eTailPet

What eTailPet does

eTailPet is a Los Angeles-based SaaS company that builds a cloud-based, all-in-one point-of-sale (POS) and commerce platform designed exclusively for independent pet retailers in the United States and Canada. The platform unifies in-store POS, e-commerce website management, real-time inventory synchronization across locations, integrated payment processing with instant payouts, customer loyalty (including the tightest Astro Loyalty integration in the market per company claims), grooming/service scheduling, vendor product catalogs of over 160,000 pet-specific SKUs, automated reordering via a Smart Order System, and a vendor credit module. Founded in 2018 by Berenice Giannini, an independent pet store owner, eTailPet is positioned as the first female-founded company to deliver this category of POS technology to the US and Canadian pet retail markets.

The product is delivered as a modular subscription with three tiers (Startup at $99/month, Core, and Plus), each gating progressively richer feature bundles such as multi-location functionality, memberships and subscriptions, marketing automation integrations, and advanced tax compliance. eTailPet supplements subscription revenue with integrated payment processing economics (transaction fees embedded in processing rates) and a $750 setup fee that is rebated after the customer goes live and processes payments, effectively zeroing adoption friction. The go-to-market combines sales-led inside sales with personalized demos and quote-based pricing, content marketing (guides such as "Competing with Chewy"), event presence at SUPERZOO, and a $500 customer referral program; implementation typically runs six weeks.

eTailPet serves a fragmented base of small and mid-sized independent pet stores, with named customers including Wags! Dog Emporium, Paw of the Family, Pet Pros, Big Bad Woof, and Ham + Bone. The company has no disclosed institutional capital beyond a 2019 seed round from Moonshots Capital, and operates with 11–50 employees. Strategic positioning is reinforced through founding sponsorship of IndiePet, partnerships with major pet product distributors, and integrations with QuickBooks, TaxJar, MailChimp, Tookan, Shogo, and Pointy by Google.

Name

eTailPet

Legal name

eTailPet

Website

https://etailpet.io

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

eTailPet is a cloud-based, all-in-one POS and e-commerce platform built exclusively for independent pet retailers in the US and Canada, integrating inventory, payments, loyalty, and grooming scheduling into a single subscription product.

Ownership category

akta.pro rank

Product category

Pet Retail POS Software

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

POS Payment Software & Middleware (Terminal OS, Apps, Device Management) (FSAMADAC)

Keywords

• Pet retail POS software
• Point of sale systems
• Inventory management software
• E-commerce platform
• Loyalty program software

Headquarters

HQ city

Santa Monica

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. SaaS Subscription - Startup Plan: Entry-level subscription tier at $99/month providing native POS, website integration, integrated payments, vendor product catalog, unlimited users/products, basic reports, e-commerce fulfillment, pooled inventory tracking, customer invoicing, and quote management.
2. SaaS Subscription - Core Plan: Mid-tier subscription including all Startup features plus multi-location functionality, booking software for grooming, recipe builder, customer type discounts, mix & match promotions, Buy X Get Y promotions, QBO Desktop/Online integration, and Astro integration.
3. SaaS Subscription - Plus Plan: Premium tier including all Core features plus memberships & subscriptions, in-house loyalty rewards, commission tracking, Tax Jar integration, MailChimp integration, Tookan integration, Shogo integration, and Pointy by Google integration.
4. Add-on Services: Additional messaging assistant add-on available for $50/month including 1-on-1 texting, automated text notifications, Google reviews, and text receipts.
5. Payment Processing: Integrated payment processing with competitive rates, instant payouts including weekends/evenings/holidays, supporting credit cards, debit cards, Apple Pay, and Google Pay. Revenue generated through transaction fees embedded in processing rates.
6. Setup Fee (Rebated): $750 setup fee covering data migration and system configuration. Fee is rebated in full after customer goes live and processes payments with eTailPet, effectively making it free for new customers.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

eTailPet sells a cloud-based, all-in-one point-of-sale (POS) platform built specifically for independent and locally-owned pet retailers. The platform unifies in-store POS, e-commerce websites, real-time inventory management, integrated payment processing, customer loyalty (Astro Loyalty), grooming/service scheduling, memberships/subscriptions, and a pre-loaded catalog of over 160,000 pet-specific products. It is delivered as tiered monthly SaaS subscriptions (Startup, Core, Plus) with a rebated $750 setup fee.

