In October 2023, eCommerce sales marked a year-over-year (YOY) increase of 6.10%. Among other industries, pet care is showing sustained growth, presenting splendid opportunities for new eCommerce entrants.
Partner with Local Businesses Pet Care Marketing Metrics & Benchmarks by Media Moris
Distribution by Device
Sales through mobile channels continued their upward trend, constituting 59% of the revenue share, with variations observed across different markets and customer segments. As of November 2023, mobile leads the sales breakdown in the global pet care eCommerce market with 71.6%, followed by desktop at 27.3%, and tablet at 1.1%. The benchmarks across the U.S. pet market are nearly the same.
Engagement
An average visit duration of 3.55 minutes and an average of 5.06 pages viewed per visit in the United States suggest that pet care-oriented visitors are reasonably engaged. Our pet industry market research indicates that the content on these websites is captivating and maintains user interest effectively.
Site Visits
A monthly increase in site visits and the continuous rise in unique visitors indicate a growing user interest and substantial potential for customer acquisition. From October 2022 to October 2023, the average cost per acquisition (CPA) across the global pet care eCommerce market fell from 9.56% to 8.69%.
Bounce Rate
According to IRP Commerce, in November 2023, the bounce rate in the global pet care eCommerce market was 39.30%. With an industry average bounce rate of 45.54%, almost half of the U.S. visitors exit the site after viewing one page only.
Top Traffic Sources in the Pet Care Industry
Global Benchmarks in Pet Care eCommerce
As of October 2023, the sales breakdown by traffic channel for the global pet care eCommerce is as follows:
- Paid search marketing: 67.9%
- Direct search: 28.3%
- Email marketing: 3.6%
- Paid social media marketing: 0.2%
Benchmarks in the U.S. Pet Care Industry
With 92.66 million visits, there is substantial interest in pet care products and services. The cumulative count of distinct website visitors is 38.83 million, reflecting the size of the audience reached by these websites. Most traffic across the U.S. pet eCommerce circulates through:
- Direct visits: 50.34%
- Organic search: 26.64%
- Paid search: 14.02%
- Referrals: 3.16%
- Social media: 2.18%
- Email marketing: 2.03%
- Display ads: 1.63%
Pet Care Industry PPC Benchmarks
Google Ads
In 2023, Google Ads registered an average conversion rate (CVR) of 4.40% on the Search network and 0.57% on the Display network, with respective average costs per conversion of $56.11 and $90.80. For mobile advertising, the average CVR is 3.48% on the Search network and 0.72% on the Display network, with associated average costs per conversion of $80.89 and $148.68, respectively.
Facebook Ads Benchmarks in Pet Care
The overall click-through rate (CTR) for Facebook ads stands at 0.89% across diverse industries. Within the pet care industry, the CTR is notably higher at 1.68%. The average cost per click (CPC) for Facebook ads is $1.68 industry-wide, whereas pets & animals incur a lower cost of $0.61 per click. Facebook ads boast an average conversion rate of 9.21%, accompanied by an average cost per conversion of $18.68. The conversion rate in the pet care industry is 3.27%, with a CPA of $15.29.
Google Shopping Pet Care Industry Benchmarks
The overall average conversion rate is 1.91%, with a corresponding average cost per conversion of $38.87. Within the pet care industry, the average conversion rate is 1.07%, with a distinct average cost per conversion (CPC) of $26.01.
lick-through Rate in the Pet Care Industry
The average CTR across the pet care industry is 8.12%, compared to the average CTR across industries of 3-5%. The average cost per click (CPC) in the pet care industry is $3.13, with a cost per visit (CPV) of $0.30.
Cost Per Acquisition across the Pet Care Niche
The cost per acquisition hit 7.93% in October 2023. Total sales from paid media reached 52.56%. The average CPA across the pet care industry is 14.16%, with the maximum rate estimated at 38.26%. In 2023, the CPA in Google & Microsoft Ads for the pet care industry is 23.57%, with the lowest CPA shown by the automotive repair, services & parts at $21.12.
Retention Marketing in the Pet Care Industry
The open rate across the pet care industry is 37.14%, with an optimistic estimate of 45.84% across animal and vet niches. The email open rate in 2023 for these two industries has been second to none after the government sector. The click-through rate among U.S. eComs pursuing email marketing in the pet care niche is 1.52%. The average email marketing bounce rate for U.S. pet care eComs is close to 10%, with an unsubscribe rate of about 0.50%.
Conversion Rate in the Pet Care Industry
The average order value (AOV) across the global pet care eCommerce is estimated at $100, with the average sale price of a pet care item being $45. The average CVR for eCommerce stands at 3.65%, while the global CVR across the pet care eComs is 2.32%, and the U.S. eCommerce website conversion rate is 2.57%.
In 2023, the pet care industry achieved the highest conversion rate across the industries in Google & Microsoft Ads at 13.41%. This is in contrast to the lowest CVR of 1.57% in apparel, fashion & jewelry, followed by furniture at 2.57%, and real estate at 2.88%.
