BabyCenter.com shuts down e-commerce store

Johnson & Johnson closed its e-commerce store at BabyCenter.com yesterday to focus on the site’s media and content offerings.

Bill Briggs

BabyCenter LLC is closing its online store after 10 years of selling products such as toys, children’s clothing, formula and other products for parents and parents-to-be.

BabyCenter.com, which is owned by Johnson & Johnson, is going to shift its focus to the media and content side of its business. The company does not disclose online sales and didn’t say if the BabyCenter.com web store was unprofitable or losing sales. GSI Commerce Inc. was providing BabyCenter.com with some e-commerce services.

“BabyCenter is focused on delivering to users what they have come to expect from us: trusted advice and friendship; content and community offerings have continued to grow,” says a BabyCenter spokeswoman.

In July, BabyCenter launched a new social network site, Community.BabyCenter.com, where members can blog, post photos, send notes to other members and meet other parents. In addition, BabyCenter distributes weekly newsletters and is available in 18 international markets and seven languages.

The web site will “focus on being the top interactive marketing partner for advertisers trying to reach mom; we work with over 250 top advertisers to reach moms on their behalf and media business continues to grow year-over-year,” the spokeswoman says.

BabyCenter.com is No. 239 in the Internet Retailer Top 500 Guide.


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