Canada Pet Expo: 3 Growth Insights for Pet Brands
Hi there,
Our North American team recently attended Canada Pet Expo, where we connected with pet brands and explored how they’re approaching growth in the North American market.
Here are three observations we found particularly interesting.
1. Online and offline channels are working together
For many established pet brands, a website is more than an online storefront. It’s where they direct advertising traffic, connect with customers, and build long-term customer relationships.
We noticed that many brands use Shopify to run their e-commerce operations, while some also rely on custom websites or other systems to support their physical stores and broader business needs. Rather than treating online and offline sales as separate businesses, they’re finding ways to make both channels work together.
2. Localized advertising is a priority
Brands expanding into North America aren’t simply translating their existing ads and running them in a new market. They’re adapting visual styles, product messaging, and content formats to local audiences, then continuously testing what resonates.
This is especially relevant in the pet industry, where purchasing decisions are often emotional. According to Pew Research Center, 97% of U.S. pet owners consider their pets part of the family. Messaging around comfort, health, and everyday experiences can therefore be just as important as product features.
3. Influencers and content are part of a broader acquisition strategy
For many growing pet brands, influencer partnerships and content marketing are no longer standalone campaigns. They’re part of a larger customer acquisition strategy that includes Google, Meta, TikTok, and the brand’s own email and social media channels.
A customer might first discover a product through a YouTube video, TikTok creator, or Instagram post, search for the brand later, click an ad, and eventually purchase it through the website or a physical store. More channels create more opportunities to convert.
As these journeys become more complex, a question emerges: How can brands understand which touchpoints actually contribute to conversions — and make better decisions about where to spend their marketing budgets?
A real customer story: FunnyFuzzy
FunnyFuzzy, a fast-growing pet accessories brand, faced exactly this challenge. Its marketing data was scattered across platforms, making it difficult to identify which channels were driving conversions. Reports took days to compile, leaving the team with outdated insights and missed optimization opportunities. Meanwhile, acquisition costs were rising and ROAS was declining.
FunnyFuzzy partnered with Attribuly to unify its marketing data and gain real-time visibility into the customer journey. With Full Impact attribution, the team could clearly see how each channel contributed to conversions, including both ad views and clicks, enabling smarter budget decisions.
As a result, the brand achieved a 31% improvement in ROAS.
Explore Full Impact Attribution →
Looking ahead: Global Pet Expo 2027
Our next stop is Global Pet Expo 2027, taking place March 17–19 in Orlando, Florida. We’ll share more insights on pet industry trends and growth opportunities after the event. If you’re planning to expand your pet brand in North America, we’d love to connect and exchange ideas.
Best,
The Attribuly Team