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Chewy Expands Creator Commerce Platform To 600+ Influencers Ahead Of Holiday Pet Spending Surge

Published on November 7, 2025

Chewy reached more than 600 creators in its Storefronts platform ahead of the holiday season, expanding the pet retailer’s influencer program launched last year, per Marketing Dive.

The platform enables pet owners and influencers to curate product collections across brands and promote items aligned with their content, segmented by factors including pet breed, size, and type.

Participating creators receive access to a dedicated performance dashboard and can distribute unique sales codes to followers to drive conversions through affiliate links. Notable participants include Cody Taurus, whose Shiba Inu-focused content reaches more than 1 million TikTok followers, and Kat Braden, whose doodle Oliver appears throughout her account, which has 2.6 million followers.

The expansion coincides with recent research from the Journal of Advertising Research demonstrating petfluencers’ potential advantages over human counterparts. The study, conducted by researchers from the Universities of Strathclyde, Louisville, and Edinburgh, finds that petfluencers elicit stronger consumer responses primarily because of their higher perceived sincerity.

Market Opportunity for Pet-Focused Commerce

The pet industry represents a significant market opportunity, with Americans spending $136.8 billion in 2022 across the 66% of U.S. households that have pets. Affiliate marketing across all sectors accounts for $215.86 billion in projected consumer spending for 2025, reaching $287.09 billion by 2028, per Marketing Dive.

Chewy joins other major retailers expanding creator commerce programs. Beauty retailer Sephora launched My Sephora Storefront in September, while Lowe’s recently introduced a creator network with storefronts. Walmart established its Creator platform in 2022.

The research suggests petfluencers offer potential advantages beyond perceived sincerity, including lower costs than human influencers, reduced scandal risk, and the ability to transcend cultural differences in communicating with diverse audiences.