How to Sell Sex Toys Online in 2024: A Simple Guide

Once considered a societal taboo, the business of selling sex toys has flourished into an evergreen opportunity. Influential series like “Sex Education” and “Sexify” have played pivotal roles in normalizing conversations about sex, pleasure, and intimacy, paving the way for a more open-minded and accepting society.

If you’re looking to capitalize on the sex toy industry, our guide, ‘How to Sell Sex Toys Online,’ is the perfect resource for you.

We’ll cover everything from market trends and target audience insights to product sourcing and building a successful website to sell adult toys. Plus, you’ll discover marketing strategies to enhance visibility and drive sales, helping your business thrive in this vibrant industry.

Why Selling Sex Toys is a Lucrative Opportunity?

First off, let’s talk about the size of this online sex toy market. In 2023, the global sex toy industry was valued at a whopping $35.2 billion. 

By 2026, experts predict that the sex toy business will rise to $52.7 billion, and by 2030, we’re looking at a mind-blowing $80.7 billion. That’s some serious growth, with a compound annual growth rate (CAGR) of around 9% from 2024 to 2030. 

Here are the top 5 reasons why the market is booming:

1. Changing Social Attitudes and Destigmatization

The stigma surrounding sex toys has significantly diminished as society becomes more open and accepting of diverse sexual expressions. 

Once confined to seedy shops, sex toys are now available in mainstream retail stores, pharmacies and even luxury boutiques.

Media representation, social media influencers, and sex-positive movements have helped normalize these products, making people more comfortable exploring their sexuality and prioritizing their sexual wellness.

2. Rise of E-Commerce

The sex toy business is booming, driven primarily by the rise of e-commerce. In 2021, a staggering 63% of sex toys were sold through online platforms, highlighting a shift in consumer behavior. 

Online sex toy stores dominate the market, with 70% of sales, compared to 32% through general stores like Amazon and 24% via pharmacies. This trend reflects a growing acceptance of sexual wellness products, making them more accessible to consumers. 

As societal attitudes evolve and the stigma surrounding sex toys diminishes, the industry is poised for continued growth, with projections indicating an annual growth rate of 8.4% through 2030.

3. Diverse Niches and Inclusivity

The sex toy market has expanded to cater to a wide range of preferences, sexual orientations, and gender identities.This inclusivity is reflected in product offerings, marketing campaigns, and the overall approach of many brands.

Companies are now creating sex toys for specific niches, from LGBTQ+ focused toys to those designed for people with disabilities.

This diversity in selling sex toys ensures that more people can suit themselves with their unique needs & desires, further driving market growth.

4. Technological Advancements and Product Innovation

The sex toy industry has seen a technological revolution, with modern products incorporating cutting-edge technology to enhance user experience.

Innovations like app-controlled devices, biofeedback technology, and virtual reality integration have revolutionized the market. 

Companies are investing in research and development to create diverse, high-tech products that cater to various preferences, attracting tech-savvy consumers and expanding the market reach.

5. Female Leadership and Innovation

A major factor driving the industry’s growth is the increasing number of women taking leadership roles in sex toy companies. 

As Hallie Lieberman, a sex historian, points out, the industry was previously dominated by men who designed products based on assumptions rather than actual female experiences. 

Now, female entrepreneurs and engineers are at the forefront, creating products that cater specifically to women’s needs and desires.

👉 Read also: Online vs. Brick-and-Mortar Sex Toy Stores

How to Sell Sex Toys Online in 7 Steps

Whether you’re aiming to launch a full-fledged sex toy business or planning a side hustle, these 10 steps will definitely guide you through the process of “how to sell toys online” successfully.

Step 1: Brainstorm Your Niche & Product Line

To start selling sex toys online, focus on a specific niche or product. Determine which segment of the market you’ll target and do thorough research to ensure a strong product-market fit before investing. Consider these ideas:

Identify Your Target Audience

Knowing your target audience is the cornerstone of your business. 

Who are you selling to? Couples looking to spice up their relationships? Singles exploring their sexuality? The LGBTQ+ community? Or perhaps a niche market like BDSM enthusiasts? Understanding your audience helps you tailor your products and marketing strategies effectively.

