Privacy policy

Roots Pet operates this store and website, including all related information, content, features, tools, products and services, in order to provide you, the customer, with a curated shopping experience (the "Services"). Roots Pet is powered by Shopify, which enables us to provide the Services to you. This Privacy Policy describes how we collect, use, and disclose your personal information when you visit, use, or make a purchase or other transaction using the Services or otherwise communicate with us. If there is a conflict between our Terms of Service and this Privacy Policy, this Privacy Policy controls with respect to the collection, processing, and disclosure of your personal information.

Please read this Privacy Policy carefully. By using and accessing any of the Services, you acknowledge that you have read this Privacy Policy and understand the collection, use, and disclosure of your information as described in this Privacy Policy.

Notice at Collection

This is a short summary of what we collect and why, provided at or before the point of collection for residents of U.S. states that require it. The full detail is in the sections that follow.

• What we collect. Contact details, account information, order and transaction information, the messages you send us, and device and usage information such as your IP address, browser type, and how you move through the site.
• Why we collect it. To take and fulfill your orders, manage your subscription, provide customer support, keep the store secure, understand how the site performs, and show you marketing that is relevant to you.
• Do we sell or share it? We do not sell your personal information for money. We do share information about your activity with advertising and analytics partners so that our advertising reaches people likely to be interested in it. Several U.S. state privacy laws treat that activity as a "sale" or as "sharing" for targeted advertising, so we describe it that way and give you a straightforward way to opt out.
• Sensitive information. We do not collect or process sensitive personal information in order to infer characteristics about you.
• How long we keep it. For as long as we need it for the purposes described in this policy, plus any period required by tax, accounting, or other applicable law.
• Your choices. You can opt out of this sharing at any time using the Your Privacy Choices link in our site footer or on our Your Privacy Choices page, or by browsing with a Global Privacy Control signal enabled.

Personal Information We Collect or Process

When we use the term "personal information," we are referring to information that identifies or can reasonably be linked to you or another person. Personal information does not include information that is collected anonymously or that has been de-identified, so that it cannot identify or be reasonably linked to you. We may collect or process the following categories of personal information, including inferences drawn from this personal information, depending on how you interact with the Services, where you live, and as permitted or required by applicable law:

• Contact details including your name, address, billing address, shipping address, phone number, and email address.
• Financial information including credit card, debit card, and financial account numbers, payment card information, financial account information, transaction details, form of payment, payment confirmation and other payment details.
• Account information including your username, password, security questions, preferences and settings.
• Transaction information including the items you view, put in your cart, add to your wishlist, or purchase, return, exchange or cancel and your past transactions.
• Communications with us including the information you include in communications with us, for example, when sending a customer support inquiry.
• Device information including information about your device, browser, or network connection, your IP address, and other unique identifiers.
• Usage information including information regarding your interaction with the Services, including how and when you interact with or navigate the Services.

Mistake reports. If you use the "Found a mistake?" form in our dog health quiz or on one of our breed pages, we store what you wrote, the address of the page, the breed or health condition it is about, and the time. You can also give us your email address. We keep it only if you tick the box allowing us to email you about the report, and we use it only to follow up on that report, never for marketing. To prevent abuse we also store a one-way hash of your IP address and your browser details. We delete the email, the IP hash and the browser details 30 days after the report. The rest of the report is kept so we can track the correction.

Personal Information Sources

We may collect personal information from the following sources:

• Directly from you including when you create an account, visit or use the Services, communicate with us, or otherwise provide us with your personal information;
• Automatically through the Services including from your device when you use our products or services or visit our websites, and through the use of cookies and similar technologies;
• From our service providers including when we engage them to enable certain technology and when they collect or process your personal information on our behalf;
• From our partners or other third parties.

How We Use Your Personal Information

Depending on how you interact with us or which of the Services you use, we may use personal information for the following purposes:

• Provide, Tailor, and Improve the Services. We use your personal information to provide you with the Services, including to perform our contract with you, to process your payments, to fulfill your orders, to remember your preferences and items you are interested in, to send notifications to you related to your account, to process purchases, returns, exchanges or other transactions, to create, maintain and otherwise manage your account, to arrange for shipping, to facilitate any returns and exchanges, to enable you to post reviews, and to create a customized shopping experience for you, such as recommending products related to your purchases. This may include using your personal information to better tailor and improve the Services.
• Marketing and Advertising. We use your personal information for marketing and promotional purposes, such as to send marketing, advertising and promotional communications by email, text message or postal mail, and to show you online advertisements for products or services on the Services or other websites, including based on items you previously have purchased or added to your cart and other activity on the Services.
• Security and Fraud Prevention. We use your personal information to authenticate your account, to provide a secure payment and shopping experience, detect, investigate or take action regarding possible fraudulent, illegal, unsafe, or malicious activity, protect public safety, and to secure our services. If you choose to use the Services and register an account, you are responsible for keeping your account credentials safe. We highly recommend that you do not share your username, password or other access details with anyone else.
• Communicating with You. We use your personal information to provide you with customer support, to be responsive to you, to provide effective services to you and to maintain our business relationship with you.
• Legal Reasons. We use your personal information to comply with applicable law or respond to valid legal process, including requests from law enforcement or government agencies, to investigate or participate in civil discovery, potential or actual litigation, or other adversarial legal proceedings, and to enforce or investigate potential violations of our terms or policies.

Cookies and Tracking Technologies

We use cookies and similar technologies to keep the store working, for example to remember what is in your cart and to keep you signed in, and also to understand how the site is used and to measure our advertising. Some are set by us and some by our service providers and partners.

How we ask for your choices. We use Shopify's cookie banner. Your location decides what you see:

• European Economic Area, United Kingdom, Switzerland and Brazil. You see a cookie banner when you first visit. Beyond what is strictly necessary to run the store, we do not use analytics, marketing or preference cookies until you accept them in the banner.
• United States and everywhere else. We do not show a cookie banner. These technologies run by default, and you can opt out of the "sale" or "sharing" of your personal information on our Your Privacy Choices page. If your browser sends a Global Privacy Control signal, we treat it as an opt-out request for that browser.

Categories of technologies we use.

• Strictly necessary. Runs the store: cart, checkout, sign-in, payments, security and fraud prevention, and remembering your cookie choice. Always on.
• Functionality. Remembers your settings and supports basic features and interactions.
• Experience. Shows embedded content such as product reviews.
• Measurement. Tells us how the site is used and how it performs, so we can improve it.
• Marketing. Measures our advertising, shows you relevant ads on other websites and supports our email and text message marketing.

You can also block or delete cookies in your browser settings, though browser settings do not allow consent by category. For interest-based advertising in general, you can use the tools of YourOnlineChoices (EU and UK), the Network Advertising Initiative (US), the Digital Advertising Alliance (US), DAAC (Canada) or DDAI (Japan). If you block cookies, some features of the store may not work.

Text Messages (SMS, RCS)

If you sign up for text messages, we use your mobile phone number to send you the marketing and order-related messages you agreed to receive, including cart reminders. We send these messages through our SMS/RCS service provider. Message frequency varies and message and data rates may apply. You can stop receiving text messages at any time by replying STOP, and reply HELP for help.

Our website uses cookies to help keep track of items you put into your shopping cart, including when you have abandoned your cart. This information is used to determine when to send cart reminder messages by text message.

How We Disclose Personal Information

In certain circumstances, we may disclose your personal information to third parties for legitimate purposes subject to this Privacy Policy. Such circumstances may include:

• With service providers who work on our behalf. These handle things like IT management, website and quiz hosting, payment processing, order fulfillment and shipping, customer support, product reviews, subscription management, and data analytics. They may only use your information to perform that work for us. They currently include Shopify (store platform and payments), Supabase (hosting and database for our online dog health quiz), Sentry (error monitoring for our online dog health quiz; when an error occurs, its report can include your IP address, your browser and device details, the address of the page or request, and cookies sent to the quiz, but not your email, your quiz answers or your result link), Tracklution (measurement and server-side event forwarding), Judge.me (product reviews), and Loop (subscriptions).
• With advertising, analytics, and marketing partners. We share information about your visit and your orders, such as the pages you view, items you add to your cart, order value, device and browser information, and identifiers such as cookie IDs or a hashed form of your email address, with advertising platforms and analytics providers. This lets us measure whether our advertising works and reach people likely to be interested in what we make. We also use Shopify to support personalized advertising with third-party services based on your online activity across different merchants and websites. Some of this information is sent from our servers rather than from your browser. It describes the same activity either way, and we apply your privacy choices to both. These partners use the information in accordance with their own privacy notices. As noted above, several U.S. state privacy laws treat this kind of sharing as a "sale" or as "sharing" for targeted advertising, and you can opt out at any time using the Your Privacy Choices link in our site footer or on our Your Privacy Choices page. The above excludes text messaging originator opt-in data and consent; this information will not be shared with any third parties.
• When you direct, request us or otherwise consent to our disclosure of certain information to third parties, such as to ship you products or through your use of social media widgets or login integrations.
• With our affiliates or otherwise within our corporate group.
• In connection with a business transaction such as a merger or bankruptcy, to comply with any applicable legal obligations (including to respond to subpoenas, search warrants and similar requests), to enforce any applicable terms of service or policies, and to protect or defend the Services, our rights, and the rights of our users or others.

Relationship with Shopify

The Services are hosted by Shopify, which collects and processes personal information about your access to and use of the Services in order to provide and improve the Services for you. Information you submit to the Services will be transmitted to and shared with Shopify as well as third parties that may be located in countries other than where you reside, in order to provide and improve the Services for you. In addition, to help protect, grow, and improve our business, we use certain Shopify enhanced features that incorporate data and information obtained from your interactions with our Store, along with other merchants and with Shopify. To provide these enhanced features, Shopify may make use of personal information collected about your interactions with our store, along with other merchants, and with Shopify. In these circumstances, Shopify is responsible for the processing of your personal information, including for responding to your requests to exercise your rights over use of your personal information for these purposes. To learn more about how Shopify uses your personal information and any rights you may have, you can visit the Shopify Consumer Privacy Policy . Depending on where you live, you may exercise certain rights with respect to your personal information here Shopify Privacy Portal Link.

Third Party Websites and Links

The Services may provide links to websites or other online platforms operated by third parties. If you follow links to sites not affiliated or controlled by us, you should review their privacy and security policies and other terms and conditions. We do not guarantee and are not responsible for the privacy or security of such sites, including the accuracy, completeness, or reliability of information found on these sites. Information you provide on public or semi-public venues, including information you share on third-party social networking platforms may also be viewable by other users of the Services and/or users of those third-party platforms without limitation as to its use by us or by a third party. Our inclusion of such links does not, by itself, imply any endorsement of the content on such platforms or of their owners or operators, except as disclosed on the Services.

Children's Data

The Services are not intended to be used by children, and we do not knowingly collect any personal information about children under the age of majority in your jurisdiction. If you are the parent or guardian of a child who has provided us with their personal information, you may contact us using the contact details set out below to request that it be deleted.As of the Effective Date of this Privacy Policy, we do not have actual knowledge that we "share" or "sell" (as those terms are defined in applicable law) personal information of individuals under 16 years of age.

Security and Retention of Your Information

Please be aware that no security measures are perfect or impenetrable, and we cannot guarantee "perfect security." In addition, any information you send to us may not be secure while in transit. We recommend that you do not use unsecure channels to communicate sensitive or confidential information to us.

How long we retain your personal information depends on different factors, such as whether we need the information to maintain your account, to provide you with Services, comply with legal obligations, resolve disputes or enforce other applicable contracts and policies.

For mistake reports, we delete the optional email, the hashed IP address and the browser details 30 days after the report.

Your Rights and Choices

Depending on where you live, you may have some or all of the rights listed below in relation to your personal information. However, these rights are not absolute, may apply only in certain circumstances and, in certain cases, we may decline your request as permitted by law.

• Right to Access / Know. You may have a right to request access to personal information that we hold about you.
• Right to Delete. You may have a right to request that we delete personal information we maintain about you.
• Right to Correct. You may have a right to request that we correct inaccurate personal information we maintain about you.
• Right of Portability. You may have a right to receive a copy of the personal information we hold about you and to request that we transfer it to a third party, in certain circumstances and with certain exceptions.
• Right to Opt out of Sale or Sharing for Targeted Advertising. Depending on where you reside, you may have a right to opt out of the "sale" or "share" of your personal information or to opt out of the processing of your personal information for purposes considered to be "targeted advertising", as defined in applicable privacy laws. You can exercise your rights to opt-out of those uses here. Please note that if you visit our website with the Global Privacy Control opt-out preference signal enabled, depending on where you are, we will automatically treat this as a request to opt-out for the device and browser that you use to visit the website. If we are able to associate the device sending the signal to a Shopify account, we will apply the opt out request to the account as well. To learn more about Global Privacy Control, you can visit https://globalprivacycontrol.org/. Other than the Global Privacy Control, we do not recognize other "Do Not Track" signals that may be sent from your web browser or device.
• Managing Communication Preferences. We may send you promotional emails, and you may opt out of receiving these at any time by using the unsubscribe option displayed in our emails to you. You can opt out of text messages at any time by replying STOP to any message. If you opt out, we may still send you non-promotional emails, such as those about your account or orders that you have made. 

You may exercise any of these rights where indicated on the Services or by contacting us using the contact details provided below. To learn more about how Shopify uses your personal information and any rights you may have, including rights related to data processed by Shopify, you can visit https://privacy.shopify.com/en.

We will not discriminate against you for exercising any of these rights. We may need to verify your identity before we can process your requests, as permitted or required under applicable law. In accordance with applicable laws, you may designate an authorized agent to make requests on your behalf to exercise your rights. Before accepting such a request from an agent, we will require that the agent provide proof you have authorized them to act on your behalf, and we may need you to verify your identity directly with us. We will respond to your request in a timely manner as required under applicable law.

