Our Mission

Offer every small pet retailers, veterinarian, pet service provider their own branded online marketplace to rival the large online retailers.

Our Vision

Focused on developing strong and engaged merchant relationships, enabling increased sales through optimal marketing, branding, retail locations, and existing customer relationships.

We hand-craft Creative
Web Solutions with Solid Strategies
& Powerful Technologies.

Product Offering

The LittleFish inventory is updated daily
and across an endless number of stores.
Every store gets 1000’s of
products listed daily.

Better Technology

24×7 availability for POS and API based white label access with real-time updates. Facilitates seamless operations, collaboration and communication.

Customer Focus

Our merchant dashboard and ecommerce engine is built to offer an easy to use system. Our back office systems help our merchants offer superior customer.

Speed to Market

Proprietary modular technology yields rich merchant and customer experience. Enables faster product launches throughout the market spectrum.


LittleFish and the Merchant can now focus on their customer’s needs. Our data as an asset and our AI marketing system will create a start of the art marketing tool.

Social Media

Data driven merchant segmentation lets us focus on important metrics rather than the long tail. Trustworthy data helps drive better products and reduce friction and fraud for purchasers.

Our Fantastic Team

Each member of the senior leadership team has years of relevant expertise in pet wholesale distribution, lead-generation and / or e-commerce.

Robert Miller

Founder & Chief Executive Officer

  • Industry leader with 27+ years experience in Pet Industry
  • Track record of success different verticals in pet industry
  • Public Company Expereince
  • Direct Past Experience: CEO-Public Company, Operations, C-Level Executive, Finance, Investor and Marine Biology

Mark Meyers

Chief Operating Officer & Chief Technology Officer

  • 20 years+ of development and operational experience
  • Former SVP of Product Development for Disney Interactive
  • Small public company and large company expereince
  • Direct Past Experience: CEO-Public Company, Technology, Operations, E-commerce, Finance

Joana Ubach

VP Marketing

  • 10 years experience in e-commerce
  • Created several top notch online marketplaces and sales funnels for brands in the consumer products and services industries
  • Created several top consumer product brands in the toy industry
  • Direct Experience: Co-Founder and Chief Marketing Officer for several web development and lead generation companies

Sergio Salazar

President Exotic Reef Imports

  • Over 25 years experience in pet industry
  • Grew Exotic Reef to $8mm in annual revenue
  • Involved in several start-up operations in aquatics industry
  • Direct Experience: Supply Chain Management, Wholes Distribution, E-commerce, Aquatics, Operations