{"id":200427,"date":"2025-02-19T13:55:24","date_gmt":"2025-02-19T13:55:24","guid":{"rendered":"https:\/\/www.similarweb.com\/blog\/?p=200427"},"modified":"2025-02-19T16:12:51","modified_gmt":"2025-02-19T16:12:51","slug":"pets-cpg-ecommerce","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/pets-cpg-ecommerce\/","title":{"rendered":"Pet Takeover? How CPG Pet Brands are Winning the Ecommerce Race"},"content":{"rendered":"<ul>\n<li><strong>Pet product ecommerce has grown at a faster rate than food and beverage<\/strong>, grocery, and health and personal care industries<\/li>\n<li>The most successful D2C pet brands sell niche, high-ASP (Average Selling Price) products<\/li>\n<li>Amazon\u2019s largest pet brand, Blue Buffalo, <strong>generated $540M in 2024 and still grew at an impressive 38% YoY<\/strong><\/li>\n<\/ul>\n<p><strong>Quick stat alert:<\/strong> Ecommerce now accounts for <strong>42% of all pet product sales globally<\/strong>, a significantly higher share than other industries.<\/p>\n<p>Pet content has taken over the internet (and our hearts &#x1f436;). So it\u2019s no surprise that pet ecommerce is one of the fastest-growing online retail industries.<\/p>\n<p>Nearly half of all global pet retail sales are now online. That means having a robust <a href=\"https:\/\/www.similarweb.com\/blog\/research\/digital-analysis\/digital-strategy\/\">digital strategy<\/a> is essential for pet brands looking to stay relevant.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-200475\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum.png\" alt=\"Pet ecommerce compared to other industries\" width=\"960\" height=\"540\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum.png 960w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-300x169.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-768x432.png 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/p>\n<p>Similarweb\u2019s special report for the <strong>GlobalPETS forum 2025<\/strong> picks apart the winning strategies pet brands are using to navigate direct-to-consumer (D2C) and Amazon marketplace.<\/p>\n    <div class=\"post-banner post-banner--base\">\n        <div class=\"post-banner__wrapper\">\n            <div class=\"post-banner__text\">\n                                    <p class=\"post-banner__title\">Get the report on winning CPG pet brand strategies<\/p>\n                                    <p class=\"post-banner__subtitle\">Discover key insights on D2C and Amazon Marketplace success<\/p>\n                                <div class=\"post-banner__button-wrapper\">\n                    <div\n    data-contact-us=\"split\"\ndata-corp-form-type=\"split-download\"\ndata-contact-us-should-get-chilipiper=\"false\"\ndata-contact-us-i18n-subtitle3_tell_us_more=\" \"\ndata-contact-us-boolean-always-show-phone=\"false\"\ndata-contact-us-i18n-title=\"Get your free copy now\"\ndata-contact-us-i18n-submit_button=\"Download\"\ndata-contact-us-i18n-success_title=\"Thanks for downloading the report!\"\ndata-contact-us-i18n-success_sub_subtitle=\"Ready to dive deeper?\"\ndata-contact-us-file-url=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-1.pdf\"\ndata-contact-us-hidden-file-url=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-1.pdf\"\ndata-contact-us-hidden-asset-type=\"Report\"\ndata-contact-us-hidden-campaign-name=\"CORP - Global - Cross - GlobalPETS Forum - 2025 - Blog\"\ndata-contact-us-hidden-campaign-region=\"ALL\"\ndata-contact-us-hidden-campaign-solution=\"Audience Intelligence\/Purchase Intelligence\"\ndata-contact-us-hidden-sfcmpid=\"701QB00000Ox3s6YAB\"\ndata-contact-us-hidden-member-status=\"Downloaded\"\ndata-contact-us-hidden-sub-subject=\" \"\ndata-contact-us-hidden-subject=\"no cu\"\ndata-contact-us-hidden-message=\"I want to download the file\"\ndata-contact-us-hidden-cta-description=\"null\"\ndata-contact-us-hidden-cta-url=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-1.pdf\"\ndata-contact-us-hidden-button-caption=\"Download now\"\n>\n            <button\n                class=\"swui-button swui-button--solid swui-button--primary post-banner__button js-post-banner\" data-analytics-category=\"Form\"\ndata-analytics-label=\"Pet Takeover? How CPG Pet Brands are Winning the Ecommerce Race\"\n>\n            Download now        <\/button>\n    <\/div>\n                <\/div>\n            <\/div>\n                    <\/div>\n    <\/div>\n\n<h2>Pet brands winning the highest share of D2C traffic<\/h2>\n<p>Selling D2C comes with major advantages\u2014stronger <a href=\"https:\/\/www.similarweb.com\/blog\/research\/audience-and-brand-building\/brand-loyalty\/\">brand loyalty<\/a>, higher margins, and full control over the customer experience.<\/p>\n<p>But without the built-in audience of marketplaces, brands need smart strategies to stand out and drive <a href=\"https:\/\/www.similarweb.com\/website\/\">website traffic<\/a>.