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How to Sell Sex Toys Online And Start an Adult Toy Business – [The Ultimate Guide]

- 14 mins read

Running a sex toy business and selling sex toys online is profitable!

This is one of the many conclusions you might have arrived upon after hearing about selling sex toys from multiple sources.

Well, you are 100% right! Selling sex toys online can be profitable as it is one of the most underrated and untapped adult businesses around.

The use of sex toys around the world is continuously increasing (as people want to enhance their bedroom experiences) and one could even say that the sex toys market is recession-proof. 

Here’s a statistic to back this up,

The worldwide sex toy market is estimated to reach a value of 80.7 billion US dollars by 2030.

If you still had the question is selling sex toys profitable somewhere on your mind, this would have answered it. 

Entering the adult toy business now could be the right time for you (and that’s why you are here as well). In this article, we will be telling you, 

  • How to sell sex toys online
  • How to start a sex toy business and 
  • How to promote your sex toys business

So, buckle up! Let’s get started and know how to sell sex toys online!🐱

Is Selling Sex Toys Online Legal?

There’s been a lot of misconception about selling sex toys. So, we just wanted to clear the air about this before we tell you how to sell sex toys. 

So, here’s the answer to the question, 

“Selling sex toys online and running an adult toy business is completely legal.”

Most of the time, sex toys come under novelty items and sexual wellness/healthcare categories. However, it is suggested that you check with the local laws of your country and state before you start an adult toy business and sell sex toys. 

Some countries do allow the selling of sex toys but do not allow the display of the same in public. In some countries, massagers are legal but any sex toys that represent private parts are considered illegal. 

Here are a couple of things you should do to avoid legal trouble when selling sex toys,

  • Make sure the packaging is anonymous and sex toys are not publicly displayed
  • Comply with email marketing laws when promoting your adult toy business
  • Never use photos or videos of someone without concern
  • DO NOT sell your merchandise under false pretenses
  • Use only allowed materials for sex toys so that it does not cause any harm to health

Now that we’ve cleared the air about “selling sex toys” misconception, let’s head to the next part.

Types of Sex Toys to Sell Online on Adult eCommerce Store

You must get a clear understanding of what the different types of sex toys are and what their purpose is. This can help you make more informed decisions regarding what sex toys you can sell. 

Here are the most common categories of sex toys,

Pleasure Point Stimulating Sex Toys💦

These are the kind of sex toys that are used to enhance the orgasm experience for both men and women. Couples/individuals who do not view sex just as an act but as art are your target consumers here. 

Some of the most common pleasure points stimulating sex toys are, 

  • Vibrators – Clitoral, G-Spot, Rabbit & Bullet Vibrators 📳
  • Strap on dildos and Vibrating Dildos🍆
  • Butt Plugs, Anal Beads, Penis Rings 💍

Here is an image of a vibrator + dildo that’s like a teddy bear. 

vibrator + dildo that’s like a teddy bear
Image Source: Refinery29

Sex Toys to Enhance Sexual Experiences

The toys above are used to stimulate the pleasure points while these toys are used to enhance the overall sexual experiences – fantasy, physical pleasure, and oral sex! 

Some of the sex toys to enhance sexual experience are, 

  • Handcuffs & Chains⛓️
  • Costumes for Roleplay👮
  • Feather Tickler💸
  • Mouth Gag🍭
Enhance Sexual Experiences - Handcuffs & Chains
Image Source: PrivyPleasure

Sex Accessories

There are also other sex accessories that are not toys but are considered mandatory. These are used to regulate sexual acts and play a crucial role – some of them are lubes, massage oils, silicon & flavored condoms and more.

When it comes to sexual experiences, you never know what one might prefer. It’s always best to start an adult toy business that covers a wide range of sex toys.

Here are the top five most popular and trending sex toys in the US,

  • Vibrators
  • Anal Toys
  • Lubricants
  • Dildos
  • BDSM-equipment

Now that we’ve covered the different types of sex toys and the most popular ones, let’s head on to the next section.

