E-commerce Tips & Tricks 12 min read
10 Apr 2024

Profit in Pleasure: How to Sell Sex Toys

Profit in Pleasure: How to Sell Sex Toys

Sex toys are such an interesting product and a controversial discussion. But what is a sex toy?

How do you use it? What does it do? What are the benefits of a sex toy? Who can use it?

Many questions could go your way, but the big question is, how do you advertise it? How do you sell it?

This article will explain and provide knowledge on selling sex toys or adult toys online, and the marketing and advertising strategy for it. Stay tuned to find out more about this topic.

What is a Sex Toy?

What is a Sex Toy?
  • A sex toy is an adult toy, used to spice up your intimate moments with your significant other, and it also can be used alone by yourself.
  • Sex toys provide extra pleasure during sexual intercourse and masturbation.
  • If you have been taught about sex education, you'll know how, when, and where to use it.

What is the Use of a Sex Toy?

  • Enhancement of pleasure: Whether used alone or in together, sex toys can provide thrill and enjoyment to a sexual experience. They may cause fertile regions that might otherwise be challenging to access.
  • Experiment and explore: In a safe controlled setting, sex toys let individuals or partners try to explore novel sensations and approaches. They may help individuals identify their sexual preferences and express them in their relationships.
  • Solo pleasure: Sex toys give people the freedom to enjoy and satisfy their sexual needs at their own pace. Single individuals, who lack frequent access to romantic partners, or just like self-stimulation may find them particularly beneficial.

Sex toys improve many people's sexual experiences by providing an abundance of benefits such as greater pleasure, intimacy, communication, and exploration.

How Does a Sex Toy Function?

Sex toys are designed to enhance sexual pleasure and satisfaction. Usually, they achieve this by stimulating erogenous zones—such as the genitalia, nipples, or other delicate parts of the body—in various methods. Sex toys have a variety of functions depending on how they are made and used, such as:

  • Vibrating: A lot of sex toys have machines that cause vibrations, like vibrators, dildos, and vibrating cock rings. The genitals' nerves may be stimulated by these vibrations, boosting excitement and producing orgasmic feelings.
  • Suction: To provide a mild sucking sensation around the clitoris, some sex toys, particularly those designed for clitoral stimulation, use suction technology. This may enhance arousal and simulate the thrill of oral sex.
  • Rotating or thrusting: Some sex toys have mechanics that rotate or thrust to simulate penetrating sex. People seeking a more authentic experience might choose these toys since they could give a more realistic sense.
  • Penetrating: Penetrative vibrators and Dildos are designed to penetrate the anus or vagina. They are constructed from various materials, in varying sizes, and in diverse forms to satisfy a range of tastes and experiences.

What Are the Benefits of Using Sex Toys?

Some people purchase adult toys for leisure and self-care. Even couples invest in sex toys for extra pleasure and to enhance excitement and arousal. Here are some of the benefits of using sex toys:

Overcoming sexual difficulties: For individuals and couples struggling with difficulties like low libido, erectile dysfunction, or difficulty reaching an orgasm, sex toys can be extremely beneficial. They can help get past obstacles to pleasure that are psychological or physical and offer alternative types of stimulation.

Spicing up the bedroom: For couples, incorporating sex toys into sexual activities can add excitement, increase tension, and provide extra stimulation. They are beneficial in changing the routine and regularity, which may boost both lovers' enjoyment and fulfillment from sex.

Better sexual health: Regular sexual activity, such as using sex toys for masturbation, has been associated with many health benefits including decreased stress, elevated moods, and more restful sleep. Better sexual health and pleasure can also result from using sex toys to assist people in becoming more sensitive to their bodies and their sexual behaviors.

Accessibility and inclusivity: Sex toys cater to a wide range of preferences, desires, and abilities, making sexual pleasure more accessible and inclusive for people of all genders, sexual orientations, and physical abilities.

In general, sex toys can enhance sexual enjoyment, improve sexual health, and deepen the relationship between lovers, among numerous other benefits.

Who is Eligible to Use Sex Toys?

For those of legal age who wish to explore their sexuality, enrich their sex life, and improve the health and well-being of their sex, sex toys are accessible. Since sex toys are designed to satisfy a wide range of preferences, desires, and passions, there are no formal eligibility requirements for using them.

