The new initiatives are designed to better tie together PetSmart’s online and offline stores.

Omnichannel pet supplies retailer PetSmart Inc. unveiled a pair of initiatives designed to make better use of its stores to fulfill online orders.

PetSmart, No. 340 in the Internet Retailer 2016 Top 500 Guide, announced today it has relaunched its e-commerce site in time for the holidays and now offers same-day delivery of online orders in select markets. The new site was built using Inc.’s Commerce Cloud e-commerce platform and utilizes responsive design so that it adapts to the size of the screen it’s being viewed on. Commerce Cloud is the new name for the Demandware e-commerce platform. bought Demandware Inc. in a $2.8 billion deal in July. According to, PetSmart’s site was on the eBay Enterprise e-commerce platform before.

Ivy Chin, divisional senior vice president of digital at PetSmart, says the site enhancements are about a year and a half in the making. The new site was gradually rolled out starting with around 1,000 of the retailer’s Phoenix-based associates, then to the entire West Coast before reaching all of the U.S. inside of a week.

Among other features, PetSmart’s new site gives online shoppers greater visibility as to which products are available in stores near them. PetSmart’s new site also has improved fulfillment technology designed to better leverage PetSmart’s 1,477 store locations to fulfill online orders. The new site also makes it easier for shoppers to shop across different devices. For instance, they can save items in a cart on their mobile devices and then come back to complete the purchase on desktop.

PetSmart says shoppers heavily influenced the relaunched site’s new features and functionalities.


“Our omnichannel strategy is aimed at giving pet parents options tailored to their needs and desires,” PetSmart chief customer experience officer Eran Cohen said in the announcement. “We look forward to seeing their response to the new site with its new user experience and commerce-meets-content approach, as well as to our expanded and convenient home delivery options, which capitalize on our extensive store network for same-day and scheduled delivery.”

PetSmart, via same-day delivery service Deliv, will deliver online orders the same day they’re placed or at a set date and time convenient for the shopper. The service will cost shoppers $7.99 per order and is expected to be rolled out in 17 markets —including Chicago, Los Angeles, Miami and Las Vegas—by mid-November. Same-day delivery orders will be fulfilled through PetSmart retail locations.

Competing pet supplies retail chain Petco Animal Supplies Inc. began offering same-day delivery more than a year ago in some markets through its PetcoNow program. It offers delivery in two hours or less via delivery service Instacart for a $5.99 delivery fee. Orders are fulfilled from local Petco stores.

According to CrunchBase, Deliv has raised $40.35 million over five founds of funding since launching in 2012. Deliv’s other retail clients in the Top 500 include Macy’s Inc. (No. 6), Best Buy Co. Inc. (No. 12) and Kohl’s Corp. (No. 19).