Babylist: Natalie Gordon. How a new mom used nap time to build a $500M business.

In this episode of How I Built This, host Guy Raz interviews Natalie Gordon, the founder of BabyList. The discussion opens with Natalie's initial challenges of entering e-commerce and the hurdles it presented, particularly in terms of logistics. Natalie shares how her frustrating experience at a big box baby store while pregnant led her to create BabyList, which was designed to be a more flexible baby registry that could combine various products and services.

She explains how, working as a software engineer, she developed BabyList to include not just traditional gifts but also practical help, like dog-walking services or diaper services. Despite starting with minimal resources, BabyList grew significantly, ultimately leading to annual sales of over half a billion dollars.

The episode traces Natalie’s journey, beginning from her early work at Amazon to her travels and the inception of BabyList while navigating motherhood. She emphasizes the critical feedback she received from users early on, highlighting the importance of human-centered design. Various challenges followed, including hiring, funding, and infrastructure development which were both critical and complex.

When COVID-19 hit, Natalie initially feared that it would decimate the BabyList business. However, the demand surged as people leaned towards online solutions for gifting. Under her leadership, BabyList has also branched into educational content and health services for new parents, solidifying its position within the parenting sphere.

Lastly, Natalie reflects on the blend of her hard work and luck that shaped her entrepreneurial path, believing that the initial idea and timing were fortunate, while her ongoing commitment to growth and learning has driven her business forward.