From treats to TikTok: how omni-channel is shaping the pet industry

Omni-channel was the buzzword a few years ago as brick-and-mortar stores caught up with customer demand for a seamless shopping experience wherever they chose to shop. And it is still a key phrase for brands focused on growth, attracting new business and retaining loyal customers – especially with the rise of newer channels like TikTok Shop, Instagram and so on. Looking specifically at the pet supply market and an omni-channel strategy and mindset has never been more important.

Why? Well, according to research from Nielsen, 4 out of 5 pet owners now shop at both physical stores and online and, also according to Nielsen, ‘if you’re not thinking omni, you’re already behind’.

Considering the size of the market – $86B this year, up 12% from 2024 – getting omni-channel right means capitalising on that growth and realising the tremendous potential for your brand.

The omni-channel opportunity

While pet owners aren’t just buying pet food – the pet supplies market encompasses so much more, from supplements and treats, to toys and bedding, to clothing and accessories, to Halloween costumes and personalised jewellery – pet food does account for most of the spending.

The pet food market in the UK is the third largest in the world and is currently valued at around £2B and growing quickly.

Research from Nielsen shows that more than half of pet owners still buy pet food in a physical store, but ecommerce is catching up. This, coupled with the tremendous growth, and there is a world of opportunity for pet brands with an omni-channel strategy.

A change in behaviour

Growth in the market has a lot to do with lower barriers to entry for newer brands thanks to social media, the growing popularity of subscription-based models and the on-demand economy.

The rise of platforms like TikTok Shop, as part of an omni-channel strategy, isn’t just a way to sell; it’s a way to connect with customers through content they want to see, where they want to see it and how they want to see it. In the same way, offering new models of buying like subscriptions, not only guarantees future revenue but makes the buying journey and overall customer experience better and more streamlined. And in the spirit of convenience, partnerships are also adding to the omni-channel landscape and providing opportunities for revenue growth.

Just as we order food for ourselves online (whether that’s immediately via services such as Uber Eats or a little less quickly via ‘traditional’ online shopping delivery), pet food is becoming part of that. For example, Uber Eats has partnered with pet retailer Jollyes to deliver pet food and toys with the tap of a screen.

Another significant factor in the growth of pet supply spending is the focus by pet owners on pet longevity. This includes a trend towards healthier food options – such as Essentials Foods and Mackle Petfoods, and supplement brands such as Pets Purest, which are brands that we partner with.

The role of fulfilment partners

Behind every successful omni-channel strategy is the right foundation. Yes, the customer is at the centre of the approach and the key phrase is ‘consistent experience’, but it requires a strong inventory management system, efficient order processing platforms and seamless integration of B2B and consumer orders.

That is where the right fulfilment partner makes the difference. At Fullers Fulfilment, for example, we have the technology backbone to support omni-channel customers, with our agile warehouse management solution seamlessly integrating with nearly all ecommerce platforms, and offering efficient inventory management, batch control and expiry date management.

More than that, we understand the omni-channel environment, the role that fulfilment plays in the overall customer experience, and offer expert B2B and D2C services, including subscription box fulfilment and kitting.

Conclusion
The pet supply market is booming, but growth isn’t guaranteed. With customers expecting to move effortlessly between online, social, subscription, and in-store experiences, an omni-channel approach is no longer optional, it’s essential. Pet brands that embrace this mindset will be best placed to build loyalty, capture new audiences, and maximise the potential of this expanding market. And with the right fulfilment partner at your side, you can turn your omni-channel vision into a seamless, scalable reality.

Back to News