"Diapers.com's customer focus is slightly different than Zappos - eventually at some point in time Diapers.com's present customers will no longer have any reaso

"Diapers.com's customer focus is slightly different than Zappos - eventually at some point in time Diapers.com's present customers will no longer have any reason to continue shopping there (it's true for us today - we don't need anything from Diapers.com), whereas Zappos can potentially sell you shoes for a lifetime." I am now approaching the one year mark with new twins, and I will have spent more on diapers and other baby supplies than I will spend on shoes in the next 20 years. I generally buy 2 pairs of ~$50 shoes a year, but I spend >$100 on diapers, wipes, bottles, etc. every month. And the stroller -- my mid-level, non-fancy double stroller was $200. Other families that space out their children spend thousands of dollars over the course of 4-6 years. If they're happy, they'll be loyal. They'll tell the other parents they know about the site (parents do love to talk about such things). I can see how this will be amazingly successful. People seem to be spending more than ever on their children, too.