VetSupply

What VetSupply does

VetSupply, operating under MAX PET SUPPLIES PTY LTD (ABN 86 603 803 738), is an Australian direct-to-consumer online retailer of pet medications, food, and care products founded in 2015 and headquartered in Seven Hills, New South Wales. The platform carries 2,000+ SKUs across eight pet categories — dogs, cats, birds, horses, reptiles, fish, small pets, and farm animals — with a portfolio weighted toward APVMA-approved parasite prevention treatments (Nexgard Spectra, Bravecto, Simparica TRIO, Revolution, Advocate, Milbemax, Heartgard Plus, Seresto), prescription diets (Hill's Prescription Diet, Royal Canin), and mainstream pet nutrition (Black Hawk, LifeWise). Operationally it runs a single distribution warehouse at Seven Hills, an affiliated pharmacy (VetSupply Pharmacy, operated with Petz Pharmacy, registration PC1241347) at Castle Hill for prescription dispensing, and mobile applications on iOS and Android that offer an exclusive 5% discount.

Underlying technology consists of an owned e-commerce storefront at vetsupply.com.au, mobile apps, an Auto-Delivery subscription engine with configurable cadences (every 4 weeks to yearly) and 2.5% discount, and an Ask Our Expert email consultation service staffed by qualified veterinarians including Dr. Dhara Gor. The company invests in content marketing via blog, social (Facebook, Instagram, YouTube), email newsletter, and SEO, and supports Afterpay as a buy-now-pay-later payment option. All orders are processed within 24–48 hours with 3–5 business day delivery across Australia, including remote regions.

VetSupply monetizes through three revenue streams: (1) one-time online retail of pet supplies and medications sourced from manufacturers and shipped direct to consumers; (2) recurring subscription revenue from Auto-Delivery; and (3) referral-driven customer acquisition through its Refer & Earn program. Its customer base is composed of individual pet owners rather than enterprise accounts — segmented primarily into dog and cat owners, with a long tail of bird, horse, reptile, fish, small-pet, and farm-animal owners. Pricing spans budget SKUs under AUD 15 to premium prescription foods over AUD 100, complemented by Price Match Guarantee, seasonal promotions (e.g., 7% EOFY discount code EOFYDEAL7), and a 100% satisfaction guarantee. No revenue, headcount trend, or funding data has been disclosed.

Name

VetSupply

Legal name

MAX PET SUPPLIES PTY LTD

Website

https://vetsupply.com.au

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

VetSupply is an Australian direct-to-consumer online retailer of pet medications, food, and care products serving individual pet owners nationwide with 2,000+ SKUs across eight animal categories, supported by an affiliated pharmacy, mobile apps, and an Auto-Delivery subscription service.

Ownership category

akta.pro rank

Product category

Online Pet Supplies Retail

NAICS

Pet and Pet Supplies Retailers (459910), Pet and Pet Supplies Retailers (45991)

SIC

Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047)

akta.pro primary industry

Online Veterinary Pharmacies & E-commerce Retailers (HLAMAIAF)

akta.pro secondary industries

Functional & Veterinary Diet Pet Food (CRADAFAF), Veterinary & Therapeutic Pet Diets (Prescription) (AFADAFAH)

Keywords

• Pet supplies retail
• Online pet pharmacy
• Veterinary medications
• Pet care products
• Parasite prevention treatments

Headquarters

HQ city

Alexandria

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Online Pet Product Sales: Core revenue stream from selling pet supplies including medications, food, treats, toys, grooming products, and health supplements directly to consumers through e-commerce platform and mobile app. Products are sourced from manufacturers and distributed directly to customers.
2. Auto-Delivery Subscriptions: Recurring subscription revenue from the auto-order program offering 2.5% discount on regular deliveries, providing predictable recurring revenue and customer retention.
3. Affiliate/Referral Program: Referral program where customers can earn rewards by referring friends, driving new customer acquisition through existing customer networks.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

VetSupply is an Australian direct-to-consumer online retailer selling more than 2,000 pet care products across dogs, cats, birds, horses, reptiles, fish, small pets and farm animals. The core catalog centres on veterinary-grade parasite prevention treatments, wormers, prescription pet foods and general pet supplies sourced from manufacturers. Customers shop through the vetsupply.com.au website or iOS/Android mobile apps, with an Auto Delivery subscription option, a dedicated VetSupply Pharmacy for prescription dispensing, and a free Ask Our Expert veterinary email consultation service.

Product overview

VetSupply is an Australian online pet supplies retail platform offering a comprehensive portfolio of products across multiple pet categories (dogs, cats, birds, horses, reptiles, fish, small animals, and farm animals). The core product portfolio centers on parasite prevention treatments (Nexgard Spectra, Bravecto, Simparica TRIO, Revolution, Revolution Plus, Advocate, Seresto collar) and broad-spectrum wormers (Profender, Milbemax, Heartgard Plus). Pet food offerings include sub-brands like Royal Canin, Hill's Prescription Diet, Hill's Science Diet, Black Hawk, and LifeWise. The platform operates as a single unified e-commerce offering supplemented by the VetSupply Pharmacy (prescription dispensing), the Ask Our Expert (free vet consultation service), a mobile app with exclusive discounts, and Auto Delivery subscription service. The business model combines retail sales with value-added services including price matching and affiliate/referral programs.

