A Shopify URL redirect sends anyone who visits an old address to a new one, so removed or renamed products and collections do not lead to error pages. For SEO, the key habits are to keep URLs short and stable, redirect every address you remove to the closest useful page, and check the limits Shopify places on redirects. If you are planning a migration or clean-up, see my Shopify SEO service.
Stores change constantly: products are discontinued, collections are merged and pages are renamed. Each change can leave behind an address that shoppers, search engines and other websites still use. This guide explains how Shopify's redirect tool works, what it cannot do and how to plan URL changes safely.
Redirect Rules In Brief
- Redirect every removed address. Send it to the closest useful page instead of leaving an error.
- Keep URLs stable. Every address you change creates work and a small risk.
- Know Shopify's limits. Some paths cannot be redirected, and only broken addresses can be.
- Redirect to a relevant page. Sending everything to the homepage helps neither shoppers nor search engines.
- Check markets and languages. Redirects may be needed separately for each locale.
What A Redirect Does
A redirect tells a browser or a search engine that an address now lives somewhere else. A permanent redirect, often called a 301, signals that the move is lasting. Google explains the different types in its documentation on redirects and Google Search. For a store, this matters because old product and collection addresses can still be bookmarked, linked from other websites or kept in search results.
How To Create A URL Redirect In Shopify
Shopify's help page on creating and managing URL redirects describes the process. In the admin, you open Menus, choose View URL Redirects and select Create URL redirect. You enter the old address in Redirect from and the new one in Redirect to, then save. Use a relative address for destinations on your own domain and a full address for destinations elsewhere. The documentation says redirects start working immediately.
What Shopify Redirects Cannot Do
The same help page lists limits that are easy to miss. Plan around them before you promise a client or a team that "everything can be redirected".
| Limit in Shopify's documentation | What it means in practice |
|---|---|
| Only broken URLs can be redirected | An address that still shows a live page cannot be redirected until it is gone |
| Some prefixes and fixed paths are excluded, such as /apps, /cart, /orders, /products and /collections | You cannot redirect those paths themselves |
| Collection tag filter addresses cannot be redirected | Handle old filtered addresses in another way |
| Query-string addresses might not work as expected | Test any redirect that involves parameters |
| Markets with subfolders need their own redirects | Create separate redirects for each locale |
| A redirect limit applies to each store | Large catalogs should plan which redirects are worth keeping |
Check the current help page for exact numbers, because platform limits can change.
Where Each Removed Page Should Go
The destination matters as much as the redirect itself. A redirect should send people to the page that best replaces the one they wanted. The table gives a starting point for the common cases.
| Situation | Where to redirect | Why |
|---|---|---|
| Product replaced by a similar one | The replacement product | It is the closest match for shoppers |
| Product discontinued, no replacement | The collection it belonged to | Keeps shoppers browsing relevant items |
| Collection merged into another | The collection that now holds the products | Passes visitors to the live version |
| Page renamed or moved | The new address of the same page | Keeps links and bookmarks working |
| Temporarily out of stock | No redirect: keep the page | The page is still useful and may rank |
Avoid redirecting every removed page to the homepage. It rarely matches what the visitor wanted, and our eCommerce technical SEO guide explains why a close match is better.
Keep Product And Collection URLs Clean
Shopify builds product and collection addresses from a name for each page, so the address changes if that name changes. Choose short, readable names that describe the item, and decide them before you publish. Google's advice on URL structure for eCommerce sites recommends descriptive, consistent and persistent URLs. If a name must change after launch, create a redirect from the old address first, then update your menus and internal links so they point to the new one.
A Redirect Checklist In Priority Order
Work from the highest priority to the lowest, and start with pages that have traffic or links.
| Priority | Task | Why it matters |
|---|---|---|
| Highest | List removed or renamed pages that had traffic, sales or links | These are the addresses most worth keeping |
| High | Redirect each one to its closest relevant page | Keeps visitors and signals on a useful page |
| High | Test each redirect in a browser | Confirms it works and goes to the right place |
| Medium | Update menus and internal links to the new addresses | Avoids sending people through a redirect unnecessarily |
| Medium | Check markets and languages for separate redirects | Locales may not be covered automatically |
| Lower | Review old redirects now and then | Keeps the list tidy and accurate |
Redirect Pitfalls Worth Knowing
- Browsers and search engines remember redirects. Shopify's documentation notes that permanent redirects are cached, so removing one may not take effect immediately.
- Do not redirect pages that should stay live. A page that is only out of stock for a while should keep its address.
- Avoid chains of redirects. Point old redirects straight at the final page.
- Test after every change. A typing mistake in a redirect can send shoppers to the wrong page.
- Plan before a redesign or migration. Map every old address to a new one first. Our Shopify SEO guide covers the wider picture.
Frequently Asked Questions
How Do I Create A URL Redirect In Shopify?
Open Menus in the admin, choose View URL Redirects, then select Create URL redirect. Enter the old address and the new address, and save.
Can I Redirect A Page That Still Works?
No. Shopify's documentation says only broken addresses can be redirected, such as ones that show Page not found.
Where Should I Redirect A Discontinued Product?
To a close replacement if there is one, or to the collection the product belonged to. Avoid sending it to the homepage.
Do I Need Redirects For Each Market Or Language?
Shopify's documentation says redirects do not automatically cover every market subfolder, so create them for each locale you use.
Should I Change A Product's URL After Launch?
Only if there is a good reason. If you do, create a redirect from the old address and update internal links to the new one.
Do Redirects Take Effect Immediately?
Shopify says redirects start working immediately, but browsers and search engines may remember them, so changes can take time to show everywhere.
Protecting Your Store's URLs
Good redirect habits protect the traffic and links your store has earned. Keep addresses stable, redirect each removed page to its closest match, respect Shopify's limits and test every change. Start with the pages that have the most traffic or links.
If you want help with a Shopify migration or clean-up, see my Shopify SEO service or request a free SEO audit.
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