Optimize an Online Store That Sells Pet Products

Online pet stores offer a diverse range of products, from basic food to luxury accessories. Pet owners are looking for products that support the health and well-being of their pets. A successful online store in this niche should offer a wide range of products and expert advice on everything from nutritional needs to accessories to help owners care for their pets.

This article discusses the difficulties faced by merchants in this industry, along with practical guidelines for effective solutions. The focus is on an element that is particularly important for this sector, and a proposal is made to improve the sustainability impact. This is illustrated using relevant practical examples.


Pets come in many shapes and sizes. This also applies to the owners. Therefore, there are several challenges that need to be overcome when converting visitors into customers.

  • Product range: The pet industry must offer a wide range of products, from food and toys to medical supplies and accessories. Managing such variety can be overwhelming for visitors, leading to choice stress and potentially lower conversion rates. It is a challenge to present these products in a structured and accessible way so that customers can easily find what they are looking for.
  • Quality: Pet owners want to know that the products they purchase are safe and of high quality. This especially applies to nutrition and medication. It is challenging to gain customers' trust by providing clear information about the origin, ingredients and safety of products, as there can be many concerns about the health and well-being of their pets.
  • Segmentation: Pets have varying needs based on factors such as species, breed, age and health status. Providing personalized recommendations is a unique challenge because customers expect products to be specifically tailored to their pet's needs. This requires advanced data analysis and customer segmentation.
  • Logistics: Many pet products, such as large bags of food and cat litter, are bulky and heavy, which poses logistical challenges. The costs and efficiency of shipping can be an obstacle for both the customer and the online store. Effectively managing the logistics processes for these bulk goods is crucial to increasing conversions and ensuring customer satisfaction.

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These suggestions are intended for online stores that sell pet products and can help increase conversion. Since every webshop is unique in terms of digital maturity and resources, it is recommended to first test these conversion optimization recommendations through A/B testing before they are generally applied.

  • Show intuitive filters: Provide a clear layout of the wide range by implementing intuitive filter options. This allows customers to easily select based on animal species, breed, age, and specific needs. This reduces choice stress and helps visitors quickly and efficiently find the right products for their pets.
  • Provide detailed product information: Pay attention to, for example, origin, ingredients and safety marks. Add detailed reviews from other customers, specifically focusing on the experiences of different types and breeds of pets. This helps to gain the trust of customers and convince them of the quality and safety of the products.
  • Offer subscriptions: Develop a system for personalized recommendations based on the pet's specific characteristics, such as breed, age and health status. Additionally, offer subscription services for recurring purchases of items such as food and medication, so customers never run out of essential products while enjoying convenience and consistency.
  • Provide different shipping options: Optimize logistics for heavy and bulky products by offering various shipping options, such as same-day delivery, click & collect, and affordable subscriptions for frequent orders. Communicate clearly about shipping costs and delivery times to avoid unexpected surprises and increase customer satisfaction.


The health and well-being of pets is of the utmost importance to every owner. This aspect includes a wide range of products and services, such as high-quality nutrition, supplements, preventive care products and wellness services such as grooming and training. Online shops can distinguish themselves by not only selling products, but also by providing extensive information and support about how these products contribute to the health and well-being of pets. This can be done through blog posts, expert advice articles, webinars with veterinarians and personalized health plans. By offering a holistic approach focused on the long-term health and satisfaction of pets, online stores can gain the trust of their customers and increase their conversion rates. Offering products specifically tailored to the unique needs of different pets, such as diet food for allergies or joint supplements for senior animals, can also help build a loyal customer base who cares about the well-being of their pets.

The Kind Pet


Sustainable packaging and products are crucial to reducing the environmental impact of the pet industry. This could mean packaging pet products in biodegradable or recyclable materials instead of traditional plastic packaging. In addition, manufacturers can choose sustainable production processes and materials, such as recycled plastic, organic cotton or bamboo for toys and accessories. Companies such as Beco Pets and West Paw have already started integrating eco-friendly materials and production methods into their offerings. By being transparent about the sustainability of their products and packaging, online stores can not only have a positive impact on the environment, but also attract and retain environmentally conscious customers. Offering refill options for products such as food and cleaning supplies can also help reduce packaging waste. Customers increasingly want to buy products that are not only good for their pets, but also for the planet, and by responding to this need, online stores can strengthen their competitive position and contribute to a more sustainable future.

Only Natural Pet
Beco Pets
Only Natural Pet


  • Only Natural Pet: A wide range of filters are available to visitors. Filters are shown for, among other things: brand, taste, age and health. This way they can ensure that relevant products are visible that specifically suit their pets.
  • West Paw: The features of this product are made clear with the help of icons and text. This immediately removes doubts (for example about whether the product contains BPA). Personally, I think the division between three large icons and then detailed text underneath is very well done.
  • Beco Pets: Many parties that offer things such as pet food also make it possible to take out a subscription. What I think this party does well is that they clearly state the benefits of a subscription. An interesting point is that when you take out a subscription, they also donate 1% of the turnover to sustainable and social charities.
  • Only Natural Pet: Here you can choose from regular shipping or 'FedEx 2 day' where the products are delivered within two days. What I personally miss is how many days it would take for regular shipping to arrive. Only with that additional information can I make a good choice between these two options.

About the author

Theo van der Zee (MSc, Psychology) has been building and optimizing websites and web shops for more than 20 years. As a freelance conversion specialist, he helps companies to improve their websites based on research and experiments.

Read more about Theo

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