61Anyone who has ever owned a pet knows that the biggest fear is losing their beloved companion.
Where there is demand, there is a market. For this reason, smart pet wearable devices have emerged and gradually developed into a formidable commercial force.
According to data,the global pet wearable device market size will reach $3.69 billion in 2024 and is expected to grow to $4.16 billion in 2025, with a compound annual growth rate of 14.0% from 2025 to 2032.
Image source:fortunebusinessinsights
In this rapidly growing track, the Austrian brandTractive, with its clear strategy and precise layout, has quickly grown into a globally recognized star brand.
Founded in2012, this pet tech company now has 1.4 million active users in 175 countries worldwide. In 2024, its annual recurring subscription revenue (ARR) exceeded $105 million, accounting for more than 60% of total revenue, with the North American market contributing nearly 40% of revenue.
Image source:Tractive
Precise Entry and Steady Progress:The Brand's Path to Globalization
According to public information,Tractive's success began with precise market insight and solid product strength.
Founded in2012, Tractive was co-founded by three engineers with backgrounds at Microsoft and Amazon. They seized on the core pain point of "pet safety" and launched a pet tracking collar integrating GPS, GSM, and Bluetooth technologies.
In 2013, the debut of this tracking collar at CES quickly brought the brand into the spotlight.
With its technological advantages,Tractive quickly gained traction in the European market, surpassing 270,000 users in 2015 and covering 150 countries.
Tractive founding team Image source: Google
At the same time, capital injection provided strong support forTractive's brand expansion.
In 2012, the company received $5 million in seed funding, completed angel round financing in 2016, and received $35 million in Series A funding in 2021, with investors including Guidepost Growth Equity and Monkfish Equity.
As of2024, total financing has exceeded $37 million.
In July 2025,theycompleted the acquisition of the well-known US smart pet wearable brandWhistle, which doubled their user base in the US market and further consolidated their market position.
Image source:Tractive
Trends and Demand: Industry Tailwinds Driving Brand Growth
In addition,Tractivebrand'ssuccessis alsoinseparable from its accurate grasp of market trends.
Asthe concept of"humanized" pet care deepens,petsare increasinglyregarded asfamily members,and theirhealth, safety, and happinesshave become the core demands owners are willing to invest in.
Based on this, they added anti-lost features to their products, as well as activity monitoring and sleep analysis, which tap into deeper emotional needs of pet owners.
In addition, the "data-driven premium" model explored in cooperation with insurance institutionstransforms health and safety data into actual insurance discounts. Pet owners can enjoy real-time location, health monitoring, and other services while receiving premium reductions and other tangible benefits.
Image source:Tractive
Multi-Platform Layout: How to Reach Global Pet Owners with Content?
Tractivebranddid notsimplystay on product functional advantages, but instead achieved an efficient cycle from exposure to conversion through refined operations that connect the entire marketing chain.
1. TikTok
OnTikTok, Tractivebrand'sstrategy is very direct, placingcontentat the center aroundthe theme of"What do pet owners fear most?"These contents directly hit the anxiety of losing pets, naturally leading toTractive GPS tracker as a solution.
For example, on the brand's official account@tractivegps (41,300 followers), they like to use the most intuitive way to show how to use the product, either by holding it and explaining its functions, or directly filming the real-time movement of a pet wearing the collar on the map. This kind of real-life demonstration lowers the user's understanding threshold and makes technical parameters perceptible.
Image source:TikTok
The effect of this content model is also obvious. For example, a dynamic map video released on May 20 this year by the brand, just 10 seconds long, received over 3.3 million views on TikTok, successfully attracting some users' interest in pet trackers, which is a key step in brand conversion.
Image source:TikTok
In addition,Tractive is also good at leveraging niche influencers to amplify its voice, reaching potential user groups more naturally through authentic experiences and scenario-based content.
TikTok influencer @louieandtodd is a great example. He is an influencer who loves to travel with his cat, making pet trackers especially suitable for him.
In his collaboration videos withTractive, he does not directly showcase the product, but instead integrates the Tractive tracker into various travel scenarios with his cat, subtly highlighting the product's practicality.
So far, his collaboration videos with the brand have received623,900 views, 833 comments, and 63,400 likes, showing excellent interaction and reach.
Image source:TikTok
2. Facebook
OnFacebook, Tractivebrand'score logicissimilar to TikTok, bothare"resonate with pet owners' daily pain points, then provide solutions with the product."
In the product description, they especially emphasize"the world's most trusted smart pet tracker" as the core selling point, using straightforward and powerful language to establish a strong connection with potential consumers right away.
So far,Tractivebrand hasnearly 150,000 followers onFacebook, forming a relatively stable user community.
Image source:Facebook
3. Independent Website and Channel Cooperation
The independent website isan important base for Tractive to build its private domain and convey its brand philosophy.
Theirindependent websitemainlyfocuses on minimalist design+functionality,highlighting core products on the homepage,andusing high-definition images, real videos, and dynamic map demonstrationstointuitively showcaseproduct effects.
At the same time, they have also addedmulti-language operation guides and troubleshooting tutorials to the independent website,whichis very helpfulin lowering the user threshold.
According toSimilarweb statistics, in August 2025itsindependent website had 1.892 million monthly visits, with European and American users accounting for the majority, and repeat customers accounting for about 35%.
From this, we can see thatTractive's independent websitehas gained a stable user base through operations. This model ofbuilding trust and driving long-term revenue by optimizing user experienceis really something domestic brands going overseas can learn from.
Image source:similarweb
In terms of channel layout,Tractive adopts a "online platform penetration + offline professional alliance" hybrid model:
-Online multi-platform coverage: presence on Amazon, Walmart and other mainstream e-commerce platforms, optimizing product pages for different platform characteristics.
-Offline professional channel linkage: cooperation with veterinary clinics and pet chain stores, enhancing trust through device experience zones+data-driven insurance solutions.
This online+offline combined strategy can greatly improve brand visibility. Conversely,brandscan also continuously optimize and iterate products through channel feedback data,achievingmultiple benefits in one go.
Image source:amazon
A Blue Ocean for Doers: Winning "Breadth" with "Depth"
Tractivebrand'scase clearly shows that in today's global market, success is never accidental, butis a road paved by deep user insights, solid product strength, and refined channel operations.
For Chinese companies aiming to go overseas, this means that blindly pursuing traffic dividends or low-price competitionwill not work.
The overseas market remains vast, but the window period belongs to those who are willing to settle down, make good products, tell good stories, andexcel at marketingdoers.
This road may have no shortcuts,but solid cultivation willbringreal value, ultimately leading to a vast world of sustainable and greaterdevelopment potential.