<\/p>\n<p>Here are the top D2C pet brands winning the most traffic:<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-200462\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-1.png\" alt=\"Largest pet D2C brands\" width=\"960\" height=\"540\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-1.png 960w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-1-300x169.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-1-768x432.png 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/p>\n<p>The top two brands in the US are:<\/p>\n<ul>\n<li><strong>BarkBox<\/strong> \u2013 A subscription-based toy and treat box for dogs that builds long-term customer loyalty through <strong>personalized plans and a strong, engaged community<\/strong><\/li>\n<li><strong>Litter-Robot<\/strong> \u2013 An automatic, self-cleaning cat litter box that has established itself as <strong>a category leader in premium pet solutions<\/strong><\/li>\n<\/ul>\n<p>The top two brands in Europe are:<\/p>\n<ul>\n<li><strong>Tractive<\/strong> \u2013 A <strong>GPS tracking and activity monitoring device for pets<\/strong> that helps owners ensure their pets\u2019 safety and well-being with real-time location tracking and health insights<\/li>\n<li><strong>Ultra Premium Direct<\/strong> \u2013 A D2C premium pet food brand that delivers <strong>high-quality, natural nutrition for dogs and cats<\/strong> through a personalized subscription model<\/li>\n<\/ul>\n<h2>Key factors driving traffic to top pet brands in the US<\/h2>\n<p>For D2C pet brands, direct and organic search traffic plays a significant role in driving growth. Direct traffic comes from users who visit a website by typing the URL directly, while organic traffic comes from unpaid search engine results. Using Similarweb insights, we examined the <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/website-traffic-sources\/\">traffic sources<\/a> for the leading players in the market.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-200463\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-2.png\" alt=\"How are top pet brands winning D2C traffic\" width=\"960\" height=\"540\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-2.png 960w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-2-300x169.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-2-768x432.png 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/p>\n<ul>\n<li><a href=\"https:\/\/www.similarweb.com\/website\/barkbox.com\/\">BarkBox\u2019s traffic data<\/a> shows a strong trend of direct traffic, indicating <strong>high <a href=\"https:\/\/www.similarweb.com\/blog\/research\/audience-and-brand-building\/brand-awareness\/\">brand awareness<\/a> and customer loyalty<\/strong><\/li>\n<li>Litter-Robot is succeeding by capturing <strong>organic search traffic<\/strong>. The unique nature of their product allows them to stand out in their niche<\/li>\n<\/ul>\n<p>Both brands demonstrate a combination of <strong>strong SEO presence, brand recognition, and customer loyalty<\/strong>.<\/p>\n<p>Here\u2019s how the US brands are coming out on top:<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-200464\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-3.png\" alt=\"How are top pet brands winning D2C traffic\" width=\"960\" height=\"540\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-3.png 960w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-3-300x169.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-3-768x432.png 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/p>\n<p>Using Similarweb data, we looked at online brand strength, which is measured through a brand&#8217;s direct traffic and branded search volume. For these D2C brands, three of them stand out.<\/p>\n<ul>\n<li>BarkBox is cost inefficient, but <strong>investing in building brand awareness<\/strong> and successfully driving growth through direct traffic<\/li>\n<li>Litter-Robot <strong>leads in branded searches<\/strong> thanks to its status as category leader for a niche product<\/li>\n<li>But, what really stands out here is Bark.co\u2019s <strong>cost-effective traffic growth<\/strong>.<\/li>\n<\/ul>\n<p>Let\u2019s take a deeper look at how they did it:<\/p>\n<h2>Bark.co\u2019s winning D2C traffic strategy<\/h2>\n<p>Bark.co has emerged as a leader in D2C growth, <strong><a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/increase-website-traffic\/\">increasing traffic<\/a> without increasing ad spend<\/strong>.<\/p>\n<p>So, what\u2019s the secret?<\/p>\n<p>As seen below, by strategically redirecting traffic from its well-known sister brand BarkBox through search, referrals, and social media, Bark.co funneled consumers to its site, expanding product exposure and strengthening brand loyalty.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-200465\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-4.png\" alt=\"How did Bark.co grow online traffic\" width=\"960\" height=\"540\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-4.png 960w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-4-300x169.