A Guide to Redirects on Shopify

Why Shopify Store Owners Need to Master Redirects

Summary

• Shopify redirects are URL forwarding mechanisms that send visitors from old or broken URLs to new, active pages on your store.
• Shopify supports 301 (permanent) redirects natively, with a limit of 100,000 redirects for standard stores and 20,000,000 for Plus stores.
• Redirects can be created manually one at a time, imported in bulk via CSV file, or managed through third-party apps.
• Properly implemented redirects preserve SEO link equity, prevent 404 errors, and maintain customer experience during URL changes or site migrations.
• Redirects only function when the original URL returns a 404 error; they cannot redirect active pages.

Shopify redirects are one of the most critical yet frequently overlooked aspects of e-commerce store management. When you change a product URL, delete a collection, or migrate your entire store to a new domain, every old link pointing to your site becomes a potential dead end. Without proper redirects in place, you're not just frustrating customers who land on 404 error pages—you're also losing the search engine authority and rankings you've worked hard to build.

What are Shopify redirects?

A URL redirect automatically sends visitors from one URL to another. When someone clicks a link to an old product page that no longer exists, a redirect ensures they land on a relevant, active page instead of seeing an error message.

Why redirects matter for your store:

• Preserve SEO rankings - Redirects pass link equity from old URLs to new ones, maintaining your search engine authority
• Improve customer experience - Visitors find what they're looking for instead of hitting dead ends
• Maintain backlink value - External links pointing to your old URLs continue to drive traffic
• Prevent lost revenue - Every 404 error is a potential lost sale

When you need redirects:

1. Deleting or discontinuing products
2. Changing product or collection URLs
3. Migrating from another platform to Shopify
4. Switching to a new domain name
5. Restructuring your site navigation
6. Hiding seasonal collections temporarily

Types of redirects Shopify supports:

Shopify exclusively uses 301 redirects, which tell search engines that a page has been moved permanently. This is different from 302 redirects (temporary moves), which don't pass SEO value. The platform handles all redirects as 301s, ensuring maximum SEO benefit.

I'm Steve Pogson, and over the past two decades, I've helped dozens of businesses successfully migrate to Shopify and manage complex redirect strategies to preserve their search rankings. At First Pier, we've implemented Shopify redirects for everything from small product catalog updates to complete platform migrations involving thousands of URLs. This guide will walk you through everything you need to know to handle redirects confidently, whether you're managing a handful of URL changes or planning a major site overhaul.

A Practical Guide to Creating Shopify Redirects

Creating Shopify redirects is a routine task for any store owner managing their online presence. Whether you're making a quick change or handling a major site overhaul, Shopify offers several ways to implement redirects. I'll walk you through each method.

Creating a Single Redirect Manually

For individual URL changes, Shopify's admin provides a straightforward way to create a redirect. This is perfect for when you've updated a product description and its URL handle, or if you've removed a single product.

Here’s how I do it:

1. From your Shopify admin, go to Content > Menus.
2. Click on View URL redirects.
3. Click the Create URL redirect button.
4. In the Redirect from field, enter the old URL that you want to redirect. This URL must be broken (a 404 error) for the redirect to work.
5. In the Redirect to field, enter the new URL where you want to send visitors.
   • If the new URL is on your Shopify store, use a relative path (e.g., /products/new-product-name).
   • If the new URL is on a different domain, use the full URL (e.g., https://www.anotherwebsite.com/new-page).
6. Click Save redirect.

Creating Bulk Redirects with a CSV Import

During larger projects, like a store migration or a major product catalog reorganization, you might need to create hundreds or even thousands of redirects. Manually entering these would be a nightmare. Thankfully, Shopify allows for bulk imports using a CSV file.

Here's my process for handling bulk redirects:

1. First, you'll need to prepare your CSV file. Shopify provides a sample redirects file that I highly recommend using as a template. The file should have two columns: Redirect from and Redirect to.
2. Populate your CSV with all the old URLs in the Redirect from column and their corresponding new URLs in the Redirect to column. Ensure accuracy here, as typos can lead to broken redirects.
3. Once your CSV is ready, steer back to Content > Menus in your Shopify admin.
4. Click View URL redirects.
5. Click the Import button (note: this button only appears after you've created at least one manual redirect).
6. Upload your CSV file and click Import redirects.