Choose Your Product Type

Once you have a clear idea of your target audience, think about the types of products you want to offer. The sex toy market includes various categories:

• Classic Toys – Dildos and vibrators remain popular staples.
• Sex Swings and Stools – These are great for adventurous couples looking to add some excitement to their bedroom activities. 
• Novelty and Fantasy Products – Items like unicorn-themed dildos or glow-in-the-dark toys can attract customers looking for something fun and different. 
• Innovative Sex Technology – The future is here with products like AR (Augmented Reality) sex toys, smart vibrators that can be controlled via smartphone apps, and rechargeable devices. 
• Sexual Health, Wellness, and Self-Care – Products that promote sexual health and wellness, like Kegel exercisers, lubricants, and massage oils, are always in demand. 
• Lingerie & Accessories – This category can significantly expand your product range and appeal to a broader audience. Consider offering sexy lingerie sets, adult-themed cosplay outfits, and accessories like stockings, garters, and masks.

Validate Your Idea

Before fully committing to your idea, validate it by gathering feedback from potential customers. 

Consider using online platforms like SurveyMonkey or Google Forms to maintain anonymity and encourage honest responses. 

Your survey might include questions such as:

• How often do you buy sex toys?
• Which types of sex toys interest you most?
• What factors matter most when choosing where to buy sex toys (e.g., privacy, selection, price,quality, service)?
• What price range do you find reasonable for a high-quality sex toy?
• Are you interested in educational content or guides with product listings?

Additionally, consider participating in relevant online forums dedicated to sex toys to collect qualitative feedback.

For example, you might join discussions on platforms like Reddit’s r/SexToys or FetLife to understand unmet needs and current trends of selling sex toys in the market.

By thoroughly analyzing the responses and insights gathered, you can refine your product offerings, adjust your pricing strategy, and tailor your marketing approach to better meet consumer demands. 

Step 2: Secure Financing

Securing financing is among a critical step before you start selling sex toys online.

Traditional Business Loans

Traditional business loans from banks and credit unions are a common financing method. However, the adult industry is often considered high-risk, which can make securing these loans more difficult. 

To improve your chances:

Prepare a Solid Business Plan 

A comprehensive business plan is essential. It should include an executive summary, market analysis, organizational structure, product line, marketing strategies, and detailed financial projections. 

Explore SBA Loans

The Small Business Administration (SBA) offers loan programs like the 7(a) loan, which is partially guaranteed by the SBA, making it less risky for lenders. This can be a viable option if you have a lower credit score or limited assets.

Alternative Financing Options

If traditional loans are not feasible, consider these alternatives:

• Personal Savings – Using your own savings is straightforward and keeps you free from debt initially.
• Crowdfunding – Platforms like Kickstarter or IndieGoGo can be effective, especially for innovative products. However, be aware of platform restrictions on adult content.
• Angel Investors – Angel investors are high-net-worth individuals who financially support sex toy startups in exchange for equity. These investors are often experienced entrepreneurs who can bring valuable knowledge and connections.
• Venture Capitalists (VC) – Venture capital firms invest in startups with growth potential in exchange for equity. Notable venture capitalists like Christie Pitts, Monique Woodard, Cyan Banister are some VC who have shown interest in diverse and innovative sectors, which include the sex toy business.

Step 3: Choose Your Business Model

Now it’s time to decide how you want to run your sex toy business. There are a few different models to choose from, each with its own pros and cons:

Creating Your Own Products vs. Reselling

Creating Your Own Products

Design and manufacture your own unique sex toys. This allows for complete control over product quality and branding, but requires significant investment in research, development, and manufacturing.

Example: Dame Products, founded by Alexandra Fine & Janet Lieberman, created the Eva II, a hands-free couples’ vibrator. Their unique design and focus on female pleasure helped them carve out a niche in the market.

Reselling

Source existing products from manufacturers or wholesalers. This is easier to start with, but you’ll face more competition from other retailers selling the same products.

Example: Lovehoney started as a reseller before developing its own product lines. They built their brand by offering a wide range of carefully selected products and exceptional customer service.

Retail vs. Dropshipping

Retail

You buy products wholesale and keep them in stock. This gives you more control over inventory and shipping, but requires more upfront investment and storage space.

Example: Adam & Eve operates a successful retail model, maintaining a large inventory to ensure quick shipping and product availability.

