We examined the eCommerce website’s conversion rate by pet category for each marketplace, looking at the percentage of visitors that completed your desired action – or in this case – the visitors that reached the “thank you” page after purchasing dog food.
In November 2021, had a conversion rate of 15%. Amazon.com’s pet supplies category had the highest conversion rate for the month at 26.6%, followed closely by walmart.com (26.5%) and target.com (23.6%).
The graph below shows conversion trends for the year for the pet category of each marketplace:
business performance trends for four top dog food retailers
Similarweb Conversion Analysis of the Pets and Pet Supplies categories on Amazon, Chewy, Walmart, and Target
For most of the year, walmart.com was head-to-head Photo Editing Services with amazon.com in the lead. With more and more businesses selling dog food online, you’ll want to monitor closely which marketplaces have high conversion rates.
Although the website demographics of these marketplaces are similar, there are subtle differences to weigh, depending on your target audience.
Once we take a deeper look into the audience demographics, specifically of dog food buyers on Amazon, the data tells a different story. Those who identify as female are twice as likely to browse through dog food products on Amazon compared to those who identify as males. A reversal from Amazon’s average gender distribution across the site.
In addition, the age distribution is split fairly evenly, with the largest group being 65 years and over, followed closely by 25-34-year-olds.
Make sure you deep dive into the demographics of your own audience to make sure it aligns with the marketplace you’re currently grooming for your sales.
image showing the category demographics for amazon dog food buyers
Sales strength – units sold and revenue
One of the most important factors to consider when choosing the best marketplace to fluff up your online dog food sales is the performance data for that category. You can monitor Units Sold and Revenue metrics overtime to get the big picture of consumer demand. Let’s break it down by marketplace by total revenue