Everything You Need to Know Before Selling Sex Toys & Running an Adult Toy Business

When it comes to the question of “how to sell sex toys”, there are a couple of things you should know beforehand. It’s not just about starting an online sex toy shop. To sell sex toys successfully and profit from them, you need to have a clear-cut strategy.

Here, we’ll be seeing about the things you need to know and decide on before you start to sell adult toys online.

1. Choose Your Niche

The first thing to do when it comes to selling sex toys is to choose your niche. Choosing your niche carefully can help you get the initial breakthrough you need for your adult toy business.

This simply means which part of the sex toy market you‘re going to conquer. Since you’re initially starting, identifying a strong niche and concentrating on it solely can give you a good headstart.

The niche includes the type of sex toys you’re going to sell, your target audience, the theme around your sex toy store and more.

We’ll be looking at the type of product and the target audience in a couple of seconds. Here, we’ll talk about the theme of your sex toy store. 

Popular sex toy stores, most of the time, have a reason why they started an adult sex toy store which later turns to become the message and the theme of their business. The type of products they sell will also be related and revolve around the same.

For example, Unbound is a popular online sex toy store that’s about empowering women to take control of their sexual health. 

And another popular adult toy store Jimmy Jane is all about offering luxury, high-tech sex toys. 

Similarly, come up with a theme for your store and build your business around it.

Doing proper niche research is the first thing that you need to do when it comes to learning about how to sell sex toys.

2. Keeping an Eye On Product Safety and Educating Consumers

As we already said, safety is one of the key concerns when it comes to selling sex toys online. It just is not about taking care of the manufacturing standard & quality – material used, product outcome, testing, etc. Though this plays a major role, there are a couple of other things you should be taking care of as well – you should be looking out for your consumers. 

Make sure you educate your consumers about sex toys by giving them necessary information like FAQs, user guides, do’s and don’ts. This will not only keep your consumers safe but also shows you care for them and eventually, they’ll be your regular sex toys purchasers.

Make sure to devise a strategy to include all this in your product packaging or website – this could be a real game-changer for your sex toy business.

3. Type of Product

Find out which sex toy is performing well in the market and see what you can offer better in that particular space – whether it be vibrators, massagers, or lingerie, see in which particular area you can do well and conquer the market.

You can also do quick keyword research to find which sex toys people are searching for. 

For example, the image shown below is the search volume of the popular adult sex toys. For dildos, the search volume is a massive 246,000 in the last 12 months. Think of starting with 1% conversion of the entire traffic. That’s huge money! 

And the trend graph also shows that people are constantly interested in sex toys (remember? recession-proof industry😎). You can do similar research using free tools to find out what people are interested in. Tools like Hoth keyword volume checker can help you find the search volume of keywords. 

PRO TIP: Try using recent trends & themes to offer special edition sex toys. This can help drive more traction to your sex toys and increase sales. 

4. Target Audience

Deciding who your target audience can also help you make informed business decisions. For example, if you’re solely targeting only gay men, you can have a theme revolving around men’s sexual health and start selling cock rings, butt plugs, dildos and more.

If you are targeting women, you can start selling clitoral stimulators, vibrators, nipple clamps, strap-ons and more.

Conduct quick research on who invests more in sex toys and what types of toys are selling more. 

Finalizing these things will help you build a highly-targeted sex toy store with a purpose and a theme.

5. Budget

When you plan on starting an adult toy business, there are a couple of things for which you should have to spend. This includes, 

  • Domain & Web Hosting
  • Website Designing
  • Product Purchase & Inventory Storage
  • Shipping Charges and more. 

However, we’ll tell you how to cut down most of these costs and start an adult toy business with ease.

6. Set Your Product Price

This is one of the key areas you should be concentrating on when it comes to running an adult sex toy store.

Selling sex toys is a profitable business. But a major part of it comes from how much you sell your sex toys for.

