E-commerce · Baby, kids, toys and games
A woman who is pregnant shops for a body that changes every month, so one size on the page is never enough.
A maternity buyer has a shape that is not the one she had last month, and will not be the one she has next month. So a size chart is a guess. She reads reviews from women of her height and trimester, looks at photographs on bodies like hers, and asks whether she can wear it again after the birth.
A 90-minute audit call and a written, scored report. Turnaround, reporting and term are agreed in writing after the audit.
In one paragraph
Maternity products e-commerce is the online sale of maternity clothing, nursing clothing, nursing products and maternity pillows, bought by expectant and new mothers and by the family around them. GullySales works on how those buyers find you, how your pages handle size and fit across the pregnancy and after the birth, and how a buyer in one stage is led to the next.
The category follows a calendar: the first trimester, the third, the hospital bag, the first weeks of feeding. A seller who knows which stage a buyer is in has the right message for each, and one who treats every customer alike sells a nursing top to a woman in her second month.
The buyer is not always the mother. A husband, a mother-in-law or a friend buys a gift, and a baby shower or a godh bharai brings a wave of orders. We do not make health or medical claims on any page here, and anything about comfort, support or feeding is described as the product's design and left to the mother's own doctor.
Last updated 7 Oct 2026. Product, labelling and advertising rules for maternity 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.
4 types of product
Each kind of maternity products sells differently, so each has its own page.
Open the one that matches what you sell. It covers who buys it, where the sale is lost and what we would do.
- Maternity ClothingShe needs something to wear to work in her seventh month, and it should still look like her.
- Nursing ClothingShe is feeding in a hospital room, a shared flat or a family function, and the garment has to work in all three.
- Nursing ProductsEverything on the nursing shelf is small, repeated and bought at the hour when she is least able to shop.
- Maternity PillowsShe is looking for something to hold at night, and it must fit on the bed she already has.
Who it is for
This is written for you if you sell maternity products online.
- Maternity clothing brands selling kurtis, dresses, jeans and leggings
- Sellers of nursing wear who sell across the pregnancy and after
- Sellers of nursing bras, pads, pumps accessories and covers
- Makers of maternity pillows and support products
- Boutiques and tailors with a customer base who now want to sell online
Not for
It is not the right fit if.
- A seller who wants to say a pillow, a bra or a garment treats or prevents a pain or a condition
- A seller who cannot offer an exchange when a size stops fitting within the selling window
How buyers choose
What decides who wins in maternity products.
Stage and size
First, second and third trimester, post-birth. Garments that stretch, expand with ties or adjust with panels are read for how long a mother can wear them.
Fabric, weather and washing
Soft cotton for a hot city, easy washing for a busy household, a fabric that does not cling. In India the weather and the family's expectations for dress both shape the choice.
Reviews from women like her
Height, weight, trimester and how long the garment stayed comfortable. A review that says size small fits in the eighth month is worth more than a rating.
Gifts, shower occasions and hospital bags
A husband or an in-law buys for the hospital, or a friend buys a hamper. They look for a ready set, a gift wrap and a delivery date before the due date.
Where sales are lost
What usually goes wrong when you sell maternity products online.
In the words sellers use on the first call.
“She ordered her usual size and it did not fit by next month”
Maternity sizing is moving ground. The return costs you, and the buyer loses patience. A fit guide by stage, with sizes on real bodies, changes the order.
“Sales end the day the baby is born”
A mother who bought three maternity kurtis never hears about nursing wear, and the one who did buy maternity wear from you is the best customer for the next stage.
“Gifts arrive late or wrong”
A gift for a baby shower or a hospital bag has a date. A parcel that comes after the event, or in the wrong size, is a lost customer.
The scope
The work we would propose for maternity products.
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.
- Stage-and-size pagesEvery garment shows which stages it suits, the stretch and adjustment features, how it was photographed (on which body, at which month) and a size guide by trimester.
- Search by stage and occasionPages for maternity kurtis for the office, nursing tops for travel, a hospital bag list, a baby shower gift set, written around the products and what buyers type.
- Stage-to-stage messagesWhatsApp and email that move a buyer from maternity wear to the hospital bag to nursing products, using the due date she shares and only for those who agreed to hear from you.
- Mothers who show the productsMothers at different stages wearing and using the products, briefed to describe fit and use and to leave comfort and health claims out.
- Gift buying routeA gift page with hospital-bag and baby-shower sets, a delivery-by date and a card message, so a relative can order without guessing sizes.
What we do
What you get for maternity products.
Each deliverable and what it is there to change.
A size guide by trimester
A chart with bust, waist and hip ranges by stage and garment, made from your own pattern measurements.
A stage calendar for your range
What is bought in each stage, the message that goes before it and the page it links to.
Model photographs at different months
A shot list for a studio day so each garment is seen on bodies at several stages, with height and month noted.
A hospital-bag and gift set page
Ready sets with sizes and a delivery-by date for relatives who buy for the mother.
An exchange policy page
A plain description of what can be exchanged when a size stops fitting.
How the result is measured
- Purchases
- Conversion rate
- Customer acquisition cost
- Repeat purchase rate
- Return rate
- Size-related returns by stage
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 the work involves for maternity products
- 1
Follow a buyer through her stages
In the free audit we take a best-selling garment and trace a buyer from search to checkout, and then see whether anything reaches her at the next stage.
- 2
Rebuild size and fit pages
Size guides by trimester, photographs at different months and exchange terms go onto the pages that already get visitors.
- 3
Set up the stage-by-stage messages
Messages for maternity, hospital bag, nursing and after, using dates buyers give you, with a baseline of purchases, returns and repeat orders recorded first.
- 4
Plan gifts and occasions
Gift sets and delivery-by dates for baby showers and hospital stays, built from your range.
- 5
Measure against the baseline
Each result is read against the baseline recorded at the start, with the reporting arrangement fixed in writing after the audit.
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 store and marketplace links, and your best-selling pieces
- Your pattern and size measurements for each garment
- Returns and exchange reasons from the last season
- Customer questions about size, stage and delivery
- Recent ad spend by platform and gift-season sales
Selling in India and abroad
Selling maternity products 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.
Sizing follows local charts
Buyers in the UK, the US and the Gulf read their own size charts, and a maternity size means something different in each. A chart in measurements travels better than a size letter.
Indian mothers abroad
Women overseas look for kurtis and cotton wear for the weather and the family occasions. We start from your own orders to see which countries already buy, and plan delivery and returns from there.
FAQ
Questions about selling maternity products online.
Not here? More answers, or ask on WhatsApp.
Can I say my maternity product gives relief from pain?
How do I reduce size returns on maternity wear?
Should I sell maternity wear on Myntra or on my own site?
How do I reach mothers early?
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?
Sellers of maternity products also need
Also selling from a shop, a workshop or a warehouse? See the page for retailers and clothing stores and boutiques.
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 maternity products 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.