A survey by Neotrust Confi, a consultancy specializing in data intelligence for digital retail, indicates that the pet e-commerce market moved R$ 5.7 billion in 2024, considering the segments of food, accessories, hygiene, and cleaning. For the first time, online sales in the sector exceeded R$ 5 billion. The growth was 16.3% compared to the previous year, outperforming physical stores, which increased by 12.6% in the same period.
A searchreflects a trend that has been consolidating in recent years: the digital environment is growing at an accelerated pace and challenges brick-and-mortar retailers to rethink their strategies. For those working in traditional pet shops or even small e-commerce businesses, the data serve as a warning.
Good service and a variety of products are not enough. Differentiation has become essential in a sector that combines affection, care, and frequent consumption.
With more and more brands vying for attention, pet shop owners need to get creative and connect with their audiences through proposals that make sense to demanding pet owners. But what really works when it comes to standing out in the pet market?
Well-defined brand positioning and identity
One of the first steps to differentiate yourself is to understand that the pet shop needs a clear identity. It's not enough to just sell products. The business must communicate with those it wants to talk to, its value proposition, and what makes it different from other establishments.
A pet shop that focuses on natural products and healthy feeding needs to align its language, visuals, and service with this positioning. The same applies to stores that prioritize pet fashion, premium services, or personalized assistance.
Having a brand with personality strengthens the connection with the customer and increases the potential for loyalty. According to the PwC Global Consumer Insights Survey 2023, 70% of consumers are more likely to buy from companies that demonstrate values aligned with their own. In the pet sector, where the purchase decision is directly linked to the care of the animal, this becomes even more relevant.
Differentiation begins with how the business is presented. From the store name to the decoration of the physical space or the website layout, everything must convey a coherent message.
Product curation and specialized service
Another strategy that generates perceived value is product curation. Instead of trying to sell everything, pet shops can choose to niche their offerings by providing specific product lines that cater to different types of pet owners. Some seek only super premium food, while others prioritize interactive toys or items for pets with special needs.
Having a carefully selected and well-presented product mix conveys the idea of care and expertise. This is expanded when the service follows this proposal. Employees who know the products, can guide on the animals' needs, and show genuine interest in the pet's well-being make a difference in the shopping experience.
PetBrasil consultancy estimates that Brazil already has more than 60,000 establishments focused on the pet sector, including physical and digital stores. In this competitive scenario, delivering value goes beyond price. Those who offer relevant content, human support, and tailored solutions secure a more lasting place in the consumer's life.
Services added as an extension of the experience
Pet shops that invest in complementary services tend to stand out by providing convenience. Bath and grooming, consultations with veterinarians, home delivery, and subscription programs are examples of solutions that enhance the customer experience.
When these offers are integrated with clear communication and well-organized processes, they become part of the tutors' daily routine. This increases the average ticket, improves recurrence, and creates stronger bonds with the brand. The service, in this case, ceases to be an extra and becomes part of the business's value proposition.
The differential can also be in the way these services are offered. Extended hours, personalized service, and digital scheduling are examples of details that add points to the customer relationship.
Content and digital connection with the audience
Digital presence is not limited to having an online store. The content published on social media, blogs, and emails can be the decisive element in creating a community around the brand. Animal health tips, seasonal care, breed curiosities, or even behind-the-scenes of the store's daily life generate genuine engagement.
When this content is authentic and aligned with the brand's profile, the store gains its own voice in the digital space. This helps attract new customers and keep the old ones connected. Small businesses that produce videos with their attendants, tutorials on pet care, or share customer testimonials are able to create emotional bonds that go beyond the commercial relationship.
According to the eMarketer report, 43% of consumers in Brazil discover new brands through social media. This data reinforces the importance of being where the audience is and speaking to them in a close manner.
Experiences that reinforce the brand's value
Among so many stores, websites, and offers, what becomes memorable is the experience. Therefore, thinking of creative actions that involve the customer is 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 the interactive experiences for storesThe idea is to turn the trip to the pet shop into something beyond just shopping. A tasting of pet foods, 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 bond. In the pet market, where the relationship with the product involves affection, care, and routine, the brands that manage to touch these dimensions become part of the owners' lives. And this, in a constantly growing sector, can be the big differentiator.
