Masterpet operates as a classic wholesale distributor, partnering with pet retailers and supermarkets across Australia and New Zealand. Their model is simple but powerful: they aggregate pet products and supply them to stores that then sell to end consumers. With 335 employees and $15M in revenue, they're a mid-sized player with deep regional roots. Their website traffic of 1,670 monthly visits reveals a purely functional B2B site—no SEO-driven content, no e-commerce for consumers, just a digital storefront for their retail partners.

Here's the interesting contradiction: Masterpet's website traffic is minimal, yet their revenue is solid. This isn't a failure—it's a feature of their B2B model. They don't need millions of consumers visiting masterpet.com; they need hundreds of retail buyers making bulk orders. Their tech stack (jQuery, Slick, Bootstrap) suggests a practical, no-frills approach. They're not building a consumer-facing tech product; they're building a reliable supply chain engine. The 1,670 monthly visits likely come from their own retail partners and internal staff, not pet owners.