Product overview

eTailPet is an all-in-one pet store POS solution built by pet business owners for independent pet retailers. The platform operates as a unified system with a modular architecture combining a core POS system with integrated payment processing, complemented by optional modules for e-commerce, marketing, memberships/subscriptions, services scheduling, and specialized features. The product portfolio includes the main eTailPet POS platform, e-Commerce Websites module, Marketing Tools, Memberships & Subscriptions, Services Scheduling, Payment Processing, a Vendor Product Catalog (Product Universe) with 160,000+ pet products, the Smart Order System for inventory prediction, Vendor Credit Module, and Astro Loyalty integration. Three pricing tiers (Startup at $99/month, Core, and Plus) provide access to different feature combinations, with add-ons like Messaging Assistant available for $50/month. The platform also integrates with external tools including QuickBooks Online/Desktop, TaxJar, MailChimp, Tookan, Shogo, and Pointy by Google.

Differentiator

Problem solved

Functional benefit

Products and services

• eTailPet POS (Point of Sale) An all-in-one point of sale system designed for independent pet stores, handling sales transactions, inventory management, customer loyalty, and local marketing with integrated payment processing.
• eTailPet E-commerce Websites Professional e-commerce website creation and management tool with inventory synced between online store and physical store for omnichannel retail.
• eTailPet Marketing Tools Marketing suite including business listing updates, social media management, review requests, and customer communication via text receipts and two-way texting.
• eTailPet Memberships & Subscriptions Subscription management module enabling recurring revenue through membership programs and subscription-based product or service offerings.
• eTailPet Services Scheduling Appointment booking system for managing pet services such as grooming, including reminders and customer communication.
• eTailPet Payment Processing Integrated payment processing solution offering instant payouts, support for multiple payment methods (credit, debit, Apple Pay, Google Pay), point-to-point encryption, and tokenization for PCI compliance.
• Vendor Product Catalog (Product Universe) Pre-loaded catalog of over 160,000 pet-specific products with images, descriptions, UPCs, and pricing guidance, integrated with major pet product distributors.
• eTailPet Messaging Assistant Add-on offering that provides 1-on-1 texting, automated text notifications, Google Reviews integration, and text receipts for $50/month.

Quantifiable outcome

• Yearly inventory check completed in half the time
• +2 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature8 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• Astro LoyaltycoreTechnology or IntegrationAstro Loyalty is a rewards program designed for independent pet stores. eTailPet has the tightest integration with Astro Loyalty on the market, featuring automated enrollment, automatic display of customer Astro account details, and pre-payment offer checking. eTailPet unveiled new automation features at SUPERZOO 2024.
• Independent & Neighborhood Pet Retail Association (IndiePet)flagshipStrategic or Co-development PartnereTailPet is a founding sponsor of IndiePet, an organization dedicated to strengthening the independent pet ecosystem. The company is committed to supporting and growing independent pet businesses through this partnership.
• POS GuyscoreChannel Partner/ Reseller/ DistributorRecommended hardware provider for eTailPet customers. POS Guys provides hardware service and support for eTailPet POS systems. eTailPet is not a hardware provider and recommends this partner for hardware needs.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lightspeed Commerce: Public retail POS and commerce platform serving SMB and multi-location retailers. Directly competes with eTailPet for independent pet stores needing integrated POS, e-commerce, and multi-location inventory, but lacks eTailPet's pet-specific product catalog depth.
• Gingr: Pet care business management platform for boarding, grooming, daycare, and retail. Competes with eTailPet for grooming-anchored pet stores and offers online booking and POS features in the same vertical.
• 123Pet Software: Pet care management software for boarding, grooming, daycare, and pet retail. Most direct vertical competitor offering pet-store-specific POS and management features; overlaps with eTailPet on grooming scheduling and inventory.
• Petpoiint: Point-of-sale and business management software designed for independent pet retailers. Direct vertical competitor to eTailPet in the indie pet store POS market with similar feature scope including inventory and e-commerce.
• Revelation Pets: Pet-specific point-of-sale and store management software targeting independent pet retailers. Direct competitor offering comparable functionality including inventory, e-commerce, and loyalty for the same niche.

Broad incumbents

• Clover (Fiserv): POS hardware and software platform owned by Fiserv, distributed through banks and ISO partners. Targets SMB merchants with bundled payments and an app marketplace; competes in the same SMB POS+payments arena as eTailPet without pet-vertical depth.
• Shopify: Dominant commerce platform with Shopify POS offering. Independent pet stores frequently consider Shopify for e-commerce and in-store; serves the same buyer but does not specialize in pet retail workflows like grooming scheduling and pet-specific catalogs.
• Square (Block): SMB payments and POS incumbent with integrated software ecosystem. Frequently the default POS for small independent retailers; competes on price and ease-of-use versus eTailPet's vertical specialization.

Emerging players

• Rover: Pet services marketplace connecting owners with sitters, walkers, and groomers. Not a POS competitor but adjacent ecosystem player in the independent pet services economy that eTailPet customers operate in.
• Toast: Vertical SaaS POS leader for restaurants, analogous to eTailPet's vertical SaaS approach for pet retail. Useful comparable for SaaS+payments monetization model and SMB retention benchmarks; serves a different vertical.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about eTailPet