Walk into almost any adult store today, and you can feel the industry in the middle of an upgrade.
On one side, you still see the familiar wall of vibrators, strokers, bondage gear and lingerie. On the other, quietly expanding, is a growing sexual wellness category that includes arousal gels, erection-support tools, pelvic floor trainers, menopause-focused products and app-connected devices. Layered into that are AI-enabled products, long-distance couples’ technology and a new generation of devices that give users more information about their bodies and sexual experiences.
Educators help bridge the gap between product innovation and consumer understanding.
Meanwhile, consumers have never had more access to information.
They’ve listened to podcasts on menopause and erectile health. They’ve watched product reviews on YouTube and TikTok. They’ve heard sex educators discuss topics ranging from pelvic floor health and nitric oxide to long-distance intimacy and sexual wellness technology.
And yet, despite having more information than ever, many consumers still arrive at the retail counter with the same questions and concerns:
“Will I become dependent on a toy?”
“Will my partner feel replaced?”
“Am I broken if I need more than just penetration?”
“Can I trust the privacy and security of a device connected to an app?”
The adult retail customer is both more informed and more confused than ever. That’s not a criticism. It’s a reflection of how quickly the category has evolved.
A More Complex Customer Journey
One of the biggest changes in adult retail is that consumers no longer discover products through a single source.
A customer may first hear about a product from a sex educator, then encounter a social media post from a manufacturer, read online reviews, visit a retailer’s website, and eventually make a purchase through a completely different channel.
Consumers don’t think in channels. They simply search, scroll, compare and purchase wherever they feel most comfortable.
For retailers, this means the customer journey has become increasingly fragmented.
At the same time, the products themselves have become more sophisticated.
Consumers aren’t just asking which vibrator is strongest or which stroker feels best. They’re asking whether a product can support intimacy after menopause, improve erectile function, strengthen pelvic floor muscles, or facilitate connection across long distances.
Those conversations require a different level of education than many retailers have historically needed to provide.
The Education Gap
This is where I believe the industry has an opportunity.
The average consumer is curious about sexual wellness and increasingly comfortable exploring new products. However, curiosity alone doesn’t create confidence.
Many shoppers have encountered terms like pelvic floor health, nitric oxide, AI-assisted intimacy and app-connected pleasure products. They may understand the language, but they don’t always understand how those concepts apply to their lives.
That gap between awareness and understanding is where many purchasing decisions stall. A product page alone cannot answer every question. A promotional email cannot address every concern. And a 10-second social media video rarely provides enough context for someone trying to make an informed decision about a deeply personal purchase.
Consumers often need guidance, reassurance and education before they’re ready to move forward.
Why Sex Educators Matter
Sex educators hold a unique position within the adult retail ecosystem.
We spend our time translating complex information into practical advice. We help normalize concerns, explain physiology, and give people the language to discuss topics that can still feel intimidating.
Most importantly, we build trust.
Consumers frequently turn to educators because they want information presented in a way that feels approachable and nonjudgmental. They want to understand not only what a product does but also why it might matter to them.
For retailers, that trust can be valuable. Educational content can help answer questions before a customer enters a store. It can support staff training, strengthen product knowledge, and help customers feel more confident in their purchasing decisions.
Rather than viewing educators as merely affiliates or content creators, there is an opportunity to view them as partners in consumer education.
As a retailer, by partnering with a sex educator, you can:
- Co-create educational content that appears on the sexpert’s platforms, the brand’s site, and the retailer’s channels.
- Design campaigns around themes rather than SKUs. For example: long-distance connection, perimenopausal pleasure, stamina and erectile recovery, AI-assisted couples’ play.
- Provide staff with tools such as videos, articles, and simple guides to help them assist customers, or make them available to shoppers via QR codes, tablets, or newsletters to serve as “silent salespeople.”
Turning Products Into Experiences
One of the most effective ways retailers can leverage educational partnerships is to shift the conversation from products to outcomes.
Customers rarely shop for motors, materials or technical specifications. They’re shopping for better intimacy, stronger relationships, greater pleasure, improved confidence, or solutions to the challenges they’re experiencing. That’s why educational content often resonates more than product-focused messaging.
When consumers understand how a product fits into their lives, price sensitivity tends to decrease, and engagement tends to increase.
The goal is not simply to sell an item but to help customers envision an experience.
Building a More Connected Ecosystem
Manufacturers, retailers and educators all play different roles, but they’re serving the same customer.
Manufacturers develop products and offer category expertise. Retailers create environments where consumers can explore products, ask questions, and receive personalized guidance. Educators help bridge the gap between product innovation and consumer understanding. When those roles work together, customers receive a more consistent experience and a clearer path to purchase.
As sexual wellness products become more sophisticated, the need for trusted education will only continue to grow. The adult retail industry has invested heavily in product innovation. The next opportunity may be investing just as intentionally in consumer understanding.
Because even in a category driven by technology, wellness and innovation, trust remains one of the most powerful sales tools available.
Susan Bratton is a sex educator and author of 44 books and programs.