That standard Shopify stores can create a maximum of 100,000 URL redirects. For Shopify Plus plan stores, that limit expands significantly to 20,000,000 URL redirects. This considerable capacity means most businesses, even those with extensive catalogs, have plenty of room to manage their redirects effectively.

Using Shopify Apps for Redirect Management

While Shopify's built-in tools are good, sometimes I find that a dedicated app can make redirect management even easier, especially for large stores or those needing more advanced features. Many apps in the Shopify App Store offer improved capabilities beyond what's native to the platform.

The benefits of using a Shopify app for redirects often include:

• Automatic Broken Link Detection: Some apps can scan your store for 404 errors and suggest redirects, saving you a lot of manual work.
• Simplified Management Interface: Apps often provide a more user-friendly dashboard for viewing, editing, and filtering redirects.
• 404 Error Tracking: Many apps offer detailed reports on 404 pages, helping you prioritize which redirects to create.
• Bulk Actions: While Shopify has CSV import, apps can sometimes offer more intuitive bulk editing and deletion features.

For example, I've seen clients use apps like "Easy Redirects" to streamline their process, especially during site migrations where thousands of redirects need to be implemented and monitored. This can take the stress out of what can sometimes seem like a lengthy task.

Shopify's Automatic Redirects

Shopify does have a helpful feature that automatically creates redirects in certain situations, which can save you a step.

When you change the URL handle for a product or collection page, Shopify presents you with an option to "Create a URL redirect for." If you check this box, Shopify will automatically set up a 301 redirect from the old URL to the new one. This is a crucial detail that I always make sure my clients are aware of, as it helps prevent immediate broken links.

However, beyond this specific scenario, Shopify doesn't automatically create redirects without your command. This means that if you delete a product entirely or make changes to other types of pages (like blog posts or static pages), you'll need to manually create the redirect or use a bulk import.

Managing, Editing, and Deleting Your Redirects

Once your redirects are in place, they aren't set in stone forever. I often find myself needing to review, update, or remove redirects as a store evolves. Shopify provides tools within the admin to handle these tasks efficiently.

Navigating the URL Redirects Page

All your created Shopify redirects can be found in one central location:

1. From your Shopify admin, go to Content > Menus.
2. Click on View URL redirects.

Here, you'll see a list of all your redirects, showing both the "Redirect from" and "Redirect to" URLs.

Editing an Existing Redirect

If a destination URL changes again, or if you initially made a mistake, editing a redirect is simple:

1. From the URL redirects page, click on the specific redirect you want to edit.
2. Update the Redirect from or Redirect to fields as needed.
3. Click Save redirect.

Deleting Single Redirects

When a redirect is no longer necessary, I recommend deleting it to keep your list clean and manageable. For example, if an old URL that was redirected now points to a page that has also been removed.

1. From the URL redirects page, click on the specific redirect you want to delete.
2. On the redirect's detail page, click the Delete button (usually found in the top right or bottom left).
3. Confirm your decision.

Deleting Multiple Redirects in Bulk

For larger clean-ups, you can delete multiple redirects simultaneously:

1. On the URL redirects page, select the checkboxes next to the redirects you wish to delete.
2. An action bar will appear at the bottom of the screen. Click the Delete selected redirects button.
3. Confirm your decision.

Filtering Redirects by Date

If you have a long list of redirects, finding a specific one can be challenging. Shopify allows you to filter your redirects:

1. On the URL redirects page, look for the filter options. You can often filter by creation date to find recently added redirects.
2. Apply the desired date range or other criteria.

Saving Custom Filters

For filters you use frequently, you can save them:

1. After applying a filter, click the Save filter button.
2. Give your saved filter a descriptive name.
3. This saved filter will then appear as an option for quick access later.

Exporting Redirects to a CSV File

Exporting your redirects is useful for auditing, backup, or preparing for bulk edits outside of Shopify.

1. On the URL redirects page, click the Export button.
2. Choose whether to export all redirects or just the selected ones.
3. Select the CSV format and click Export redirects. Shopify will email you a link to download the file.

SEO, Best Practices, and Limitations

Understanding how Shopify redirects impact SEO and adhering to best practices is important for maintaining your online store's performance. I've seen how well-managed redirects can safeguard rankings, and how poorly managed ones can lead to significant drops in traffic.

