Mothercare is one of a raft of retailers to team up with eBay for the marketplace’s baby and toddler shop launch as the maternity specialist seeks to claw back share from Amazon.
Embattled Mothercare, which had its turnaround efforts knocked when a promotional Christmas triggered a profit warning last month, has faced tough competition from online players including Amazon, as well as the grocers.
The tie-up with eBay is a positive step, according to Verdict senior analyst Honor Westnedge.
“It should have done this years ago,” she said. “It will go some way to combat the impact of Amazon and Kiddicare on its business.”
Online has been a key strand of Mothercare chief executive Simon Calver’s turnaround plan.
Since the arrival of the former Lovefilm boss in February 2012, Mothercare has moved to a new web platform, ramped up its delivery services and launched click-and-collect.
The retailer is selling own-label products on the marketplace at both full-price and discounted.
Mamas & Papas, Toys R Us and Argos are among the other retailers that are selling goods in the eBay store, which launched late last month.
FMCG giant P&G is selling its Pampers nappies brand directly through the eBay shop, which also features pushchairs, cots, clothing, nursery essentials, nappies and toys.
EBay UK, which has more than 18 million unique visitors a month, already has a strong presence in the maternity market. It sells at least one pram or pushchair every minute and has approximately 23,000 new prams listed on its site and 17,000 new cots.
EBay UK vice-president Tanya Lawler said: “We’ve listened to our customers and have responded. Whether it’s a brand new cot from a trusted brand, bespoke items from a small business, or a pre-loved pram from other parents - eBay has a one-stop shop, catering for all parents’ needs.
“This is simply the latest step in our journey, offering well-known retail brands and partners an additional platform to reach their customers.”