Dog City

Making specialist pet food easier to buy

Our WooCommerce development for DogCity focused on turning a specialist pet food catalogue into a straightforward online shopping experience. The Croatian retailer sells food for dogs and cats across brands including Josera, JosiDog, Bavaro, Green Petfood and Dr. Clauder’s. The current store carries more than 160 products.

Pet food creates a different e-commerce challenge from a typical retail catalogue. Customers are not choosing on appearance alone. Age, activity level, ingredients, dietary sensitivities, breed size and other nutritional requirements can all influence which product is suitable.

We structured the store around those decisions, helping customers move from a broad catalogue towards products that match the needs of their pet.

Product discovery built around real choices

A major part of the project was making the catalogue easier to navigate. Dog and cat food have their own structures, with filtering based on characteristics such as age, activity, dietary requirements, food type and packaging.

This gives customers several ways to find suitable products without already knowing a specific product name. Category pages support browsing, while filters help narrow the selection as requirements become more specific.

The structure also gives DogCity room to expand its catalogue without making the shopping experience increasingly difficult as more products are introduced.

Helping customers choose the right food

The website needed to do more than organise products. We created an interactive recommendation journey that asks customers about their pet and uses those answers to guide them towards suitable food options.

This changes product discovery from simply searching a catalogue into a more useful decision-making experience. It is particularly valuable for customers who understand their pet’s needs but do not know which specific formula matches them.

Individual product pages continue that approach with clear benefits, ingredients, nutritional information, package variations and pricing. Some products also support very specific requirements, including grain-free, hypoallergenic and vegetarian diets.

WooCommerce built for repeat purchasing

Pet food is naturally a repeat-purchase category, so the WooCommerce development needed to make returning to the store as simple as discovering a product for the first time.

We designed the purchasing journey around clear product options, package sizes, promotional products and straightforward checkout. The store also communicates practical incentives such as free delivery thresholds directly within the shopping experience.

The result is an e-commerce platform that supports both first-time product discovery and the regular purchasing behaviour at the heart of DogCity’s business.