As we begin to wrap up 2024, pet brands need to shift their focus towards the trends that will shape 2025, especially in e-commerce. The competitive landscape is evolving, and to stay ahead, brands need to diversify their e-commerce strategies. Mike Abruscato, Director of Business Development and Operations at Brand’s Best Friend, points out that while Amazon will remain a dominant force, solely relying on it is no longer viable. Platforms like Walmart, TikTok, and Chewy are growing, and brands need to develop a presence across multiple channels to succeed.
Expanding Beyond Amazon
Abruscato emphasizes that it may no longer be enough to depend solely on Amazon for revenue. Diversifying into other e-commerce platforms such as Walmart and TikTok Shop will be crucial for long-term growth. Although TikTok’s future may be uncertain, platforms like Chewy and Walmart are solid bets for creating additional revenue streams. Brands should be prepared to pivot and adapt to the evolving e-commerce landscape.
Liz Yeung, Director of Brand Management at Brand’s Best Friend, agrees, noting that external traffic plays a significant role. Algorithms across platforms are increasingly favoring brands that drive traffic from social media, blogs, and email campaigns. In short, directing traffic to your product pages from multiple external sources can result in better rankings and more visibility.
Branding and Consumer Awareness
Yeung believes that branding will be more important than ever in 2025. “Consumers are smarter and more critical of their options,” she says. Smaller brands, in particular, need to ensure their brand guidelines, voice, and presentation are polished and consistent. As consumers become more educated, thanks to AI-powered tools like Amazon’s Rufus, brands will need to maintain a balance between offering detailed product information and appealing to broader audiences.
Abruscato adds that while consumers love supporting small, family-owned businesses, these brands must also offer the conveniences—like subscription services and a strong social media presence—that larger competitors provide. Simply being a small, independent brand won’t cut it anymore. You must deliver on convenience while keeping that personal touch that resonates with consumers.
AI: A Double-Edged Sword
The rise of AI in e-commerce, exemplified by Amazon’s Rufus, is changing how consumers discover and purchase products. Rufus, an AI shopping assistant, now performs much of the research consumers used to do themselves. While this can benefit brands by quickly connecting consumers to their products, it also shortens the discovery process, potentially leading to fewer touchpoints for brand engagement.
Abruscato points out that AI tools like Rufus are both an opportunity and a risk. “It creates an opportunity to lose business and gain business,” he says. Brands need to understand how to leverage AI to ensure their products are recommended to consumers, while also maintaining multiple touchpoints to build brand awareness and engagement beyond what AI algorithms suggest.
Data-Driven Strategies for Sustainable Growth
Amazon, in particular, has improved its reporting capabilities, providing brands with more insights into consumer behavior. Abruscato notes that tools like Subscribe & Save are now backed by robust data, allowing brands to make informed decisions about growth strategies.
“Momentum and market share are more coveted and competitive than ever,” says Abruscato. For pet brands, the lesson of 2024 is clear: when you have momentum, you must maintain it. Brands that take their foot off the gas risk losing market share, even if they are concerned about short-term margins. Investing in growth—whether through better inventory management or increased advertising spend—is critical to sustaining long-term success.
In Conclusion
As we move into 2025, pet brands need to adopt a multi-pronged approach to e-commerce success. Diversifying platforms, building a strong brand presence, leveraging AI responsibly, and making data-driven decisions are all essential strategies. By staying ahead of these trends, pet brands can continue to thrive in an increasingly competitive market.