E-commerce · Baby Products
A parent who has found a diaper that holds through the night will not switch for a small discount.
Diapers are the most repeated purchase in the baby aisle and the most compared. The parent knows the big brands, has tried one or two, and has decided based on a night when something leaked. A new seller is not offered a trial. They are offered, at best, a size and a pack count, and a price per diaper that can be set against the shop.
A 90-minute audit call and a written, scored report. Turnaround, reporting and term are agreed in writing after the audit.
In one paragraph
Diaper e-commerce is the online sale of tape, pant-style, newborn and overnight diapers, plus wipes, in packs sized by the baby's weight and bought again and again until the child is trained. GullySales works on how your packs are described by size and count, on cost per diaper against the big brands, and on the reorder that keeps a parent from switching.
Because the buyer reorders a pack again and again until the child is trained, the first order is only the start. A subscription, a reminder and the size change that comes as the baby grows decide who keeps the customer.
Last updated 7 Oct 2026. Product, labelling and advertising rules for baby products differ by product and change. We describe them in general terms, so check the current position with your own adviser or the regulator before you publish a claim.
Who it is for
This is written for you if you sell diapers online.
- Diaper brands selling tape and pant styles in newborn to large sizes
- Brands of overnight and sensitive-skin diapers sold by label description
- Sellers of cloth and reusable diaper systems
- Resellers of imported diaper brands
- Sellers of wipes and diaper-bag products who want to add diapers to the basket
Not for
It is not the right fit if.
- A seller who wants to claim a diaper prevents rashes or suits sensitive skin without papers and adviser approval
- A seller who cannot match the shop on price per diaper and has no other reason for a parent to choose them
How buyers choose
What decides the sale of diapers.
Weight band and style
Newborn, size 1, size 2, up to the large pant sizes, each tied to a weight range on the pack. Tape for infants, pants for crawlers: a parent reads the weight band first and the brand second.
Cost per diaper
A pack of 72 and a pack of 54 are compared on the cost of one diaper. If the count is hard to find, the buyer does the sum on a phone and trusts the shop.
The night test
Reviews that describe a full night, a growing toddler and a leak at the leg decide the choice. Parents search reviews for the word leak before they look at anything else.
Packaging and what is on the label
Material, the size chart on the pack and whether wipes or a sample are included. A parent holds the pack in the photograph and looks for the size chart.
Where sales are lost
What usually goes wrong when you sell diapers online.
In the words sellers use on the first call.
“Our reviews mention leaks in pants and tapes”
The review is rarely about a single diaper. The size, the fit around the leg and how the baby sleeps differ. A size guide and a reply that asks the parent which size they used belong on the page.
“Parents move up a size and we lose them”
At the weight where a size changes, the parent reorders in a hurry. If they are not told which size is next, they take the first pack they find.
“Every price is the same as the shop's and I cannot undercut”
Subscribing at a fixed rate and sending at a set interval gives the parent a reason other than a few rupees. The reorder is the product.
The scope
The work we would propose for diapers.
Measured on purchases, conversion rate, cost to win a customer, average order value and repeat purchases. Anything here that needs a platform or tool we have not used with you is confirmed in the audit before it goes in the scope.
- Size and weight pagesEvery pack shows its weight band, count, cost per diaper and a size-up note, so a parent can compare in seconds.
- Subscribe and size-up remindersA reorder offer and a message timed to the baby's age and the size the parent chose, which tells them when to move up. The store set-up for subscriptions is confirmed in the audit.
- Pages for what parents searchPants for a crawling baby, overnight diapers for a toddler, newborn diapers for a hospital bag, written around the weight band and what the label states.
- Marketplace listingsPack sizes and bundles that suit marketplaces, titles that show count and weight band in the first line, and a split between what sells there and what is kept for your own store.
What we do
What you get for diapers.
Each deliverable and what it is there to change.
A size and weight chart by pack
One chart for all your packs with the weight band on the label, shown on every listing so a parent can pick the right size the first time.
A cost-per-diaper table
Your pack sizes and bundles with the price of one diaper, kept current when packs change.
A subscribe-and-save page
A plain explanation of how a subscription works, how to change the size and how to cancel.
A size-up message set
Text for WhatsApp and email that arrives as the baby is near the next weight band.
How the result is measured
- Purchases
- Conversion rate
- Customer acquisition cost
- Repeat purchase rate
- Return rate
- Size-change reorders
Recorded as a baseline before work starts, so every later report has an honest comparison.
How it works
From your first message to the first report.
No open-ended retainer. Every step gives you something in writing.
First
Free audit call
90 minutes with whoever handles your enquiries: how they arrive, how fast they are answered, where they are lost.
After the call
Written, scored report
Six areas scored, fixes ranked by return and cost. If you want our help, the scope, the fee and the reporting come with it, in writing.
Before work starts
Baseline recorded
Enquiries by source, reply time, conversion and cost per order, written down so every later report has an honest comparison.
After the baseline
The first fix goes live
Usually the cheapest one on the report: reply time, a follow-up sequence or the marketing-to-sales handover.
As agreed
Report against the baseline
What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.
At renewal
Renew on the numbers
The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.
What we need from you
What to have ready before the audit call.
None of it has to be tidy. We read what you have.
- Your sizes and packs with weight bands and counts
- Reviews and returns that mention leaks, fit or size
- Reorder data: how long the first-time buyers stay
- Marketplace prices for the three diaper brands your buyers compare you with
- Your current subscription arrangement, if any
Selling in India and abroad
Selling diapers beyond your own market.
Where you sell decides sizes, units, seasons and returns. We work from Bengaluru and have no overseas office, so for a new country we start from your own sales and the platforms you already use.
Sizes and packs vary by country
Weight bands and size names differ between markets, and the rules for labelling baby products differ too. Check with your adviser and the destination's regulator before you list a pack abroad.
Diapers are bulky
A large pack ships by volume, not weight, so the freight can outweigh the product. Cross-border selling is usually only worth testing for light, high-margin items, and diapers rarely are.
FAQ
Questions about selling diapers online.
Not here? More answers, or ask on WhatsApp.
Can I say my diapers are gentle on skin?
How do I compete with the big diaper brands?
Do diaper subscriptions work for a small brand?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
More in Baby Products
Sellers of diapers also need
Also selling from a shop, a workshop or a warehouse? See the page for retailers.
This page is part of the e-commerce section. The D2C brands page covers the arithmetic of acquisition cost and the second order for any brand.
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Engagement options
Ways to work with us.
Pick the size of commitment that fits. Every option starts with the free audit.
Option 1
The audit on its own
A 90-minute call and a written, scored report. It says honestly whether you need outside help, and many fixes are ones your own team can make.
Option 2
One fix, scoped
Start with the fix the audit ranks first, such as reply time or follow-up. The fee is in writing before anything starts.
Option 3
An ongoing programme
We run the work, report against the baseline, and you renew on the numbers. The term and the reporting are agreed in writing first.
Option 4
Guidance for your own team or agency
We plan, brief and check the work of your in-house team or current agency, instead of replacing them.
The offer
Start with a free audit of how your diapers sell.
It is useful on its own, whether or not you hire us.
What you receive
- A 90-minute call with the person who will do the work
- A written, scored report on the six places orders leak
- Every fix ranked by what it returns and what it costs
- The one thing to do first, and why
- An honest line on whether you need outside help at all
- If you do, the scope and the fee in writing
No invoice. No obligation. No sales script.
Your next practical step
Get a free audit of how you sell, and a scored report of where the work is.
90 minutes. A written, scored report. No invoice and no obligation.