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FirstCry

FirstCry runs a vendor purchase order model, not an open marketplace: Sell With Us is a Supplier Tie Up contact form, and no seller API is published.

FirstCry, operated by the listed company BrainBees Solutions Limited, is India's largest baby, kids and maternity retailer, selling through firstcry.com, a mobile app and a franchised store network, with a separate UAE site at firstcry.ae. The critical fact for an integration is commercial, not technical: FirstCry is predominantly a retailer that buys stock, not a marketplace that hosts sellers. Its own "Sell With Us" link goes to a contact form filed under "Business / Supplier Tie Up". So the objects you will be integrating are purchase orders, goods receipt notes, fill rates, invoices and payment advices, not marketplace orders. There is no published seller API, no developer portal and no publicly reachable vendor portal.

At a glance

What it is

FirstCry sells infant, maternity and children's products across diapering, feeding and nursing, bath and skincare, health and safety, clothes and shoes, baby gear, toys and books. It carries third party brands and its own labels, notably BabyHug. It runs more than a thousand franchised stores, a preschool business under the Intellitots and Intellikit brands, and a parenting content property at parenting.firstcry.com. BrainBees Solutions Limited listed on the Indian exchanges in 2024, which matters here only because a listed retailer's vendor processes are audited and tend to be rigid: expect formal purchase orders, formal goods receipt, and a documented payment cycle in the vendor contract.

FirstCry's consumer side sets a minimum order value of 249 rupees, quoted from its own help centre on 2026-09-21, and it operates two country sites, India and UAE, that do not share order flow. Treat firstcry.com and firstcry.ae as two channels.

Note

Unicommerce's public integration list names FirstCry UAE, not FirstCry India. If an aggregator tells you they support FirstCry, ask which country. The UAE entity appears to be the one with a marketplace style channel integration, and the India entity does not appear on that list at all. That single word is the difference between a connector and a purchase order inbox.

API access: what "Sell With Us" actually is

The "Sell With Us" link in FirstCry's own header and account menu resolves to https://www.firstcry.com/contactus?ref2=topstrip-sell_with_us&btieup=true. On that page the query is categorised under "Business / Supplier Tie Up". There is no seller registration form, no document upload flow, no commission schedule and no panel link. The route is: submit the enquiry, be contacted by a buying or category team, negotiate terms, be set up as a vendor.

Related but distinct routes exist and should not be confused with supplying goods:

  • Franchisee, at https://www.firstcry.com/franchisee, for opening a FirstCry store. This is a retail partnership, not a supply arrangement.
  • Preschool franchise, under the Intellitots brand.
  • ixport.brainbees.com, which serves an application titled "Firstcry EXIM China". By its name this is FirstCry's import and export tooling for China sourcing. It is login walled, undocumented, and relevant only if you are an overseas manufacturer being onboarded by FirstCry's sourcing team.

Certificate transparency records for firstcry.com return no seller, vendor, supplier or developer hostname. The vendor systems that exist sit on brainbees.com hostnames, which include admin., crm., ixport., storehelpdesk. and a pre production FirstCry PLM host. None is documented, and none should be probed.

Authentication

Not published. Vendor portal credentials, where a vendor portal exists, are issued during onboarding. No API key, OAuth flow, or signing scheme is documented anywhere we could read.

Objects we can read: the vendor purchase order model

This is the section that matters. A FirstCry vendor does not see consumer orders. The object sequence is a standard retail supply cycle, and this is how each stage maps into the unified model. Field names are not published, so treat the right hand column as the shape to expect and confirm every name against the actual documents FirstCry sends you.

Purchase orders

FirstCry's buying team raises a purchase order against your vendor code, for a set of its own article codes, in quantities, at agreed landed costs, with a delivery window and a ship to warehouse. This is the inbound document the whole cycle hangs on.

