If you’re running a Shopify store and you’ve changed a product link, removed an old page, or migrated from another platform, URL redirects should be on your checklist. They’re easy to overlook but they play a critical role in your SEO, user experience, and overall site health. In this guide, we’ll explain what Shopify URL redirects are, how they work, and why they’re essential for keeping your visitors and Google happy. We’ll also walk you through setting them up manually or in bulk and show you how to avoid common mistakes.
What is a Shopify URL Redirect?
A URL redirect tells browsers and search engines this page has moved go here instead. For example, let’s say your product was originally at /summer hat and you change it to /wide brim summer hat. If someone clicks a link to the old URL maybe from a blog post or search result, they’ll be automatically sent to the new page as long as a redirect is in place. There are two main types of redirects:
- 301 redirect This is a permanent redirect and tells search engines to pass most of the old page’s SEO value to the new one. It’s the default type Shopify uses.
- 302 redirect This is temporary. Shopify doesn’t natively use 302s but you may see them used in more complex setups via apps or custom code.
Why this matters to store owners Without redirects you risk customers seeing 404 errors and you may lose valuable traffic and rankings you worked hard to earn.
When Should You Use URL Redirects in Shopify?
Redirects are helpful anytime you change or remove a URL that’s already been indexed linked to or shared. Here are common examples:
- You updated the URL of a product collection or page
- You deleted a product but still want to guide users to a related item or category
- You merged multiple products into a single page
- You migrated your store to Shopify and need to redirect old URLs
- You changed your domain or store structure
Redirects help search engines and users find the new content without confusion.
Do Redirects Help with SEO?
Yes if they’re implemented properly. Shopify’s 301 redirects allow you to retain most of the original page’s ranking power. That means your backlinks keyword visibility and traffic don’t disappear when you update a URL. Redirects also reduce bounce rates by avoiding 404 errors which can send negative signals to search engines about user experience.
Why this matters to store owners You can safely update your content or clean up your site structure without hurting your rankings but only if redirects are in place.
How to Create a Redirect in Shopify (Step by Step)
Shopify makes it easy to set up redirects from your admin dashboard no code required
To create a single redirect
- From your Shopify admin go to Online Store > Navigation
- Click View URL Redirects (top right)
- Select Create URL Redirect
- Enter the old path (e.g. /old product) in Redirect from
- Enter the new path (e.g. /new product) in Redirect to
- Click Save
To do bulk redirect
When Shopify owners need to redirect multiple URLs at once Shopify also supports bulk import using a CSV file
- Create a CSV file with two columns Redirect from and Redirect to
- Go to Navigation > View URL Redirects
- Click Import
- Upload your file and confirm
This is especially useful during migrations or major product restructures.
Does Shopify Automatically Create Redirects?
Sometimes but not always. When you change a page or product handle the part of the URL after the slash Shopify will prompt you to create a redirect. The checkbox is usually selected by default but if you uncheck it the redirect won’t be created. If you delete a product or manually change a URL elsewhere Shopify will not automatically redirect it you’ll need to set that up yourself
Why this matters to store owners Don’t assume everything is handled Always double check your redirects after updates
Can You Redirect to External URLs?
Yes. If you need to send users to another website Shopify lets you use a full external URL in the Redirect to field like https://partner site.com/page. This is useful if you’re linking to affiliate content brand partners or offsite promotions
Best Practices for Shopify Redirects
- Use 301 redirects for any permanent URL change they preserve your SEO value
- Avoid redirect chains (e.g. Page A > Page B > Page C) Always redirect directly to the final URL
- Use relative URLs (e.g. /product name) instead of full URLs it’s cleaner and more flexible
- Monitor broken links in Google Search Console and set up new redirects as needed
- Review and remove outdated redirects regularly to keep your site fast and manageable
FAQs
Can I set up redirects before a page is deleted or changed
Yes You can create a redirect for any URL even if the original page hasn’t been removed yet This is useful when planning a scheduled update or product migration
What happens if I enter a full URL in the Redirect from field
Shopify only accepts relative paths (e.g. /old page) in the Redirect from field If you paste a full domain Shopify will strip the domain and apply the redirect to the path only
Will redirects work across different domains if I manage multiple Shopify stores
No Shopify redirects only work within the same store domain If you need to redirect from an old domain to a new one that must be handled through your domain provider or with server level redirects
Is there a way to track which redirects are getting traffic
Shopify does not provide redirect analytics by default To monitor usage you’ll need to use tools like Google Analytics or Google Tag Manager with UTM parameters on redirect destinations
Do URL redirects affect structured data or schema markup
If implemented correctly a 301 redirect preserves most SEO value including structured data signals However always ensure the destination page has the correct schema markup in place it won’t transfer automatically
Final Thoughts
URL redirects are one of those small tasks that have a big impact Done well they protect your SEO reduce customer frustration and make your store easier to manage as it grows Shopify gives you everything you need to set them up in just a few clicks whether you’re adjusting one page or migrating an entire site If you’re planning content changes or already seeing broken links in your analytics now’s the time to review your redirects