Dropshipping 

You partner with suppliers who ship products directly to your customers. This requires less upfront cost and no inventory management, but you have less control over shipping times and product quality. However, it’s crucial to find reliable dropshippers who specialize in adult products.

Example: Bedroom Adventures uses a dropshipping model to offer a wide range of products without the need for warehouse space.

Subscription Box Services and Affiliate Marketing

Subscription Boxes 

Curate monthly boxes of sex toys and accessories for your customers. This can create recurring revenue and customer loyalty.

Example: Unbound Box offers themed quarterly subscription boxes filled with sex toys and wellness products, creating anticipation and excitement for their customers.

Affiliate Marketing 

Promote other companies’ products on your website and earn a commission on sales. This is low-risk but requires building a strong online presence and audience.

Example: Kinkly uses affiliate marketing to monetize their sex education content, recommending products that align with their articles and reviews.

Choose the model that best fits your goals, resources, and expertise. And remember, you can always start with one model and expand or pivot later as your business grows.

Step 4: Source Quality Products

It’s crucial to remember that when you start selling sex toys online, quality is paramount. No one wants a low-quality, unsafe product anywhere near their most sensitive areas!

Here’s how to ensure you’re sourcing the best adult toys for your customers:

Finding Reliable Suppliers and Manufacturers

• Research suppliers thoroughly. Look for those with good reputations in the industry. Companies like Doc Johnson, LELO, and We-Vibe are well-known for quality products.
• Attend adult industry trade shows to meet suppliers in person and see products firsthand. The ANME (Adult Novelty Manufacturers Expo) is a major trade show in the US.

• Consider working with multiple suppliers to offer a diverse range of products. You can source luxury vibrators from LELO, BDSM gear from Sportsheets, and lubricants from Sliquid.

Evaluating Product Safety and Quality Standards

• Look for body-safe materials like medical-grade silicone, ABS plastic, and borosilicate glass. Like the Njoy Pure Wand is made of high-quality stainless steel, known for its safety and durability.
• Check for certifications and compliance with industry standards. Look for CE marking, FDA, phthalate-free and RoHS compliant products.
• Test products to ensure they meet your quality standards.

Professional sex toy testers like Cara Houiellebecq and consultant Reba the Diva play a crucial role in quality assurance. They evaluate products for safety, functionality, and pleasure, ensuring high standards in the adult industry.

Negotiating Prices and Establishing Partnerships

• Before entering negotiations, research market prices for the sex toys you’re interested in. Knowledge is power, and understanding the going rates will give you leverage.
• Suppliers are often more willing to offer discounts for bulk purchases. For instance, you might secure a 15% discount on orders over $5,000 from a reputable supplier like Doc Johnson.
• Propose package deals that include multiple items. This strategy can lead to better overall pricing and a more diverse inventory.
• Negotiate special rates for holiday seasons or events like Valentine’s Day when demand for adult products typically spikes.

Remember, your reputation is on the line with every product you sell. It’s better to offer a smaller selection of high-quality toys than a large inventory of questionable products.

Step 5: Set Up Your Own Online Sex Toy Store

When it comes to building your adult e-commerce website, you have a couple of options: you can either build it from scratch or use a CMS platform like WordPress. 

However, as a leading provider of adult turnkey software, we recommend opting for an adult e-commerce website script. These scripts are specifically designed for adult businesses and come with features tailored to your needs.

Essential Pages for Your Sex Toy Website

Here’s a breakdown of the key pages your sex toy website should feature:

• Home Page – Your homepage is the first impression customers will have of your store. Make it visually appealing and easy to navigate. Highlight your best-selling products, special offers, and any unique selling points.
• Product Pages – Each product should have its own dedicated page with detailed descriptions, high-quality images, and customer reviews. Include information about materials, dimensions, and usage instructions to help customers make informed decisions.
• About Us – Share your brand story and mission. Explain why you started the business and what sets you apart from competitors. This helps build trust and connect with your audience on a personal level.
• FAQ – Address common questions about your products, international shipping, returns, refund and privacy policies. This can reduce customer inquiries and improve their shopping experience.
• Blog – Create content that adds value to your customers. Write about sexual wellness, product guides, and industry trends. This not only drives traffic to your site but also positions you as an authority in the adult industry.
• Contact Us – Make it easy for customers to reach you with questions or concerns. Include a contact form, email address, and phone number.

