How To Sell Sex Toys Online?

Not too long ago, sex toys were a quiet, behind-closed-doors topic. Today, they’ve transformed into a must-have lifestyle product and a booming segment of the SexTech business, shattering taboos and inspiring open conversations about self-care, intimacy, and pleasure. With demand soaring, the industry is alive with innovation as brands cater to diverse needs and connect with enthusiastic customers around the globe.

Selling sex toys online isn’t just about commerce, it’s about being part of a cultural movement that powers individuals and redefines intimacy. Whether you’re starting from scratch or refining your strategy, this guide will walk you through creating a successful online sex toy store that truly stands out.

The Growing Opportunity in the Sex Toy Market

The global sex toy market is experiencing remarkable growth, fueled by evolving societal norms, cutting-edge technology, and a growing emphasis on sexual wellness. Valued at $37.35 billion in 2024, this thriving industry is projected to hit $83.85 billion by 2033, with an impressive CAGR of 9.4%.

Key factors behind this expansion include the normalization of sexual wellness and the diminishing stigma around sex toys. Consumers across diverse demographics are embracing these products for both pleasure and therapeutic benefits, such as addressing menopausal symptoms or sexual dysfunction. Additionally, the rise of e-commerce has made purchasing sex toys more discreet and accessible, significantly boosting sales worldwide.

Technological innovations, such as app-controlled devices and luxury adult toys, are attracting younger, tech-savvy audiences. The market also benefits from increasing acceptance within the LGBTQ+ community and among couples seeking to elevate their intimacy. While North America currently dominates, Europe & Asia-Pacific are emerging as high-growing regions due to liberalizing attitudes and rising disposable incomes.

Although challenges like advertising restrictions and cultural differences remain, they present opportunities for creative problem-solving. For entrepreneurs and investors, the sex toy market offers immense potential, making now the perfect time to enter this rapidly expanding and inclusive industry.

How to Sell Sex Toys Online?

So, you want to break into the booming online sex toy market? Here are the 9 essential steps you need to know on how to sell sex toys online.

Step #1: Find Your Idea and Audience

The sex toy industry is no longer a one-size-fits-all market. Consumers today seek personalized experiences, making niche specialization the key to success. Whether it’s eco-friendly toys, high-tech sex dolls, LGBTQ+-inclusive products, or discreet beginner-friendly options, carving out a niche helps you stand out and attract a loyal audience.

Know Your Audience Inside Out

Understanding your audience’s preferences, challenges, and desires is essential to building trust and offering products that truly resonate. Ask yourself:

• Who are they? (Age, gender, relationship status)
• What do they value most? (Luxury, affordability, inclusivity)
• Where do they shop? (E-commerce, social media, word of mouth)

Go through forums and surveys to gain insights. Engage with communities on platforms like Reddit or X, where people discuss their preferences and frustrations openly.

How Dame Products Found Their Niche and Audience…..

Dame Products is a perfect example of how finding the right idea and audience leads to success. Co-founded by sexologist Alexandra Fine and engineer Janet Lieberman, the brand was built on extensive consumer research.    

Their flagship product, Eva, was designed after listening to women express frustration  over vibrators that didn’t fit into their experiences. To validate demand, they launched a crowdfunding campaign, refining their product based on real feedback.

By focusing on inclusivity and comfort, Dame Products resonated with modern, tech-savvy women seeking pleasure products tailored to their needs. Today, they’re an industry leader, proving that understanding your audience is the first step to success. 🚀

As Alexandra Fine of Dame Products states:
“To create something meaningful, you need to listen to people. Understand their needs, their challenges, and what they’re excited about. That’s how you develop products that actually make a difference.”

Step #2: Build a Sex Positive Brand

Building a sex-positive brand is essential when selling sex toys online. In an industry often clouded by stigma, your brand should champion sexual wellness, inclusivity, and empowerment. A strong, authentic sex-positive identity helps build trust and attracts a loyal community of customers who share your values and feel comfortable supporting your business.

