What is a redirect in Shopify?

A URL forward that sends visitors and search engines from an old URL to a new one — managed in Online Store > Navigation.

Why do I need redirects?

To protect SEO and user experience when URLs change — without redirects, old links return 404s and lose traffic.

What is a 301 redirect?

A permanent redirect that passes SEO value from the old URL to the new one — the standard for permanent moves.

Where do I add redirects in Shopify?

In admin under Online Store > Navigation > URL Redirects — one at a time or via bulk CSV import.

Should I redirect discontinued products?

Yes — redirect to the closest related product or collection to capture the traffic and preserve SEO.

Glossary Term

R

Redirects

Forwarding old URLs to new ones — keeping SEO and traffic when pages move.

Book A Consultation Back to Glossary

Key Takeaways
Redirects forward one URL to another.
They send visitors and search engines from old URLs to new ones.
They're managed in Shopify admin under Online Store > Navigation.
They protect SEO when pages move or URLs change.
A 301 redirect preserves the old URL's search ranking value.

Overview

Redirects (URL Redirects) forward one URL to another — when a page moves, a product is discontinued, or a URL changes, a redirect sends visitors and search engines from the old URL to the new one. On Shopify, redirects are managed in the admin under Online Store > Navigation.

Redirects protect your SEO. When you change a URL, the old one would return a 404 — losing search ranking and traffic. A redirect (usually 301) sends visitors and search engines to the new URL, preserving the value the old page built up.

Redirects pair with URL redirects (the same concept), URL structure (what changes), and SEO (Search Engine Optimization) (what they protect). They're an SEO and site-management tool.

1

Why Redirects Matter for Shopify Merchants

1
Protect SEO
Redirects preserve search ranking when URLs change — no lost traffic.
2
Better UX
Visitors reach the right page instead of a 404 — smoother experience.
3
Manage Changes
When you reorganize or rename, redirects keep old links working.
4
Discontinued Products
Redirect discontinued product URLs to related products — capture the traffic.
5
Site Migrations
During migrations, redirects map old URLs to new ones — preserve SEO equity.

2

Using Redirects Effectively

1
Use 301 redirects
301 (permanent) redirects pass SEO value — use them for permanent moves.
2
Redirect to relevant pages
Redirect old product URLs to the closest related product — not the homepage.
3
Check for 404s
Monitor 404s in reports and add redirects for any that have traffic or links.
4
Bulk import
For large sets, use Shopify's bulk redirect import — CSV upload saves time.
5
Review after changes
After reorganizing or renaming, add redirects for any changed URLs.