eCommerce Growth Tips: Baby Bunting's Marketplace Compliance & AI Strategy

When Baby Bunting set out to expand its marketplace, they knew they needed more than just an inventory boost. With over 5,000 new products from 20 partners, they aimed to completely redefine the online shopping experience for Australian families. The challenge wasn’t just about offering more—it was about ensuring the right products were available, navigating evolving compliance rules, and leveraging AI-driven insights to stay ahead of trends.

In this exclusive interview, Hitesh Mehta, Head of Marketplace, reveals how Baby Bunting turned these hurdles into opportunities, ensuring a seamless marketplace operation that meets customer needs while unlocking new growth.

Watch the full interview here to learn from Baby Bunting’s journey to marketplace success.

Mastering Compliance Regulations

One of the first hurdles Baby Bunting had to overcome was upskilling their teams to understand and implement complex compliance regulations. As the marketplace expanded, it became crucial to ensure that all new products met the necessary standards. Hitesh explains how Baby Bunting successfully communicated these regulatory changes to its marketplace sellers, ensuring a smooth transition while maintaining product integrity and compliance.

Filling Product Gaps and Meeting Customer Demands

Using AI-driven insights, Baby Bunting is identifying emerging trends within specific categories and filling in product gaps to better serve their customers. By reading customer feedback through surveys, Baby Bunting is able to adjust pricing levels and fine-tune product offerings to meet the needs of their target market. This data-driven approach allows Baby Bunting to provide the right products at the right price, increasing customer satisfaction and boosting sales.

Strategic Marketplace Integration

Hitesh emphasizes the importance of treating the marketplace as a core part of their retail strategy, not a side project. By focusing on refining key product categories without oversaturating them, Baby Bunting ensures that their marketplace remains streamlined and customer focused. This careful balance between quality and quantity has been instrumental in sustaining long-term growth.