However, it's essential for individuals considering using sex toys to do so safely and responsibly. This includes:

Consent: Giving passionate and knowledgeable consent is a must for all parties engaged in sexual activity. This holds valid whether one utilizes sex toys by themselves or with a companion. Respecting one other's comfort zones, preferences, and boundaries is essential to making sure that everyone has a good time.

Personal comfort: Making use of sex toys is ultimately a personal decision, and people should feel comfortable and at liberty to make such choices. Prioritizing safety and well-being, communicating honestly with partners, and proceeding at one's own pace are all essential.

Health considerations: Before using sex toys, individuals with certain medical conditions or physical constraints ought to consult with healthcare specialists. This is especially crucial for people who have certain medical conditions, allergies, or sensitivities that the elements or features of the sex toy could impact.

All things considered, sex toys are accessible to anyone who wants to enhance and explore their sexual experiences in a fun, safe, and consenting way. Respect, honest discourse, and a dedication to sexual health and well-being are crucial when using them.

Understanding the Market for Sex Toys

Due to some factors, including shifting views on sexuality, technological improvements, and growing awareness of sexual health and well-being, the market for sex toys has grown significantly in recent years. An outline of the main features of the sex toy market. Growth and size are estimated to be worth billions of dollars annually and have been increasing gradually over the past few years. The accessibility of a wide range of items that suit a variety of preferences, growing consumer expenditure on sexual wellness products, and the growing acceptance of sexual diversity are some of the causes driving this expansion of the adult toy business.

A broad range of people, including those of different ages, genders, sexual orientations, and relationship statuses, compose the market for sex toys. Though traditionally linked to specific groups like heterosexual couples, the market manufacturing sex toys now includes older folks, people with disabilities, LGBTQ+ communities, and singles.

There are many various kinds of sex toys available, such as dildos, vibrators, anal toys, BDSM equipment, and more. They come in a variety of materials, each offering a unique experience and sensation, such as silicone, rubber, glass, and metal. There are also specialty goods made to fulfill specific demands, such as improving pleasure, treating disorders related to sexual health, or satisfying particular proclivities.

Overview of the adult toy industry

The adult toy market has grown significantly in the last ten years, and this growth is anticipated to continue in the upcoming years. According to estimates, the global market for adult toys is worth billions of dollars, and it is expected to rise steadily due to factors including rising sexual diversity acceptance, increased understanding of sexual health and wellbeing, and technological improvements.

There are numerous types of adult toys available, such as lubricants, erotic lingerie, BDSM equipment, anal toys, vibrators, dildos, adult sex toys, and novelty goods. These products provide a wide range of experiences for individuals as well as couples, catering to a variety of tastes, desires, and dreams.

Technology has completely transformed the adult toy market, which has led to the creation of high-tech items with features like remote control, alterable settings, app connectivity, and realistic textures. These advances improve customization, engagement, and user experience sell adult toys, drawing in tech-savvy customers looking for exciting new sexual experiences.

The market for and selling adult toys online varies by location and is influenced by cultural views on sex and sexuality. The use and purchase of these products may still be considered in some societies or be subject to legal constraints.

Market trends and growth opportunities

Companies in the adult toy industry employ various marketing strategies to promote their products, including online advertising, social media campaigns, influencer partnerships, and participation in industry trade shows and events. There are several market trends and growth opportunities that shape the sex toy industry such as Technological Integration and Sexual Wellness.

Technological Integration is used in the sex toy industry to refer to the addition of modern technology to adult toys to enhance accessibility, connectivity, and functionality. Below are the examples:

  • Bluetooth and App Connectivity: Many modern adult toys consist of Bluetooth connectivity, allowing them to be paired with smartphones or other devices via dedicated mobile apps. This allows users to customize vibration patterns, control the toy from a distance, and even link it to other multimedia content like virtual reality games or music.
  • Remote Control: Adult toys with Bluetooth connectivity allow for the prospect of long-distance enjoyment between partners. By using connected toys to remotely affect each other's enjoyment, couples who are separated by distance may keep intimacy and connection even while they are far apart.
  • Customizable Settings and Feedback: Advanced adult toys often feature customizable settings that allow users to modify vibration patterns, intensity levels, and other factors to suit their preferences. In addition, some toys have sensors that give users feedback in real time, allowing them to monitor their arousal levels and receive targeted stimulation based on their physiological responses.

