Update: Nest Childcare services has officially launched their kids products e-commerce venture Kidsoye. As reported earlier, the portal shares common cart with its sister site Babyoye and also features a one-step checkout where shoppers can fill in payment and shipping details in a single page.

The website seems to have added variety of products than it offered earlier when we reported. It no longer links to products from its sister site Baybyoye.com for products as it did when the site was launched in beta.

Update: Babyoye informs us that the site was up for testing, and has not been commercially launched. The site has been cloaked with a coming soon landing page. The company also informs that the product offering at the time of the launch will be different from what it was at the time this post was written.

Looks like niche e-commerce properties are aiming for a more targeted play. Nest Childcare Services, which runs baby products focused e-commerce venture, Babyoye.com, seems to have launched a new e-commerce property, Kidsoye, a shopping portal for kids of age ranging from 0-13 years.
Kidsoye has launched their site in beta. Babyoye on the other hand, offers similar products for the age group 0-3 years. The company had raised $2.5 million in a funding round led by Accel Partners, with participation from Tiger Global, in April 2011. Film actress Karishma Kapoor has also invested an undisclosed amount in the company following which she had become the largest individual shareholder in the company.

Product offering: The store offers products across various categories including Gaming & Toys, Books & Comics, Music & Movies, Clothes, Kids’ room, Accessories, Footwear, and Back to school products. In each of those categories again, Kidsoye, filters their products, further. For example, in Gaming & Toys, users can further filter their search on Action Figures, Bikes & Outdoor play, Board Games, Building sets, Collectibles, Dolls & Doll Houses, Electronics, Play sets, Pretend play & Dress up, Puzzles, Soft toys, Toy sports, Vehicles & remote control. Users can also filter by brands, price, age, and gender.

The portal claims to have tied up with 96 brands including Disney, Chota Bheem, Angry Birds, Amar Chitra Katha and more. Users can also search the entire site or particular category. The site also offers a dedicated section to browse through items on sale. However, we found that most of the items on sale were baby napkins from its sister site, Babyoye.com.

Common cart: Kidsoye, offers free shipping across India and supports payment via Cash On Delivery, Check/Money Order, Credit/Debit card, and Net Banking. However, once the user selects an item and checks out, the site redirects to Babyoye.com for accepting the payment. We suspect the website redirects for accepting the payment to Babyoye.com only until the site remains in Beta. Or maybe the site could also adopt a strategy chosen by its competition – Firstcry.com that offers a single checkout page for items shopped across its two portals – Firstcry and Goodlife.

Registering an account is simple where parents of kids can enter their name and email address for registration. However, the site also asks the age of their kids during the registration.

Apurva’s experience:  While testing the site, even after entering the age of my nephew while registration, I couldn’t find any dedicated search results for kids of that age. And if the site is thinking of offering special discount based on the kids’ birthday, it’s not necessary that a family has a single child.

Other Players

Apart from the fact that its sister site, Babyoye was endorsed by Bollywood actress Karishma Kapoor, which in itself might create more exposure to the site, the site does not offer any differentiating product experience. There are other babycare products focused e-commerce ventures in India including Hushbabies.comFirstcry.com and Jasper’s Babybox.in.