GoTags
GoTags is a privately held D2C e-commerce company that designs, laser-engraves, and sells personalized pet ID tags, collars, leashes, and accessories for individual pet owners, plus municipal bulk tags and human identification products, through its Shopify storefront gotags.com.
- Company typePrivate
- Founded1995
- HeadquartersEphrata, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What GoTags does
GoTags is a privately held direct-to-consumer e-commerce company that designs, personalizes, and sells pet identification products — primarily engraved ID tags, collars, leashes, and accessories for dogs and cats — through its Shopify-hosted website gotags.com. Its core technology is in-house laser engraving applied to metal and silicone blanks, with a broad catalog spanning multiple materials (stainless steel, aluminum, brass, silicone), shapes (bone, round, heart, rectangle, paw print, star, flower, bow tie, badge, and unique designs), and specialty features (silent slide-on designs, silicone silencers, Swarovski crystal embellishments, glow-in-the-dark finishes, and reflective surfaces). The company has extended into adjacent categories including personalized dog blankets, dog apparel (raincoats, wool sweaters, hooded sweaters), GPS tracker holders compatible with Apple AirTag, Samsung Galaxy SmartTag2, and Tile Mate, and a secondary line of human-focused products (military-style dog tags, medical alert tags, shoe ID tags, luggage tags).
The business model is transactional one-time-purchase D2C, with no subscription component and free shipping on all domestic US orders. Pricing ranges from $0.80 per unit for bulk municipal license tags up to $44.95 for personalized blankets, with most core pet ID tags priced between $5.95 and $16.95. The company serves three customer segments: individual pet owners as the primary base, municipalities and animal shelters via bulk orders with custom logo and sequential numbering, and humans seeking military/medical/outdoor identification products. The bulk/B2B channel supplements the consumer base without dependency on named enterprise accounts. Contact details (509-754-2760, [email protected]) and the Spokane, WA area code indicate a single US headquarters with no disclosed international operations or additional office locations.
GoTags firmographics
Firmographics- Name
- GoTags
- Legal name
- GoTags
- Website
- https://gotags.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- GoTags is a privately held D2C e-commerce company that designs, laser-engraves, and sells personalized pet ID tags, collars, leashes, and accessories for individual pet owners, plus municipal bulk tags and human identification products, through its Shopify storefront gotags.com.
- Ownership category
- akta.pro rank
GoTags industry classification
Industry- Product category
- Pet Accessories
- NAICS
- Pet and Pet Supplies Retailers (459910)
- akta.pro primary industry
- Pet Supplies Inventory-led Online Retailers (CRAFADAH)
- akta.pro secondary industry
- Pet Apparel & Accessories Retail (Leashes, Collars, Clothing) (CRALAHAM)
Keywords
Where GoTags is headquartered
LocationHeadquarters
- HQ city
- Ephrata
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
GoTags business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
Revenue model
- Direct Product Sales: GoTags generates revenue through direct-to-consumer sales of personalized pet ID tags, dog collars, cat collars, leashes, dog blankets, dog apparel, military dog tags for humans, and GPS tracker holders. All products are sold as one-time purchases with no subscription model mentioned.
- Bulk/Corporate Orders: Volume pricing available for bulk dog tags including municipal pet license tags, custom logo dog tags, and military dog tags - targeting municipalities, businesses, and organizations
- Gift Cards: Digital e-gift cards sold in denominations of $10, $20, $40, and $60
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Pet ID Tags - Starting at $5.95 |
| Unit Pricing | Pay-as-you-go | Dog Collars - Starting at $12.50 |
| Unit Pricing | Pay-as-you-go | Cat Collars - Starting at $7.25 |
| Unit Pricing | Pay-as-you-go | Dog Blankets - $44.95 |
| Unit Pricing | Pay-as-you-go | Dog Apparel - Starting at $24.95 |
| Unit Pricing | Pay-as-you-go | Military Dog Tags for Humans - Starting at $1.20 |
| Unit Pricing | Pay-as-you-go | Municipal/Bulk Pet Tags - Starting at $0.80 |
| Unit Pricing | Pay-as-you-go | Shoe ID Tags - $7.95 |
| Unit Pricing | Pay-as-you-go | Gift Cards - $10 to $60 |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
GoTags product offering
Product offeringCore offering
GoTags sells personalized pet identification tags and pet accessories, primarily customized with owner contact information for dogs and cats. The company also appears to serve bulk/municipal customers with related pet products.
