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, at an average price of CN¥ 314.7, up 5.2% on a year earlier, which makes baby gear a part of the maternity and baby market in which families bought more items and paid more for each of them 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¥ 314.7: average price per unit, H1 2026, +5.2% 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?#

China's online baby gear sales reached CN¥ 6.75 billion in the first half of 2026, according to Moojing Market Intelligence, an increase of 12.7% on the first half of 2025, and because the average price rose 5.2% to CN¥ 314.7 over the same period, the growth came from families buying both more gear and dearer gear.

That combination sets baby gear apart from the market around it, since across maternity and baby products as a whole online sales fell 2.1% in the same half-year, as fewer items were sold at higher prices, while in baby gear the number of units sold rose alongside the price, and the monthly figures show sales in the first half of 2026 running above those of the same months of 2025 for most of the period.

Baby gear is also one of the three categories in the market that grew by more than 12%, together with maternity essentials and baby nutrition, 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?#

Strollers are still the largest baby gear segment by online sales in China, according to Moojing Market Intelligence, but car safety seats, which grew 23.2% in the first half of 2026, were the core driver of the category's growth, and 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.

The car-seat figure matters because of the size of the segment, since car seats are the second-largest part of baby gear after strollers, so that 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, and it is the reason the report gives car safety seats a chapter of their own, which covers the rules that now govern them, the features that are growing and what buyers say about the seats they own.

Strollers, by contrast, grew more slowly than the category as a whole, although with the largest sales of any segment they remain the anchor of baby gear by value, and stroller accessories, a segment that exists only because of them, were among the five largest segments that grew.

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, according to Moojing Market Intelligence, with design taking 16.0% and convenience 12.1% of purchase-factor mentions in the first half of 2026, followed by build quality, installation and product features, while safety, comfort and weight were mentioned less often.

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

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

For brands, the practical lesson is that products which give parents something visible to talk about, whether a better-looking frame or a fold that saves a few seconds at the kerb, have an advantage in a category where buyers were willing to pay 5.2% more per item 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, according to Moojing Market Intelligence, with sales up 12.7% and prices up 5.2% in the first half, and with car safety seats, which grew 23.2%, carrying the largest share of that 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.