What drives parents-to-be when they are shopping online for their kids: insights from Germany’s biggest baby shopping guide

Parents-to-be are an incredible exciting yet challenging target group for eCommerce: a better reviewed product, a more trendy brand or a cheaper price are often just one click away. Especially after the pandemic-triggered online shopping boom. So what drives Moms and Dads nowadays when they are buying products for their kids online? miBaby.de - Germany’s biggest baby shopping guide - shares learnings, insights and ideas on how to get in touch with parents-to-be.

About miBaby.de:

The first pregnancy can be overwhelming: emotionally and logistically. miBaby.de helps parents-to-be to find the right products for their growing family at the right time and best price. The mission is to create and curate inspiring and helpful content that originates out of a huge community: over 1 Mio. families follow miBaby.de on Facebook and 70.000 families on Instagram. Via direct marketing miBaby.de reaches approx. 25% of pregnant women in Germany, 70.000 families with a baby up to 6 months and 250.000 families with a child between 1-3 years old.

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