At Vorys eControl, implementing an authorized seller program and controlling distribution are table stakes for any brand selling online. But in the pet channel, distribution is anything but “one-size-fits-all.” With veterinarians, prescription products, and veterinary home delivery platforms all in the mix, the path from brand to pet owner can be complex—so brands need to keep a tight leash on how their products move through the channel.
The pet industry comes with its own set of distribution nuances. A few of the key ones include:
Unlike many industries where brands have direct relationships with their authorized sellers, pet product distribution often runs through a handful of major distributors that supply many of the downstream resellers. As a result, many manufacturers’ relationships with the veterinarians and retailers who ultimately reach pet owners are indirect—creating challenges when defining and enforcing online sales authorizations, requesting sell-through data, or enforcing shipping holds.
Prescription pet products must be sold through licensed veterinarians, but those same vets increasingly want to facilitate online sales of both prescription and non-prescription items through online pharmacies and their own retail websites. This dynamic requires careful consideration of how veterinarians bring their online platforms to manufacturers for authorization—and clear, precise terms that reflect the scope of that authorization once granted.
Adding to the complexity are veterinary home delivery platforms, which enable vets to sell directly to end users online. These sites typically:
Then there are hybrid entities—platforms that function both as an online pharmacy and a home delivery platform—further blurring the lines in the distribution chain and requiring additional tailoring of authorized seller documentation.
All these unique wrinkles mean pet brands need authorized seller programs that don’t just check the box—they must reflect the realities of the pet channel. The best programs are designed by attorneys who are truly best in show when it comes to understanding both eCommerce law and the veterinary distribution ecosystem, ensuring all channel players are appropriately defined, authorized, and controlled.
For many pet brands, a Minimum Advertised Price (MAP) policy is key to protecting brand value. But MAP enforcement can only be effective if the brand first establishes a strong, well-defined authorized distribution framework with clear visibility and control over online sales.
Without that foundation, brands may not even know which websites, home delivery platforms, or online pharmacies to monitor—making any pricing policy effectively unenforceable. Working with a legal team that understands the intersection of pet-specific distribution models and MAP goals ensures your pricing policy actually has teeth—pun fully intended.
If you’re interested in learning how to implement distribution controls within your pet brand, reach out to Jessica Cunning at [email protected], Natalia Steele at [email protected], your Vorys eControl attorney, or contact us below.