Design and User Experience

• Mobile Optimization – Ensure your website is mobile-friendly. A significant portion of online shopping is done on mobile devices, so a responsive design is crucial.
• Discreet Shopping Experience – Many customers prefer privacy when purchasing adult products. Use discreet billing and packaging, and clearly communicate this on your website.
• Secure Payment Gateway – Choose a payment processor that supports adult businesses. Companies like CCBill & Verotel specialize in high-risk industries and offer secure, reliable payment solutions.

By focusing on these design and user experience elements also, you’ll create a welcoming, secure, and efficient online environment that encourages customers to browse, buy, and return to your sex toy store.

👉 Read also: xMarketplace vs Shopify

Step 6: Develop a Strong Brand Identity

In a crowded market, a strong brand can set you apart from the competition. Your brand is more than just a logo – it’s the personality and values of your business. Here’s how to create a memorable brand for your sex toy store:

• Choose a catchy, memorable name that reflects your brand personality.
• Develop a unique visual identity with a logo, color scheme, and consistent design elements.
• Craft a brand voice that resonates with your target audience – are you playful and cheeky, or more educational and serious?
• Tell your brand story – why did you start this business? What makes your sex toys different from other companies??

Lovehoney exemplifies strong branding with its catchy name, purple color scheme, and heart logo. Their “sexual happiness” mission combines education with playfulness, creating an approachable, inclusive brand that resonates with a diverse audience seeking positive sexual wellness experiences.

Step 7: Market Your Sex Toys Effectively

Marketing sex toys can be a delicate balancing act, but with creativity and the right approach, you can effectively promote your products while respecting platform guidelines and your audience’s sensibilities.

Let’s dive into some strategies:

Leverage Sex-Positive Social Media Platforms

• X (Twitter) – Share product teasers, sex-positive content, and engage in conversations about sexual wellness. 

• TikTok – Create short, informative videos that subtly promote your products.

• Reddit – Participate in relevant subreddits, offering advice and mentioning your products when appropriate.

Develop Informative Content

• Blog Posts – Write articles that educate readers about sexual health and pleasure. For instance, Lovehoney’s blog features articles like “A Beginner’s Guide to Anal Sex,” which provides comprehensive, judgment-free information on a topic many find intimidating.
• Videos – Produce YouTube videos or Instagram Reels discussing sexual wellness topics. Take inspiration from LoveHoney’s YouTube channel, which covers a wide range of topics in an informative yet approachable manner.

• Podcasts – Launch a podcast exploring relationships, sex, and wellness. The popular podcast “Savage Lovecast” by Dan Savage is an excellent example of how to blend advice, humor, and education.

Email Marketing

Build a subscriber list and send regular newsletters with valuable content and product updates. 

Additionally, keep your subscribers informed about new arrivals, special promotions, and seasonal sales to create excitement around your offerings.

Collaborate with Influencers

Partner with sex educators, bloggers, and adult performers for product reviews or educational content.

For example, Lily Allen collaborated with the brand Womanizer  to launch her own suction sex toy, “The Liberty.” Her social media campaign included candid discussions about self-love and empowerment, resonating with her audience and driving sales.

Another great example is, Erika Moen collaborated with Lelo to promote their INA 2 vibrator through her comic series “Oh Joy Sex Toy”, combining humor and education to showcase the product’s features and benefits.

SEO Optimization

Use strategic keywords to improve your sex toy website’s search engine ranking.

Once you have your keywords, incorporate them naturally into your product pages. This includes using them in page titles, headings (H1,H2, H3), meta descriptions, and throughout the content.

Furthermore, build backlinks from reputable websites in your niche to improve your site’s authority. Collaborating with influencers or guest posting on relevant sites can also help you gain valuable links.

Content Marketing

Create valuable, shareable content that indirectly promotes your sex toys.

By developing informative blog posts, how-to guides, and visually appealing infographics, you can address common questions and topics related to sexual health and pleasure.

For example, a guide titled “How to Choose the Right Sex Toy for Your Needs” not only educates readers but also highlights your product offerings.

Additionally, share bite-sized tips, quotes, or fun facts related to sexual wellness on your social media channels.