How Shopify Redirects Affect SEO

Redirects are more than just a way to avoid broken links; they are fundamental to your store's search engine optimization.

• Link Equity Transfer: A 301 redirect signals to search engines that a page has permanently moved. It passes the "link equity" or "PageRank" from the old URL to the new one. This means that any SEO value, such as backlinks and authority, associated with the old page is largely transferred to the new page, preserving your rankings.
• Preventing 404 Errors: Too many 404 (page not found) errors can harm your SEO. While a few are natural, a large number indicates a poor user experience and can signal to search engines that your site isn't well-maintained. Redirects prevent these dead ends.
• Crawl Budget Impact: Search engines have a "crawl budget" for your site. If crawlers constantly hit 404s or long redirect chains, they waste that budget and may not index your important pages. Proper redirects help crawlers find and index your active content.
• User Experience Signals: A site without broken links provides a better user experience. Visitors who find what they're looking for are more likely to stay on your site, which can reduce bounce rates and improve other engagement metrics that search engines may use as ranking signals.
• HTTPS as a Ranking Signal: Redirecting from HTTP to HTTPS is a standard security practice. Google has stated that HTTPS is a positive ranking factor. Making sure all traffic redirects to the secure HTTPS version of your site protects customer data and can help with search visibility.
• WWW vs. non-WWW Domain Consistency: Search engines treat www.yourstore.com and yourstore.com as two separate entities. I always recommend choosing one as your primary domain and redirecting the other to it (e.g., redirecting yourstore.com to www.yourstore.com). This combines all your link equity into a single version of your site.

For more specific methods to improve your store's visibility, you can review our SEO services here at First Pier.

Best Practices for Redirects

To get the most out of your Shopify redirects, I always advise following these best practices:

• Redirect to the Most Relevant Page: When a product is discontinued, don't just redirect it to the homepage. Find the most similar product, category page, or blog post that provides value to the user.
• Avoid Redirect Chains: A redirect chain occurs when URL A redirects to URL B, which then redirects to URL C. This slows down page load times and can dilute SEO value. Always redirect directly from the old URL to the final destination (A to C).
• Identify and Fix Redirect Loops: A redirect loop is when URL A redirects to URL B, and URL B redirects back to URL A, creating an endless cycle. This is a terrible user experience and severely impacts SEO. Tools like Screaming Frog can help you audit your site for these issues.
• Use 301s for Permanent Moves: Since Shopify natively uses 301s, this is less of a concern, but it's good to understand that 301s are the correct choice for almost all permanent URL changes.
• Audit Regularly: Your redirect list can grow quickly. Regularly audit your redirects to ensure they are still relevant and working correctly.
• Prioritize During Migrations: When doing a site migration, redirect your most valuable pages first (those with high traffic or many backlinks). This is a key part of a successful migration, and it's an area where our team can provide support.

Understanding Shopify's Redirect Limitations

While useful, Shopify redirects do come with certain limitations that I make sure my clients are aware of:

• Redirect Quantity Limits: As I mentioned earlier, standard Shopify stores have a limit of 100,000 URL redirects. Shopify Plus stores get a much higher limit of 20,000,000. For most small to medium businesses, the standard limit is sufficient, but it's a consideration for very large or rapidly expanding stores.
• Reserved URL Paths: Shopify has specific URL prefixes and paths that cannot be redirected. These include paths that begin with /apps, /application, /cart, /carts, /orders, /shop, or /services. Additionally, you cannot redirect URLs that use fixed Shopify paths like /products, /collections, or /collections/all. This means you can't, for example, redirect /cart to a custom checkout page using Shopify's native redirect tool. You can find more details on these reserved paths in Shopify's documentation.
• Redirects Only Work on Broken (404) URLs: This is a crucial point that often surprises people. A Shopify redirect will only function if the Redirect from URL currently returns a 404 error (page not found). If the original URL still loads an active page, even if it's a blank page or a different product, the redirect will not engage. This means you can't redirect an active page to another active page using this method; you must ensure the "from" page is truly gone or never existed.

Advanced Topics and Troubleshooting

Even with a solid understanding of Shopify redirects, you might encounter more complex scenarios or run into issues. I've gathered some common advanced topics and troubleshooting tips that I frequently share with clients.

