So, you want to build a profitable online business selling sex toys and adult pleasure products? You’re not alone. The global sexual wellness industry has expanded rapidly over the past decade, driven by e-commerce, creator platforms, and changing consumer attitudes toward intimacy and wellness.
Adult Site Broker has worked with multiple adult e-commerce listings where founders built sustainable, high-margin businesses by selling premium pleasure products from recognized brands. If you already own an adult retail store and are considering an exit, contact our brokerage team for confidential guidance.
For newcomers exploring this space, this guide explains the history of sex toys, the most popular product categories, safe materials, and, most importantly, which types of sex toys tend to sell best online.
What Are Sex Toys and What Is the History Behind Them?
Sex toys, sometimes referred to as marital aids or pleasure devices, are products designed to enhance sexual wellness and stimulation. Oxford Languages defines a sex toy as “an object or device used for sexual stimulation or to enhance sexual pleasure.”
Today’s products range from simple silicone devices to advanced “smart toys” that connect via Bluetooth or mobile apps. The industry has evolved significantly, reflecting broader changes in technology, health awareness, and digital commerce.
Historically, pleasure devices date back thousands of years. Archaeological evidence suggests that phallic objects existed as early as 28,000–30,000 years ago, according to interviews with historian Hallie Lieberman and cultural research cited in modern studies. Her book Buzz: The Stimulating History of the Sex Toy explores how sexual wellness products evolved into mainstream consumer goods.
Today, sex toys are widely sold through online marketplaces, independent adult stores, and dropshipping platforms. Early pioneers such as Adam & Eve helped normalize online adult retail long before modern e-commerce became mainstream.
Types of Sex Toys
The adult pleasure market includes a wide range of products designed for different preferences, identities, and accessibility needs. Educational resources from Planned Parenthood highlight that sex toys can support sexual wellness across diverse communities, including people with disabilities or gender-affirming needs.
Below are some of the most common categories sold by adult e-commerce stores:
- Vibrators: Devices designed to provide external or internal stimulation through vibration. They vary widely in size, materials, and functionality.
- Dildos: Insertable toys often made from silicone, metal, or glass. Designs range from realistic shapes to abstract or fantasy-inspired products.
- Butt Plugs: Insertable anal toys designed with a flared base for safety. Many stores sell beginner-friendly kits as well as advanced specialty items.
- Strokers: Also known as masturbators, these products simulate different sensations and textures. Some brands incorporate suction or vibration technology.
The adult pleasure market continues to expand, with new niche categories emerging each year, making product selection a key factor in profitability.
Sex Toy Materials: What Are They Made From?
Material quality plays a major role in customer trust and brand reputation. Many retailers prioritize body-safe materials such as silicone, stainless steel, glass, ABS plastic, ceramic, or treated wood.
Guides like this overview of sex toy materials emphasize avoiding porous or potentially unsafe materials. Environmental organizations like Greenpeace have also raised concerns about certain plastics, which have influenced modern consumer demand toward higher-quality options.
Retailers often succeed by partnering with reputable manufacturers and emphasizing transparency, safety, and product testing.
Best Sex Toys to Sell Online
Based on industry research, affiliate data, and brokerage insights from adult e-commerce acquisitions, the following product categories consistently perform well in online retail.
Vibrators
Vibrators remain the most popular category of sex toys. Market data referenced by Statista shows vibrators leading consumer demand. Their wide price range makes them accessible to beginners while still allowing premium upsells.
Remote Control & Smart Sex Toys
App-controlled devices surged in popularity during the pandemic as long-distance intimacy became more common. Brands like Lovense and We-Vibe introduced connected devices that integrate with live camming platforms, creating new monetization opportunities for creators and couples.
Anal Toys
Anal toys — including plugs, prostate massagers, and specialized dildos — consistently rank among top-selling categories. Demand spans multiple demographics, making this segment attractive for niche targeting.
Cock Rings
Cock rings are popular among couples and solo users. Many modern designs include features such as vibration or app connectivity. Retailers should market these products responsibly and avoid making medical claims.
Sex Dolls
High-end dolls and torsos can generate significant revenue per sale. Some models now incorporate robotics or AI-enhanced features, reflecting the broader convergence of adult technology and artificial intelligence. Learn more about emerging trends in AI-driven adult tech.
BDSM Gear and Accessories
BDSM equipment — including restraints, paddles, and furniture — remains a strong niche market. Starter kits and beginner-friendly bundles often convert well for new customers exploring the category.
Final Thoughts: Building a Profitable Sex Toy Business
The adult e-commerce space continues to evolve alongside broader digital commerce trends. Successful stores focus on product quality, compliance, branding, and targeted traffic through SEO and affiliate marketing.
If you currently operate a pleasure products store and are thinking about selling — or want to understand the valuation of your adult business — Adult Site Broker specializes in confidential transactions for buyers and sellers across the adult industry. Feel free to contact our team with any questions.