Target audience analysis

Studying the characteristics, personality traits, and demographics of people who tend to purchase and sell adult toys online is essential to analyzing the target market in the sex toy industry. Although the audience is wide, adult toy manufacturers and retailers often concentrate on the following:

  • Gender: Originally, heterosexual men were the primary target market for adult toys. But the company has changed to cater to a wider variety of sexual orientations and gender identities. Target audiences may include people of all genders who have an interest in understanding their sexuality along with heterosexual couples and LGBTQ+ individuals.
  • Age: Adult toys are marketed to adults who are eighteen years of age or older, however this is not always the case. Due to their tendency for open-mindedness and eagerness to try out new sexual wellness products, millennials and Generation X are frequently considered to be important groups.
  • Relationship Status: Given that sex toys are often thought of as toys for lone play, couples who desire to boost intimacy and pleasure in their relationships also find them to be popular. Married couples, long-term partners, casual daters, single people, and those considering homosexual relationships are possible target groups.
  • Specialized Niches: Particular hobbies and preferences are catered to by specialized niches within the wider target population. This includes individuals who are passionate about sex technology and innovation, BDSM fans, couples seeking things related to sexual health or fertility, and more.

To be able to create products, advertising campaigns, and distribution plans that appeal to customers and boost sales in this cutthroat market, adult toy manufacturers and retailers must have a thorough awareness of the various needs and preferences of their target market.

Set Up Your Online Store

Set Up Your Online Store

The process of launching an online sex toy store is similar to that of starting any other e-commerce company, with certain modifications because of the nature of the products. Here's a detailed guide:

  • Market Research: Determine your adult toy industry specialization and your intended audience. This could include BDSM, LGBTQ+, couples, and other preferences. Analyze competitors to learn about their product lines, costs, and target markets. Identify which products are in demand and where there might be gaps in the market by examining customer behavior and market trends.
  • Business Plan: Prepare a business plan that outlines your objectives, target market, marketing strategies, and anticipated financials. Set a budget for the development of your website, inventory, marketing, and other costs. Think about your branding and how you'll distinguish yourself from rivals.
  • Product Selection: Assemble a wide selection of premium goods from reliable producers or suppliers. This could include anal toys, lubricants, vibrators, dildos, masturbators, bondage equipment, and more. To accommodate a range of budgets, think about providing products at different price points. Make sure the product descriptions are accurate and useful by paying attention to them.
  • Legal Matters and Considerations: Study about the laws and rules regulating the marketing of adult items in your region, such as those pertaining to age limitations and label requirements.

Register for the licenses and permits required to run an establishment catering to adults.

Make sure privacy rules are followed to protect the information of your clients.

  • Content Creation: To showcase your products, write intriguing product descriptions and take superb photographs.

Take into consideration offering tutorials, product guides, and educational at informative content on sexual health. To boost the visibility of your website in search engine results, use SEO strategies.

Choose the right eCommerce platform

Think about factors like cost, accessibility, flexibility, safety, and integration possibilities before settling. Make sure the terms of service on each platform allows the selling of adult products by also reviewing them. Select the e-commerce platform that suits the objectives and requirements of your own sex toy brand or company.

It's important to pick an eCommerce platform for a sex toy company that not only provides the tools required to sell goods online, but also securely manages sexual content and transactions. The following three eCommerce systems are excellent choices for managing a full online sex toy business:

  • Shopify: One of the most popular e-commerce platforms, which has a flexible design variety and a user-friendly interface. You can sell sex toys without any limitations because it supports adult material and transactions. Shopify guarantees safe transactions for your customers by providing a wide variety of payment methods, including options for adult products. Shopify's user-friendly dashboard makes it simple to handle orders, keep track of sales, and manage inventory.
  • BigCommerce: It has integrated marketing, analytics, and SEO tools to support the expansion of your sex toy business.
  • It offers plenty of payment gateway choices, some of which are appropriate for adult items, guaranteeing safe transactions.
  • X-Cart: A full of features eCommerce platform with plenty of choices for customization and flexibility. It is appropriate for the online sale of sex toys because it allows sexual content and transactions.
  • A wide range of payment gateway links, including choices for adult enterprises, are offered by X-Cart. It provides advanced features for managing consumer information, promotions, and inventory.