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-4-768x432.png 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/p>\n<p>Bark.co capitalized on the existing brand awareness and engaged the customer base of Barkbox to drive cost-effective growth. This approach allowed them to capture high-intent traffic while reinforcing their overall brand ecosystem.<\/p>\n<p>You can see the change occur in Q4 as the traffic to bark.co and Barkbox switch in volume across search, referrals and social.<\/p>\n<p><em>&#x1f4a1; <strong>Key Takeaway<\/strong>: Using a flagship product or brand recognition to drive traffic to a parent or sister brand helps CPG businesses scale efficiently without increasing acquisition costs. A winning strategy for sustainable D2C growth.<\/em><\/p>\n<h2>Selling pet products on Amazon<\/h2>\n<p>Amazon is every consumer&#8217;s trusted best friend. Customers know the platform well, can easily compare products and prices, and rely on reviews to make confident purchasing decisions.<\/p>\n<p>But convenience isn\u2019t the only factor driving pet owners to Amazon.<\/p>\n<blockquote><p>Over $20.2 billion was spent on pet supplies on the platform in the past year alone, up by 10% YoY.<\/p><\/blockquote>\n<p>This makes Amazon the #1 <a href=\"https:\/\/www.similarweb.com\/blog\/ecommerce\/retail-insights\/online-marketplaces\/\">online marketplace<\/a> for pet brands to reach high-intent shoppers. The category is equally split between\u00a01P vendors and 3P sellers, representing significant competition from smaller niche 3P sellers and brands.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-200466\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-5.png\" alt=\"Pet category traffic on Amazon\" width=\"960\" height=\"540\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-5.png 960w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-5-300x169.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-5-768x432.png 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/p>\n<p>With traffic and ASP remaining flat, brands face intense competition to drive traffic to their product pages.<\/p>\n<p>To win, they must implement smart strategies that maximize visibility and conversions.<\/p>\n<h2>How top pet brands are winning traffic on Amazon<\/h2>\n<p>The top three pet brands generating the most revenue on Amazon are Blue Buffalo, Hill\u2019s, and Purina, all operating predominantly as 1P sellers.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-200460\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Screenshot-2025-02-18-at-12.28.45-1024x375.png\" alt=\"Top pet brands on Amazon\" width=\"1024\" height=\"375\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Screenshot-2025-02-18-at-12.28.45-1024x375.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Screenshot-2025-02-18-at-12.28.45-300x110.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Screenshot-2025-02-18-at-12.28.45-768x281.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Screenshot-2025-02-18-at-12.28.45.png 1534w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>In a category that grew 10% YoY, existing category leader <strong>Blue Buffalo succeeded in growing revenue by 38.3% YoY<\/strong>. Here are the key strategies behind their success:<\/p>\n<h3>1. Mastering on-site search (OSS)<\/h3>\n<p>Most sales on Amazon start with a search. Brands that <a href=\"https:\/\/www.similarweb.com\/blog\/ecommerce\/amazon-insights\/optimize-amazon-listings\/\">optimize product listings<\/a>, keywords, and ads gain the most visibility.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-200467\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-6.png\" alt=\"Amazon traffic for top pet brands\" width=\"960\" height=\"540\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-6.png 960w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-6-300x169.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-6-768x432.png 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/p>\n<p>Blue Buffalo received the highest traffic from <a href=\"https:\/\/www.similarweb.com\/corp\/shopper\/on-site-search-optimization\/\">Amazon on-site search<\/a>, but their success goes beyond that. They executed a holistic Amazon strategy, leading in both internal traffic sources (Amazon search, ads, and product pages) and external channels driving traffic to Amazon.<\/p>\n<h3>2. Capturing non-branded traffic<\/h3>\n<p>While Blue Buffalo had the lowest branded searches (indicating a low brand awareness) compared to Hill\u2019s and Purina, they excelled at capturing a significantly larger share of non-branded Amazon search traffic.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-200468\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-7.png\" alt=\"How top brands are winning on Amazon\" width=\"960\" height=\"540\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-7.png 960w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-7-300x169.