Shopify 301 Redirects: A Complete Guide

Whether you’re restructuring your product catalog, migrating from another platform to Shopify, or cleaning up your site, implementing 301 redirects is crucial. 301 redirects preserve SEO value, ensuring that the rankings and backlinks you’ve earned stay intact. At the same time, they improve user experience by preventing visitors from landing on 404 or broken pages.

These redirects handle permanent URL changes, signal to search engines that the change is permanent, and correct inconsistencies like outdated product handles or category paths to maintain a clean structure. By properly using Shopify 301 redirects, you support search engine indexing and ensure that your new URLs are discovered, ranked, and displayed correctly.

In this blog, we shall walk you through what are Shopify 301 redirects, when and why to use them, how to set up 301 redirects and more. 

Let’s dive in! 

Introduction to Shopify 301 Redirects

Let’s first understand what is a URL redirect.

Shopify 301 redirects, allow you to send visitors from a broken/404 URL to an active and new URL. 

Why do you have to use a 301 redirect for your Shopify store?

301 redirects is used in a few scenarios, including when you have moved from another e-commerce platform to Shopify, deleted a product or want to change the category of a product.

It is similar to how you change your physical address and move to a different place. When you’re moving out, you inform your new location to your family and friends, just so that they don’t return to your old address. 

Similarly, when you delete a product or shifting your e-commerce platform, you should redirect your customers to a new active URL so that they view similar content or similar products and don’t land on an inactive or broken page.

This practice is essential in maintaining your store’s SEO rankings, improving user experience and more.

Types of Shopify Redirects

Shopify redirects can be classified as follows:

• 301 Redirect: Used for permanent redirects. Widely used by e-commerce merchants and preserves SEO value.
• 302 Redirect: Used for temporary redirect, but doesn’t add SEO value.
• 303 Redirect and 307 Redirect: They are used for specific scenarios like preserving request methods or handling POST requests. These redirects are less common when compared to 301 redirects.

When and Why to Use 301 Redirects?

Below are the most common scenarios when applying 301 redirects:

Migrating from another e-commerce platform: When moving your store to Shopify from another platform such as WooCommerce, Magento, or BigCommerce, you must change the existing URLs. Using 301 redirects, you guide customers and search engines from old URLs to new, active pages, retaining link equity and avoiding traffic loss.

Changing product or collection URLs: Suppose you modify a product handle, rename a collection, or adjust URL structures, you can create 301 redirects from the old URLs to the new ones. This practice ensures any existing backlinks continue driving traffic to the right page.

Deleting outdated product pages: When you remove discontinued or seasonal products, redirect those URLs to the most relevant category or an updated product page. This approach guarantees a positive user experience and avoids landing visitors on “Page not found” errors.

Fixing URLs after a domain name change: You can also use 301 redirects when your Shopify store undergoes a domain rebranding.

Merging duplicate pages: When consolidating multiple pages with similar content, for example, product variations or duplicate blog articles, you can redirect old URLs to the primary version. This step prevents content duplication and strengthens SEO performance.

In all these scenarios, implementing Shopify 301 redirects ensures that your store maintains its SEO value.

SEO Impact of Shopify 301 Redirects 

As mentioned earlier, applying 301 redirects positively impacts your store’s SEO. How? Let’s find out! 

Preserve SEO value: Let’s say you put in lots of marketing efforts on building a web page and for some reasons, you have to delete it. By deleting, you lose all the traffic, link equity the page gained so far. 

Instead, if you move this page to a new one using 301 redirects, you can retain the SEO value the page has generated. 301 redirects pass the SEO value from an old page to a new one, ensuring backlinks continue to benefit your new page.

Maintain Rankings: When using 301 redirects, you inform search engines and users that your page has moved to a new address, preventing 404 errors and thus helping you maintain search engine rankings.

Improve User Experience: 301 redirects enable you to redirect users to an active page when they hit a broken or inactive URL. This practice reduces bounce rates and provides a seamless experience to users, encouraging conversions.

How to Set Up 301 Redirects in Shopify?

Creating 301 redirects in Shopify is straightforward and seamless process. It involves navigating to your Shopify admin and providing the redirect source and destination URLs. You can also use import and export features, to apply redirects in bulk. 

Important: In addition to Shopify’s built-in redirect tools, you can use third-party apps available in the Shopify app store to apply redirects. Jump to this section to learn more about third-party apps that can set up 301 redirects for your store. 

We have curated a whole new guide on creating 301 redirects in your Shopify store, this blog aims to provide you every detail about how you create 301 redirects and explores other key areas involved in setting up Shopify 301 redirects.

How to Manage 301 Redirects in Shopify? 

Follow the steps below to easily manage your Shopify redirects within your store.

Filter URL Redirects by Date

From your Shopify admin, go to Content >> Menus >> Click URL redirects >> Click Date added. From the drop-down menu, choose the date period that you want to filter. 

Note: You can also save, delete, and edit these filters in simple steps. 