Elements to Build Your Sex Toy Brand

1. Define Your Brand Values – Clearly outline what your brand stands for. What mission and values will drive your decisions? These will shape everything from your marketing to the products you offer.
2. Create Relatable Content – Use humor, approachable language, and educational resources to connect with your audience. This approach helps normalize the conversation around sex toys and makes your brand feel more welcoming.
3. Engage with the Community – Get involved in events, workshops, and online discussions to build authentic relationships. By doing so, you reinforce your commitment to sexual wellness and position your brand as a trustworthy ally.
4. Use Social Media – Platforms like YouTube, Instagram and X are essential for sharing engaging content that aligns with your brand voice while respecting platform guidelines.

Maude’s Approach to Building a Modern, Inclusive Brand…..

Maude, founded by Éva Goicochea in 2018, exemplifies a sex-positive brand. Éva noticed a gap in the market for modern, minimalist, and inclusive sexual wellness products, so she set out to create a brand that would break from the traditional, overly sexualized imagery and focus on products that felt approachable and gender-neutral.

Maude’s marketing doesn’t emphasize performance but rather intimacy and wellness, making it a brand that feels deeply personal. By incorporating educational content, Maude has successfully normalized discussions around sexual health and pleasure. Thanks to this, it has become one of the most beloved brands in modern sexual wellness.

By establishing a sex-positive brand identity, you can connect with your audience on a deeper level and create a supportive, trust-based community around your products.

As Éva Goicochea of Maude says:
“Our goal is to make intimacy accessible and approachable for everyone. It’s about creating a safe space where people feel comfortable exploring their needs and preferences.”

Step #3: Choose the Right Business Model

Selecting the right business model is one of the most critical decisions when selling sex toys online. It determines how you source, manage, and sell your products, as well as how much time and investment you’ll need to get started.

Let’s take a closer look at 3 popular sex toy business models to help you find the best fit for your goals.

Wholesale

With wholesale, you purchase products in bulk from manufacturers or distributors at discounted rates and resell them at a higher price. 

This model is ideal for those who want control over inventory and branding. While it requires upfront investment and storage space, it offers higher profit margins and quicker delivery times for customers.

Dropshipping

Dropshipping allows you to sell products without holding inventory. When a customer places an order, the supplier ships the product directly to them. 

This low-risk model is perfect for beginners or those looking to test the market. However, it offers lower profit margins, and you have less control over shipping times and packaging.

Private Label

Private labeling involves creating custom products with your brand name. This model is ideal for businesses aiming to build a unique identity.

While it requires more investment in product development and marketing, it allows you to stand out in a competitive market and command higher prices.

Lovehoney’s Journey from Dropshipping to Industry Leadership

Lovehoney, one of the leading online sex toy retailers, started with a dropshipping model back in 2002. Founders Neal Slateford and Richard Longhurst saw the need for a discreet and user-friendly shopping experience for sex toys, and dropshipping allowed them to test the waters with minimal upfront costs. 

As their business grew, they transitioned to a hybrid model, combining wholesale and private label strategies to expand their range and gain more control over product quality and branding. Today, Lovehoney is a global leader, with exclusive products and strategic partnerships that differentiate it from the competition.

Neal Slateford, co-founder of Lovehoney, says:
“Starting with dropshipping gave us the flexibility to explore the market without heavy investment. But to truly grow, we realized we needed control over our products and branding—finding the right model is key to scaling your business.”

Step #4: Create Your Online Sex Toy Store

Building your online store is where the magic begins: it’s your digital storefront and the face of your brand. A well-designed, user-friendly website can make or break your business. Beyond just aesthetics, your site needs to create a seamless shopping experience while ensuring privacy and security for your customers.

Key Steps of Your Online Sex Toy Store

1. Platform Selection – Pick an e-commerce platform that aligns with your business goals. Shopify & WooCommerce are popular for their ease of use and flexibility. For a more specialized adult toy store, consider adult ecommerce website software like xMarketplace by Adent.io, tailored to support adult businesses.
2. Discreet, Inclusive Design – Your store design should be sleek, welcoming, and sex-positive. Ensure it appeals to a wide audience while maintaining discretion for those who prioritize privacy.
   
3. Product Categories and Filters – Organize products into categories like “Beginner Toys,” “Couples,” or “Luxury Items.” Add filters for material, function, and price  to make shopping easier.
4. Content and Education – Engage your customers with an informative blog or FAQ section. Guide first-time buyers and build trust by addressing common questions, such as “How to Choose Your First Vibrator,” creating content that resonates with your audience.
   
