RMG | Baby, Kids & Maternity FAQ

Question 1

Do you build baby registries?

Accepted Answer

Yes, and we build them as revenue infrastructure rather than a saved-items list. Group gifting and partial funding on high-ticket gear, gift-giver views that show what’s already purchased, must-have versus nice-to-have grouping, shipping to the registrant, thank-you tracking, and the completion discount that converts what’s left after the shower. Registry is the highest-intent asset in this category, and most sites run it as a plugin.

Question 2

Can you actually reduce our size- and stage-driven returns?

Accepted Answer

Usually, yes. Most returns in this category aren’t product problems. They’re sizing problems in a category where the customer is growing. We combine percentile-aware size guidance instead of raw age labels, trimester and nursing logic for maternity, real garment measurements on the PDP, and review surfacing that shows what fit which kid. The free site audit will give you a realistic range for your product mix.

Question 3

Do you build gear compatibility tools for strollers and car seats?

Accepted Answer

Yes. Car seat to stroller adapter matching, travel-system builders, base and infant-insert compatibility, and stage-transition guidance (infant to convertible to booster). Surfaced on the PDP instead of answered in a support ticket. Compatibility is the question that decides these orders, and it’s also where the highest AOV in the category lives.

Question 4

How do you handle safety, compliance, and recall information?

Accepted Answer

We treat it as product data, not marketing copy. Certification and testing claims (CPSC, CPSIA, ASTM, JPMA) modeled as structured attributes, expiration dates on car seats, age and weight limits surfaced where the decision happens, and a recall notification path that can actually reach the customers who bought the affected lot. To be clear on the division of labor: your compliance team owns what the claims say, and we build the data model, surfacing, and notification workflow behind them.

Question 5

Do you build subscriptions for diapers, wipes, and formula?

Accepted Answer

Yes. Replenishment in this category has to be sized to a child who is changing: diaper size progression, feeding volume changes, cadence that adjusts instead of shipping the wrong size forever. We build subscription and auto-replenishment tied to the child profile so the next shipment matches the kid, plus pause, skip, and swap flows that keep customers from cancelling outright.

Question 6

What do you do with child profiles and birthday data?

Accepted Answer

A child’s age is the strongest personalization signal in retail, and most sites throw it away after checkout. We build child profiles into the account (name, birth date, size, stage) and drive navigation, size defaults, next-stage recommendations, outgrow timing, and birthday-aware lifecycle from them. It’s the same architecture that makes replenishment and second-child reactivation work.

Question 7

Can you handle the gift-giver and the parent as different shoppers?

Accepted Answer

Yes. They’re the two audiences on every PDP in this category and they need different things. Parents want measurements, safety data, stage fit, and reviews from people with a similar kid. Gift-givers want to know what’s appropriate, what size to buy for a child they don’t live with, what’s already been purchased, and how to make it arrive looking like a gift. We design both paths deliberately instead of hoping one page serves both.

Question 8

Do you only work on Shopify Plus?

Accepted Answer

No. Shopify Plus is a common fit for baby and kids brands, and we also build on BigCommerce, Adobe Commerce, and fully headless setups. This category pushes hard on registry, subscription, and variant depth across size and stage, so we recommend the platform around your catalog, gear mix, and registry and replenishment requirements, not around what we happen to prefer. The scoped proposal spells out the recommendation and the reasoning.

Question 9

How long does a typical baby and kids build take?

Accepted Answer

It depends on scope, but you’ll see something real fast: first wins on registry, size and stage guidance, and PDP inside 30 days, with most full builds landing in the 3–6 month range. Registry infrastructure, gear compatibility tooling, and subscription work add time; a focused apparel storefront rebuild moves faster. We scope it precisely in the free site audit before kickoff, so the timeline isn’t a guess.

Comparison criteria	RMG	Registry-app vendor	Generalist ecommerce agency	Brand-first creative agency
Vertical fluency	Baby, kids, and maternity commerce, end-to-end	Knows registries, not the rest of the store	Same playbook every vertical	Beautiful photography, broken size chart
Registry architecture	Group gifting, partial funding, completion flows	Their app, their limits	Off-the-shelf plugin	Not their scope
Size & stage guidance	Percentile-aware, plus trimester and nursing logic	Not their scope	Generic size chart	Sometimes
Gear compatibility tooling	Travel-system builders tied to real adapter data	No	Rarely	Mockups only
Safety & recall infrastructure	Structured certification data + notification workflow	Out of scope	Content page at best	Copy on a landing page
Subscription & replenishment	Sized to the child, not a fixed monthly box	Separate vendor again	Standard subscription app	Rarely
Engagement model	Tiered: build, scale, or rescue	License + implementation fee, forever	Project or retainer	Project, then they’re gone

They outgrow
everything.
Not you.

“I’ll just add it
to the registry.”

A registry that’s a saved-items list with no group gifting and no completion path

Gift-givers landed on a PDP that never says what’s already been bought

Sizing by age label, on a customer who is by definition off the chart

Maternity sizing that ignores trimester, nursing, and postpartum entirely

Car seat and stroller compatibility answered by a support ticket instead of the PDP

Safety certifications and recall data treated as marketing copy rather than product data

Diapers, wipes, and formula reordered by hand because the subscription never fit the kid

A child’s birth date collected once and then thrown away at checkout

Every service that gets the registry,
the sizing, and the growth cycle right.

The list the whole category runs on.

Sizing for a customer who is actively growing.

Parents, and the people shopping for them.

The kid changes every 90 days. So should the email.

Baby & kids ecommerce runs
on four numbers.

Registry-driven revenue

Return rate (size & stage-driven)

Gear AOV

Growth-cycle repeat rate

Show you the money.

Here are your other options.

There’s a lot more
to this story.

Here's what happens
after you fill out the form.

30-min
discovery call

Free site audit

Scoped
proposal

First wins inside
30 days

Get them out
of the way.

If baby and kids isn't the only fit, try these.

Let's audit your storefront.

They outgrow everything. Not you.

“I’ll just add it to the registry.”