---
title: "Sell Wholesale Pet Supplies to Stores, Groomers and Clinics on Their Own Terms"
url: https://www.uncap.com/industry/pet-supplies
author: "Denis Dyli"
published: 2026-10-22
updated: 2026-10-22
summary: "Uncap builds wholesale pet supplies ecommerce on Shopify for manufacturers and distributors selling to independent pet retailers, groomers, boarding facilities and veterinary clinics. One catalog carries food, treats, supplements, grooming tools and hard goods, and each kind of buyer orders differently. The truth of this trade is that the product page can count as labeling."
---

# Sell Wholesale Pet Supplies to Stores, Groomers and Clinics on Their Own Terms

> Uncap builds wholesale pet supplies ecommerce on Shopify for manufacturers and distributors selling to independent pet retailers, groomers, boarding facilities and veterinary clinics. One catalog carries food, treats, supplements, grooming tools and hard goods, and each kind of buyer orders differently. The truth of this trade is that the product page can count as labeling.

## The challenge

**Where a generic storefront breaks for wholesale pet supplies**

One catalog carries food, treats, supplements, grooming tools and hard goods, and each kind of buyer orders differently.

|  | Factor | Generic storefront setup | What pet supply sellers need |

| --- | --- | --- | --- |

| Buyer types | Each kind of account can need its own assortment, pack sizes and price list. | Stores, groomers, boarding facilities and clinics on multi-user accounts, each seeing their own assortment and pricing, through Uncap Portal. |
| Product copy | A rep who pastes a looser benefit line into a product description is changing the label. | Claims rendered from approved label data, configured during implementation. |
| Vet-directed diets | A distributor selling to clinics and to stores from one site has to decide who sees those products, and on what terms. | Diets meant for sale under a veterinarian's direction shown only to the accounts your team approves, built during implementation. |
| State rules | The rules change at the state line. | Products held for states missing from your clearance list, built during implementation. |
| Case packs | Pet stores, groomers, boarding facilities and veterinary clinics buy different products in different pack sizes, on terms. | Shopify quantity rules and up to 10 price breaks per product, with order-value minimums built during implementation. |
| Lot records | Someone will ask who got which lot. | The lot each order line shipped from, with a recipient list per lot, built during implementation. |

**Four kinds of buyer, one catalog.** The American Pet Products Association puts US pet spending at $158 billion in 2024. Pet food and treats were $68.3 billion of that, and supplies, live animals and OTC medicine $34.4 billion. Its "Other Services" category, $14.3 billion, includes boarding and grooming. Groomers and boarding facilities buy supplies for the services they run, and veterinary clinics are a channel of their own for therapeutic diets, covered below. Each kind of account can need its own assortment, pack sizes and price list.

**The product page counts as labeling.** FDA's [guide to starting an animal food business](https://www.fda.gov/animal-veterinary/animal-foods-feeds/how-do-i-start-animal-food-business) says "Labeling can include promotional websites, promotional brochures, promotional pamphlets, testimonials, product information sheets, books, etc." [FDA does not treat animal supplements](https://www.fda.gov/animal-veterinary/animal-health-literacy/fdas-regulation-pet-food) as their own category: "the agency regulates these products as either food for animals or animal drugs, depending on their composition of ingredients and intended use." Its examples of a drug include "a product intended to improve joint function in an arthritic dog." A rep who pastes a looser benefit line into a product description is changing the label.

**Some diets go through the vet.** For complete diets meant to treat or prevent disease, FDA states: "FDA thinks these products should be available to pet owners only through veterinarians or through retail stores or Internet sellers under the direction of a veterinarian." A distributor selling to clinics and to stores from one site has to decide who sees those products, and on what terms.

**The rules change at the state line.** FDA says "Pet food labeling is regulated at two levels" and "Some states also enforce their own labeling regulations." [AAFCO](https://www.aafco.org/consumers/understanding-pet-food/), which "does not regulate, test, approve or certify pet food," notes that "most states have adopted a version of the AAFCO Model Pet food Regulations into their own laws and regulations." Distribution is regional too. The Pet Industry Distributors Association's locator lists each member's product categories and "the states that they serve."

**Someone will ask who got which lot.** Federal records rules count pet food as food, and [21 CFR 1.345](https://www.ecfr.gov/current/title-21/chapter-I/subchapter-A/part-1/subpart-J/section-1.345) has businesses covered by the rule record who received the food they release, with the lot or code number for manufacturers, processors and packers where one exists. The dog supplies page covers those lot records and recall lists in depth.

## The Uncap solution

### Accounts, catalogs and order rules

**Each buyer type on its own account.** In [Uncap Portal](https://www.uncap.com/products/portal), buyers get real multi-user accounts with roles and permissions, and each buyer sees their assortment and pricing. For example, accounts could be set up so a grooming salon sees its own pack sizes and price list, and only approved clinic accounts see the vet-directed diets. That visibility rule is built during implementation from your customer data, and your team decides who qualifies.

