For adult eyes only: Hema launches HErmones

No sniggering at the back, please…Alibaba’s Hema supermarket venture has unveiled a new adult-products channel on its mobile app.

HErmones allows users in Shanghai to shop from 700 adult products, priced from RMB 10 to 700 ($1.60 to $100), including condoms, lubricants, sex toys and pregnancy-testing products and have them delivered double quick to their homes (as fast as 30 minutes, because, well, sometimes you’re in a hurry, you know). “Adult products used to be only a minor category on Hema. The launch of the new HErmone channel reflects our strengthening efforts in the area,” says Hu Qiugen, Operations Expert at Hema. “We believe Hema is able to bring our users the most-thoughtful services.”

During a three-month soft launch, the venture found that the majority of consumers on the platform were aged 40-49, with the most popular products being condoms, pregnancy tests and lubricants. The split of users is 52% female and 48% male. Germany’s Joydivision and You2Toys of the Netherlands had the most popular items in the over-50 customer group.