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-7-768x432.png 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/p>\n<p>With fully optimized product pages, they successfully attracted organic traffic without relying on paid ads for non-branded searches. This gave them a cost-efficient competitive edge.<\/p>\n<h2>The average pet consumer&#8217;s complex online journey<\/h2>\n<p>The pet consumer journey often starts <strong>with a search, either on Amazon, Google, or Social Media.<\/strong><\/p>\n<p>With multiple key stages in the decision-making process, the typical user journey is complex, and pet brands must be smart and strategic in ensuring they appear at every touchpoint of the user journey.<\/p>\n<p>Below is an example of one complex journey, starting from search, reading blogs, and ending up on Amazon:<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-200470\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-9.png\" alt=\"Stages a user goes through until purchasing on Amazon\" width=\"960\" height=\"540\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-9.png 960w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-9-300x169.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-9-768x432.png 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/p>\n<h2>How do search trends vary by pet product?<\/h2>\n<p>The way consumers search depends on the type of pet product:<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-200461 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Screenshot-2025-02-18-at-13.06.42.png\" alt=\"Top pet search terms\" width=\"1678\" height=\"664\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Screenshot-2025-02-18-at-13.06.42.png 1678w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Screenshot-2025-02-18-at-13.06.42-300x119.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Screenshot-2025-02-18-at-13.06.42-1024x405.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Screenshot-2025-02-18-at-13.06.42-768x304.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Screenshot-2025-02-18-at-13.06.42-1536x608.png 1536w\" sizes=\"(max-width: 1678px) 100vw, 1678px\" \/><\/p>\n<p>Above you can see four different examples of how search behavior changes depending on the product.<\/p>\n<ul>\n<li>Dog food searches are typically branded (e.g., \u201cPurina Pro Plan\u201d), allowing established brands to dominate<\/li>\n<li>Smaller brands may struggle to compete unless they bring something new and unique to the market<\/li>\n<li>Treats and supplements are category-first searches (e.g., \u201cnatural dog treats\u201d), making SEO and search ads crucial for product discovery<\/li>\n<\/ul>\n<h2>Which retailers are consumers browsing?<\/h2>\n<p>Consumers are most likely to browse on Amazon, but cross-browsing across multiple retailers is relatively low.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-200471\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-10.png\" alt=\"Cross browsing behavior for pet products\" width=\"960\" height=\"540\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-10.png 960w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-10-300x169.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-10-768x432.png 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/p>\n<p>Understanding cross-browsing behavior is crucial for brands deciding which platforms to sell on to reach new audiences. A brand selling on Amazon, for example, might find that Chewy and PetSmart have the least overlap in shoppers (with 11.1% and 11.8%, respectively), meaning these platforms offer a greater opportunity to reach new customers.<\/p>\n<h2>D2C or marketplace: where to sell by product<\/h2>\n<p>The trend here aligns with what we see in branded vs. non-branded search. When branded search volume is higher, brands tend to prefer selling on Amazon and other marketplaces. Branded searches typically indicate larger brands that are comfortable relying on external retailers for distribution.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-200472\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-11.png\" alt=\"Which D2C sites in the pet category are getting the most traffic\" width=\"960\" height=\"540\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-11.png 960w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-11-300x169.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-11-768x432.png 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/p>\n<ul>\n<li>Dog food is primarily sold on Amazon, with many brands choosing not to operate their own D2C sites<\/li>\n<li>Pet supplements have a much higher number of D2C retailers<\/li>\n<\/ul>\n<p>While marketplaces offer scale for everyday essentials like pet food, D2C provides a stronger opportunity for high-margin, specialized products like supplements.<\/p>\n<h2>So, where should pet brands focus?<\/h2>\n<p>Where a pet brand should focus depends on its size, uniqueness, and ability to attract customers.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-200474\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-12.png\" alt=\"Where is the opportunity for pet brands?