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Keep a Leash on E-commerce Competitors

Global e-commerce analyst Profitero’s latest FastMovers 100 ranks the 100 best-selling pet food products on Amazon


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Dog food sales increasingly are going digital, with increasing numbers of pet owners turning to Amazon to buy their pet supplies, according to global e-commerce analyst Profitero.

Online sales accounted for $3.7 billion of the U.S. pet care total in 2014, approximately 6 percent of the total, and an increase of 76 percent since 2010, according to market research company Forrester.

But what’s driving the growth? Convenience and choice are two key elements of the online experience that consumers have come to expect as a “given” in making purchases today, and it’s why the pet supplies industry is increasingly focused on the online channel, as millennials and generation X are emerging as the leading pet supplies consumer segments, according to Profitero.

Once online, savvy pet owners increasingly trust their fellow pet owners for guidance on what to buy. Ratings and reviews are a source of growing influence on Amazon, and also are shown to have a significant impact on conversion rates—both offline and offline.

A recent report from BazaarVoice shows that 54 percent of U.S. shoppers read online reviews before making an e-commerce purchase, while 39 percent of shoppers read online reviews before buying in-store.

Profitero’s latest FastMovers 100, which ranks the 100 best-selling pet food products on Amazon, shows that Taste of the Wild is one of the five best-selling dog food brands with just fewer than 6,000 product reviews.

Download the Amazon FastMovers Dog Food report for more information.

 

Jannie Cahill is the director of marketing for Profitero.

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