Online auction site eBay Australia has launched Bubs’ Corner, a dedicated section for baby essentials in a move aimed squarely at time-poor new parents.
The launch follows research by eBay which found more than 70% of new parents surveyed who get woken up during the night often use that time to get their online shopping done.
The research found nearly 90% of those Australian parents surveyed who shop online at night have nappies, wipes and formula at the top of their list.
“New parents have told us that every waking moment needs to be instantly shoppable,” Jo Hicks, head of strategy and customer programs, eBay Australia, said in a statement to InsideRetail.
The offering includes baby essentials such as nappies, formula, and clothing, as well as toys, prams, car seats, and skincare.
“With Bubs’ Corner there is no need to ever run out of essentials or to even leave your home for these kinds of purchases,” Hicks said.
Mark Freidin, online retailing consultant at InternetRetailing, told SmartCompany eBay had been able to identify through volume of sales that there is a channel for baby essentials.
“It’s well known that mums that have just had babies spend an inordinate amount of time online, they go onto forums, they look at Facebook pages and support groups,” he says.
“It is an area of business opportunity.”
Freidin says it is likely eBay will establish more channels like Bub’s Corner with the online marketplace already operating a fashion hub.
“In terms of eBay’s strategy it is very smart because they are creating something that is going to create some hype about the area which will then drive links and traffic back to it,” he says.
Cara Waters is a former SmartCompany editor. Previously, Cara was a senior reporter for the Financial Times’ website and worked for The Sunday Times in London.
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