For Italian #petparents, buying supplies for their furry companions is no longer just a trip to the local store—it’s increasingly happening with a few clicks. A new survey reveals a clear shift toward online shopping in the Italian #petmarket, with more owners than ever choosing digital channels for convenience, better prices, and a wider selection of products.
Conducted by media and research firm Mediatic, the study polled 295 Italian #petowners and found that nearly 7 in 10 (69%) had purchased #petproducts online at least once in the 12 months leading up to July 2025. The breakdown is striking: 37% buy more than half their #petsupplies online, 19% split their purchases evenly between digital and in-store, and 15% shop exclusively online.
Compare that to five years ago, and the trend is undeniable: 62% of Italian pet owners now shop online more frequently for pet products, while only 5% report buying more often in physical stores. A third (33%) say their shopping habits haven’t changed.
Age plays a role in these preferences, too. Pet owners aged 30–50 are the most digitally engaged, with 58% buying more than half their supplies online. That’s higher than the 48% of owners over 50 and 45% of those under 30—proving online pet shopping isn’t just a “young person’s trend.”
The growth backs this up: According to the E-commerce in Italy 2025 report, online sales in the Italian pet sector (covering food, products, and accessories) rose by 7% last year. For brands and retailers, this is a signal to double down on their digital strategies.
What Italian Pet Owners Love About Online Shopping
So, why are so many Italian pet parents choosing to shop online? Price and promotions top the list—66% cite these as the biggest benefits. Convenience (64%) and 24/7 shopping access (61%) follow closely, perfect for busy owners who don’t have time to hit the store during regular hours.
Other draws include a wider product selection (53%)—no more settling for whatever’s on the shelf—and avoiding long lines (15%)—a small but meaningful win for anyone who’s waited in a checkout queue with a restless pet.
When it comes to what they’re buying, dry #petfood is the clear favorite: 64% of online shoppers pick it up digitally. Wet food (40%), flea and tick control products (32%), and a four-way tie for the next spot—beds/carriers/travel gear and snacks (both 27%)—round out the top categories. Litter (25%), collars and leashes (24%), grooming products (21%), and toys (21%) are also popular online buys.
Where Italian Pet Owners Shop (Online & Offline)
Italian pet owners aren’t spread thin across dozens of sites, though. Mediatic’s survey found that 43% stick to 3 or fewer e-commerce platforms, 41% primarily use just one site, and only 16% shop across more than 3.
Zooplus is the fan favorite, with 36% of online shoppers choosing it. Amazon comes in second at 30%—but that’s a 9-percentage-point drop from 2021. Mediatic notes this suggests a “growing shift toward specialized #petcare platforms” over general marketplaces.
For those who haven’t shopped online in over a year, physical stores still hold appeal. Nearly half (47%) rely on Italian specialized chains like Arcaplanet and Isola dei Tesori, 25% prefer small independent shops, and 23% stick to grocery or mass-market stores.
The 31% of owners who shop exclusively in-store have clear reasons: 53% value the personalized support and direct advice only a physical store can offer. Another 18% want to see and touch products before buying (no guessing if a bed is soft enough!), and 16% find in-store shopping more convenient to avoid long delivery times or return hassles.
What This Means for Pet Brands & Retailers
For anyone operating in the Italian pet market, the message is clear: online is where the growth is, but physical stores still have a loyal following. Brands need to prioritize competitive pricing, user-friendly digital experiences, and a strong presence on top platforms—especially specialized ones like Zooplus.
At the same time, don’t sleep on brick-and-mortar: doubling down on personalized service and in-store experiences can keep loyal customers coming back. Whether online or in-person, the key is meeting Italian pet owners where they are—with the products, prices, and convenience they need to care for their furry family members.
Source: GlobalPET