**Catalogs planned around Shopify's limits.** Shopify B2B runs on the Basic, Grow, Advanced and Shopify Plus plans. On Basic, Grow and Advanced, "you can assign up to 3 active catalogs across all your B2B markets." Four buyer types with separate price lists can outgrow that. On Plus, "you can create an unlimited number of B2B market catalogs." Which plan fits your price structure is settled during scoping.

**Case packs and minimums enforced at the cart.** Shopify's quantity rules cover minimum, maximum and increment, and volume pricing adds up to 10 price breaks per product, on all four B2B plans. An order-value minimum for a new account is built during implementation.

**State availability from your registration data.** Holding a product for ship-to states where it is not cleared is built during implementation from the state list your team keeps. The storefront applies that list. It does not decide what is lawful.

### Label data, lots, quotes and proof

**Label copy from approved fields.** Product claims render from the approved label fields in your product data, not from free text a rep can edit, configured during implementation. Your regulatory team signs off what those fields say.

**The lot on the order line.** Recording the lot each line shipped from, so one lot pulls up every account that received it, is built during implementation on inventory and orders synced through [Uncap Connect](https://www.uncap.com/products/connect). Connect keeps pricing, inventory, customer data and orders current on both sides in real time. The ERP stays the system of record.

**Opening orders on a quote.** For a new store's first order, [Uncap Quotes](https://www.uncap.com/products/quotes) runs configure, price, quote inside the Shopify admin. Negotiated prices, tiers and volume breaks apply automatically, exceptions go to the right approver, and the approved quote becomes a Shopify order in one click.

**Adjacent proof, labeled as adjacent.** Uncap has not published a wholesale pet distribution case study. The closest is [Pawstruck](https://www.uncap.com/work/pawstruck), which sells "made-in-the-USA pet food, chews and supplements." Uncap migrated its website data and customer information from Magento to Advanced Shopify, added subscriptions and a simplified product finder, and finished within 45 days. Its case study does not describe a B2B channel.

## Key features

**Accounts by buyer type.** Stores, groomers, boarding facilities and clinics on multi-user accounts, each seeing their own assortment and pricing, through Uncap Portal.

**Reorders and terms in the portal.** Reorder lists and order history a click away, with NET terms, invoices and payments in the same account, through Uncap Portal.

**Vet-directed product visibility.** Diets meant for sale under a veterinarian's direction shown only to the accounts your team approves, built during implementation.

**Case packs, minimums and price breaks.** Shopify quantity rules and up to 10 price breaks per product, with order-value minimums built during implementation.

**Ship-to state availability.** Products held for states missing from your clearance list, built during implementation.

**Label fields, not free text.** Claims rendered from approved label data, configured during implementation.

**Lot on every line.** The lot each order line shipped from, with a recipient list per lot, built during implementation.

**Quotes for opening orders.** Negotiated pricing, approvals and one-click conversion to a Shopify order through Uncap Quotes.

**ERP sync, Connect or managed iPaaS.** Pricing, inventory, customers and orders kept current between Shopify and the ERP, through an owned Uncap Connect app embedded in Shopify, or a managed iPaaS integration.

## Why Uncap

**The line between product and build, in writing.** Account pricing, reorder lists, NET terms and spend controls ship in Uncap Portal, and quoting and approvals ship in Uncap Quotes. Vet-directed visibility, state availability, label fields and lot records are built during implementation from your data. The scope says which is which.

**Your regulatory team owns the rules.** Uncap does not interpret FDA or state feed rules for you. Your team decides which accounts see a diet, which states a product ships to and what a label may claim. The build applies those decisions on each order.

**No one retypes the order.** With Uncap Connect, the order lands in the ERP and fulfillment updates land on the storefront. Customer-specific pricing, credit terms and tax rules sync the way B2B works, so the clinic's price and the groomer's terms are the ones your ERP already holds. Your team spends the day on accounts, not on re-keying.

**Credentials you can check.** Uncap is a Shopify Platinum Partner.

**Scoped before it is built.** The [Uncap Blueprint](https://www.uncap.com/blueprint) is a fixed-price, four-week plan written before any build starts, credited 1:1 toward implementation. It covers solution architecture, a data migration taxonomy, an ERP integration audit, UX and flow prototyping, total cost of ownership and a risk register, and ends with a fixed-cost implementation estimate. For a pet supply business, that work can map buyer types, catalogs, state lists and lot data. You walk with everything you need to brief any agency or your in-house team.

