I have been a regular user of Babyoye for the last 4 months, have bought atleast 6-8 times and have been satisfied with their service, would recommend strongly especially for Toys/Diapers. Not so sure on clothes since fit is a personal choice which may or may not work well.
I have one suggestion that they could have a loyalty card/point system which enables customers to stick to them rather than moving to other sites such as Firstcry or Hush Babies.