UrbanBaby | An E-Commerce Success
Since commencing their online baby product website in 2001, UrbanBaby has become one of Australia’s top e-commerce sites. They’re one of my favourite websites for organic baby clothes. They stand out from their competitors due to the variety of clothes and accessories on offer and due to their easy to navigate site. They have a good range of products and good service, which is very important for an online business.
Here is what the Information Age had to say about them:
When UrbanBaby.com.au opened its doors (figuratively speaking) back in 2001, it was one of only two Australian companies selling baby products on the Internet.
Today, UrbanBaby.com.au is an e-commerce success by anyone’s standards, doubling its revenues each year and supporting 10 employees. Managing director Linda Hattersley says the company has about half a dozen serious competitors, plus lots of little ones that come and go.
"We probably receive five e-mails a day from new mums wanting advice about starting an online business and asking where we source our products," Hattersley said from the company’s Sydney warehouse.
She and business partner Christine Thompson were new mums themselves when they started the company. They met at a mothers group and discovered they shared a passion for stylish, practical and innovative baby products. Both wanted to return to work, but felt constrained by a traditional bricks and mortar approach. An online business allowed them to develop a successful retail operation while retaining a more flexible lifestyle.
As UrbanBaby.com.au’s Hattersley will attest, it’s the quality of shopping experience that brings customers back.
"We focus on driving traffic to the Web site and then backing it up with fast delivery and quality service. Our customers love our Web site and the products, so we have a very high conversion rate. And as we continue to grow, we know it’s critical that we maintain our service levels and still ship products within 24 hours.
"Other sites often make customers wait weeks for delivery so we need to keep that point of difference."
I’ve bought from UrbanBaby a couple of times and their service has been excellent on both occasions. I would like to see them add more products, especially organic products such as organic toys but overall it’s one of the better Australian websites selling baby clothes and accessories.
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