Expectant parents and their loved ones can now order baby gifts and create registries from the metaverse. Registry service Babylist today launched a colorful candy-themed virtual showroom called “Babylist Land – Gifting Edition.” Shoppers can navigate through rooms organized by clothes, strollers, and other gear, click on the item to get more detail then add it to their registry or place an order. Since 2011, Babylist has grown to host registries for about one in three expectant U.S.parents, per company data. It most recently raised $40 million in a Series C funding round in November 2021, with a goal of hitting $250 million in annual revenue.
Chief Growth Officer Lee Anne Grant told Modern Retail that the move to the metaverse is to give consumers a more tangible way to shop and register. “This is a really high-consideration product area, similar to furniture. You want to really understand what fits for you, how much to spend and what does this look like,” she said. “We also know that our users spend about 40 hours building a registry so they want to spend a lot of time on it, and the metaverse is kind of perfect for that.” As many new parents are millennials and Gen Z, the experiences could resonate from a demographic standpoint: fintech company FIS found this year that 49% of millennials and 35% of Gen Z say they’re likely to access the metaverse in the next year, compared to 29% of all consumers.