Petco has opened up its retail media network to brands that don’t sell their products through the retailer.

Working with ecommerce technology Rokt, Petco is allowing non-endemic brands to advertise through its  retail media network platform. Tony Gabriele, vice president of digital strategy at Petco, told Digital Commerce 360 the retailer is “always looking to enhance” its online ad experiences based on shoppers’ needs and preferences.

“With Rokt’s network of non-endemic advertisers, we’re delivering offers and resources that are highly relevant to our online customers, enhancing their overall customer experience,” Gabriele said.

Petco is No. 81 in the Top 2000 Database. The database tracks North America’s largest online retailers by their annual ecommerce sales and more. Petco reported in late August that it generated about $1.23 billion in its fiscal Q2.

CEO Joel Anderson told investors on Petco’s Q2 earnings call that the retailer had been surprised by how many one-time customers it had. Petco had been “too bottom-of-the-funnel focused on our ecommerce channel as opposed to being more focused on omni customers, lifetime value of customers,” he said at the time.

Digital Commerce 360 projects that Petco will generate approximately $1.37 billion in 2025 ecommerce sales.

Petco ecommerce sales by year

Non-endemic brands advertise on Petco’s retail media network

Petco launched its retail media network partnership with Rokt in April 2025.

Gabriele said partnering with Rokt has helped the retailer bring “more relevant and thoughtful offers” to consumers. By working with brands that don’t sell through Petco, the retailer is opening its platform in a way that gives consumers more choices.

“It’s another step toward creating a shopping experience that feels personal from start to finish,” Gabriele said. Additionally, using technology that way “strengthens our ability to serve pet parents in a way that’s tailored, seamless, and enjoyable, just like the experience we strive for across everything we do.”

Rokt said it powers its artificial intelligence (AI) technology with more than 7.5 billion transactions annually. It also powers part of Macy’s retail media network, called the Macy’s Media Network.

Gabriele said integrating Rokt’s AI technology is “seamless” between Petco.com and the retailer’s app. It also allows it to engage with online consumers in a new way.

Craig Galvin, chief revenue officer at Rokt, said that Rokt delivers “highly relevant offers and messages right at checkout, where intent is highest.” Rokt said its technology network will power more than 6.5 billion transactions in 2025 across “thousands of leading ecommerce businesses.”

“Rokt’s platform helps optimize the conversion journey end-to-end: enriching checkout data, validating customer signals, and delivering more relevant experiences,” Galvin told Digital Commerce 360.

Do you rank in our databases? 

Submit your data and we’ll see where you fit in our next ranking update.

Sign up

Stay on top of the latest developments in the online retail industry. Sign up for a complimentary subscription to Digital Commerce 360 Retail News. Follow us on LinkedIn, X (formerly Twitter), Facebook and YouTube. Be the first to know when Digital Commerce 360 publishes news content.