5. Security & Discretion – Prioritize safety by using SSL encryption for secure transactions. Offer discreet billing and shipping options to maintain customer privacy.
   
6. Adult Payment Processors – Choose payment processors that cater to adult content, such as CCBill or Segpay, to ensure smooth and secure transactions for your customers while complying with industry regulations.

How SheVibe Created a Unique and Inclusive Shopping Experience……

SheVibe, founded by Thor & Sandra Mikkelson, started with the idea of creating an online store that blended humor, inclusivity, and high-quality sex toys. Their standout feature was their comic book-style website design, which gave them a unique identity in the market.

The founders prioritized customer education, launching a blog with sex-positive content and detailed product reviews. By creating a site that was fun, informative, and welcoming, SheVibe attracted a loyal customer base and became one of the most beloved brands in the industry.

Sandra Mikkelson of SheVibe shares:
“Your website isn’t just a store; it’s an extension of your brand’s personality. Make it a place where customers feel seen, heard, and excited to explore.”

Step #5: Educate and Empower Your Customers

In the sex toy industry, education is a powerful tool to attract, engage, and retain customers. Many first-time buyers approach the market with hesitation or confusion, and providing them with valuable, accessible information can turn uncertainty into trust. 

By educating and empowering your audience, you position your brand as a trusted advisor, not just a seller.

Why Education Matters

Sexual wellness is often misunderstood or under-discussed. Customers may need guidance on choosing the right products, understanding their benefits, and learning how to use them safely. By addressing these needs, you create a stronger connection with your audience and foster brand loyalty.

Ways to Educate Customers

1. Create a Blog or Resource Center – Share articles like “How to Choose the Right Vibrator for Beginners” or “The Benefits of Using Lubricants.”
2. Offer Product Guides – Use videos, infographics, or FAQs to explain features, materials, and maintenance tips for your products.
3. Host Webinars or Workshops – Virtual events on topics like “Exploring Sexual Wellness” or “The Science Behind Sex Toys” can engage your audience and position you as an expert.
4. Leverage Social Media – Platforms like Pinterest or TikTok allow you to share bite-sized, relatable tips while normalizing discussions about pleasure and wellness.

LELO’s Success Through Customer Education & Empowerment……

Take LELO, a leading luxury sex toy brand, as a case study. They built their success on education, creating informative content that addressed customer needs and guided their buying decisions. LELO’s approach includes detailed product guides, blog posts on sexual wellness, and interactive workshops, which helped them break stigma and foster a loyal customer base.

As LELO Team quotes:
“Education is at the heart of what we do. By empowering our customers with knowledge, we’re not just selling products – we’re helping them explore their own pleasure with confidence.”

Step #6: Plan Marketing Strategies That Works

A winning marketing strategy is essential for any business, but in the sex toy industry, it requires extra creativity and thoughtfulness. Since advertising restrictions on major platforms like Google and Facebook often apply to adult products, brands must explore unique ways to reach their target audience while maintaining a sex-positive and inclusive tone.

Though sex toys have become far less taboo, customers still seek out brands they trust – ones that prioritize quality, discretion, and education. A solid marketing plan not only builds this trust but also helps you attract the right audience, positioning your brand as a leader in the industry.

Effective Marketing Tactics

1. 1. SEO Optimization – Invest in keyword research to improve your visibility. Optimize your website for terms like “best sex toys online” or “buy luxury vibrators” to make sure your products show up when potential customers search for them.
   2. Social Media Engagement – Platforms like Instagram, TikTok, and X allow creative ways to promote your products. Use educational posts, influencer partnerships, and fun reels to engage your audience.
   3. Email Campaigns – Build a subscriber list and offer exclusive deals, product updates, and educational content directly to your customers’ inboxes. This helps maintain consistent engagement and builds loyalty.
      
   4. Collaborate with Influencers – Team up with sex-positive influencers who share your brand values. Their trusted voices can extend your reach and amplify your message. Bloggers and influencers such as Shameless Sex or O.school could be great allies in extending your reach.
   5. PR and Media Pitches – Publish compelling press releases or pitch stories to popular media outlets in the sex-positive space. For example, LELO once worked with Vogue to highlight their luxury products, gaining massive visibility and establishing their reputation as a high-end brand in the industry

Marketing Lessons from Sex With Emily….