Design and branding considerations for a sex toy store

For you to define your own sex toy business or store's character and draw in your target market, design and branding are crucial. When designing the branding for your store, keep the following in mind:

  • Target audience: Consider the lifestyle, interests, and factors of your target market in order to modify your branding. Take into consideration factors like your age, gender, interests, and sexual orientation.
  • Product Demonstration: Take note of how your sex toys are presented and photographed to bring attention to their characteristics and advantages. Make use of accurate product descriptions that answer consumer inquiries and offer exact details. To encourage upselling and cross-selling, think about putting together product bundles or well chosen collections.
  • Brand Identity: Create an identity for your sex toy store that reflects its ideals and personality. Choose either you want your brand to be witty, classy, welcoming, empowering, or something else entirely. Select a brand name that resonates to your target market and is both memorable and appropriate. Create a unique symbol and visual components that express the essence of your company. Think about utilizing fonts, colors, and images that create the associations with emotions you want.
  • Website Design: Design a website that is both aesthetically pleasing and easy to use, yet maintains your business identity in mind. Promote your products with top-notch photos and videos to provide customers with an entertaining online purchasing experience. Make sure the layout is clear and easy to understand so that buyers can find items quickly and easily. For the sake of consumer privacy, use discreet packaging and inconspicuous billing methods.

Curate a diverse range of high-quality sex toys

Give focus to body-safe materials like medical-grade silicone, transparent material, or stainless steel when choosing sex toys for your store. Also, consider offering a mix of expensive goods selling adult toys, budget-friendly remedies, and gender-inclusive products to cater to a diverse spectrum of clients. Make frequent changes to your product portfolio in response to consumer input, industry developments, and new advancements in the adult market. It's vital to take your target audience's distinctive preferences and needs into consideration when picking a wide selection of premium sex toys for your store.

Here are some examples of sex toys from numerous categories to assist you in developing an entire product to start a sex toy lineup:


  • Realistic Dildos: Authentic-looking dildos made from premium components like silicone or dual-density rubber.
  • Non-Realistic Dildos: Dildos with an abstract or fantastical theme available in a variety of sizes, colors, and shapes.
  • Dildos made to be worn with a harness for strap-on play are known as strap-on Dildos.
  • Dildos with ends for simultaneous penetration or independent use are called double-ended daggers.


  • Bullet Vibrators: Clitoral stimulation tools that are discreet and small.
  • Wand Massagers: Mighty vibrators intended for external and internal stimulation.
  • Dual-action vibrators that stimulate the clitoral and inner parts are known as rabbit vibrators.
  • G-Spot Vibrators: These vibrators have curves designed to focus on the G-spot for the best possible experience.
  • Couples' vibrators: vibrators meant to be worn together for pleasure during sexual activity.

Anal Toys:

  • Butt Plugs: Beginner-friendly anal toys available in different sizes and shapes.
  • Anal Beads: Graduated beads for gradual stimulation and pleasure.
  • Prostate Massagers: Toys designed to target the prostate gland for intense orgasms.


  • Pocket Pussies: Discreet masturbators made to simulate vaginal or oral sex.
  • Strokers: Masturbators that imitate sleeves and have textured interiors for better sensation.
  • Fleshlights: Luxurious male masturbators molded from the bodies of actual porn stars.
  • Automatic Masturbators: Masturbators that operate on electricity or batteries and have adjustable speeds and settings.

Bondage Gear:

  • Handcuffs and Restraints: BDSM restraints for restraining wrists, ankles, or both.
  • Blindfolds and Masks: Accessories for sensory deprivation and enhancing anticipation.
  • Impact Play Toys: Spanking paddles, floggers, and whips for consensual impact play.
  • Collars and Leashes: BDSM accessories for dominance and submission dynamics.

Essentials and Lubricants:

  • Water-Based Lubricants: Perfect for all sex toys, these lubricants are safe and versatile.
  •  Long-lasting lubricants made of silicone that are appropriate for anal intercourse and water play.
  • Hybrid lubricants are blends that combine the advantages of silicone- and water-based lubricants.
  • Toy Cleaners: Antimicrobial cleaners for pre- and post-use sanitization of sexual toys.

Marketing and Promotion Strategies

Customer privacy, discretion, and sensitivity to cultural and societal conventions must be granted top priority when establishing marketing and promotion strategies for sex toys. Always ensure that advertisements and sales of adult products are in line with the relevant regulations and laws in your jurisdiction. You can efficiently advertise your own sex toys or toy business and foster loyal clients by merging creativity with ethical and responsibly-minded marketing strategies. 

