Walmart’s new digital baby offering isn't child’s play

Walmart just made a move that could fill a void left by the now defunct Babies “R” Us brand.

On Thursday, Walmart launched a new digital shopping experience for baby items. In addition to featuring new ways for customers to browse and shop for Walmart’s nursery offerings, the discount giant is also expanding its assortment across all baby categories.

Walmart has added a revamped landing page for its baby category on its website. The section highlights more than 30,000 new items, from cribs and bassinets to car seats, strollers, and other baby essentials, that have been added over the past year. The move complements Walmart’s expanded in-store baby department, which is available in more than 2,000 stores across the United States, Lauren Uppington, VP and general manager, baby, Walmart e-commerce U.S., said on the company’s website.

To help customers navigate the expanded offering online, Walmart added "shop by style" functionality. The tool enables customers to shop “hundreds of baby items” through six curated collections of the most popular styles of nursery décor. Shoppers can browse by three décor themes, by gender, or they can choose from gender-neutral nurseries. The experience also includes the ability to shop for specific needs, such as nursing, diaper changing, and closet storage.

Walmart launched a similar service to streamline the way customers shop for furniture online. In July, the discounter introduced “Buy a Room,” a tool that allows customers to add a group of items to their online shopping cart, enabling them to buy a complete look.

The company’s online baby and furniture experiences coincide with Walmart’s new redesigned website, which was introduced in February.

Walmart’s push into the baby category comes mere weeks after bankrupt Toys “R” Us closed the doors to its toys stores and those in its Babies “R” Us division in the United States. On March 15, Toys “R” Us announced plans to shut down its U.S. operations. The company’s remaining stores closed on Friday, June 29.