Retailers Not Playing Kids’ Games on the Net
Web retailers overall captured only 1% of last year’s holiday shopping dollars. But toys are likely to occupy a growing part of the e-commerce pie, now that some of the bigger land-based toy sellers are moving into the virtual world to duke it out with the big online-only entities.
Here are the biggest online toy sites. If you have a favorite store and are determined to buy online, see if you can find it on the Web--new sites go up every day.
EToys: The one you’ve heard most about, you’ve heard about for a reason. Great features, product recommendations and prices. You’ll pay tax and shipping, but prices are low enough that EToys still compares well with other online toy stores. Turnaround also is good, since EToys has its own distribution system as well as top-notch out-sourced distributors.
Amazon.com: First books, now toys. But with all its offerings and guarantees of prompt and reliable service, Amazon ought to realize that it can’t sell toys the way it sells books. This is a site with a tendency to overwhelm.
Wal-Mart: You can’t talk about the biggest retailers without bringing in Wal-Mart. Although its new plans for the Internet have yet to be released, stay tuned for an online toy store that rivals the in-store version, with rock-bottom prices on a limited number of the most popular toys. In the meantime, Wal-Mart has a paired-down online offering.
Toys R Us: The largest brick-and-mortar toy specialist, Toys R Us last year lost its mantle as the nation’s biggest toy seller to Wal-Mart. Likewise, Geoffrey and his friends are having some trouble in the virtual world. That said, they still have plenty to offer online shoppers, including accepting toy returns at your local Toys R Us store and providing free shipping if you order online and agree to pick up your items at one of their stores.
Right Start: One of the best conventional retail stores, especially for babies and young children, Right Start is off to the right start online. It offers free shipping and gift wrap, the store’s usual wonderful selection and great search capabilities. However, one time I used this site and assembled a cart, only to be told that there was a computer problem and I couldn’t check out. Another time, the process worked like a charm.
Kbkids.com: This upstart venture is owned by mall seller and No. 2 toy retailer KB Toys and BrainPlay.com. Their Web site has suffered along with KB’s bricks-and-mortar parent, Consolidated Stores, which so far this year has lost more than $8 million. The Web site promises a toy list five times longer than that of the average KB store.
FAO Schwarz: Remember this New York-based toy store chain where your parents told you to look but not touch? Now you can do that online, where you’ll find dazzling and dazzlingly expensive options.
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Toys
Web sites reviewed: EToys: https://www.etoys.com; Amazon.com: https://www.amazon.com; Wal-Mart: https://www.wal-mart.com; Toys R Us: https://www.toysrus.com; Right Start: https://www.rightstart.com; KBkids.com: https://www.kbkids.com; FAO Schwarz: https://www.faoschwarz.com.