Marketing and promoting sex toys requires a delicate balance between creativity, sensitivity, and compliance with advertising regulations. Examples of promotion and marketing strategies are Content Marketing, Social Media, Influencer partnerships, Paid advertising, Search engine specialization, and many more.

Social media marketing for sex toy businesses

Shops that also sell sex toys online can communicate with their target market via social media marketing, which also helps boost sales and awareness of the brand. But since the items are delicate, it's critical to handle social media marketing for sex toy companies thoughtfully and carefully. 

The following are some methods for using social media effectively: Choosing the right platform, compelling visual content, educate and inform, collaboration with influencers, and etc.

Create a Positive Customer Experience

To foster a positive customer experience for sex toy consumers, offer educational resources on your website about sexual health, pleasure, and benefits of using sex toys, ensuring customers feel comfortable exploring and purchasing sex toy products themselves. Orders should be shipped discreetly, with no branding or product descriptions visible. Disclosed billing options on credit cards respect customer privacy. Train customer service to handle inquiries with empathy and professionalism, creating a supportive environment for customers to ask questions or seek advice.

The company provides anonymous shopping options for customers who prefer to shop without creating an account or providing personal information, and offers discreet checkout processes. They also foster a sense of community by creating online forums and social media groups for positive interactions and respectful dialogue. Product Reviews are a crucial tool for businesses to engage potential customers. By allowing customers to leave reviews and ratings, businesses can build trust and credibility.

By utilizing data analytics and customer insights, personalized recommendations can be made, helping customers discover new products. Creating an inclusive environment is essential, promoting diversity and inclusivity in marketing materials and product descriptions. Continuous improvement is key in sex toy businesses, ensuring a positive customer experience. Implementing an Easy Returns policy and offering refunds or exchanges for defective items can provide peace of mind.

By soliciting customer feedback through surveys and other social media platforms, businesses can enhance products, services, and overall customer satisfaction, fostering long-term loyalty and trust.

Provide discreet packaging and shipping options

Sex toy businesses can enhance customer satisfaction by implementing a hassle-free returns and exchanges policy, offering refunds or exchanges for defective items, and soliciting customer feedback through surveys, reviews, and social media interactions. These strategies promote sexual wellness, empower informed choices, and build long-term loyalty and trust, ultimately fostering a positive customer experience.

To maintain customer privacy and confidentiality, sex toy businesses should use secure packaging, discreet billing, customizable options, clear communication, and a privacy guarantee. Packages should be sealed and protected from damage during transit, using sturdy boxes or padded envelopes.

Disclosed billing options on credit card statements can be used to protect customer privacy. Customizable options, such as double-boxing or extra padding, can be offered at checkout. Clear communication on the sex toy website itself, during the checkout process, and in confirmation emails can also reassure customers. These strategies ensure customers can shop with confidence and peace of mind.

Selling Sex Toys with Confidence!

  • Market Research: Determine your adult toy industry specialization and your intended audience. This could include BDSM, LGBTQ+, couples, and other preferences
  • Product Demonstration: Take note of how your sex toys are presented and photographed to bring attention to their characteristics and advantages.
  • Customer privacy, discretion, and sensitivity to cultural and societal conventions must be granted top priority when establishing marketing and promotion strategies for sex toys.
  • Choose the right eCommerce platform, and think about factors like cost, accessibility, flexibility, safety, and integration possibilities before settling.
  • Curate a diverse range of high-quality sex toys, and give focus to body-safe materials like medical-grade silicone, transparent material, or stainless steel when choosing sex toys for your store
  • Legal and Compliance Considerations: Adult toys are regulated by laws in multiple countries for the safety of consumers and to maintain the standard of the product

The sexual wellness industry is expected to continue growing, with retailers leveraging technological advancements to enhance the user experience and provide personalized recommendations. As e-commerce becomes more accessible, retailers can expand their offerings to cater to a wider range of consumers, including those in remote or underserved areas.

As the market matures, retailers can diversify their offerings, focusing on sexual health, education, and wellness. They can also position themselves as trusted sources of information for customers seeking to enhance their sexual satisfaction.

Regulatory compliance is crucial for businesses to maintain consumer trust and confidence. Online platforms can also serve as hubs for community building and advocacy, promoting positive social change.

Diane Eunice Narciso

Diane Eunice Narciso

Diane Eunice Narciso is a content marketer, strategist, and writer who's skilled and passionate about marketing, social media, eCommerce, etc. And is also an expert in sales and business development nurturing strategic partnerships and collaborations.

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