Edit URL Redirects

From your Shopify admin, go to Content >> Menus >> Click URL redirects >> Click the URL redirect that you want to edit >> Enter the changes >> Click Save redirect.

Note: You can apply bulk actions to edit multiple URL redirects in Shopify. But you can’t use the Bulk Editing tool for URL redirects. 

Here’s how to edit URL redirects in bulk:

From your Shopify admin, go to Content > Menus >> Click URL redirects >> Select the URL redirects that you want to edit >> Click Edit redirect >> Enter the changes >> Click Save.

Delete URL Redirects

Note: As with editing URL redirects in bulk, you cannot use the bulk editing feature to delete URL redirects in bulk. However, you can take bulk actions by selecting multiple URL redirects manually and applying the changes.

Here’s how to delete URL redirects: 

From your Shopify admin, go to Content >> Menus >> Click URL redirects >> Select the URL redirects that you want to delete >> Click ‘Delete redirect.’

How to Fix the Shopify URL Redirect Not Working Issue? 

In the following table, we have highlighted the most common reasons ranging from simple to complex, along with their resolutions. 

For a detailed explanation on common reasons and fixes, give a thorough read to Shopify redirects not working.

Reason	Problem and Fix
Active Source URL	A redirect may not work when the source URL is still active. It must return a 404 for the redirect to trigger. A URL must return a 404 error in order to redirect to another URL.
Conflict in Apps	Redirects might not function due to a few apps in your Shopify store; uninstall them one after the other to understand the cause.
Unsupported Prefixes	Shopify has certain limitations when applying redirects to prefixes such as /cart, /orders, or more. Stick to these limitations and Shopify guidelines.
Incorrect Destination URL	Fix typos in the destination URL before applying one.
Query Strings	Shopify doesn’t recognize the parameters in the URL path that come after ‘?’ and hence the redirect won’t function.  To fix this issue, set up redirects to clean paths without any parameters.
DNS Settings	Your DNS records may not be pointing correctly to Shopify’s servers. Common causes include: A-record not set to Shopify’s IP (23.227.38.65), CNAME for www not pointing to shops.myshopify.com, using a CDN or third-party DNS that overrides Shopify routing.  To fix this issue, contact your domain registrar and check the DNS records.
Browser Cache Issues	The problem with browser cache is, it is caching old redirect responses or 404 pages when a 301 redirect exists for the old page. Fix: Clear browser cache, use an HTTP header checker and try a hard refresh.
Domain/HTTPS Mismatch	Shopify redirects only work on your primary domain; they won’t apply to secondary domains. You can fix this issue in your Shopify admin by navigating to Settings >> Domains in Shopify >> Choose a single “Primary Domain” >> Make sure “Redirect all traffic to this domain” is checked >> Always use HTTPS >> Test redirects only on your primary domain and protocol combination.
Overlapping Redirects	Overlapping redirects occur when two or more redirects are applied to the same source URL.  For example, you applied a redirect to page A, which now points towards page B when the user hits the old URL. Later, you applied a redirect to page B, which now points to page C. The flow is similar to A -> B -> C. This causes a conflict.  To fix this, ensure a redirect is applied to a page before creating another one. If so, remove or edit them to avoid overlapping issues.
Subdomain Not Connected	Ensure to connect the subdomain in your Shopify admin. You can do so in Admin >> Settings >> Domains.
Limits Exhausted	Shopify has a limit of 100,000 manual redirects per store (varies by plan). Suppose you’re on the ‘Basic’, ‘Growth’, and ‘Advanced’ plans. Shopify allows 20,000,000 URL redirects for stores on the ‘Plus’ plan.  When you reach the limits, redirects fail to function.
.HTML URLs	The solution to this issue is ensure you your sitemps, menus, intrenal links do not contain .html extension.
International Markets	Ensure to create separate redirects for each market.

Using Third-Party Apps for Shopify Redirects

In this section, we shall discuss why should you choose third-party Shopify redirect apps along with their benefits and limitations.

Benefits of Using Third-Party Apps

Below are a few advantages of using third-party Shopify redirect apps over native Shopify URL redirect tools.

Automatic broken link detection and redirects

Third-party tools continuously scan your website to identify broken URLs, then recommend appropriate redirects. A few examples of tool that help you catch 404 errors before customers stumble upon them is SEOAnt, Redirect Hero, SC Easy Redirects, and others.

Bulk and Pattern Redirects

Shopify redirect apps also allow you to import redirects in bulk using CSV files and apply wildcard redirects (not supported by Shopify’s built-in tools) or rules to redirect customers to similar URLs at once, saving you time and resources.

Analytics & reporting

Using these apps, you can access a dashboard showing how many redirects occur, which old URLs are hit, and trends over time. This visibility helps you fine-tune your redirect strategy.

Geo/localization redirects

For merchants selling in multiple regions, third-party apps can redirect visitors to country-specific storefronts, currency variations, or regional domains automatically using IP detection. 

Which means the app automatically detects visitors’ countries and redirects them to the regional store or URL. Examples of such apps include Geolocation Redirects Geo: Pro and FT Geo Redirect.

