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Online Baby & Infant Apparel Sales in the US Industry Data and Analysis
In the current period, the infant clothing industry has contracted, with revenue declining at a CAGR of 0.2% since 2021, reaching an estimated $4.9 billion after growing 2.5% in 2026. Inflation has played a significant role, with rising living costs prompting families to scrutinize non-essential spending, leading to a focus on necessities over fashionable items. Many parents have resorted to budget-friendly alternatives and discount-driven purchases. Meanwhile, social media has become a crucial sales channel, with brands leveraging platforms like Instagram for brand visibility and consumer engagement. Influencer partnerships and user-generated content are reshaping brand trust and expanding market reach. Retailers have also faced challenges such as buyer’s remorse and high return rates, and have countered these issues by implementing strategies like free returns and flexible delivery options to improve customer satisfaction and retention.
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What's included in this industry analysis
IBISWorld's research coverage on the Online Baby & Infant Apparel Sales industry in the United States includes market sizing, forecasting, data and analysis from 2016-2031. The most recent publication was released February 2026.
About this industry
What's this industry report about?
The Online Baby & Infant Apparel Sales industry in the United States operates under the NAICS industry code OD5098. Companies in this industry sell baby and infant apparel online. The industry includes online-only e-tailers as well as brick-and-mortar stores that also have an online presence. Related terms covered in the Online Baby & Infant Apparel Sales industry in the United States include brick-and-mortar, search engine optimization (seo), e-tailer and smartphone.
What's included in this industry?
Products and services covered in Online Baby & Infant Apparel Sales industry in the United States include Girls' clothing, Boys' clothing and Footwear.
What companies are included in this industry?
Companies covered in the Online Baby & Infant Apparel Sales industry in the United States include Gap, Inc., Carter’s, Inc. and Childrens Place, inc.
Performance
What's included in the Performance chapter?
The Performance chapter covers detailed analysis, datasets, detailed current performance, sources of volatility and an outlook with forecasts for the Online Baby & Infant Apparel Sales industry in the United States.
Questions answered in this chapter include what's driving current industry performance, what influences industry volatility, how do successful businesses overcome volatility, what's driving the industry outlook. This analysis is supported with data and statistics on industry revenues, costs, profits, businesses and employees.
Products & Markets
What's included in the Products and Markets chapter?
The Products and Markets chapter covers detailed products and service segmentation and analysis of major markets for the for the Online Baby & Infant Apparel Sales industry in the United States.
Questions answered in this chapter include how are the industry's products and services performing, what are innovations in industry products and services, what products or services do successful businesses offer and what's influencing demand from the industry's markets. This includes data and statistics on industry revenues by product and service segmentation and major markets.
Geographic Breakdown
What's included in the Geographic Breakdown chapter?
The Geographic Breakdown chapter covers detailed analysis and datasets on regional performance of the Online Baby & Infant Apparel Sales industry in the United States.
Questions answered in this chapter include where are industry businesses located and how do businesses use location to their advantage. This includes data and statistics on industry revenues by location.
Competitive Forces
What's included in the Competitive Forces chapter?
The Competitive Forces chapter covers the concentration, barriers to entry and supplier and buyer profiles in the Online Baby & Infant Apparel Sales industry in the United States. This includes data and statistics on industry market share concentration, barriers to entry, substitute products and buyer & supplier power.
Questions answered in this chapter include what impacts the industry's market share concentration, how do successful businesses handle concentration, what challenges do potential industry entrants face, how can potential entrants overcome barriers to entry, what are substitutes for industry services, how do successful businesses compete with substitutes and what power do buyers and suppliers have over the industry and how do successful businesses manage buyer & supplier power.
Companies
What's included in the Companies chapter?
The Companies chapter covers Key Takeaways, Market Share and Companies in the Online Baby & Infant Apparel Sales industry in the United States. This includes data and analysis on companies operating in the industry that hold a market share greater than 5%.
Questions answered in this chapter include what companies have a meaningful market share and how each company is performing.
External Environment
What's included in the External Environment chapter?
The External Environment chapter covers Key Takeaways, External Drivers, Regulation & Policy and Assistance in the Online Baby & Infant Apparel Sales industry in the United States. This includes data and statistics on factors impacting industry revenue such as economic indicators, regulation, policy and assistance programs.
Questions answered in this chapter include what demographic and macroeconomic factors impact the industry, what regulations impact the industry, what assistance is available to this industry.
Financial Benchmarks
What's included in the Financial Benchmarks chapter?
The Financial Benchmarks chapter covers Key Takeaways, Cost Structure, Financial Ratios, Valuation Multiples and Key Ratios in the Online Baby & Infant Apparel Sales industry in the United States. This includes financial data and statistics on industry performance including key cost inputs, profitability, key financial ratios and enterprise value multiples.
Questions answered in this chapter include what trends impact industry costs and how financial ratios have changed overtime.
Industry Data
What's included in the Industry Data chapter?
The Industry Data chapter includes 10 years of historical data with 5 years of forecast data covering statistics like revenue, industry value add, establishments, enterprises, employment and wages in the Online Baby & Infant Apparel Sales industry in the United States.
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Frequently Asked Questions
What is the market size of the Online Baby & Infant Apparel Sales industry in the United States in 2026?
The market size of the Online Baby & Infant Apparel Sales industry in the United States is $4.9bn in 2026.
How many businesses are there in the Online Baby & Infant Apparel Sales industry in the United States in 2026?
There are 7,175 businesses in the Online Baby & Infant Apparel Sales industry in the United States, which has grown at a CAGR of 4.2 % between 2021 and 2026.
How may import tariffs affect the Online Baby & Infant Apparel Sales industry in the United States?
The Online Baby & Infant Apparel Sales industry in the United States is unlikely to be materially impacted by import tariffs with imports accounting for a low share of industry revenue.
How may export tariffs affect the Online Baby & Infant Apparel Sales industry in the United States?
The Online Baby & Infant Apparel Sales industry in the United States is unlikely to be materially impacted by export tariffs with exports accounting for a low share of industry revenue.
Has the Online Baby & Infant Apparel Sales industry in the United States grown or declined over the past 5 years?
The market size of the Online Baby & Infant Apparel Sales industry in the United States has been declining at a CAGR of 0.2 % between 2021 and 2026.
What is the forecast growth of the Online Baby & Infant Apparel Sales industry in the United States over the next 5 years?
Over the next five years, the Online Baby & Infant Apparel Sales industry in the United States is expected to grow.
What are the biggest companies in the Online Baby & Infant Apparel Sales industry in the United States?
The biggest companies operating in the Online Baby & Infant Apparel Sales industry in the United States are Gap, Inc., Carter’s, Inc. and Childrens Place, inc.
What does the Online Baby & Infant Apparel Sales industry in the United States include?
Retailing toddler apparel for girls and Retailing toddler apparel for boys are part of the Online Baby & Infant Apparel Sales industry in the United States.
Which companies have the highest market share in the Online Baby & Infant Apparel Sales industry in the United States?
The company holding the most market share in the Online Baby & Infant Apparel Sales industry in the United States is Gap, Inc..
How competitive is the Online Baby & Infant Apparel Sales industry in the United States?
The level of competition is high and increasing in the Online Baby & Infant Apparel Sales industry in the United States.
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