## Related pages

If most of your catalog is for dogs, [dog supplies wholesale ecommerce](https://www.uncap.com/industry/dog-supplies) goes deeper: harnesses, boots and crates sized by the dog's measurements, the label rules for dog food, treats and chews, and lot records and recall lists. Feed sold to farms is a different trade: [feed and nutrition ecommerce](https://www.uncap.com/industry/feed-nutrition) covers feed mills and dealers, including medicated feed released only against a valid veterinary feed directive. For the ordering rules, see the field notes on [order minimums, case packs and MOQs on Shopify](https://www.uncap.com/post/wholesale-order-minimums-case-packs-moq-shopify), the glossary entries on [case packs](https://www.uncap.com/glossary/case-pack) and [lot numbers](https://www.uncap.com/glossary/lot-number), and the guide to [running catalogs and price lists at scale on Shopify B2B](https://www.uncap.com/post/shopify-b2b-catalogs-price-lists-at-scale) if each buyer type needs its own price list. For the wider picture, see [Shopify wholesale for brands](https://www.uncap.com/solutions/wholesale) and [distribution on Shopify](https://www.uncap.com/solutions/distributors). For the ERP side, see the full list of [ERP integrations](https://www.uncap.com/integrations). Moving off an older platform first? See the [Magento to Shopify migration](https://www.uncap.com/migration/magento).

## Ready to talk

Bring two documents. The first is your price file with a column for each buyer type: store, groomer, boarding and clinic. The second is the list of states each product line is cleared to ship to. Together they show how many catalogs you need and where the storefront has to hold an order. If you sell vet-directed diets, add the list of clinic accounts allowed to buy them.

[Talk to Our Experts](https://www.uncap.com/quote), or start with a Blueprint if what you need first is the account model, the state rules and the ERP mapping written down and costed.

## Frequently asked questions

### What does a wholesale pet supplies storefront need that a retail store does not?

Separate accounts and prices for each buyer type. Pet stores, groomers, boarding facilities and veterinary clinics buy different products in different pack sizes, on terms. On Shopify, Uncap Portal gives each buyer a multi-user account with their own assortment and pricing, NET terms and reorder lists. Case packs and minimums use Shopify's quantity rules. Vet-directed visibility, state availability and lot records are built during implementation from your data. Pricing, inventory, customers and orders stay in sync with your ERP through Uncap Connect or a managed iPaaS integration.

### Can one Shopify store sell to pet stores, groomers and vet clinics at different prices?

Yes. Shopify B2B runs on the Basic, Grow, Advanced and Shopify Plus plans, and each buyer can see their own catalog and pricing. On Basic, Grow and Advanced, you can assign up to 3 active catalogs across all your B2B markets, so four buyer types with separate price lists can outgrow that. On Plus, you can create an unlimited number of B2B market catalogs. Which plan fits is settled during scoping.

### Who is allowed to sell therapeutic pet diets?

FDA addresses complete pet food diets meant to treat or prevent disease in a Compliance Policy Guide. It states that "FDA thinks these products should be available to pet owners only through veterinarians or through retail stores or Internet sellers under the direction of a veterinarian." AAFCO's label guide adds that veterinary medical foods may skip feeding directions if the label says "use only as directed by your veterinarian." On the storefront, showing those diets only to the accounts your team approves is built during implementation, and your team decides which accounts qualify.

### Are pet supplements regulated as food or as drugs?

It depends on the product. FDA says products marketed as dietary supplements for animals are not a special category, and it regulates them "as either food for animals or animal drugs, depending on their composition of ingredients and intended use." So the intended use a product page states matters: FDA's own examples of a drug include "a product intended to improve joint function in an arthritic dog." Your regulatory team decides what a supplement's claim fields may say, and a rep cannot rewrite them on the product page.

### Why can a pet food be available in one state and not another?

Pet food is regulated by FDA and by the states. FDA says "Some states also enforce their own labeling regulations," and AAFCO notes that most states have adopted a version of its model pet food regulations. AAFCO's label guide says jerky treats must be "registered in states requiring small package product listing." Holding products by ship-to state is built during implementation from your state list.

### Does a pet product page count as labeling?

It can. FDA's guide to starting an animal food business says "Labeling can include promotional websites, promotional brochures, promotional pamphlets, testimonials, product information sheets, books, etc." So a claim on a product page is part of the product's labeling. On the storefront, product claims render from approved label fields in your product data, configured during implementation, and your regulatory team signs off what those fields say.

### Which ERPs does this connect to?

Uncap publishes thirteen ERP family integrations: Acumatica, Cin7, Epicor, Fishbowl, Infor, Microsoft Dynamics, NetSuite, Odoo, Oracle, QuickBooks, Sage, SAP and Syspro. Integrations are delivered through an owned Uncap Connect app embedded in Shopify, or a managed iPaaS integration. On the Connect route, pricing, inventory, customers and orders stay in real-time, two-way sync and the ERP stays the system of record. For a specific ERP, the Uncap team confirms fit directly.

### What is the difference between this page and the dog supplies page?

This page covers the whole pet supply catalog at the account level: stores, groomers, boarding facilities and clinics on their own accounts, catalogs by Shopify plan, vet-directed diets, product pages as labeling and state availability. The dog supplies page goes deeper into one species: harnesses, collars, boots and crates sized by the dog's measurements, the AAFCO label rules for dog food, treats and chews, and the lot records and recall lists that federal records rules shape. Livestock feed and veterinary feed directives are covered on the feed and nutrition page.