\" width=\"960\" height=\"540\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-12.png 960w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-12-300x169.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-12-768x432.png 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/p>\n<ul>\n<li>D2C works best for niche or innovative brands that can draw in consumers with a unique value proposition, high engagement, and strong direct traffic. These brands often have higher ASPs to account for customer acquisition and third party fulfillment costs<\/li>\n<li>Larger, less differentiated brands perform better on marketplaces like Amazon and Chewy. They prioritize scale over margin, utilizing high traffic on marketplaces, branded searches, existing buyer relationships, and <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/competition-based-pricing\/\">competitive pricing<\/a> to stand out<\/li>\n<\/ul>\n<p><em>&#x1f4a1; <strong>Key Takeaway<\/strong>: <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/marketing-channels\/\">Choosing the right marketing channel<\/a> depends on whether a brand can generate demand on its own or needs to compete where shoppers are already looking.<\/em><\/p>\n<h2>Looking ahead: what\u2019s next for pet ecommerce<\/h2>\n<p>CPG pet brands must stay ahead in key areas to drive growth and remain competitive. Quick commerce enhances convenience, social commerce serves as a critical consumer touchpoint, and AI personalizes the user journey.<\/p>\n<p>Brands that adopt a holistic strategy, integrating D2C, marketplaces, social media, and retail media will drive more traffic and sales. Reaching consumers across the right online channels and engaging them at every stage of the buyer\u2019s journey is key to capturing a larger share of pet shoppers.<\/p>\n<p><span style=\"font-weight: 400;\">    <div class=\"post-banner post-banner--base\">\n        <div class=\"post-banner__wrapper\">\n            <div class=\"post-banner__text\">\n                                    <p class=\"post-banner__title\">Get the report on winning CPG pet brand strategies<\/p>\n                                    <p class=\"post-banner__subtitle\">Discover key insights on D2C and Amazon Marketplace success<\/p>\n                                <div class=\"post-banner__button-wrapper\">\n                    <div\n    data-contact-us=\"split\"\ndata-corp-form-type=\"split-download\"\ndata-contact-us-should-get-chilipiper=\"false\"\ndata-contact-us-i18n-subtitle3_tell_us_more=\" \"\ndata-contact-us-boolean-always-show-phone=\"false\"\ndata-contact-us-i18n-title=\"Get your free copy now\"\ndata-contact-us-i18n-submit_button=\"Download\"\ndata-contact-us-i18n-success_title=\"Thanks for downloading the report!\"\ndata-contact-us-i18n-success_sub_subtitle=\"Ready to dive deeper?\"\ndata-contact-us-file-url=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-1.pdf\"\ndata-contact-us-hidden-file-url=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-1.pdf\"\ndata-contact-us-hidden-asset-type=\"Report\"\ndata-contact-us-hidden-campaign-name=\"CORP - Global - Cross - GlobalPETS Forum - 2025 - Blog\"\ndata-contact-us-hidden-campaign-region=\"ALL\"\ndata-contact-us-hidden-campaign-solution=\"Audience Intelligence\/Purchase Intelligence\"\ndata-contact-us-hidden-sfcmpid=\"701QB00000Ox3s6YAB\"\ndata-contact-us-hidden-member-status=\"Downloaded\"\ndata-contact-us-hidden-sub-subject=\" \"\ndata-contact-us-hidden-subject=\"no cu\"\ndata-contact-us-hidden-message=\"I want to download the file\"\ndata-contact-us-hidden-cta-description=\"null\"\ndata-contact-us-hidden-cta-url=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/Winning-Online_-Marketplaces-vs.-DTC-in-the-Petcare-Industry-_-2025-_-GlobalPETS-Forum-1.pdf\"\ndata-contact-us-hidden-button-caption=\"Download now\"\n>\n            <button\n                class=\"swui-button swui-button--solid swui-button--primary post-banner__button js-post-banner\" data-analytics-category=\"Form\"\ndata-analytics-label=\"Pet Takeover? How CPG Pet Brands are Winning the Ecommerce Race\"\n>\n            Download now        <\/button>\n    <\/div>\n                <\/div>\n            <\/div>\n                    <\/div>\n    <\/div>\n<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pet product ecommerce has grown at a faster rate than food and beverage, grocery, and health and personal care industries The most successful D2C pet brands sell niche, high-ASP (Average Selling Price) products Amazon\u2019s largest pet brand, Blue Buffalo, generated $540M in 2024 and still grew at an impressive 38% YoY Quick stat alert: Ecommerce [&hellip;]<\/p>\n","protected":false},"author":549,"featured_media":200516,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[8272,7892],"tags":[],"class_list":["post-200427","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce-news","category-insights"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pet Takeover? 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