the Baby Market

Amid a surge in demand for baby products, Etsy has made a strategic move by unveiling its baby registry service on August 9. This feature enables parents to select personalized items for their infants, children, and nurseries from Etsy’s network of global artisans.

Competitive Landscape

Etsy’s entry into the baby market comes as various players compete for the attention and spending of parents. Brick-and-mortar retailers are also actively pursuing the baby market. For instance, Babies R Us announced plans to establish a flagship store in New Jersey, offering an extensive range of baby products. This development follows WHP Global’s acquisition of the Babies R Us and Toys R Us brands. BuyBuy Baby, a subsidiary of Bed Bath & Beyond, has also been part of bankruptcy proceedings, with former vendor Dream on Me acquiring its trademark and digital assets. This landscape underscores the intense competition in the baby product sector.

Expansion Beyond Baby Items

Etsy’s introduction of the baby registry service follows the launch of its wedding registry earlier in May. Couples can now curate their wedding gift registry with unique, handmade, or customized items from Etsy’s platform. To promote the wedding registry feature, Etsy collaborated with TV personality Tony Porowski and his fiance, Kevin Harrington, who curated their wedding gift registry using Etsy items. This expansion into the wedding sector demonstrates Etsy’s commitment to diversifying its offerings and catering to various life events.