Make sure not to overprice your product because you are just about to start an adult toy business. The best idea would be to reduce the cost of your product and put out a solid competition.

Check out the price of your competitor’s products and offer your sex toys at a tad lower price. 

For example, vibrators, on an average, range from $25 to $75. Now, check the pricing of your competitors and see what quality they offer at what price. Try to offer vibrators at a cheaper price without compromising on the quality. 

This will help you attract more audience in the beginning and get started with your sex toy business.

This is just one strategy to price your products. You can also think of/come up with different strategies to price your sex toys. 

Now that you know all the prerequisites to sell sex toys, it’s time we look at how to sell sex toys. 

How To Sell Sex Toys Online in 3 Steps?

If you’re thinking this is the hard part, let us assure you, starting an online sex shop is super easy provided you follow the right method. 

In this section, we will be telling you how to sell sex toys by starting an online sex shop. We will be taking you through two methods and tell which is one is the best option and why should be going with it as well. 

Let’s look at the first method to sell adult toys online.

How to Start a Sex Toy Business Using xMarketplace?

Let’s get to the obvious question first. What is xMarketplace? 

Well, xMarketplace is an adult eCommerce website script that allows you to set up your online adult toy business in a couple of hours. The platform comes with integrated drop-shippers, an inventory catalog of over 70,000 sex toys, easy order management and multiple payment gateway options. 


We’ll explain to you in-depth why you should be choosing xMarketplace in the next section. But for now, we will see how to sell sex toys using xMarketplace.

Step 1: Buy yourself a domain name and hosting. When doing this, you need to make sure the hosting service provider you choose will support adult websites.

You can also choose to go with M3Server, a fully managed web hosting platform that provides exclusive services for xMarketplace hosting. And the best part is, they support adult website hosting and you get a domain name free for the first year.

Step 2: Once you have chosen your server it’s time you set up the platform. You can choose M3Server or any other hosting services – our team at Adent will set up your website and then install xMarketplace for you.

Step 3: After installing the script, what’s left for you is to customize the website and implement your branding style, import products from the catalog, set up payment gateways and make your online sex toy business live! 

That was quick. Right? 

Now like we said, we’ll explain why you should choose xMarketplace adult eCommerce website script to sell adult toys online. 

Why Choose xMarketplace to Sell Adult Toys Online?

xMarketplace is a dedicated adult eCommerce script that’s solely built for adult businesses. The platform comes power-packed with features that will make your job easy to run an adult eCommerce store, especially selling sex toys. 

Here are some of the features that make xMarketplace the best option when it comes to the sex toy business, 

Integrated Drop-shippers

xMarketplace comes with integrated drop-shippers – Muffs and Cuffs & Sex Toy Club. These are two popular drop-shippers in the industry who make selling sex toys a walk in the park for you. 

P.S. If you need more explanation on what is dropshipping/drop-shippers, we’ve explained that for you below.

Inventory Catalogue

The two drop-shippers mentioned above have a wide variety of sex toys across categories making it easy for you to choose from and sell. You don’t have to worry about finding a sex toy vendor because you’ve got plenty of options to choose from. In fact, MuffsandCuffs & Sex Toy Club combined have over 70,000 sex toys for you to sell.

Hassle-free Import of Products

With xMarketplace and drop-shippers in place, inventory management is a walk in the park. You can seamlessly import sex toys from the drop-shippers and list them on your store with the help of a CSV sheet in a few hours. 

You can update the pricing of the products within xMarketplace and keep a margin for yourself. Also, you can manually keep your inventory list in sync with drop-shippers by updating the price and removing expired and out-of-stock products on a monthly basis. 

Order Management

This is one of the reasons why you should be choosing xMarketplace for your adult toy business. Any order that your consumers place on your website, it is the responsibility of drop-shippers to carry it out. All you have to do is, place an order of the requirement from your end to drop-shipper and update your consumers about the status of the order. 