Product overview
GoTags is a pet identification and accessory company offering a comprehensive portfolio of personalized products for dogs, cats, and their human companions. The core offerings center on Pet ID Tags available in multiple materials (stainless steel, aluminum, brass, silicone) and diverse shapes with customization options, complemented by Dog Collars (personalized embroidered, reflective, waterproof BioThane, leather) and Cat Collars (breakaway safety, reflective). The product line extends to Leashes, Dog Blankets & Beds, and Dog Apparel (raincoats, wool sweaters). A distinctive integration feature includes GPS Tracker Holders supporting Apple AirTag, Samsung Galaxy SmartTag2, and Tile Mate devices. Human-focused products include Military Dog Tags, Medical Alert Tags, and Shoe ID Tags. The company also serves enterprise customers through Bulk Dog Tags for municipalities, shelters, and custom logo orders.
Differentiator
Problem solved
Functional benefit
Products and services
- Personalized Pet ID Tags
Quantifiable outcome
- Products perform when it matters most - ID that accompanies pets during wilderness excursions, park activities, and home life
Companies that use GoTags
Customer profileSegments3 records
Ideal customer profiles2 records
GoTags technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature4 records
GoTags partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
GoTags competitors and assessment
Company assessmentDirect peers
- Red Dingo: Specialist manufacturer of personalized pet ID tags and collars sold globally through pet retail and DTC channels. Most direct comparable to GoTags' core product offering of engraved metal pet tags with broad shape and color customization.
- Dog Tag Art: DTC brand focused on designer and personalized pet ID tags sold primarily through its own e-commerce site. Direct competitor in the personalized pet tag niche with overlapping customer base of dog and cat owners.
- Blueberry Pet: DTC brand selling personalized and fashionable dog collars, harnesses, leashes, and bandanas with extensive customization options. Highly comparable to GoTags' collar and accessory lines.
- Lupine Pet: Direct-to-consumer and specialty retail seller of dog collars, leashes, and harnesses known for lifetime guarantees. Comparable to GoTags' collar product line with overlapping materials (nylon) and customization features.
- Kurgo: Outdoor and active-lifestyle dog brand offering collars, harnesses, leashes, and pet travel gear through DTC and retail channels. Comparable to GoTags' lifestyle/accessory category, particularly waterproof and reflective products.
- Coastal Pet: Manufacturer and wholesaler of pet collars, leashes, harnesses, and ID tags sold through mass and specialty retail. Comparable to GoTags in the ID tag and collar category, though operating primarily through wholesale distribution.
Broad incumbents
- Chewy: Largest US online pet retailer offering pet tags, collars, apparel, and accessories alongside its Frisco private-label brand. Competes with GoTags across nearly every product category and represents the dominant marketplace threat.
- PetSmart: Largest US specialty pet retailer with extensive online and physical store presence selling pet ID tags, collars, and accessories. Broad incumbent that overlaps with GoTags on core ID and collar categories.
- PetSafe: Established pet brand offering collars, containment, and training products across multiple retail channels. Comparable to GoTags in collar product lines with a broader portfolio extending into pet tech.
Emerging players
- Pawfinity: DTC pet accessories brand offering personalized collars, harnesses, and ID products. Emerging player with partial overlap to GoTags' personalization-led value proposition in the accessories category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
GoTags social profiles
Digital presenceGoTags financial estimates
Financial estimateRevenue estimate
Valuation estimate
GoTags leadership team
Management profileNumber of profiles
GoTags funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GoTags M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about GoTags
What does GoTags do?
GoTags sells personalized pet identification tags and pet accessories, primarily customized with owner contact information for dogs and cats. The company also appears to serve bulk/municipal customers with related pet products.
Is GoTags a public or private company?
GoTags is a private company. It is classified as unknown and is currently operating.
When was GoTags founded?
GoTags was founded in 1995. It employs 11 to 50 people.
Where is GoTags based?
GoTags is headquartered in Ephrata, United States, in the North America region.
How does GoTags make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are bulk/Corporate Orders and gift Cards.
Who are GoTags's main competitors?
Direct peers on record are Red Dingo, Dog Tag Art, Blueberry Pet, Lupine Pet, Kurgo and Coastal Pet. Broad incumbents are Chewy, PetSmart and PetSafe. Pawfinity is listed as an emerging player.
Does GoTags have an API?
No public API is recorded for GoTags.
What industry is GoTags in?
GoTags's product category is Pet Accessories. Its primary akta.pro industry code is CRAFADAH, Pet Supplies Inventory-led Online Retailers, with a secondary code of CRALAHAM, Pet Apparel & Accessories Retail (Leashes, Collars, Clothing). Its NAICS code is 459910.