Care-First Pet Apps Win Millennials
Marc Atiyeh, CEO of Pawp, on building telehealth for pets
This points to a customer mix problem, not a revenue problem. Chewy has kept spending high among existing households through Autoship and higher wallet share, but the next wave of younger pet parents is being pulled toward app first care models that feel more like a service relationship than a pet supply store. That matters because younger owners tend to start with convenience, chat, delivery, and care in one workflow, then build loyalty from there.
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Chewy’s recent growth has come largely from deeper spending by existing customers. In fiscal 2024, net sales reached $11.86B, and by Q2 fiscal 2025 active customers were about 21 million with Autoship at 83% of sales. That is a loyalty engine. It is less clear evidence of a breakout new customer acquisition engine.
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Pawp was built around millennial behavior. Its model is app based access to a vet team, 24.7 consultations, membership pricing, SEO around urgent pet questions, and partner led distribution. In the interview, Pawp says millennials respond to convenience, transparency, and digital first care, which is a different entry point than buying food and toys.
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Modern Animal shows what the alternative can look like at scale. It pairs unlimited exams, in app prescription requests and delivery, and 24.7 virtual care, and reached an estimated $100M revenue run rate in 2024. That suggests younger pet parents may be consolidating around care centered brands, not just commerce centered ones.
The market is moving toward one pet app that handles advice, triage, prescriptions, delivery, and the clinic visit. Companies that start with care and then attach commerce are likely to win the next generation of pet spend, because they become the trusted front door earlier in the pet owner journey than a retailer can.