由 caicai8478 The following is a comparative analysis of cross-border e-commerce platforms for maternal and infant product sellers, combining category characteristics, target markets and operational needs to help sellers choose the most suitable platform:
I. Comparison of mainstream cross-border e-commerce platforms (key dimensions of maternal and infant categories)
Platform Suitable for seller types Advantages Disadvantages Key data reference
Amazon Brand type/stable supply chain – Largest traffic, mature European and American markets
- FBA logistics is efficient, suitable for the high trust needs of maternal and infant products
- “Amazon Family” exclusive traffic entrance for maternal and infant products – Fierce competition, price wars are common
- Strict compliance requirements (such as FDA certification)
- High commission (about 15%) The annual growth rate of maternal and infant products in the United States is about 8%
eBay Clearance type/second-hand maternal and infant – Suitable for low-price promotions or second-hand maternal and infant products
- Auction model can measure the price of new products
- Good performance in the UK/Australia market – Lower average order value
- Buyers are more price-sensitive Annual sales of baby strollers increased by 12%
Shopify DTC brand/independent station – Independent control of brand image
- Suitable for high-premium design models (such as organic cotton clothing)
- Can accumulate private domain traffic – Need to divert traffic independently, high initial cost
- Logistics/payment needs to be built by oneself The average conversion rate of independent maternal and child sites is 2.3%
Walmart Cost-effective supply chain – Concentrated on mid-end family users in the United States - Low platform commission (about 8%)
- Less competition than Amazon – Requires US company qualifications
- Long review cycle Out-of-stock rate of baby products category is about 17%
Temu Factory type/extremely low price – Platform traffic support - No inventory pressure (shipping on behalf of others)
- Suitable for basic maternal and child small items – Extremely low price requirements (profit <5%)
- High return rate Average price of baby clothing is $3.5-$8
Japan Rakuten High-end/exquisite maternal and child – High premium in the Japanese market (such as the average price of breast pumps is $150+) - Strict quality control, few imitations – Japanese operation required
- Complex certification (such as ST standard) The scale of Japan’s maternal and infant e-commerce is $12 billion
II. Recommended platform combinations by seller type
Factory-type sellers (low-cost mass production)
Main focus: Temu + Amazon wholesale (VC account)
Alternative: 1688 cross-border supply (B2B model)
Brand-type sellers (mid-to-high-end quality)
Must-have: Amazon brand flagship store + Shopify independent station
Expansion: Japan Rakuten (high-end line) / Walmart (mass line)
Vertical category sellers (such as organic cotton / educational toys)
Priority: Etsy (handmade / environmental protection concept) + Shopify
Assistance: Amazon Handmade Project
III. Special Operation Suggestions for Maternal and Infant Products
Certification and Compliance
Europe and the United States: CPC Certification (Toys), FDA (Feeding Products), OEKO-TEX® (Textiles)
Japan: ST Mark (Toys), PSE (Electrical Appliances)
Example: Bottle sets must be certified by both FDA (USA) and LFGB (EU)
Logistics Selection
Sensitive Products: Go through the maternal and infant special line (such as the 4Fang milk powder special line)
Large Products: Overseas Warehouse Pre-positioning (such as pre-stocking baby beds to Amazon ONT8 warehouse)
Content Marketing Focus
Video showing safety details (such as swallowable test reports)
KOL Cooperation: Give priority to mother bloggers (TikTok #momtok tag playback volume exceeds 18 billion)
IV. Emerging Opportunity Platforms
TikTok Shop: Suitable for fast-moving maternal and child products (such as suction cups and chewing gum), with high conversion rates in the UK/Southeast Asia market
Fruugo: Covers niche markets in 32 countries, suitable for differentiated designs (such as Nordic-style baby clothes)
Final decision tree:
Product unit price > $50 → Amazon/independent station
Supply chain has price advantage → Temu/Walmart
Mainly focus on safety/environmental protection concepts → Etsy/Japan Rakuten
It is recommended to use Amazon to test market response first, then build brand barriers through independent stations, and use Temu to clear inventory at the same time.