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天猫跌破50%，抖音市占率四年翻倍至25.6%

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所属报告：

宠物食品行业系列深度之九：2026年“618”宠物行业发生哪些新变化？-260715（34页）.pdf

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2022年至2026年上半年，宠物食品三大电商平台格局持续演变。天猫占比从61.5%降至49.4%，首次跌破50%；抖音从11.7%翻倍至25.6%，成为第二大渠道；京东占比在24.4%-26.7%区间窄幅波动，2026H1为24.9%。抖音是份额增长最快的平台。数据来源：久谦咨询、申万宏源研究

宠物食品主要电商平台占比变化
时间	天猫	京东	抖音
2022	61.5%	26.7%	11.7%
2023	55.9%	25.1%	19.0%
2024	53.7%	24.7%	21.6%
2025	51.4%	24.4%	24.2%
2026H1	49.4%	24.9%	25.6%

数据来源：久谦咨询、申万宏源研究

从宠物食品主要电商平台占比的变化来看，可以提炼出三个关键判断：
天猫份额持续流失，四年下降12.1个百分点。天猫从2022年的61.5%降至2026H1的49.4%，累计下降12.1个百分点，首次跌破50%关口。其中2022-2023年降幅最大（-5.6个百分点），此后每年稳定下降约2-3个百分点，反映其流量优势正被新兴平台分流。
抖音份额四年翻倍，从边缘到主流。抖音从2022年的11.7%增长至2026H1的25.6%，四年间份额翻倍以上（+13.9个百分点）。2023年同比提升7.3个百分点为增长最快年份，此后增速放缓但仍持续增长，已超过京东成为第二大宠物食品电商平台。
京东份额趋于稳定。京东在24.4%-26.7%区间窄幅波动，2026H1为24.9%，基本稳定在四分之一的市场份额。京东凭借物流优势和平台信任度，在宠物食品领域保持了稳定的渠道地位，与天猫、抖音形成“三足鼎立”格局。