Users in Switzerland

Under the Swiss Federal Act on Data Protection you may, within the limits of the law: access your personal data; object to its processing, which includes asking us to restrict processing, to delete or destroy the data, or to stop specific disclosures to third parties; receive your data and have it transferred to another controller; and ask us to correct incorrect data. Requests are free of charge and are answered as early as possible. Send them to the contact details below.

Users in Brazil

Under the Lei Geral de Proteção de Dados (LGPD) we process your personal information only where we have a legal basis. The bases are: your consent; compliance with a legal or regulatory obligation; carrying out a contract with you or the steps before one; the exercise of our rights in judicial, administrative or arbitration proceedings; protection of life or physical safety; our legitimate interests, where your fundamental rights and liberties do not prevail; and credit protection. You have the right to:

• confirm that processing exists and access your information;
• correct incomplete, inaccurate or outdated information;
• have unnecessary or excessive information anonymized, blocked or deleted;
• be told whether you can refuse consent, and what happens if you do;
• learn which third parties we share your information with;
• port your information to another provider;
• delete information processed on the basis of your consent;
• revoke consent at any time;
• complain to the ANPD or to consumer protection bodies;
• oppose processing that does not comply with the law;
• request review of decisions made solely by automated processing.

You will not be discriminated against for exercising these rights. Make requests free of charge through the contact details below. For a full access request we respond within 15 days. We transfer information outside Brazil only in the cases the LGPD permits, for example where it is necessary to carry out a contract with you or to comply with a legal obligation, or where the ANPD has authorized it.

Users in U.S. states with privacy laws

These rights apply to residents of California, Virginia, Colorado, Connecticut, Utah, Texas, Oregon, Nevada, Delaware, Iowa, New Hampshire, New Jersey, Nebraska, Tennessee, Minnesota, Maryland, Indiana, Kentucky, Rhode Island and Montana.

• All of these states: access and know, correct, delete, obtain a portable copy, opt out of the sale of your personal information, and not be discriminated against for exercising your rights.
• California: you also have the right to opt out of the sharing of your personal information for cross-context behavioral advertising, and to limit our use of sensitive personal information.
• Virginia, Colorado, Connecticut, Texas, Oregon, Nevada, Delaware, Iowa, New Hampshire, New Jersey, Nebraska, Tennessee, Minnesota, Maryland, Indiana, Kentucky, Rhode Island and Montana: you also have the right to opt out of targeted advertising and of profiling that produces legal or similarly significant effects, and the right to give, deny or withdraw consent for processing of sensitive personal information.
• Minnesota and Maryland: you can also obtain a list of the specific third parties we have disclosed your personal data to.
• Utah and Iowa: you also have the right to opt out of targeted advertising and of processing of sensitive personal information.

To opt out of sale, sharing or targeted advertising, use our Your Privacy Choices page or a Global Privacy Control signal.

Complaints

If you have complaints about how we process your personal information, please contact us using the contact details provided below. Depending on where you live, you may have the right to appeal our decision by contacting us using the contact details set out below, or lodge your complaint with your local data protection authority. For the EEA, you can find a list of the responsible data protection supervisory authorities here.

International Transfers

Please note that we may transfer, store and process your personal information outside the country you live in.

If we transfer your personal information out of the European Economic Area or the United Kingdom, we will rely on recognized transfer mechanisms like the European Commission's Standard Contractual Clauses, or any equivalent contracts issued by the relevant competent authority of the UK, as relevant, unless the data transfer is to a country that has been determined to provide an adequate level of protection.

Changes to This Privacy Policy

We may update this Privacy Policy from time to time, including to reflect changes to our practices or for other operational, legal, or regulatory reasons. We will post the revised Privacy Policy on this website, update the "Last updated" date and provide notice as required by applicable law.

Contact

Should you have any questions about our privacy practices or this Privacy Policy, or if you would like to exercise any of the rights available to you, please email us at privacy@rootspet.com, call (302) 440-5157, or write to us at Roots Pet Inc., 1007 N Orange St, Ste 4953, Wilmington, DE 19801, United States.

For the purpose of applicable data protection laws, including the EU and UK General Data Protection Regulation, Roots Pet Inc. is the data controller of your personal information.

Definitions

"Sale" means any exchange of personal information with a third party for monetary or other valuable consideration, as defined by the applicable U.S. state privacy law. "Sharing" means disclosing personal information to a third party for cross-context behavioral advertising, as defined by California privacy law. "Targeted advertising" means showing ads selected on the basis of personal information obtained from your activity over time across unaffiliated websites or apps. Disclosing personal information to a service provider under a written contract that meets legal requirements is not a sale or sharing.

Last updated: October 28, 2026