Greenies Tops Digital 100 Ranking of Fastest Growing Pet Care Sites

Nine other pet care websites also ranked as part of Similarweb’s annual Digital 100 report on the fastest growing digital businesses.

Greenies captured the #1 spot for Pet Care in Similarweb’s annual Digital 100 ranking of the online businesses with the most impressive growth. The average monthly visits to greenies grew 492%, year-over-year, between 2022 and 2023.

This finding is based on Similarweb’s Digital 100 report for the US, published today with top 10 rankings for 10 industries: Apparel & Accessories, Automotive, Beauty & Cosmetics, Consumer Electronics, Food & Drinks, Home & Garden, News & Media, Personal Finance, Pet Care, and Travel & Tourism.

Each of the winners was already operating a substantial online business in 2022 but significantly increased its reach in 2023. For Pet Care, the Top 10 in are:

Trends: pet health and subscriptions

In addition to growing its direct-to-consumer website, Greenies grew its sales on Amazon, with revenue up 21.6% and units sold up 13%, according to Similarweb Shopper Intelligence.

Pet health is a major theme within these results. In addition to nutritional supplements, pet pharmacies and veterinary services showed fast growth.

Greenies succeeded with nutritional health supplements for dogs and cats and as part of a broader trend toward customized products and subscription sales. As with personalization for people, customization of products and services to a specific pet has the power to drive sales.

Greenies, Sundays for Dogs, Nutro, and Wuffes all offer products and sales by subscription. We saw this trend in other categories as well. In addition to convenience, these offerings help consumers budget for their online purchases, while not having to compromise on the quality of the products purchased.”

Learn more

These are just a few highlights from the full Digital 100 report for the US. Today Similarweb also published rankings for the United Kingdom, France (in French and English), Germany (in German and English), India, Japan, Brazil, and Australia.

Digital 100 Methodology
Building on Similarweb’s general methodology for creating a comprehensive model of the digital world, the Digital 100 project reveals the fastest-growing web domains from pre-defined industry categories. Growth is measured as a percentage increase in average monthly traffic volume from 2022 to 2023. To qualify for inclusion, each domain had to meet a minimum average monthly traffic in both years. For the US, the minimum was 100,000 monthly visits in 2023 and 50,000 in 2022. A lower threshold was used for specific categories in other countries. Similarweb analysts then manually filtered the results to discover the most meaningful examples of digital business growth.

by Inès Durand

Inès provides market research insights in Retail, CPG, and Financial Services. Her work has appeared in Retail Today, CNBC, and AFP.