A survey by Neotrust Confi, a consultancy specialized in data intelligence for digital retail, shows that the pet e-commerce sector generated R$5.7 billion in 2024, considering segments such as pet food, accessories, hygiene, and cleaning products. For the first time, online sales in the sector surpassed the R$5 billion mark. Growth was 16.3% compared to the previous year, outperforming physical stores, which grew by 12.6% in the same period.
The research reflects a trend that has been consolidating in recent years: the digital environment is growing rapidly and challenging physical retailers to rethink their strategies. For those operating in traditional pet shops or even small e-commerce businesses, the data serves as a warning.
More than good service and product variety is needed. Differentiation has become indispensable in a sector that combines affection, care, and frequent consumption.
With more and more brands competing for attention, pet shop owners need to use creativity and connect with their audiences through meaningful proposals for demanding pet owners. But what really works when it comes to standing out in the pet market?
Brand positioning and well-defined identity
One of the first steps to differentiation is understanding that a pet shop needs a clear identity. Simply selling products isn’t enough. The business must communicate who it wants to talk to, its value proposition, and what sets it apart from other establishments.
A pet shop focused on natural products and healthy food must align its language, visuals, and service with this positioning. The same applies to stores prioritizing pet fashion, premium services, or personalized care.
Having a brand with personality strengthens customer connection and increases loyalty potential. According to PwC’s Global Consumer Insights Survey 2023, 70% of consumers are more likely to buy from companies that demonstrate values aligned with theirs. In the pet sector, where purchasing decisions are directly linked to animal care, this becomes even more relevant.
Differentiation starts with how the business is presented. From the store name to the physical space’s decor or website layout, everything must convey a coherent message.
Product curation and specialized service
Another strategy that adds perceived value is product curation. Instead of trying to sell everything, pet shops can niche their offerings, providing specific product lines for different pet owner profiles. Some seek only super-premium pet food, while others prioritize interactive toys or items for pets with special needs.
Offering a well-selected and well-presented product mix conveys care and expertise. This is amplified when customer service aligns with this approach. Employees who know the products, can advise on pets’ needs, and show genuine interest in their well-being make a difference in the shopping experience.
Consultancy firm PetBrasil estimates that Brazil already has over 60,000 establishments dedicated to the pet sector, including physical and digital stores. In this competitive landscape, delivering value goes beyond price. Those who provide relevant content, humanized service, and tailored solutions secure a more lasting place in consumers’ lives.
Value-added services as an extension of the experience
Pet shops that invest in complementary services tend to stand out by offering convenience. Grooming, veterinary consultations, home delivery, and subscription programs are examples of solutions that enhance the customer experience.
When these offerings are integrated with clear communication and well-organized processes, they become part of pet owners’ daily lives. This increases average spending, improves repeat business, and creates stronger brand loyalty. In this case, the service is no longer an extra but part of the business’s value proposition.
The competitive edge can also lie in how these services are offered. Extended hours, personalized service, and digital scheduling are examples of details that enhance customer relationships.
Content and digital connection with the audience
A digital presence isn’t just about having an online store. Content published on social media, blogs, and emails can be the decisive factor in building a community around the brand. Pet health tips, seasonal care advice, breed curiosities, or behind-the-scenes glimpses of daily store operations generate real engagement.
When this content is authentic and aligned with the brand’s identity, the store gains a unique voice in the digital space. This helps attract new customers and keeps existing ones engaged. Small businesses that produce videos with their staff, pet care tutorials, or share customer testimonials create emotional bonds that go beyond commercial relationships.
According to eMarketer’s report, 43% of consumers in Brazil discover new brands through social media. This reinforces the importance of being where the audience is and engaging with them closely.
Experiences that reinforce brand value
Amid so many stores, websites, and offers, what becomes memorable is the experience. That’s why creative actions involving customers are one of the most effective ways to stand out. Themed events, adoption campaigns, personalized kits, and pet-friendly spaces are practical examples.
This is where interactive experiences for storescome in. The idea is to turn a trip to the pet shop into more than just a purchase. Pet food tastings, photo sessions with pets, small workshops, or socialization areas create moments that reinforce the brand in the customer’s memory.
More than attracting, differentiation is about maintaining the connection. In the pet market, where product relationships involve affection, care, and routine, brands that touch on these dimensions become part of pet owners’ lives. And in a constantly growing sector, this can be the key differentiator.