  • Practical ingestion: expect email attachments, a portal download, or an SFTP drop agreed in the contract. No API is published.
  • Model it as an orders row only if you deliberately widen the meaning of that table. The cleaner option is a separate purchase_orders table, with orders.fulfilment_type untouched, because a purchase order has no customer_id, no ship_to_address that is a consumer, and no payment_method.
  • Key fields to capture: FirstCry purchase order number, vendor code, FirstCry article or style code, your SKU, ordered quantity, unit cost, tax, delivery window start and end, ship to warehouse code.

Advance shipping notice and dispatch

You dispatch against the purchase order, usually with an appointment at the receiving warehouse. Capture the dispatch date, the transporter, the lorry receipt or AWB, the invoice number you raise, and the quantities per line actually dispatched. This is the shipments object, with shipments.order_id pointing at the purchase order rather than a consumer order.

Goods receipt note

FirstCry receives, counts and quality checks. The goods receipt note is the authoritative record of what was accepted. It is where short receipts, damages and quality rejections appear, and it is the document your invoice will actually be paid against.

  • Capture: goods receipt number, purchase order number, per line received quantity, accepted quantity, rejected quantity and rejection reason, receipt date, warehouse.
  • The gap between dispatched and accepted is the number that drives disputes. Store both.

Fill rate

Fill rate is accepted quantity divided by ordered quantity, per purchase order line, aggregated per purchase order and per period. FirstCry does not publish its fill rate policy or its penalty schedule, but a listed retailer of this size will have both in the vendor agreement. Compute it yourself from purchase order lines and goods receipt lines rather than waiting for a report: it is the single most useful derived metric in a vendor relationship, and it is the one a buyer will quote at you.

Invoices

You raise a tax invoice against the accepted quantities. Capture invoice number, invoice date, purchase order number, goods receipt number, taxable value, GST components, and total. Mismatches between invoice quantity and goods receipt quantity are the usual cause of payment holds.

Payment advices and settlements

FirstCry pays on the cycle in the vendor agreement, netting off debit notes for shortages, quality rejections, marketing contributions and any trade scheme. Map these onto settlements:

Returns

Consumer returns are FirstCry's, not yours, unless the vendor agreement includes a return to vendor clause. Where it does, returns arrive as a separate document with its own debit note. FirstCry's consumer return policy includes doorstep quality control at pickup, checking brand, style, colour, size, pack count, original box packaging, missing accessories and security tags, which is unusually strict and reduces the volume that reaches a return to vendor stage.

Writing back: listings, price and stock

Not available, and not applicable. FirstCry owns the catalogue and the retail price. A vendor supplies product information, images and cost prices to the buying team, and negotiates price changes commercially. There is no listing API, no price push and no stock push, because the stock on the site is FirstCry's own.

If your goal is to keep your own product data consistent across channels, FirstCry is the channel where that has to be handled by a human relationship and a shared spreadsheet, not by a connector.

Webhooks and notifications

None. Purchase orders arrive as documents. The only automation available is a mailbox rule plus a parser, or an SFTP poll if the contract grants one.

Rate limits and pagination

Not applicable.

Mapping to the unified model

FirstCry publishes no field names, so this table gives the shape to expect from the purchase order, goods receipt and payment advice documents rather than a literal field mapping. Confirm every name against the documents FirstCry actually sends before building against it.

Gaps and open questions

  • Whether FirstCry operates a vendor portal with self service purchase order, goods receipt and payment downloads is unverified. Most Indian retailers of this scale do, and it would be login walled and undiscoverable from outside, which is consistent with what we found.
  • Whether FirstCry offers EDI or SFTP to larger vendors is unverified. Ask during onboarding, because it is the difference between a parser and a pipeline.
  • Whether FirstCry India runs any genuine third party marketplace alongside the vendor model is unverified. The site gives no seller sign up route, which argues that it does not, or that it is invitation only.
  • The FirstCry UAE integration named by Unicommerce could not be characterised. It may be a marketplace channel or it may be a vendor feed.
  • EasyEcom's knowledge base at support.easyecom.io is login walled, returning an HTTP 302 to a login page on 2026-09-21, so any EasyEcom FirstCry article could not be read.

Sources