NEW YORK, April 3, 2013 /PRNewswire/ -- Founded by a former Wall St. investment analyst frustrated by the online shopping experience for his new dog, DugDug.com represents the next evolution in price comparison shopping. According to the American Pet Products Association, pet ownership is at an all-time high. U.S. households are estimated to have spent $52.9 billion on their pets in 2012, with basic annual expenses for a dog or cat exceeding $1,000. However, the vast majority of purchases remain offline despite the tremendous savings that Internet merchants offer. DugDug aims to change this. David Keh, a Stanford University graduate with an M.B.A from Harvard Business School, created a comparison shopping site that delivers highly curated results for pet supplies through an elegant, yet simple interface. Focusing exclusively on pets allows DugDug to offer unique features. These include screening for counterfeit and imported pet medications not approved by the FDA, validated merchant coupons, and an extensive library of noteworthy tools and pet education articles written by fellow pet owners and industry experts. There is even a proprietary veterinarian panel that will share its medical expertise. "Comparing prices on pet products today is next to impossible. All you get from price comparison sites are pages full of advertisements and irrelevant results across different sizes or products," said founder and CEO David Keh. "We obsess about one thing and one thing only – finding the lowest prices for pet owners and presenting them through a wonderful user experience." In addition to the website, DugDug has released a unique web browser enhancement, called Rover, which automatically finds coupon codes for pet owners. Once Rover is installed, pet owners no longer need to worry about finding coupon codes. They will be automatically notified when they are on any pet shopping site without having to leave the site.