Hugo Galvao de França Filho, founder and director of Enjoy Pets, notes that Brazil ranks third in the world for pet ownership, with the market for cats, dogs, and other companion animals expected to reach nearly eighty billion reais by the end of 2026. He observes that this expansion has transformed how pet brands operate online.
For years, the standard playbook was simple: pick the marketplace with the most traffic, list every product there, and let volume do the work. That approach still generates sales, but sellers who depend on one channel for most of their revenue are discovering how fragile the arrangement can be when a platform changes its rules.
What’s actually changing
The shift is not about abandoning marketplaces. It is about refusing to let any single one hold veto power over the business. Pet brands that once anchored their entire catalog on one platform are now splitting inventory, pricing and promotions across two or three channels at once, treating each as a separate account with its own rules, fees and customer expectations.
Mercado Livre, Shopee and Amazon each pull a different type of pet buyer. Mercado Livre carries the broadest reach and the strongest trust signal for Brazilian shoppers. Shopee tends to bring price-sensitive buyers looking for accessories. Amazon draws customers who already trust the platform for recurring purchases, which matters for food and litter that people reorder on a routine.
Why one platform stopped being enough
Algorithm changes explain part of the pattern. A marketplace can quietly adjust how it ranks listings, and a seller who built years of visibility around specific keywords can lose much of that traffic within weeks. Commission structures shift too, and a single percentage point on thin margins can turn a profitable line into a break-even one.
There is a simpler risk underneath the technical one. When most of a company’s revenue depends on a platform it does not control, pricing and product decisions end up subordinated to rules written by someone else. Hugo Galvao comments that diversifying does not remove that dependency, but it spreads the exposure so no single outside decision can shut down the operation overnight.
How Enjoy Pets built a multi-marketplace operation
At Enjoy Pets, Hugo Galvao applies the same logic to a category with its own complications: pet products range from lightweight accessories to twenty-kilo bags of food, each with different shipping costs and storage needs. Rather than picking one marketplace and scaling inside it, the company runs active listings on multiple platforms at the same time, adjusting price and stock per channel instead of mirroring the same offer everywhere.
That structure requires constant monitoring, since stock levels, delivery times and ratings differ from one marketplace to the next, and a listing that performs well on one platform can underperform on another at the same price. Readers curious about how that catalog is organized can find it at www.enjoypets.com.br.
What changes in logistics once channels multiply
Selling pet food and accessories through several marketplaces at once multiplies the logistics problem before it multiplies revenue. Each platform has its own delivery deadlines, packaging rules and penalty system for late shipments. A brand that once managed one fulfillment flow now needs inventory data updating in near real time, or risks selling a bag of food it no longer has in stock.
Is this worth the added complexity? From Hugo Galvao’s perspective, for products that are bulky, perishable or reordered on a routine, the answer tends to be yes, but only when the seller invests in systems that keep stock synchronized. Without that investment, multichannel selling turns into multichannel stockouts, damaging reputation on every platform at once.
What comes next for pet brands online
The marketplaces themselves are not going away, and neither is their share of Brazilian e-commerce, expected to keep growing through the rest of the decade. What is changing is how much control a brand is willing to hand over in exchange for that reach.
For Hugo Galvao de França Filho, the pet businesses positioning themselves for the next stage of that growth are not the ones betting everything on a single storefront. They are the ones building a presence sturdy enough to survive whichever platform changes its rules next.
