Mobile app case study

Empowering pet parents through mobile commerce

How Supertails built a pet-parent engagement platform, bringing commerce, content and care into one native app, and made mobile its primary revenue channel.

7 min read

67%

of total orders come via the mobile app

2.5×

higher conversion rate vs mobile web

2×

higher repeat rate vs website users

1.6

checkout events per customer

Breed guide

Homepage & pet switcher

Product detail

About the company

Category: Pet care
Market: Pan-India
Platform: Shopify
Apps: iOS & Android

A pet care platform, not a pet store

Supertails is a first-of-its-kind Indian pet care platform built for modern pet parents. It combines online pet food and supplies with digital veterinary consultation delivered by an in-house team of experienced vets.

With a pan-India presence, the brand has built a trusted ecosystem that goes beyond commerce, helping pet parents make healthier decisions through expert advice, content and seamless access to products.

Commerce

Food, pharmacy, grooming and toys across dogs, cats and small pets.

Care

In-house veterinary consults and expert-led content, in the same app.

The challenge

Mobile web capped a repeat-driven category

Pet care is inherently repeat-driven and highly personal. As Supertails scaled, mobile web could not carry the engagement levers the category needs. The team needed a mobile-first channel that unified commerce, content and care.

Lower repeat purchase rates on mobile web

Limited engagement levers to bring pet parents back on cycle.

Fragmented discovery across pets and brands

Shoppers struggled to navigate categories by pet, brand, utility and health.

No deep personalisation in content and offers

A dog parent and a cat parent saw broadly the same store.

Loyalty and app-exclusive strategies underused

No home for gamification, exclusive offers or push-led replenishment.

Why Appmaker

Flexibility, plus hands-on support

Appmaker let Supertails design an app that reflects how pet parents actually shop, learn and engage, rather than fitting the brand into a template.

Personalised by pet type

Distinct banners, categories and content for dogs, cats and small pets.

Telehealth in the app

Vet consults and expert content integrated beside the storefront.

Native checkout

Address picker in cart, UPI-first payments, built for repeat purchase.

Content-led journeys

Breed guides, video stories and in-app games beyond standard ecommerce.

Key performance highlights

67%

of total orders come via the mobile app

2.5×

higher conversion rate vs mobile web

2×

higher repeat rate vs website users

1.6

checkout events per customer

Mobile app is Supertails' primary engagement and revenue channel. All metrics are represented as relative uplifts.

Inside the app · 01

Onboarding & login

The first twenty seconds of the app: a branded splash, then OTP login.

Splash & sign-in

One app for everything a pet needs.

OTP login

Six-digit OTP with an SMS fallback.

Splash sliderOTP login

Inside the app · 02

Personalisation by pet type

One switcher changes the whole homepage. Banners, categories, content and recommendations all follow the pet profile.

Homepage · All Pets

Default state with quick commerce and vet entry points.

Homepage · Cats

Litter and wet-food refills, cat-specific reads.

Homepage · Dogs

Breed-aware guides and life-stage rails.

Homepage · Small Pets

A dedicated store for birds and small mammals.

Pet profilesPersonalised push

Inside the app · 03

Marketplace & discovery

Quick commerce, serviceability answered up front, and four ways into the catalogue.

Supertails Now

15-minute delivery as a mode inside the same app.

Pincode checker & EDD

On homepage, collection and PDP.

Offer Zone

Coupons, promoted brand offers and super deals.

Category discovery

Popular, brand, utility and health-wise entry points.

Upsell & cross-sell

'Other Pet Parents Also Picked' and 'Explore more' rails on the PDP, with a running cart total.

Search & filters

Breed size, life stage and health filters.

Inside the app · 04

Quick commerce

A precise delivery location up front, a slot on every product card, and a cart that splits by promise.

Location to serviceability

A dropped pin resolves to an address and pincode before browsing.

Delivery promise per product

Collections group by slot: 30 minutes, today 3PM or tomorrow.

Split delivery in cart

One order, two deliveries, each with its own arrival time.

Inside the app · 05

Content commerce play

Breed guides, diet and nutrition tips, and expert consults. Every piece of advice has products attached.

Breed guide

Diet, training and health, section by section.

Diet tips with upsell

Cart & native checkout

Free gifts and upsells in cart, plus address picker and UPI-first payment handled natively.

Cart communication

Savings, delivery slots and coupons surfaced before checkout.

Free gift picker

Four gift tiers unlocked, claimed without leaving the cart.

Address picker

Saved addresses picked in a sheet over the cart.

UPI & card payment

UPI, cards, net banking, wallets and COD in one native sheet.

Performance deep dive

App vs mobile web

Mobile webMobile app

Conversion rate

Baseline

2.5×higher

Repeat purchase rate

Baseline

2×higher

Checkout events per user

Lower1.6per customer

Engagement channel

Email / adsPush & in-app

What drove the lift

Four compounding levers

Personalisation at scale

Distinct journeys per pet type across content, offers and promotions.

Content plus commerce

Guides and tips reduce friction and build confidence right alongside shopping.

Native checkout & upsells

Faster checkout, cart-based upsells and free gifts raise AOV and conversion.

Push as a growth lever

Push consistently outperforms email for re-engagement and replenishment.

Retention & loyalty

A daily-use platform, not a shopping destination

App users return more frequently thanks to personalised journeys.

Push notifications drive timely replenishment and care reminders.

Content-led experiences increase trust and stickiness.

Gamification and app-exclusive offers improve long-term retention.

Key growth learnings

Universal truths for ecommerce brands

Retention compounds faster than acquisition

Apps outperform mobile web on CVR and repeat

Personalisation is critical in high-frequency categories

Content builds trust in health-driven verticals

Apps are a long-term growth asset, not an experiment

Trusted by the best brands across categories

Build the extraordinary, not another templatised app

Supertails' app is now the central engagement, education and transaction layer for pet parents across India. Let’s map what the same shift looks like for your brand.

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