PR and Media Pitches – Don’t shy away from seeking media attention. Pitch compelling stories or press releases to top media outlets in the sex-positive space. For example, LELO successfully collaborated with Vogue to showcase their luxury line, elevating their visibility and solidifying their reputation as a premium brand in the industry.

By implementing these strategies, you’ll not only reach your target audience but build lasting relationships with them, all while positioning your brand as an industry leader that champions sexual wellness and empowerment.

Emily Morse, Founder of Sex with Emily says:
“Marketing in the sex toy industry is about breaking down barriers and creating a safe space for conversation. When you connect with your audience on a personal level, you build trust and loyalty.”

Step #7: Sell Across Multiple Channels

Relying on a single platform to sell sex toys can limit your growth. Expanding across multiple channels helps you reach a broader audience, strengthen your brand presence, and create multiple revenue streams.

Today’s shoppers buy on their own terms. Some prefer dedicated websites, while others feel more secure purchasing from trusted marketplaces like Amazon or Etsy. By diversifying your sales channels, you can cater to different customer preferences while reducing the risks of depending on just one platform. The more places your products are available, the greater your chances of success in this thriving industry!

Key Channels to Explore

1. Your Online Store: Your website is your primary sales hub. It’s where you control your brand’s story and customer experience.
2. Online Marketplaces: Platforms like Amazon and eBay allow you to tap into their massive customer base. While restrictions may apply, compliance with their policies can open doors to significant sales.
3. Social Media Commerce: Instagram, TikTok, and Pinterest are great platforms to showcase products visually. Many also offer built-in shopping features.
4. Retail Partnerships: Collaborate with brick-and-mortar retailers or boutique shops to get your products in front of offline audiences.

We-Vibe’s Mutli-Channel Approach…..

Take We-Vibe, a popular sex toy brand that successfully expanded its sales across multiple channels. They began with their own online store but later partnered with retail stores and marketplaces like Amazon, allowing them to tap into new customer segments. By diversifying their presence, they grew their brand and significantly increased sales.

By selling across different platforms, you create more ways for customers to connect with you and buy from you, boosting both brand awareness and profitability.

Polly Rodriguez of Unbound shares:
“Don’t put all your eggs in one basket. A multi-channel strategy is about being where your customers are and making the buying process seamless and trustworthy.”

Step #8: Focus on Body-Safe and Hygienic Products

In the sex toy industry, safety & quality aren’t just selling points – they’re essential. Customers increasingly demand body-safe, hygienic products that enhance intimacy without compromising health. To build trust and stand out in a competitive market, it’s crucial to prioritize materials, certifications, and transparency in your offerings.

Why Body-Safe Products Matter

Sex toys come into direct contact with sensitive areas of the body. Substandard materials can cause irritation, infections, or worse. Offering products made from medical-grade silicone, ABS plastic, or other non-porous materials positions your brand as a reliable and responsible choice.

Transparency about the materials you use, alongside compliance with global safety standards (like CE or FDA certifications), builds credibility and reassures customers.

How to Prioritize Safety and Hygiene

1. Source Quality Products: Partner with manufacturers who provide certified body-safe materials, such as hypoallergenic silicone or phthalate-free plastics.
   
2. Educate Customers: Use product descriptions, blogs, and videos to explain why safety and hygiene matter. Guide them on proper cleaning and storage practices.
   
3. Offer Cleanliness Accessories: Sell cleaning sprays, UV sanitizers, and storage pouches to promote proper care.
   
4. Highlight Certifications: Display certifications and compliance with safety standards prominently on your product pages.
   

Step #9: Make Your Customers Feel Valued

Sex toys are often personal, intimate purchases, and customers seek a sense of trust and understanding from brands. Going the extra mile to make them feel special fosters loyalty, boosts word-of-mouth referrals, and increases your reputation in a sensitive industry.

