When my wife Megan and I launched Brindle Pet Supplies, we had no idea that a global pandemic was just around the corner. Starting an e-commerce business is challenging at the best of times – but opening one in the early days of COVID-19 brought a whole new set of obstacles.
Uncertainty made everything harder. Forecasting was nearly impossible. Consumer behaviour was shifting overnight, supply chains were disrupted, and we didn’t know if the products we were ordering today would still be relevant tomorrow. It was a tough way to start, and like many small businesses, we were forced to make decisions with limited data and little room for error.
But we quickly realized that with every challenge came opportunity.
Adapting Through Uncertainty
One of the clearest takeaways early on was the growing demand for nationwide shipping. With lockdowns in place and many physical stores struggling to adapt, Canadian pet owners needed reliable online options. We made the decision to pivot fast – expanding our shipping capabilities across Canada and investing in fulfillment systems that would allow us to deliver quickly and reliably from coast to coast.
This shift allowed us to turn a period of uncertainty into an opportunity for growth. By focusing on the Canadian market and offering fast, affordable domestic shipping, we were able to reach thousands of customers who might otherwise have shopped elsewhere. It taught us that adaptability isn’t just useful in e-commerce – it’s absolutely critical.
Managing Growth and Rising Costs
As our business grew, so did the cost of operating it. Inflation, rising shipping rates, higher wages, and increased competition meant we had to be smarter about every dollar we spent.
To manage this, we became very selective about the brands and products we carried. Instead of trying to offer everything, we focused on high-quality items that delivered real value to our customers – like Smack Pet Foods,Dr Marty Freeze Dried Dog Food, and other thoughtfully made products that we would feed our own pets.
We also made it a priority to manage our cash flow carefully. One of the biggest decisions we made was to avoid taking on debt unless absolutely necessary. This meant growing at a pace we could sustain and being disciplined about our expenses. It wasn’t always easy, but it gave us the flexibility to weather tough months and reinvest when opportunities arose.
Navigating Tariffs and Supporting Canadian Brands
More recently, the unpredictability of tariffs and cross-border fees has added another layer of complexity. As a business that originally sourced many products from the U.S., we found ourselves forced to rethink our product lineup.
Rather than pass added costs onto our customers, we pivoted once again – this time to find more Canadian-made alternatives that could match or exceed the quality of our U.S.-based offerings. Today, we’re proud to carry a wide range of Canadian-made dog and cat food, along with a growing selection of pet treats, supplements, and accessories made right here at home.
This shift hasn’t just helped us maintain competitive pricing – it’s also aligned with our values. Supporting Canadian brands means supporting jobs, innovation, and small businesses like our own.
Lessons We’ve Learned Running a Canadian E-Commerce Business
Over the past few years, we’ve learned a lot. If you’re thinking about starting your own e-commerce business in Canada – or you’re in the early stages – here are a few lessons we’d share:
1. Find a niche you care about.
Success often starts with passion. Choose a niche that’s underserved but that you genuinely care about. For us, that’s been providing high-quality, natural pet products to Canadian pet owners who want the best for their animals.
2. Customer service isn’t optional – it’s everything.
Acquiring new customers is tough, especially when you’re competing with large retailers. That’s why great customer service is non-negotiable. It’s the key to repeat business and building long-term trust.
3. Keep costs low wherever possible.
Negotiate on rent, choose your service providers carefully, and handle as much as you can yourself in the beginning. Every dollar saved is a dollar that can be reinvested in growth.
4. Be selective with the products you sell.
Not all pet products are created equal. Only offer items that are high quality and offer great value. Customers will remember – and reward – you for this. Brands like Smack and Dr. Marty’s are great examples of the kind of premium, trusted products we aim to carry.
Final Thoughts
Running an e-commerce business in Canada is not without its challenges. High shipping costs, cross-border complications, and growing competition from multinational chains can make it feel like an uphill battle. But with the right mindset, adaptability, and a customer-first approach, it’s possible to thrive.
At Brindle Pet Supplies, we’ve been able to build a successful, growing business by staying focused on our niche, being intentional about every dollar we spend, and always looking for ways to offer more value to our customers. The journey hasn’t been easy – but it’s been worth it.
And we’re just getting started.