Affiliate Marketing

Affiliate marketing is a performance-based advertising model where businesses compensate third-party publishers for generating traffic or sales through their promotional efforts. Affiliates earn commissions based on the sales or leads they generate.

For example, Intimate Synergy offers up to 35% commission, while Too Timid provides 25%. 

Press Release (PR)

PR  involves managing a brand’s image and communications with the public. It focuses on building relationships with media outlets to generate positive coverage, enhance brand reputation, and engage with the target audience effectively.

Like that of LELO, a luxury sex toy brand, who frequently provides expert commentary in Cosmopolitan , enhancing its credibility.

Step 8: Ensure Customer Privacy & Safety

When it comes to selling sex toys, privacy and safety are paramount. Your customers are trusting you with sensitive information and intimate purchases, so it’s crucial to respect their privacy and ensure their safety. 

Here’s how:

• Use discreet packaging and shipping labels that don’t reveal the contents.
• Implement strong data protection measures to safeguard customer information.
• Provide clear, accurate information about product materials and usage.
• Offer excellent customer service to address any concerns or questions.
• Look for payment processors that offer anonymous transaction options, such as Paymotile, which specializes in adult industry transactions and ensures that customer financial data is protected.

By prioritizing privacy and safety, you’ll build trust with your customers and encourage repeat business.

What Does it Cost to Start a Sex Toy Business?

Now for the million-dollar question – how much does it actually cost to start a sex toy business? The answer, of course, is “it depends.” Your startup costs for starting an adult e-commerce site will vary based on your business model, inventory choices, and marketing strategy. 

But, you can expect to invest anywhere from $3,000 – $20,000+ to get your sex toy business off the ground.

However, here’s a rough breakdown of costs to give you a clearer picture:

• Business registration and legal fees can cost between $50 – $2,000. Product sourcing and inventory expenses vary depending on whether you create your own products ($10,000 to $50,000) or resell existing ones ($1,000 to $10,000). 
• The cost of a domain name will vary based on its popularity, length, and the registrar you select. Typically, you can expect to pay between $10 – $500 per year.
• Hosting services can range from $3 to over $300 per month, depending on whether you choose shared, VPS, or dedicated hosting, as well as any additional features you may need.
• Website development costs range from $20-$300 per month or $199 if using an adult e-commerce script like xMarketplace by Adent.io (one-time purchase).
• Packaging and shipping costs, including discreet packaging, can start at $200. Ongoing operational costs, such as customer service & software tools, range from $600 to $2,500 per month.
• Marketing and advertising expenses, including content marketing, SEO, social media, and influencer partnerships, can range from $1,500 to $7,500 per month. 
• Payment processing and security, crucial for the adult industry, can add 3% to 5% per transaction, plus $50 to $200 annually for SSL certificates. 

Remember, these are just estimates. You could start with less by dropshipping or focusing on affiliate marketing. On the flip side, if you’re creating your own products or opening a physical store, your costs could be significantly higher.

5 Tips to Increase Your Online Sex Toy Business Sales

Running an online sex toy business can be exciting, but it’s also competitive. To stand out and increase your sales, you need to think outside the box. Here are some proven and effective strategies to boost your sex shop’s revenue:

1. Events and Trade Shows

Events and trade shows are powerful tools to boost your sex toy business sales. Attend industry events like ANME (Adult Novelty Manufacturers Expo) or Erofame to network, discover trends, and increase brand visibility. 

At a recent ANME show, Lovehoney launched their eco-friendly sex toy line, generating buzz and securing new partnerships. 

These events offer opportunities to:

• Connect with suppliers and industry professionals
• Showcase your products to potential buyers
• Learn about emerging trends and technologies
• Build brand awareness and credibility

Consider hosting your own events too, like product launch parties or sex education workshops, to engage directly with your target audience and drive sales.

2. Wholesale Sales

Wholesale sales can significantly boost your online adult toy store revenue. By offering bulk discounts to other retailers, you can increase your sales volume and expand your brand reach.

To implement this strategy:

• Create a dedicated wholesale section on your website
• Set clear bulk pricing and minimum order requirements
• Offer exclusive products or customization options for wholesale partners
• Provide marketing materials to help partners promote your products.

