For Italian #petparents, buying supplies for their furry friends is increasingly happening with a few clicks—not a trip to the store. A new survey paints a clear picture: online shopping for #petproducts has become mainstream, with more owners than ever ditching brick-and-mortar for the convenience of digital.
Conducted by media and research firm Mediatic, the study polled 295 Italian #petowners and found that nearly 7 in 10 (69%) had made at least one online pet product purchase in the 12 months leading up to July 2025. Break it down further, and the shift is even more striking: 37% buy more than half their #petsupplies online, 19% split purchases evenly between digital and in-store, and 15% go fully online—no in-store trips at all.
Compare that to five years ago, and the trend is undeniable: 62% of Italian pet owners say they now shop online more frequently for pet products. Only 5% report buying more often in physical stores, while 33% haven’t changed their habits.
Age plays a role in these preferences, too. Among pet owners under 30, 45% buy more than half their supplies online. That number jumps to 58% for those aged 30–50—the most digitally engaged group—before dipping slightly to 48% for owners over 50. It’s a sign that while younger generations lead the charge, online pet shopping isn’t just a “young person’s trend.”
The numbers back up the shift: According to the E-commerce in Italy 2025 report, online sales in the Italian pet sector—covering food, products, and accessories—grew by 7% last year. For brands and retailers, that’s 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, 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 (and Why Some Stick to Stores)
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 pet care 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 and Retailers
For anyone in the Italian #petmarket, the message is clear: online is where the growth is, but physical stores still have a loyal following. Brands need to prioritize competitive pricing, convenient digital shopping 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