Payment Gateway

xMarketplace is one of the sophisticated adult eCommerce website scripts. With multiple payment gateway options like Stripe and PayPal, you can make the shopping experience a memorable one for your consumers. 

Apart from this, xMarketplace is a white-label script that allows you to customize the platform as you want. You also get 100% access to the source code giving you full ownership. 

You can get a FREE LIVE DEMO here.

Now about drop-shipping.

What is Dropshipping API in xMarketplace?

Drop-shipping API is nothing but an integration of popular drop-shippers onto the platform. With drop-shippers in place, you don’t have to worry about anything including stock inventory, storage place and shipping. 

The drop-shipper will be taking care of everything including shipping and delivery of your consumer orders. All you have to do is place your consumer order to the drop-shippers, make a payment and update your consumers about the order status. 

This helps you stay free of all the stock management, storage place and shipping worries. 

The above-mentioned is one of the best ways to sell adult toys online. Let’s look at the other method below.

How to Start an Online Adult Store Using SaaS Platforms Like Shopify?

This is the other method where you have to do everything from scratch. AND ON YOUR OWN. When you’re planning to use platforms like Shopify or any other SaaS platforms, you’ll have to choose your web hosting services (which you should again check whether they support adult website hosting). 

Why You Should Not Start Your Online Adult Store Using Shopify?

Here are some of the disadvantages of choosing platforms like Shopify,

  • You will have to invest in themes and designs – hire freelancers to do the same 
  • Customization can be limited
  • Choose and integrate payment gateway providers
  • Transaction fee for each sale you make
  • Marketing automation tools don’t come for free – you have to pay separately
  • OWN STORAGE SPACE AND INVENTORY – extra cost and more money

All the above consumes more time, constant monitoring and more importantly, costs you huge money. This is exactly why you should choose solutions like xMarketplace where everything you need to sell sex toys is already in place. 

We aren’t going to explain the procedure here because we’re pretty convinced that this is an option you will not be willing to take. ✌🏼

And those are the two methods with which you can start your own online sex toy store. Now that you have the basics in place, it’s time we see how to promote your sex toy business. Because there’s no point in having everything in place when you’re not promoting. 

How to Promote Your Sex Toy Business?

Only when you take efforts to drive eyeballs and traffic to your online sex toy store, you will be able to generate sales out of your store. In this section, we will tell you how to market sex toy stores.

Search Engine Optimization

SEO is a long process and includes activities like blogging, website optimization, backlink generation and more. 

But on a high level, some of the SEO activities you should carry out religiously are, 

  • Follow On-page SEO practices
  • Make your website mobile responsive
  • Generate backlinks
  • Optimize website for high load speed
  • Educate the audience constantly with SEO-optimized blogs
  • Conduct frequent audits to ensure proper functioning

Doing the above activities can help you maintain a strong online presence and drive traffic for free. 

A real-time example is you reading this blog. We wrote this blog targeting the keyword “how to sell sex toys, how to start an online adult store” and a couple of other related keywords. And if you’re reading this blog, it only means our SEO efforts have worked out and we are generating free traffic (and conversions for xMarketplace 😉).

Paid Ads

If you have some extra money, paid ads are the next best thing to search engine optimization. You get instant traffic and conversions by spending on ad campaigns. You can run ads about your sex toys, discount offers, end-of-year sales and drive instant traffic from adult platforms.

Here is an example of a paid ad for the keyword “best sex toys”

google ads to sell sex toys

Since the adult traffic is highly specific, you can easily generate leads and conversions for your sex toy store.

Influencer Marketing

Hearing a popular figure endorse something online can result in a huge spike of action for the business. Hiring a popular porn star or celebrity as an influencer for your business can make a huge difference for your adult toy business. 

You can ask influencers to use your product during their porn clips and simply put a word about their recent purchase from your website. This can drive huge traffic and increase sales for your business. 