Pro Tip: Lovehoney features a specialized wholesale program called Lovehoney Trade. This program provides bulk discounts to retailers, along with marketing materials, product training, and dropshipping options to support their partners.

3. Online Marketplaces

Leveraging online marketplaces can significantly boost sales by exposing your sex toy products to a wider audience.

Platforms like Etsy & Amazon are excellent to sell sex toys and reach customers who might not find your standalone website.

To maximize success, ensure your product listings are optimized with high-quality images, detailed descriptions, and relevant keywords. This strategy not only increases visibility but also builds trust and credibility with buyers.

Note: Amazon & Etsy do allow the sale of some sex toys, but they have restrictions and guidelines. So, carefully review the platform’s policies on adult products.

👉 Read more: How to Make Money Selling Sex Toys on eBay

4. Physical Retail Stores

A brick-and-mortar presence can significantly boost sales by offering a unique, hands-on shopping experience.

For example, Babeland, which started as an online retailer, now has physical stores in New York and Seattle. 

Consider opening a boutique or partnering with existing adult stores to showcase your products. Physical stores also allow you to host events, workshops, and product demonstrations, further engaging your community and driving sales.

5. Sex Ed Webinars

Boost your sex toy product sales and credibility by hosting educational webinars. Partner with sex educators or therapists to cover topics like ‘Intro to Sex Toys’ or ‘Exploring Intimacy.’

For instance, Lovehoney’s online workshops on BDSM and couples’ toys have successfully increased product interest & sales. 

Similarly, the Institute for Sexuality & Enlightenment( ISSM) hosts webinars examining the impact of wearable sex toys and devices on sexual enhancement and satisfaction, providing a global perspective on these topics.

These webinars provide value, position your brand as an authority, and create a comfortable space for customers to learn and ask questions. 

Conclusion

By now, you should have a solid grasp of the essential steps on how to sell sex toys online. From understanding your target audience to implementing effective marketing strategies, you’re well on your way to creating a thriving venture. Remember, the key is to stay informed, be creative, and prioritize customer satisfaction. With passion and dedication, you can make a positive impact in the world of sexual wellness while enjoying the journey. Now, go forth and turn your exciting ideas into reality!

FAQs On How to Sell Sex Toys Online

1. What are the legal requirements for selling sex toys online?

Selling sex toys online is generally legal, but you must comply with state and local regulations, which may vary. Some areas have specific laws regarding the sale and marketing of adult products, so research is crucial.

2. What are the best platforms for selling sex toys online?

Amazon, eBay, Etsy, and Shopify are popular platforms for selling sex toys online, each offering unique benefits and limitations. Additionally, xMarketplace by Adent.io stands out as the best option to sell your sex toys with or without inventory.

3. How can I effectively market my sex toy business?

Effective marketing involves creative strategies due to content restrictions. Use influencer collaborations, affiliate marketing, and PR to build brand awareness. Email marketing and engaging social media content are also key to reaching your audience.

4. What should I consider when setting prices for my sex toys?

When setting prices for selling sex toys, consider production costs, competitor pricing, and target market expectations. Ensure your pricing reflects the quality and uniqueness of your products while remaining competitive in the market.

Expert Resources for Launching an Online Sex Toy Store

1. Sex Toy Web Development Tools: Adult eCommerce Website Software (xMarketplace), SaaS Platforms (Shopify), Shift4Shop
2. Popular Drop shippers: Sex Toy Club, Inventory Source, BlueRabbit and Eldorado
3. Industry Leading Sex Toy Sellers: Emojibator, Goop, Lovehoney, Betty’s Toy Box, Lelo, Womanizer
4. Payment Gateways for Online Adult Toy Stores: Verotel, Google Pay, Apple Pay, CCBill
5. Graphic Designing Tools: Canva, Picsart, VistaCreate, Figma, Venngage
6. Video Editing Tools: Animoto, FlexClip, Kapwing
7. Social Media Platforms: Instagram, Reddit, X , Facebook, TikTok
8. Paid Ads: Google Ads
9. Email Marketing Platform: Mailchimp, Constant Contact, Klaviyo, Sendinblue
10. Customer Service Platform: Zendesk, Freshdesk, Intercom, LiveChat
11. Website Performance Tracking: Google Analytics, Hotjar, Optimizely, Adobe Analytics
12. Hosting Platform: M3Server