Vets Love Pets is an online retailer and trusted resource, designed to help Australians shop for pet health essentials – making expert care more accessible, affordable, and vet-backed from start to finish.

Designed to complement the care that starts in the clinic, Vets Love Pets empowers pet parents with vet-approved products, expert advice, and reliable support to help them provide the very best for their pets.

After partnering with Convert Digital on their original Shopify Plus site build, Vets Love Pets returned for a full site retheme in line with their refreshed branding – this time with a focus on refining their value proposition and evolving their positioning as a leading authority on pet health and education.

View the site here.

The online pet space is crowded, but Vets Love Pets was never meant to blend in. Their purpose goes beyond selling products, they aim to position themselves as a trusted authority in pet health information and resources. With the site retheme, they sought to break the mould of classic ‘pet branding’ – moving away from the overly playful or generic, toward a more credible, expert-led identity. This project was an opportunity to bring that vision to life through a refreshed brand and digital experience, with a strong commitment to industry sustainability.

The project kicked off in November 2024 with website design beginning immediately. Development started in mid-December, and the new site officially launched on 17 February 2025. With just a few months from concept to go-live, it was a tight but efficient timeline that reflected a clear vision and strong collaboration between Vets Love Pets and Convert Digital.

Before the retheme, Vets Love Pets felt their brand no longer reflected their unique position in the market. While the foundation of the business was strong, the digital experience didn’t fully communicate their authority as a trusted, vet-backed resource. They needed a clearer, more confident brand presence, one that would set them apart in a competitive space and resonate with pet parents seeking expert-led support. To bring their new branding vision to their digital experience, they partnered with Convert.

Vets Love Pets had a great experience working with Convert Digital on the site retheme. With strong communication from the production team and a shared understanding of the project vision, the process from design to development was smooth and well-managed. Keeping everything moving and everyone aligned was key – and Convert delivered.

One challenge that surfaced was during the subscription migration from their previous subscription platform to Loop Subscriptions. The original subscription functionality had been built with custom code by the platform, which presented some unknowns during the transition. The Convert team stepped in to resolve the issue, rewriting the necessary code to ensure a seamless migration and uninterrupted experience for customers.

To support scalable growth and drive operational efficiency, Convert Digital implemented a best-in-class Shopify Plus tech stack, including:

Gorgias: An integrated helpdesk solution to centralise customer support and boost response efficiency

Loop Subscriptions: Seamless subscription management, enabling recurring revenue and improved customer retention

Okendo: A platform for reviews, loyalty programs, UGC, and surveys to build trust and drive conversion

Nosto: AI-powered personalisation and product recommendations tailored to individual shopper behaviour

Klaviyo: Advanced email and SMS marketing automation to deliver personalised communications and boost engagement

''Vets Love Pets has elevated its partnership with Okendo, complementing their established use of Reviews and Surveys with the launch of Okendo Loyalty and Referrals. This strategic move, supported by a considered, on-brand loyalty page and VIP tiers, generated $180,000 in member revenue within 30 days, and a 15% uplift in Member Average Order Value. 

These results, combined with over 150,000 Okendo survey insights, underscore Vets Love Pets' trusted authority in pet health, and we couldn’t be prouder to have collaborated with Convert Digital on this rollout.'' Scott Goodman, Director of GTM Operations, Okendo

Since the new site launched, key performance indicators like conversion rate and traffic have remained stable – a strong outcome given the scope of the retheme. Maintaining this stability was a primary goal, and the team views this as a clear win for the business.

Performance Highlights (Feb 17 – July 13 vs. previous period):

''Product recommendations saw a significant uplift in performance, with conversion rates increasing from 26.31% to 30.89%.

Vets Love Pets also experienced a substantial boost in average revenue per session, showing a 27.96% improvement compared to the baseline.

These results highlight a key takeaway: delivering relevant, personalised customer experiences drives stronger engagement and higher spend. When shoppers are presented with content that resonates with their interests, they’re more likely to interact, and convert.''

Nina Estolano, Customer Success Manager, Nosto

*Before metrics refer to the period from the initial go-live in August 2024 through the end of the retheme in February 2025. After metrics reflect performance from the start of the retheme in February 2025 through to July 2025.

The future looks incredibly exciting for Vets Love Pets as they build on the strong momentum of their recent achievements. The successful launch of their VLP Rewards program marks a significant milestone, aiming to create deeper engagement with pet parents and foster even greater loyalty. This program is just part of their strategy to reward their community and enhance their experience. Complementing this, their Vet Referral Program is experiencing remarkable growth, a testament to the trust and strong relationships they've built within the veterinary community, ensuring more pets receive the specialised care they need. 

Adding to this promising outlook is the imminent arrival of pharmaceuticals, which will significantly expand their treatment capabilities and further solidify their position as a leading provider of comprehensive animal health solutions. With these strategic initiatives in full swing, Vets Love Pets is poised to continue its strong growth and continued success in serving the needs of pets and their parents.