There are loads of things new pet owners have to plan for—from what food to buy to how to avoid fleas and ticks. Wag.com knows shoppers have these questions, which is why it devotes several pages on its site for new pet owners. For example, new dog owners are treated to a checklist of products essential to the pooch’s first day at home, such as leashes, chew toys and treats. Another checklist, for maintaining a healthy dog, offers suggestions for skin and coat care products and pet insurance. Other checklists suggest products for cleaning and training a dog. A click on a checklist entry opens a category page, such as for leashes. “As you shop for your dog, you’re immersed in the dog world,” says David Zhang, site leader for Wag.com.

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