The “Babies, Kids & Toys” category in BusinessLeague: 268,168 orders (€16.59 million) in 34 months

Between January 1, 2024 and October 30, 2026, the Babies, Kids & Toys category brought 8.5 million clicks, 268,168 orders and €16.59 million in sales to BusinessLeague. The category accounts for 4.36% of the ecosystem's value, but it reaches a lot of affiliates: 481 of them sold products here, 16.9% of all productive affiliates on the platform. The orders come from 63 stores.

The average order value is €61.86, above the ecosystem average (€57.20). The median order value, however, is only €35.43. Here's what we found in the 2Performant data.

Mobile vs. desktop

89.5% of orders come from mobile: 61% from Android and 28.5% from iOS. Desktop brings in only 8.3% of orders, but 11.6% of the value.

On desktop, people buy less often, but they spend more. The average order value is €86.78, compared to €60.06 on mobile, which is 45% higher. And 8.5% of desktop orders exceed €200, versus 4.5% on mobile.

Order value: half of all orders are under €35, but 15% of orders bring in 53% of the money

The category has two floors. The ground floor, with toys, books and school supplies between €10 and €50, brings in 56% of orders. The upper floor, with strollers, car seats and electric vehicles over €100, brings in only 15% of orders, but 53% of the value. Orders over €500 have an average order value of €901.

The average order value rose from €57.49 in 2024 to €67.84 in 2025 and €64.00 in 2026. Both floors have expanded: orders under €10 grew from 8.9% to 12.2%, and those over €200 from 3.8% to 5.6%.

People buy with a clear target: 63% of orders contain a single product, with an average of 1.9 products per order.

Seasonality: December is double

December brings in 17% of a year's orders, compared to 8-9% in the rest of the ecosystem. People buy a lot, but small: December's average order value, €45.64, is the lowest of the year.

The second peak is April-May, meaning Easter and Children's Day on June 1. There are fewer orders, but the highest order value of the year: €70.47.

Black Friday isn't toy month. In 2025, November brought the category 8.9% of its orders, compared to 13% across the ecosystem.

Time of day and day of the week

The shopping day for kids starts at 8 AM and lasts until 11 PM. The 11 AM-3 PM window brings in 31% of orders. The second peak comes in the evening, at 8-10 PM, after the kids go to bed. Night hours (midnight-6 AM) bring in only 5.9% of orders, but have the highest average order value of the day: €73.12.

Monday is the best day, with 16.8% of orders. From there, the week declines steadily until Friday. Sunday (13.8%), however, beats Thursday and Friday, and a third of Sunday's orders are placed after 7 PM. The weekend brings in a quarter of all orders.

The decision is made fast: 29-36% of orders are placed within the first 5 minutes of the click, and 16-23% only after 24 hours. Through cashback, coupons or retargeting, the customer arrives already decided: almost half of orders close within the first 5 minutes.

Affiliate channels: volume vs. value

Google Shopping brings in 78% of orders, with an average order value of €54. The other channels bring fewer orders, but more valuable ones:

• Product aggregators: 3.6% of orders, but 9.3% of the value. The average order value is €158, because this is where people compare strollers and electric ride-on cars.
• Google Search: an average order value of €97, almost double that of Google Shopping. Through Search, 13% of orders exceed €200, versus 3.5% through Shopping. Same search engine, different intent.
• Cashback and coupons: they convert about three times better than the category average, 11.1% and 9.7% versus 3.2%, because they come with a customer who has already decided.

Segments and brands: toys drive the volume, electric vehicles drive the money

Toys and games are in almost one in three orders (31.7%), with an average order value of €33.74. Electric vehicles and ride-ons appear in only 10.7% of orders, but bring in 30.8% of the money, with an average order value of €178.26. Only one segment grew steadily over the three years: school, arts & crafts, from 6.4% to 12.1% of orders.

Each segment has its own channel. For toys, Google Shopping brings in 81% of orders. For electric vehicles, search brings in one order in five.

It's also a category of exclusives. 43% of orders contain a brand sold by practically a single store, from LEGO and Barbie to stores' own private labels. Only 1.2% of products are sold in more than one store. Among brands available in several stores, Lionelo, Pilsan and Chicco lead. For premium brands, shoppers look for a discount: at Cybex, with an average order value of €294, 42% of orders come through coupons and cashback.

Category champions

The top five stores account for 86% of orders: noriel.ro, nichiduta.ro, babyneeds.ro, kinderauto.ro and ookee.ro. The first one alone has 44%.

Among affiliates, the top 10 account for 75% of orders, and the top three for half: Ovidiu.Golea-BigConvert.com, SHOPIA and productXL.com. Eight of the top ten sell through Google Shopping.

You'll find all the figures, charts and tables, including the full rankings of brands, stores and affiliates, in the complete report: