roots.com
roots.com
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Roots: The Canadian Icon with a Digital Identity Crisis
How a 50-year heritage brand navigates the brutal realities of modern e-commerce
Roots isn't just selling sweatpants—it's selling a piece of Canadian identity. But with a 1.3/5 Trustpilot rating and nearly half its traffic coming from direct searches, the brand is caught between heritage and digital transformation.
"Roots has mastered the art of being a cultural institution, but struggles with the mechanics of being a digital-first retailer."
The Traffic Paradox
Roots commands nearly 2.6M monthly visits, yet 79.5% come from undefined markets (likely Canada, given the brand's heritage). The direct traffic (46%) is unusually high—suggesting strong brand recall but potentially weak organic discovery. This isn't a growth strategy; it's a brand dependency.
The Search Moat
When your top keyword is 'roots' (171K monthly searches) and you rank #1, you've won brand ownership. But the second keyword 'roots canada' (39K searches) reveals the problem: customers need to specify the country to find you. This is a brand with a strong core but weak expansion signals.
The numbers tell a story of a company that's mastered the offline-to-online transition but hasn't cracked the code on digital-native growth. With 2,717 employees and nearly $900M in revenue, Roots operates at a scale where every percentage point in conversion matters. Yet their Trustpilot rating of 1.3/5 suggests a fundamental disconnect between brand promise and customer experience.
- Heritage brand with 50+ years of cultural equity in Canada
- Strong brand recall (46% direct traffic) but weak organic discovery
- E-commerce experience failing to match product quality perception
- Global expansion limited by geo-specific search behavior
The Heritage Trap
Roots is caught between being a cultural icon and a digital retailer. The brand equity is real, but the digital experience is failing to convert that equity into loyalty. For investors, the question isn't about growth—it's about whether the brand can modernize without losing its soul.
How much traffic does Roots get?
Traffic & Engagement
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Top Organic Keywords
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What keywords does Roots rank for?
5 keywordsWhat is Roots's revenue?
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What do customers think of Roots?
Canada Roots
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Reviews (20)
Mixed feelings...
This was my first order from Switzerland with Roots. Shipping was fast and smooth, and the Kanga Sweater fits well in size XXL. The material feels good and of nice quality. Unfortunately, the rib hem at the bottom looks stretched out and does not sit snugly. On me, the sweater flares out and almost looks like a little skirt. I expected a much tighter hem. It seems to be an issue with the knit of the material, and I also find it odd that the product photos show a rolled hem. I won’t return it, as shipping from Switzerland is too complicated, but I’m willing to try another Roots item in the future. Overall, good fit and material, but the hem is disappointing — so only an average rating.
Do not order online...
Ordered two pairs of sweatpants...sadly one of them was not desirable when received (fit was not as good as pictures, color was not as pictured online) The system bugged for a while saying my order information was incorrect which made returning a hassle. Sadly they do NOT do free returns/exchanges, I was given no option to exchange and lost 10$ as I did not want to be refunded with a gift card, which is pretty cheap for such a well-known and praised brand. Will not be ordering again
Worst customer service experience
Worst customer service experience. A package was stolen from my doorstep, and Roots wouldn't offer me a refund after Fedex denied the claim because it was "delivered". I also had to hunt them down for follow-up on the case. I paid for something I never received (they also did not have the option to have it delivered to a store at that time.) Never purchasing from them again.
Ordered a flannel shirt 11/20/25
Ordered a flannel shirt 11/20/25. Fell apart after first wash. contacted roots.com for a return for like item. They told me they do not warranty non leather items. Sorry about your luck! Never again!
Took my money then cancelled my order…
Took my money then cancelled my order like they were hoping I’d buy at least one item that was in stock! So frustrating don’t show items in stock if you can’t keep up on sales orders and updated quantities! It’s 2026 come on, ur website runs like it was built in 1999
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About roots.com
Company Overview
Traffic & Audience
roots.com receives approximately 2.6M monthly visitors and ranks #18,679 globally. The website has a bounce rate of 32% with visitors viewing an average of 4.6 pages per visit. Users spend an average of 4:01 on the site.
The majority of roots.com's traffic comes from undefined, undefined, .
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This page provides publicly available information about roots.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit roots.com directly at https://roots.com.