For a while, pet-related startups seemed to be a rarity. Ever since the Pets.com debacle in which the venture-backed startup went from a Nasdaq IPO to liquidation in about 9 months, entrepreneurs have given pet-ecommerce a slightly wider berth.
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Looking back, it was a difficult time for online startups in general. Not to mention one that spent US$1.2 million on a super bowl ad without any profitability in sight, right at the dot-com bubble’s popping point. Since then, the online economy has stabilised and with a larger audience, we’re seeing a litter of pet-related ventures making their way online.
Perhaps still a niche market, there is however opportunities for entrepreneurs with a sober outlook on p(et)commerce. We’re seeing innovation in business models. While straight-up ecommerce has made a return — startups learned from the Pets.com example: don’t spend US$11.8 million on advertising at revenues of US$619 000 — founders are trying out new ways of cashing in on the relationship between pets and their owners.
