Babylist Mission, Purpose & Impact

Standout achievement in 2025: Presided over the profitable growth of Babylist as the e-commerce platform scaled into a half-billion-dollar annual registry business for new and expecting parents across the U.S.

A former Amazon software engineer, Gordon launched the digital platform for growing families in 2011 and has scaled Babylist into a profitable, multi-channel business. It estimates that the purchasing decisions of more than nine million people a year are influenced by its registry, e-commerce, and content platform, driving more than $1 billion in annual commerce.

Last year was one of the company’s strongest, driving past $500 million in revenue and launching a second-hand registry feature. Gordon also led an industry tariff response campaign, “End the Baby Tax,” uniting 30 brands in national advocacy against tariffs on essential baby products.