How to Make Customers Feel Valued

1. Offer a Hassle-Free Refund & Exchange Policy
   A flexible refund & exchange policy reassures customers that their satisfaction matters. While hygiene laws may limit returns on intimate items, offering store credit or easy replacements for defective products can increase trust. Clearly communicate your policies to avoid misunderstandings and reduce chargebacks.
2. Provide Exceptional Customer Support
   Fast, empathetic support can turn a frustrated shopper into a loyal customer. Offer 24/7 live chat, email assistance, and a detailed FAQ section to address concerns quickly and discreetly.
3. Warranties
   Consider offering a warranty on your products to build trust and demonstrate your commitment to quality. Prioritize customer support to ensure that any warranty claims are handled with care
4. Add Personal Touches
   Small gestures, like thank-you notes, exclusive discounts, or loyalty rewards, can make customers feel appreciated and encourage repeat purchases.

When customers feel valued and respected, they’re more likely to return and recommend your brand to others. 

Lovehoney’s Customer-First Philosophy…..

Lovehoney, a leading online sex toy retailer, thrives on its customer-first approach. From the beginning, the company focused on delivering excellent service, creating a “Happiness Promise” that includes hassle-free returns and a customer service team available seven days a week.

Lovehoney also values feedback and often involves customers in product development. For example, their “Design a Sex Toy” competition invites users to share innovative ideas, fostering a sense of involvement and ownership. The winning designs are turned into actual products, further connecting the brand to its community.

Richard Longhurst, co-founder of Lovehoney, emphasizes:
“If you treat your customers well, they’ll treat you well in return. Building relationships isn’t just good ethics – it’s good business.”

When customers feel valued, they’re more likely to return and recommend your brand to others. By prioritizing their satisfaction, you create a community of happy, loyal customers who’ll support your business for the long term.

How Much Does It Cost To Start a Sex Toy Business?

Cost to start a sex toy business can vary significantly in cost, depending on several factors such as location, business model, and inventory choices. On average, the initial investment ranges from $5,000 to $150,000. Key expenses include:

Key expenses include leasing retail space, which can range from $2,000 – $5,000 per month depending on your location, and initial inventory purchases that could set you back anywhere from $20,000 – $30,000.

Additionally, you’ll need to consider costs for licensing and permits (around $500 – $2,000), website development (approximately $2,000 – $10,000), and marketing efforts (ranging from $5,000 to $15,000/month). 

For those opting for a dropshipping model, startup costs can be lower, starting at just a few hundred dollars for a basic website. However, investing in quality products and customer experience is crucial for long-term success in this competitive market. 

As Joe Vela from Emojibator notes:
“If you are designing a novel or new product, you can expect that process to take a minimum of one year and $10,000 upfront.” 

This highlights the importance of thorough planning and budgeting when entering the sex toy industry.

Final Thoughts

Selling sex toys online is not just about offering products; it’s about understanding the market and connecting with customers on a deeper level. With the right blueprint, insights, and focus on what the modern consumer seeks, you’re already a step ahead. Whether you’re catering to seasoned enthusiasts or first-time buyers, your business can thrive by staying informed, adaptable, and customer-centric. Remember, you’re not just selling a product – you’re providing a personal experience that powers individuals. And to make the process smoother, ecommerce scripts like xMarketplace by Adent.io can provide tailored solutions specifically designed for adult businesses, making it easier to manage, market, and scale your online store. With the right tools at your disposal, there’s no limit to what you can achieve. Now go make it happen!

FAQs About Starting a Sex Toy Company

1. How to become a sex toy seller?

Start by researching your niche, sourcing quality products, setting up an e-commerce store, and ensuring a seamless customer experience. Stay informed, and build a brand that resonates with your audience.

2. What types of sex toys sell best online?

Popular online sex toys include vibrators, dildos, anal toys, and couples’ products. Eco-friendly and body-safe options are increasingly in demand as consumers prioritize health and sustainability.

3. How can I market my online sex toy store effectively?

Leverage social media, influencer partnerships, SEO, email marketing, and engaging content to reach your target audience. Offering promotions, discounts, and a blog can also increase visibility and trust.

4. Do I need a license to sell sex toys?

Yes, selling sex toys typically requires a general business license and possibly additional permits depending on local regulations. Always check your area’s specific requirements to ensure compliance.