Selling toys online isn’t all fun and games. While the expansion and evolution of technology make it easier than ever for companies to get ecommerce programs up and running, this same evolution means increased competition across an already crowded space.
The global toy and baby market is projected to hit $112.7 billion in 2023, with an estimated 31% of those sales happening online, according to Statista.
If toy brands can’t stand out from the crowd, they risk getting lost in the digital shuffle. As the online toy market becomes increasingly crowded, toy brands must recognize the following trends and not waste time before they shoot their shot.
Learn about three of the top ecommerce trends for toy brands and how to make the best use of these trends to deliver a consistent return on investment (ROI) and drive ongoing innovation.
1. The Social Solution
Toys and games are inherently social. Whether it's kids playing with their newest toys or adults sitting down for board game night, sharing an experience and combining imaginations is a huge part of the fun.
So online toy brands must leverage the power of social commerce to empower their sales.
Here’s why: Trust. Shoppers are often willing to pay more for something when it comes from a brand they trust.
Ecommerce companies can boost conversions and create long-term relationships if they can create a connection with customers that are based on trust — that is, trust in product quality, value, and enjoyment.
Social commerce makes this possible. In practice, this approach encompasses two broad categories:
- The organic social interaction driven by customers on your social pages or across their personal social media accounts; and
- The use of social sharing platforms such as TikTok, Instagram, or Facebook.
Consider the demographic user distribution for TikTok. According to Statista, the majority of people aged 18–29 are on TikTok — and 45% of people aged 30–39 are on the account.
What Brands Should Do
Toy companies can become real players in the social space by adopting a multi-pronged approach.
Get Social and Be Accessible
Brands should start by creating social pages on popular platforms to feature new products or updates. Showing up in these spaces helps build trust with your customers by making your brand accessible. Plus, it’s an easy way for customers to reach out with questions or comments or even share with their networks.
Influence Organic Interest
Consider partnering with social influencers who are in your target demographic. Influencers can provide authentic demonstrations of your products and help drive organic interest.
2. Mobile Matters
To drive ecommerce success, toy brands must be mobile. As noted by eMarketer, the average U.S. user now spends more than four hours per day on their mobile device, with 88% of that time spent in applications.
Many are making use of mobile to easily compare prices, with 48% of shoppers doing so across multiple retailers before making a purchase.
What Brands Should Do
Adding or improving the mobile presence of your brand — through apps or websites — is crucial. This also plays into your omnichannel approach, which you may need to fine-tune.
Improve User Experience on Mobile
The move to mobile means that toy brands need applications and websites that meet user expectations. No matter what device a customer is using to connect with your brand, a responsive design approach ensures your site automatically adjusts layout, font sizes, and functionality accordingly.
Adopt an Omnichannel Approach
The adoption of an omnichannel customer experience platform makes it possible to connect with consumers and collect conversion data anytime, anywhere. It also necessitates an omnichannel retail strategy to continually evolve with this data as needed.
3. Sustainable Is Attainable
According to an IBM report, 40% of customers are now purpose-driven. They’re looking for brands that align with their personal values around functionality, sustainability, and social responsibility.
This focus on sustainability also extends to toys. According to The Toy Association, kids of all ages now point to the environment as one of their top concerns. Major brands like Lego are making the move to more eco-conscious manufacturing with an initiative to reduce carbon emissions by 37% over the next 10 years.
What Brands Should Do
For toy brands, this sustainable shift requires a few components.
Break Up With Waste
The first sustainable shift is to find a way to reduce current waste. This might include adjustments to packaging methods to minimize the amount of plastic used or sourcing specific toy components from a manufacturer with a reputation for eco-friendly practices.
Communicate New Eco-Friendships
Next, brands must clearly communicate these efforts on their ecommerce site. This can start on the homepage with a banner or sidebar indicating who they’ve partnered with and the result of this partnership. Opt for simple, direct language. For example, “In partnership with X, we’ve reduced Y by Z.”
Don’t Neglect Product Pages
It’s also worth highlighting sustainability on all relevant product pages. By integrating environmental data as part of the basic product description, it’s possible for brands to communicate this information to all prospective customers, even if they arrive on the product page via a sponsored link or social share.
Playing for Keeps
With consumers now opting for contact-free shopping that makes it possible to get what they want, when they want it, toy brands must tackle a few obstacles to stand out. However, their best bet is to lean into ecommerce trends — such as social sharing, mobile-first design, and sustainable approaches — to help drive digital revenue.
