Varos Ecommerce Verticals

Baby General Market

The eCommerce market for baby available products has experienced significant growth in recent years, fueled by the convenience and accessibility of online shopping. This market includes a wide range of products used to care for babies and young children, such as diapers, formula, baby food, clothing, toys, strollers, car seats, and more.

With the convenience, variety, and competitive pricing offered by online retailers, this trend will likely continue to gain momentum in the years to come. Keep reading to learn more about essential marketing metrics to understand to grow your eCommerce store.

Average Conversion Rate for eCommerce Baby General

The conversion rate for general baby eCommerce describes the percentage of visitors that become customers, regardless of how much they spend. The higher your conversion rate (CVR), the more successful your marketing efforts and site optimization. For example, if your store has 150 visitors and 15 become customers, your CVR is 10%.

Always understanding real-time baby general conversion rate benchmarks highlights your campaigns' success or lack thereof. 

Below, you can see how the Varos platform aggregates and analyzes advertising data from other stores within your industry. For example, our data shows that the average conversion rate for Facebook Ads in the baby general market is 2.3%. 

eCommerce Traffic Data for the Baby General Market

The baby general market is a subcategory of the baby and child market, which uses generates revenue with a few key traffic sources, including:

  • Paid ads (51.2%)
  • Direct (22.9%)
  • Affiliate marketing (22.5%)
  • Email marketing (3.4%)

We should highlight that eCommerce businesses do not widely report traffic data. Fortunately, Varos is able to accumulate eCommerce traffic data to further divide paid ads traffic. 

The Varos platform indicates that the baby and children market invests 38% of paid ads spending on Facebook Ads and 62% into Google Ads. Additionally, we can further divide by campaign type:

  • Facebook - Prospecting (24%)
  • Google - Performance Max (24%)
  • Google - Search (37%)
  • Google - Shopping (0.56%)
  • Facebook - Retargeting (14%)

We can conclude that most traffic for baby and children eCommerce stores comes from Facebook Ads, making it a key area to invest time and resources for stores looking to grow.

Facebook Ads is the most valuable traffic source for the baby and children eCommerce market, which means it’s a robust platform for eCommerce stores within this market.

Average Cost Per Click for Baby General Stores

The competition in the general baby market is fierce, with both large and small retailers vying for customers. Some of the major players in the industry include Amazon, Walmart, Target, and Buy Buy Baby. Still, there are also many smaller niche retailers that cater to parents' specific needs and preferences.

Don’t be intimidated by the major players; have a strong understanding of baby general eCommerce benchmarks to optimize your campaigns to generate revenue.

Cost-per-click (CPC) is among the most critical baby general eCommerce KPI benchmarks to help you optimize your ad spend. If your CPC is too high without results conversions, you may spend more on the campaign than it generates. So it’s crucial to monitor and refine ad campaigns and landing pages to keep improving this statistic.

Our platform compares your results alongside your peers so you can truly gauge the results of your marketing efforts. For example, below, you can see how our platform indicates the median CPC for the baby general eCommerce market is $0.98.