China's Online Baby Gear Sales Rose 12.7% in H1 2026

Online sales of baby gear in China rose 12.7% to CN¥ 6.75 billion in the first half of 2026, according to Moojing Market Intelligence, and the average price rose 4.6% to CN¥ 315.9. Families bought more gear and paid more for each item at the same time.

These figures come from the second chapter of the full report, which sets baby gear against a wider maternity and baby market whose online sales slipped while its prices rose.

Key figures

• CN¥ 6.75 billion: observed online baby gear sales, H1 2026, +12.7% on H1 2025
• CN¥ 315.9: average price per unit, H1 2026, +4.6% on H1 2025
• +23.2%: growth of car safety seats, the core driver of the category's growth
• 16.0%: design's share of mentions of key factors in baby gear purchase decisions, the largest, ahead of convenience at 12.1%

Method and scope: observed online sales on mainstream e-commerce platforms in China, January to June 2026 against January to June 2025, from Moojing Market Intelligence; not the total market, since offline retail sits outside it. Purchase factors are Moojing's classification of what buyers mention.

How big is China's online baby gear market?#

The growth in baby gear came from families buying both more gear and dearer gear, with the number of units sold rising alongside the average price.

That sets baby gear apart from the market around it, where online sales of maternity and baby products as a whole fell 2.1% in the same half-year because fewer items were sold at higher prices. Baby gear's monthly sales in the first half of 2026 ran above those of the same months of 2025 in all but one month.

Baby gear is also one of only three categories in the market that grew by more than 12%, at a time when infant formula and diapers, the market's two largest staples, both sold less than a year before.

Which baby gear segments are growing fastest?#

Car safety seats, which grew 23.2% in the first half of 2026, were the core driver of baby gear's growth, although strollers are still the largest segment by online sales. Baby carriers and hip seats, baby walkers and stroller accessories, the other three of the five largest segments, all grew as well.

Exhibit 6. Source: Moojing Market Intelligence, observed online sales on mainstream e-commerce platforms in China: the five largest baby gear segments by H1 2026 sales, and their sales growth on H1 2025. Not the total market.

Car seats matter because they are the second-largest part of baby gear after strollers, so growth of more than a fifth in a segment of that scale adds more to the category's total than much faster growth in a small one, which is why the report gives them a chapter of their own.

Strollers, by contrast, grew more slowly than the category as a whole, although they remain the anchor of baby gear by value.

What do buyers look for when they choose baby gear?#

Design and convenience are the purchase factors that buyers of baby gear in China mention most often, with design taking 16.0% and convenience 12.1% of purchase-factor mentions in the first half of 2026. Build quality, installation and product features follow, while safety, comfort and weight were mentioned less often.

We believe the order reflects how baby gear is used. A stroller or a carrier goes out with the family every day and is seen by everyone, so how it looks and how easily it folds, fits into a car boot or goes up a flight of stairs are the qualities parents come back to when they describe what they bought.

Exhibit 7. Source: Moojing Market Intelligence, original data: key factors in baby gear purchase decisions, share of mentions, H1 2026.

For brands, this suggests an advantage for products that give parents something visible to talk about, such as a better-looking frame or a fold that saves a few seconds at the kerb, in a category where the average price rose 4.6% in the first half of the year.

What does this mean for the rest of 2026?#

Baby gear entered the second half of 2026 as one of the strongest parts of China's online maternity and baby market, with car safety seats carrying the largest share of its growth.

The rest of the picture, including the national standard for child car seats that took effect in July 2025, the seat features that grew and those that lost ground, and the complaints that buyers raise most often, is in the car-seat chapter of the full report, and our China maternal and baby market intelligence page sets out what else we cover in the category.