How parents shop for children
A parent buying for a child filters by age first and everything else second, and needs to know that what they buy is safe and correctly sized. Catalogues organised by product type force them to guess. Safety certification is a genuine purchasing criterion for car seats, toys and cots, and absent information is read as absent certification. Gift buying is a substantial share of this trade and is made difficult by not knowing what the family already has.
What we build for a kids store
First, filtering by age and size across every category, since that is how the decision is made. Second, safety certification published per product, which converts a cautious parent and is legally significant on car seats and cots. Third, accurate stock by size and variant, because a cancelled order for a birthday is unforgivable. Fourth, gift registries and wishlists, which solve the duplicate-present problem families complain about constantly.