Online shopping accounts for 1/5 of mom’s purchases, whereas super markets and pharmacies hold the lion’s share. “Physical” pharmacies accounts for one fourth of purchases, whereas along with e- pharmacies reach 40% of purchases, almost equal to super market’s power. Online channels are stronger amongst: first time moms, those of higher education and those with babies up to one year old. Pharmacies are somewhat stronger in Rest of Greece, compared to Attica. The convenience of super market purchases is getting more significant as the baby grows up and also for experienced moms.Depending on category and brand the power of traditional vs. online channels is different.