Gift registries can play an important red in successful online retail, in fashion and other industries... Since most people become parents at some point, solving how the journey to parenthood can be made easier and less overwhelming with helpful content, a curated store, and universal baby registry could be a great success story, And it has been, thanks largely to founder Natalie Gordon, a former developer at Amazon who decided to create a better baby registry. Today 1 in 5 first-time families create a Babylist registry. Every month more than one million families rely on content to make the most important decisions of pregnancy and early parenthood, and over $12MM in gifts are given using Babylist. Host Rob Sanchez sat down with founder Natalie Gordon on location at eTail West in Palm Springs, CA. In this episode: Building an online registry Being able to create a list more personalized for each family How Baby-sit is invested in its own retail operations The original business model was affiliate and Babylist eventually diversified to not just be dependent on the affiliate model Staying with the family past the birth Recommendation lists The open opportunity: most people in the US don't have a local baby store Creating video content to help with purchase details and merchandise info The dynamics off offering used products Leading with the known, trusted brand name, and doubling down on the branding  instead of creating new brands for other functions See omnystudio.com/listener for privacy information.