Differentiator

Problem solved

Functional benefit

Brands

• VetSupply Pharmacy: Dedicated pharmacy for dispensing prescription treatments

Products and services

• Nexgard Spectra Monthly flea, tick and heartworm prevention chewable for dogs providing broad-spectrum parasite protection.
• Bravecto Long-lasting flea and tick treatment for dogs and cats in spot-on and chewable forms providing up to 6 months of protection.
• Simparica TRIO Monthly chewable for dogs combining flea, tick and heartworm protection in a single dose.
• Revolution (Selamectin) APVMA-approved monthly spot-on parasite treatment for cats and kittens providing broad-spectrum protection against fleas, heartworm, ear mites, roundworms and hookworms.
• Revolution Plus for Cats Monthly broad-spectrum topical treatment providing 6-in-1 parasite protection for cats, combining selamectin and sarolaner against fleas, ticks, heartworm, roundworms, hookworms and ear mites.
• Profender Allwormer for Cats Spot-on wormer for cats effective against roundworms, lungworms, hookworms and tapeworms, manufactured by Vetoquinol.
• Milbemax Broad-spectrum allwormer tablets for dogs and cats effective against roundworms, hookworms, whipworms and tapeworms.
• Heartgard Plus Chewables Monthly heartworm prevention chewable tablets for dogs containing ivermectin and pyrantel.
• Seresto Flea and Tick Collar Long-lasting flea and tick collar for dogs and cats providing up to 8 months of continuous protection.
• Advocate for Dogs and Cats Monthly spot-on treatment for dogs and cats providing combined protection against fleas, heartworm and intestinal worms.
• Royal Canin Premium pet food brand offering specialised formulas tailored to different breeds, sizes and health conditions for dogs and cats.
• Hill's Prescription Diet Veterinary-prescribed therapeutic pet foods formulated for specific health conditions such as kidney disease, obesity and skin sensitivities.
• Hill's Science Diet Science-based pet nutrition offering balanced formulas for everyday health maintenance across different life stages.
• Black Hawk Australian-made premium pet food brand featuring grain-free and natural ingredient formulas for dogs and cats.
• LifeWise Pet Food Premium Australian pet food brand offering biotic formulations for pets with skin and gut sensitivities.
• Cat Joint Care Supplements Joint health supplements for cats containing glucosamine, chondroitin, omega-3 fatty acids, green-lipped mussels and MSM to reduce joint pain and maintain mobility.
• VetSupply Pharmacy Dedicated online pharmacy operated by Petz Pharmacy dispensing prescription veterinary treatments, allowing customers to avoid waiting lists at vet clinics.
• Ask Our Expert Free email-based veterinary consultation service connecting pet owners with qualified veterinarians for pet health advice and product recommendations.
• VetSupply Mobile App iOS and Android mobile application providing convenient shopping for pet supplies with an exclusive 5% discount on app-only purchases and push notifications.
• Auto Delivery Subscription Subscription service allowing customers to schedule automatic recurring orders for pet supplies with a 2.5% additional discount and flexible delivery frequency from every 4 weeks to yearly.

Quantifiable outcome

• 100% satisfaction guarantee on all orders with money-back policy and no-fuss returns
• +1 more outcomes

Named customers5 records

Segments8 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Petz PharmacycoreStrategic or Co-development PartnerVetSupply Pharmacy operated by Petz Pharmacy at Castle Hill NSW dispenses prescription treatments for pets, allowing customers to avoid long waiting lists at vet clinics. Registration PC1241347. This partnership enables VetSupply to offer prescription medications as part of their one-stop pet care solution.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• My Pet Warehouse: Online Australian pet supplies retailer focused on everyday pet products and medications; comparable on DTC e-commerce model and breadth of OTC veterinary offerings.
• Budget Pet Products: Online Australian pet supplies retailer with price-led positioning; directly comparable on assortment of OTC treatments, supplements, and consumables.
• Pet Circle: Australia's largest online pet supplies retailer; competes head-to-head with VetSupply across prescription, OTC, food, and accessories on a DTC e-commerce model with subscription offerings.
• VetShopAustralia: Australian online veterinary supplies retailer; closely comparable assortment of vet-grade flea/tick and worming treatments and direct competition for VetSupply's core categories.

Regional players

• Pet Lovers: Australian pet retail brand combining physical and online channels; overlaps with VetSupply on premium food and OTC products, with some regional focus.

Broad incumbents

• Petstock: Australian pet retail chain with a growing online store carrying vet-grade and premium pet food brands; competes with VetSupply across core OTC and nutrition categories.
• Chewy: U.S. online pet care giant operating a subscription-heavy DTC model with pharmacy and vet-consult services; benchmark for VetSupply's e-commerce-plus-pharmacy roadmap, though not in the same geography.
• Zooplus: Europe's largest online pet retailer with subscription and own-brand strategy; comparable model as a pure-play online pet retailer, though operating in a different region.
• Petbarn: Australia's largest specialty pet retail chain, owned by Greencross; offers overlapping product categories and increasingly competes online, leveraging deeper capital and store footprint.

Emerging players

• PetChem Pharmacy: Australian online veterinary pharmacy competing specifically in prescription and OTC vet medicines; closest direct competitor to VetSupply Pharmacy's dispensing model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@VetSupplyau
• Facebookfacebook.com/VetSupplyAustralia
• Instagraminstagram.com/vetsupplyau
• Xx.com/vetsupplyau
• LinkedInlinkedin.com/company/max-pet-supplies-pty-ltd

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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 VetSupply