357The global pet market is becoming increasingly segmented, giving rise to countless players showcasing their expertise in niche tracks. Many pet brands, in order to expand their market size, are reaching more consumers with diversified product matrices and building competitive barriers through scenario coverage.
However, amidst this wave, Furbo from Taiwan, China, has taken a different approach. Since its establishment in 2014, the Furbo brand has focused deeply on the single category of pet cameras. With just three core products: the Mini basic model, the 360° dog camera, and the cat-exclusive version, it has built a business map with annual sales exceeding tens of millions of dollars.
Its products have dominated the Amazon pet camera sales charts for years, with an average of one unit sold every 10 seconds and more than 20,000 positive user reviews accumulated.
Image source: Furbo official website
A Decade of Deep Cultivation in One Category
According to public information, the story of the Furbo brand began with the daily anxieties of its founders, Victor Chang and Maggie Cheung.
In 2014, unable to bear the anxious look of their beloved dog Gobi when left alone at home, they surveyed thousands of pet owners and found that 85% of users worried about their pets being home alone. Thus, a device integrating a camera, two-way voice, and treat dispensing functions was born.
In April 2016, this product launched on the crowdfunding platform Indiegogo, reaching its goal within 6 hours and ultimately raising $511,000, setting a crowdfunding record in the pet tech category. After launching on Amazon the same year, the brand reached the top of the category sales chart in just six months.
Furbo brand crowdfunding information Image source: Indiegogo
According to interviews with the Furbo brand founders, by 2017, their brand had covered 12 countries across Europe, America, and Asia, with annual revenue exceeding $10 million.
In the following years, they continued to cultivate this track, constantly innovating around the brand's core system and entering more and more pet-owning households.
By 2025, Furbo's global user base had surpassed 1 million, cumulatively protecting over 32,000 pets.
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Smart Pet Hardware Enters the Era of "Emotional Rigid Demand"
The fundamental reason for Furbo's rapid success is that the global trend in pet consumption is shifting from meeting basic needs to fulfilling pet owners' emotional needs (such as companionship, interaction, and peace of mind), and their product positioning perfectly aligns with this upgrade trend.
According to third-party data, the global smart pet device market is in a period of rapid growth, with the market size expected to grow from $7.63 billion in 2024 to over $17.25 billion in 2025, with a compound annual growth rate of 14.56%. North America accounts for nearly 40% of the market, followed closely by Europe.
At the same time, consumer demand is also upgrading. North American users' demand for pet cameras has shifted from simple "basic monitoring" to a composite need for "emotional companionship + health management," providing broad development space for brands like Furbo.
Image source: Research and Markets
Multi-Platform Penetration: Emotional Storytelling Drives Traffic Conversion
In overall social media platform operations, the Furbo brand has not chosen traditional product promotion, but rather made "real life" the main content theme.
This content strategy is particularly effective on content-driven, high-emotion platforms like TikTok.
For example, Furbo's official TikTok account @furbopetcamera (93,900 followers) connects the product with pet owners' daily lives by sharing user stories, product usage cases, and short videos of pet interactions, establishing the brand association of "Furbo = pet/family safety guardian."
Image source: TikTok
One of the most typical cases is a video posted in June 2023 showing how the Furbo camera helped a user prevent a loss.
In the video, a dog's frantic barking triggered a monitoring alert, allowing the owner to discover a fire and take timely action, preventing more serious consequences.
The video ultimately received 1.4 million views, with many product-related discussions emerging in the comments section, naturally labeling the brand as "professional" and "necessary."
Image source: TikTok
Of course, in addition to user submissions, Furbo also collaborates with many niche influencers to further expand the brand's reach through their influence.
For example, their recent collaboration with TikTok influencer @susanasofiavera, a pet blogger with 115,000 followers, featured a brand partnership video on June 1st showing cats and dogs playing with a robot vacuum under Furbo's surveillance. This brought 1.3 million views to the brand, greatly increasing its visibility.
Image source: TikTok
On image and text-dominated platforms like Facebook, Furbo's strategy shifts to community-based operations and trust-building. Through topics like "dog walking monitoring fun" and "treat dispensing challenges," they continuously encourage users to share real clips and pet stories from their device usage.
This community interaction based on real feedback not only strengthens user loyalty but also promotes natural word-of-mouth spread.
Today, Furbo's official Facebook account has accumulated 280,000 followers, gradually forming an active communication space centered around pet life.
Image source: Facebook
In addition, independent websites, as the core carrier of brand autonomy and value deepening, are also a key part of Furbo's multi-channel layout. To reduce reliance on third-party platforms like Amazon, Furbo actively directs social media traffic to its own independent site and builds a differentiated service system.
On their independent site, they guide consumers to choose suitable products based on their needs through scenario-based displays and product combinations. At the same time, the independent site is also a platform for launching value-added services, such as the subscription service "Furbo Dog Nanny," which offers advanced features like AI health monitoring and emergency alerts.
This model of integrating core hardware and optional services on proprietary channels provides the brand with more stable user touchpoints and profit structure. Data shows that Furbo's independent site receives an average of 208,000 natural visits per month.
Image source: Furbo
The Next Stop for Going Global Belongs to "Deep Well" Brands
Furbo's journey shows that successful globalization does not depend on chasing the broadest trends, but on focusing on a specific user pain point and continuously cultivating solutions.
For domestic companies, the path to going global does not need to be all-encompassing either.
In niche tracks like pet cameras, there are still many unmet emotional needs and technological gaps. Whether it's solving medical monitoring issues for elderly people living alone with pets or designing tiered management systems for multi-pet households, every small pain point may contain the next multi-million-dollar market.
In the future, we look forward to more companies finding their own path and discovering overseas opportunities that belong to them.
