Industry benchmarks for Pet Supplies
Break-even ROAS for pet supplies is about 2.1x, since product cost and shipping together take roughly half of a $40-45 order. Prospecting CPMs are relatively cheap at $11-19 because pet audiences are large and highly engaged, and conversion runs 1.7-3.4%, above the general ecommerce average. Return rates are low at 4-9%, mostly sizing on harnesses, apparel, and crates. The category average achieved ROAS is around 2.4x.
Replenishment is the structural advantage in pet, and it is under-used. Treats, food, supplements, and waste bags reorder every 30-60 days, so a brand with a 40% repeat rate inside six months sees customer value near $105 against a $42 first order. That justifies bidding to a 1.0x first-order ROAS if your email and subscription flows actually work. Bundling a consumable with any durable purchase, for example treats with a chew toy, is the simplest way to raise AOV 20-30% and move break-even ROAS toward 1.7x.
Frequently asked questions
Break-Even ROAS Calculator for Pet Supplies, answered.
What is a good ROAS for pet supplies?
Above 2.1x is profitable on a single order, with the category averaging about 2.4x on blended paid spend.
Why are pet supply CPMs lower than other categories?
Pet audiences are large, highly engaged, and less contested by big-budget advertisers, which keeps prospecting CPMs in the $11-19 range.
Can I run pet supplies below break-even ROAS?
Yes if you sell consumables. A 40% six-month repeat rate lifts customer value to roughly $105, supporting first-order ROAS near 1.0x.