Adult forums

Forums are a great way to drive traffic and promote your sex toys. Platforms like Reddit, Tumblr and Stumbleupon are ideal places to find adult forums. 

Engaging in these forums actively can help you build a legit profile. Once this is done, you can then start promoting your sex toy store and drive sales from these places. 

Affiliate Marketing

Affiliates act as your brand advocates and help improve sales for you. Usually, affiliate marketing is where individuals promote your product/services on their blogs, websites, podcasts, YouTube videos and every other source. 

For every sale they make, they get a commission percentage of the total amount. In the long run, with effective affiliates onboard, you can stay worry-free as they can take care of all the marketing.

At Adent, we believe in affiliate marketing and we offer a 30% commission to our affiliates! 💰

You can check out our affiliate program here.

Sex Toy Review Sites

Get your business/sex toys on more platforms. Reach out to various sex toy review sites and ask them to write an article or create a video explaining how good your sex toy store is. 

A few articles/videos like this can help you boost the credibility of your adult toy business resulting in more traffic and sales.

Partner With Other Adult Toy Stores

In the beginning, we talked about choosing a niche for your sex toy store and revolving around that which means you’ll be covering only a specific area of the sex toy marketing and miss out on the other.

Similarly, like you, there will be other adult toy stores that will concentrate on a different niche and miss out on what you’re offering. 

What you can do is, you can partner with these adult toy stores and pull off a mutual collaboration – you can drive audience from their websites looking forward to avail services you provide. 

Signing up with a couple of adult toy stores can help you drive huge traffic from untapped niches.

Create User-Generated Content

User-generated content means reviews & testimonials. 

Today, online reviews are considered as personal recommendations and users look for reviews before purchasing a product. Which is why you must generate a couple of reviews and testimonials for your business. 

Make sure these are legit reviews because the last thing is someone tarnishing your brand reputation. You can ask for reviews after 30 days of the product purchase. You can even offer incentives to consumers (like gift cards) and ask for reviews. 

Generating reviews & testimonials constantly acts as social proof and helps in driving more traffic and sales. 

Above mentioned are some of the ways that will help you to promote your sex toys and adult toy business. 

How to Deliver Sex Toys to Your Customers?

This is the last section we’re going to see in our article. 

One of the reasons why consumers prefer to purchase sex toys online is because of the anonymity factor. Sex toys are still a taboo in most parts of the world and this is exactly why people prefer anonymity.

So when selling sex toys to your customers, make sure you follow the discreet packaging method. This is nothing but packing the product in such a way that doesn’t reveal the real product. 

Here are some examples of discreet packaging,

Example for discreet packaging to sell sex toys
Image Source: Askmen
Example for discreet packaging to sell sex toys
Image Source: Cntraveler

Our drop-shippers, Muffsandcuffs & Sex Toy Club ensure discreet packaging to all our consumers.


Here’s a quick summary of what we’ve just seen. 

  • Is selling sex toys online legal? 
  • Types of sex toys to sell online
  • Everything you need to know before selling sex toys
  • How to start a sex toy business online and
  • How to promote your sex toy business

Like we said before, the adult toy business is one of the most underrated businesses via which you can make huge revenue.

Since the traffic you receive for adult traffic is niche-specific, you can easily receive targeted traffic and make money. 

Now that you know how to sell sex toys by starting an adult toy online store, why wait? Start selling sex toys and make some money! 

Reach out to us if you have any questions in the comments! 

FAQs Related to How to Sell Sex Toys?

1. Is selling sex toys profitable?

Yes. Running sex toys is a profitable business and you can easily make around $10,000 per month provided you follow the right methods. 

2. How to start selling sex toys? 

To sell sex toys, you need to set up an eCommerce store. You can use adult eCommerce scripts like xMarketplace to build your sex toy store within a couple of hours. 

3. What are the different types of sex toys?

Sex toys can be classified into three different categories, 

  • Pleasure point stimulation toys
  • Sex toys to enhance the sexual experience
  • Sex accessories