Quarterly Commerce Marketing Benchmarks for Pet Care Brands
Overview and KPIs
Pet Care brands operate in a consideration-driven, replenishment-heavy category, where shoppers balance routine purchases with research around health, nutrition, and specialty needs. Shoppers move frequently between search, brand websites, and retail destinations when evaluating products.
MikMak’s quarterly Pet Care commerce marketing benchmarks provide a data-backed view of brand media trends, retailers displayed, and shopper intent across key global markets, helping brands contextualize performance and refine commerce-enabled activations across owned and paid channels.
This Q4 benchmark analysis is based on MikMak Shopping Index* data from October 1 to December 31, 2025.
The following proprietary MikMak Commerce KPIs were used:
- Purchase Intent Clicks
Measures high-intent shopper traffic by counting the number of times a shopper clicks through to at least one retailer during a single session within MikMak Commerce-enabled brand content. - Purchase Intent Rate
Measures the percentage of shoppers who click through to at least one retailer within MikMak Commerce-enabled brand content, signaling a strong conversion likelihood.
Q4 Pet Care Commerce Marketing Highlights
- Brand websites lead conversion likelihood; media drives reach.
- Search dominates high-intent shopper traffic, led by Google.
- Brands' retailer promotion and shopper demand blends mass and specialty: Walmart and Amazon led shopper traffic, with Chewy and PetSmart providing category depth.
- Shoppable media presents a growth opportunity: Enabling checkout in media can capture intent earlier and build first-party audiences.
United States
Media drives shopper traffic, brand websites lead conversion likelihood
In Q4, Purchase Intent Rates averaged 21.3% on brand websites versus 9.8% on media. Brand websites convert more qualified, lower-funnel shoppers, while media drives broader reach and early demand capture.
Expanding commerce-enabled paths within media placements can unlock additional conversion opportunities and build more efficient first-party audiences.
Search dominates media-driven intent
Google accounted for the vast majority of media-based Purchase Intent Clicks, with social platforms contributing minimally.
This highlights brands' reliance on intent-driven search traffic and the opportunity to expand commerce-enabled checkout paths in media and social platforms.
Retailer mix reflects mass and pet specialty
Walmart captured the largest share of Purchase Intent Clicks, followed by Amazon. Pet specialty retailers, including Chewy and PetSmart, contributed meaningful traffic too, underscoring the importance of covering both convenience-focused and category-specific channels.
Key Takeaways
- Brand websites lead conversion likelihood: Owned channels excel in converting qualified, lower-funnel shoppers.
- Media drives reach: Search dominates high-intent shopper traffic; social platforms present growth opportunities with commerce-enabled paths.
- Retailer mix blends mass and specialty: Walmart and Amazon lead, with Chewy and PetSmart supporting category depth.
- Shoppable media is a growth lever: Enabling checkout in media captures intent earlier and builds more efficient first-party audiences.
Curious to see how MikMak helps brands connect marketing with commerce and unlock first-party shopper data? Schedule a demo today.
*The MikMak Shopping Index was developed to provide a standardized set of metrics, methodology, and benchmarks to help drive brands’ business results and strategy. It is a collection of key eCommerce KPIs from hundreds of brands, over 250 channels, and more than 8,000 retailer integrations worldwide, to understand consumer online shopping behavior.