Troubleshooting Why Your Shopify Redirects Aren't Working

It's frustrating when you set up a redirect and it doesn't work as expected. Here are the most common reasons I've seen and how to troubleshoot them:

• Typos in URLs: The most common culprit! Double-check both your Redirect from and Redirect to URLs for any spelling errors, extra spaces, or missing slashes. Even a single character difference can break a redirect.
• The "Redirect from" URL is not broken: As discussed, a Shopify redirect only works if the source URL (Redirect from) generates a 404 error. If that page still exists and loads content, the redirect won't fire. Ensure the page you're redirecting from is truly gone or unpublished.
• Browser Caching Issues: Your browser often caches redirects to speed up future visits. If you've recently created or changed a redirect, your browser might still be remembering the old one. Clear your browser's cache and cookies, or test the redirect in an incognito/private browsing window.
• Redirecting a Restricted Path: Make sure you're not trying to redirect one of Shopify's reserved URL paths, like /cart or /products. These simply won't work.
• Third-Party App Conflicts: Occasionally, a third-party app might interfere with how redirects are handled. If you've installed a new app recently and redirects stopped working, try disabling it temporarily to see if that resolves the issue.

If you've checked all these points and your redirect still isn't working, contact Shopify support or a development partner like us here at First Pier.

Redirects for International Stores

If you operate an international store using Shopify Markets, managing redirects requires more specific attention. Shopify Markets uses subfolders (e.g., yourstore.com/en-ca for Canada) to differentiate markets and languages.

• How Redirects Work with Subfolders: When you create a standard URL redirect in Shopify, it generally applies across all language or market subfolders. For example, if yourstore.com/old-product redirects to yourstore.com/new-product, then yourstore.com/en-ca/old-product would also redirect to yourstore.com/en-ca/new-product.
• Creating Individual Redirects for Specific Markets or Languages: However, if you need a different destination for a specific market or language, you can create individual redirects for each subfolder. For example, you might redirect yourstore.com/en-ca/old-product to yourstore.com/en-ca/canada-specific-new-product, while yourstore.com/en-us/old-product redirects to yourstore.com/en-us/us-specific-new-product. This granular control ensures a custom experience for each market.

Automatic Storefront Redirection

Beyond manually created redirects, Shopify also offers automatic storefront redirection based on your customers' location and language preferences. This feature helps provide a localized experience.

• Geolocation-based Redirection: Shopify can automatically detect a customer's country or region based on their IP address. If you have multiple markets set up (e.g., different domains or subfolders for Canada and the US), Shopify can redirect them to the appropriate store version.
  • To activate this, go to Online Store > Preferences in your Shopify admin. In the Automatic redirection section, activate the Country/region setting.
• Language Settings: Similarly, Shopify can detect a customer's browser language preference and automatically switch the storefront language if that language is available and published for your market.
  • You can activate this feature in the same Automatic redirection section under Online Store > Preferences, by activating the Language setting.
• Dedicated vs. Shared Domains: For markets with dedicated domains (e.g., store.ca for Canada and store.com for the US), content is indexed by search engines. For markets sharing a domain, Shopify adjusts content (like currency) but the localized content isn't indexed as separate pages by search engines.
• EU Compliance Rules: For customers in the European Union, there are specific rules. If a customer from France visits a .de (Germany) domain, they aren't automatically redirected to a .fr domain due to legislation. This ensures customers land on the specific store they intended to visit. For non-country-specific domains (like .com), automatic redirection for EU customers is generally allowed. You can find detailed instructions on setting up automatic storefront redirection.
• Google's View on Auto-Redirection: While convenient, Google's best practice generally doesn't recommend auto-redirection for geo-located domains. This is partly because Google's crawlers are primarily based in the US, so if you auto-redirect, Google might only ever see one version of your website. I always advise balancing user experience with Google's best practice recommendations for international SEO.

Partner with an Expert for Your Shopify Needs

Properly managing Shopify redirects is a key part of maintaining an online store, both for customer experience and for preserving SEO rankings. This guide provides the information needed to handle most redirect tasks.

However, some situations, like large site migrations or persistent redirect problems, can be complex. Here at First Pier, we have years of experience in Shopify development and have helped many businesses with these issues.

If you need help with complex redirect plans, site migrations, or ongoing SEO management, contact our Shopify agency in Portland, Maine, to discuss the project.