UX & NPS Benchmarks of Pet Websites (2025)

Pets aren’t just family; they’re big business.

The expectation for the U.S. is that owners will spend a total of $157 billion by the end of 2025 and will spend close to $200 billion in 2030. In 2024, U.S. pet owners spent over $28 billion buying pet food and supplies online (up 2.6% year-over-year), with projections of pet e-commerce growing to $60 billion by 2030.

To understand the quality of this online experience, we collected UX benchmark metrics on four popular pet websites and mobile apps.

• Chewy

• Petco

• PetMeds

• PetSmart

We computed SUPR-Q® and Net Promoter scores, measured users’ attitudes regarding their experiences, conducted key driver analyses, and analyzed reported usability problems. (Full details are in the downloadable report.)

This is a preview. You can read the full article on MeasuringU's Blog.

Summary and Takeaways

Pet services are big business in the U.S., with $28 billion spent in 2024 on pet websites. An analysis of the user experience of four major pet websites found:

1. The four pet websites provide much better than average user experiences. The pet websites in this study collectively had SUPR-Q scores at the 90th percentile, well above the average 50th percentile. SUPR-Q scores ranged from the 82nd percentile for Petco to the 94th percentile for Chewy. Chewy was most likely to be recommended (NPS of 57%) while PetSmart was the least likely (28%).

2. Ease of finding information drives UX scores. Our key driver models accounted for 75% of the variation in SUPR-Q scores and 44% of the variation in LTR ratings. The top key driver of the pet website experience was “It’s easy to get auto refills on my pet’s food and supplies” (accounting for 11% of SUPR-Q variation). Other significant key drivers included “I trust the products are safe for my pet” (10%) and “It’s easy to check out on the website” (9%). The top key driver in the modeling of LTR ratings was “I can easily narrow search results down to what I’m interested in” (11%).

3. There are opportunities to improve the top key drivers. Four key drivers significantly accounted for variation in both SUPR-Q and LTR ratings. One of them (“It’s easy to schedule services for my pet online”) had a relatively low effect (though statistically significant) but a high opportunity for improvement (a low top-box score, just over 30%). The top-box scores were higher for the most influential drivers (“It’s easy to get auto refills on my pet’s food and supplies” and “I can easily narrow search results down to what I’m interested in”), but were both lower than 50%, leaving room for improvement.

4. The top UX problems reported by users were items being out of stock and cluttered/overwhelming options. For Petco, the most frequent negative user comments were about its cluttered and overwhelming options. Comments about out-of-stock items were the most frequent user complaints for Chewy, PetMeds, and PetSmart. Inspection of out-of-stock items for Chewy and PetMeds showed that they provided short forms with which users could request notification when the item was back in stock (a first step to service recovery), but PetSmart did not.

This is a preview. You can read the full article on MeasuringU's Blog.

UX Measurement Boot Camp 2025

Event Date: September 9 - October 2, 2025 - Tuesdays & Thursdays, Sessions start at 9am (Pacific Time)

Registration is now open for our Online UX Boot Camp. Ticket prices will increase after August 31st.

Jeff Sauro, PhD & Jim Lewis, PhD will host our annual bootcamp of intensive instruction into UX Methods and Metrics online this fall.

Topics include:

• An Overview of UX Methods & Metrics

• Determining Customers’ Top Tasks

• Making the Most of Unmoderated Usability Testing

• UX Benchmarking

• Testing the Information Architecture / Navigation of Websites

• Card Sorting and Tree Testing

• How to Present Quantitative UX Data

• Best Practices for Survey Design and Analysis

• Sample Size Calculations

• Confidence Intervals & Statistical Comparisons

• Making the Most of Small Sample Sizes

Participants will receive a User Experience Research Certificate and 2.5 Continuing Education Credits from the University of Denver.

Classes will be held every Tuesday & Thursday starting at 9am PT. Jeff Sauro PhD & Jim Lewis PhD, will be the instructors. The courses will be a mix of lecture material and practice learning and applying the methods (adapted for online delivery).

Register here.

MUiQ: Measure Your User Experience

Running Benchmark Studies with Confidence.

When you're tracking UX performance over time or against competitors, using validated, standardized metrics is key to getting data you can trust.

MUiQ makes this straightforward.

The platform has built-in templates for many widely-used questionnaires, including the UX-Lite, System Usability Scale (SUS), SUPR-Q, and the Single Ease Question (SEQ). You can also compare your results to our internal benchmarks for additional insights. It’s a reliable way to add methodological rigor to your large-scale studies.

Explore how MUiQ supports standardized UX measurement.