A technology partner behind a fast, scalable marketplace built for global reach.
Marketplace
Modernization
TABLE OF CONTENTS
Our Market USA teamed up with Eros to transform a vision-packed Figma file into a high-performance Shopify ecosystem engineered for speed, flexibility, and long-term growth.
Pet Media Group started as an initiative of two friends who wanted to help animals find homes. It gradually grew into an international network of marketplaces that help users find and buy pets and other animals. They also offer all kinds of animal equipment.
The original purpose of the group has become a corporate responsibility of Pet Media Group today. The company gained over $12 million in investment from Verdane Capital, Back in Black, Otiva Capital, and 183 Invest. They are now on a path to becoming one of the largest companies of its kind in Europe.
Partnership goal:
Our Market
Pet Media Group operates the world's largest network of online pet marketplaces. The company helps over 1.5 million pets find homes each year across Europe and is on a mission to redefine pet rehoming through technology, safety, and animal welfare standards. Founded to modernize Europe's fragmented pet marketplace landscape, PMG has secured over $12 million in investment and is positioning itself as the dominant player in the European market.
Marketplace
United States
Platform unification, platform modernization
Challenge
After acquiring marketplaces like Pets4Homes (UK's largest pet platform with 7 million users), Hästnet (Sweden's horse marketplace), Annunci Animali (Italy), and PuppyPlaats (Netherlands), Pet Media Group faced a serious problem. Each platform operated independently with different codebases, technologies, and data structures. Managing them separately was killing efficiency and blocking the company's growth plans.
The existing setup meant that fixing a bug required fixing it separately on each platform. Adding a new feature? Do it four times. Analyzing business metrics across all markets? Nearly impossible. With plans to acquire more marketplaces, this approach wouldn't scale.
The core challenges included:
Solution
The Software House proposed building one unified platform with a shared codebase that could serve all current and future marketplaces while maintaining each market's unique characteristics. The solution centered on creating a flexible, multilingual system that would allow Pet Media Group to manage all brands from a single platform while preserving what made each marketplace successful in its local market.
The key was designing a custom data migration process that could move millions of records without any marketplace going offline. Rather than a big-bang migration that would risk everything, TSH designed an ETL (Extract, Transform, Load) process with a maintenance mode option. This allowed the team to pause new listings temporarily on the old platform, run the migration, and switch to the new system - all without affecting existing users or losing SEO rankings.
Process
TSH assembled a cross-functional team that evolved based on project needs:
3 QA Engineers ensuring quality across all platforms
2 Product Designers creating consistent user experiences
Several Node.js developers building the backend infrastructure
3 React Native developers creating the mobile app
Frontend developers working on the web application
The team size and composition shifted flexibly throughout the partnership, scaling up for major initiatives like the data migration and adjusting based on specific technical challenges.
Node.js for the unified backend
Custom ETL services for data migration
AWS infrastructure (replacing legacy systems)
DynamoDB for tracking migration state
React for web applications
React Native for mobile apps
The migration process followed a carefully planned ETL approach. Read the article below if you are interested in the details:
The team's top priority was ensuring zero downtime that could impact Pet Media Group's business. The migration happened in carefully planned phases:
Preparation: Built the new unified platform alongside existing systems
Testing: Ran extensive end-to-end test suites to catch issues before they hit production
Migration: Executed data transfers during low-traffic periods with the old platform in maintenance mode
Verification: Confirmed data integrity and SEO preservation before switching traffic
Cutover: Redirected users to the new platform with all their accounts and data intact
Each marketplace was migrated individually, reducing risk and allowing the team to refine the process before moving to the next platform. Users could still access their accounts, sellers kept their listings, and most importantly - 95% of organic traffic was retained throughout the entire migration.
One of PMG platforms
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About Our Market USA
Pet Media Group started as an initiative of two friends who wanted to help animals find homes. It gradually grew into an international network of marketplaces that help users find and buy pets and other animals. They also offer all kinds of animal equipment.
The original purpose of the group has become a corporate responsibility of Pet Media Group today. The company gained over $12 million in investment from Verdane Capital, Back in Black, Otiva Capital, and 183 Invest. They are now on a path to becoming one of the largest companies of its kind in Europe.
400,000
horse owners on the Hastnet platform per month
7,000,000+
users of the Pets4Homes marketplace in the UK
2,700+
animals rehomed every day
Business context
Pet Media Group managed to acquire various pet marketplaces in different markets, including the horse-centered Hastnet, Pets4Homes, Annunci Animali and PuppyPlaats. The acquisitions themselves went smoothly, but the portals were independent entities that had to be managed separately. It was far from optimal.
The team behind Pet Media Group sought to build an efficient ecosystem of websites and apps –several brands under one unified platform – in order to make it easier to use and manage.
Not an easy thing to do with a group of big unrelated and well-established portals…
Partnership goal
To expand Pet Media group's development team in order to upgrade and ship competitive pet marketplaces.
Pet Media Group managed to acquire various pet marketplaces in different markets, including the horse-centered Hastnet, Pets4Homes, Annunci Animali and PuppyPlaats. The acquisitions themselves went smoothly, but the portals were independent entities that had to be managed separately. It was far from optimal.
The team behind Pet Media Group sought to build an efficient ecosystem of websites and apps –several brands under one unified platform – in order to make it easier to use and manage.
Not an easy thing to do with a group of big unrelated and well-established portals…