Flexibility beyond Shopify’s native limits

Shopify’s native redirect tool offers basic features and functionalities. Third-party apps can support features Shopify doesn’t natively, such as redirecting query strings, managing external redirects, and advanced rules. 

Apart from third-party apps, you can also consider using Shopify Redirects API.

Using Shopify’s Redirects API

For merchants or developers who prefer native automation, Shopify’s Redirects API (introduced in 2024) allows you to automate and manage redirects programmatically. 

It’s useful for large stores or migrations that involve bulk redirect creation and updates. The API ensures better control over redirects without relying solely on third-party tools.

Limitations and Considerations

• Shopify’s limits still apply to third-party apps; these limits include the number of redirects and URL paths.
• Relying entirely on automated third-party apps for redirects can slow down pages, confuse site structure, and degrade crawl efficiency. It is essential to test the redirects post the implementation process to ensure accuracy and minimize errors. 
• Merchants must carefully handle advanced redirects that include geo, currency, referrer, and device. Ensure you test and monitor logs. 
• You must also note that a few third-party redirect apps may add cost based on the number of redirects, rules, or scans. 
• When selecting a third-party Shopify redirect app, ensure the app adheres to Shopify’s redirect limits, works with bulk imports, and handles large volumes if necessary for your store. 
• Check compatibility with Shopify Markets, subfolders, domains, query strings, and ensure that the app supports your store’s geography/structure.

Best Practices for Implementing 301 Redirects

When implementing 301 redirects, it is essential to be aware of applying them in the right way. Doing so, you can asssure 90 to 99% of SEO authority is successfully transferred from old URL to new one.

Here are a few best practices you could follow:

• Firstly, check for any broken links or outdated content. If there are any, create a 301 redirect to those pages, redirecting them to an updated version of the page or to similar product pages. Use third-party tools to automatically detect 404 pages. 
• Before applying a new redirect, confirm if there are any existing redirects to the page. If yes, modify the redirect destination URL or delete it to redirect it to a new URL. This practice is crucial to avoid redirect chains or loops. 
• Avoid redirecting multiple URLs to the homepage. This practice might affect user experience, as users expect a specific content that is relevant to their search. This practice might affect your site’s relevance in search engines too. Always send a redirect to the most relevant page, preserving your site’s SEO value.
• Google’s guidelines specify that redirects must be maintained for a longer time like a year or so. It advises advertisers to review URLs annually to allow Google to process the updated information and update all internal and external links pointing to the old URL.
• Use automation tools wherever necessary and ensure to review redirect logics or redirect chains to avoid slow load times or incorrect redirects.
• Use relative paths for internal links, for example,  /old-product → /new-product, instead of using full URLs. 
• After you set up the redirect, visit the old URL and confirm it goes to the correct target. This ensures no errors or loops.

Conclusion

Using 301 redirects, you can prevent broken links, improve site navigation, and help Google correctly index your new URLs. When combined with regular audits and strategic use of third-party tools, Shopify 301 redirects can significantly strengthen your store’s long-term visibility and performance.

Key Takeaways

• Plan redirects before making URL or product changes. Map old URLs to new destinations in advance to avoid losing traffic or SEO value.
• Always use 301 redirects for permanent page moves to pass maximum link equity and signal permanence to search engines.
• Check for existing redirects before creating new ones to prevent redirect chains or loops.
• Redirect users to the most relevant page instead of sending all old URLs to the homepage. 
• Audit redirects regularly using tools like Screaming Frog, Ahrefs, or Shopify’s URL Redirect Manager, and manually test them after setup.
• Use third-party Shopify redirect manager apps for bulk imports, automatic 404 detection, and geo-based redirects, but ensure you review rules periodically.
• Maintain redirects for at least a year as recommended by Google, and update internal links and sitemaps during periodic site reviews.
• Monitor SEO performance after implementing redirects, track keyword rankings, traffic, and engagement to ensure redirects are effective.

FAQs

How can I handle redirects during a large-scale Shopify site migration?

For a large-scale migration, prepare a CSV file that contains old URLs and new URLs. Ensure each old URL has a corresponding and accurate new URL. For reference, you can download a sample CSV file from your Shopify admin. Now, go to the Shopify admin and upload the CSV file. After importing, ensure you test and monitor for any issues. Later, submit your new sitemap to search engines to help them index your new pages.

How often should I audit my Shopify redirects? 

Google recommends auditing and editing your URLs at least once a year.

Can I use Shopify redirects for marketing purposes? 

Yes, implementing redirects for your store is one of the most effective marketing strategies. It helps you preserve SEO equity, ensuring users don’t encounter a 404 error, and engaging them with relevant content and product pages.

What are the risks of not managing Shopify redirects properly? 

If you do not manage Shopify redirects properly, it might negatively impact your SEO, user experience and revenue. Which means, losing search rankings, and the authority you have built for the old page over time. It might also result in incorrect redirects if you do not test or monitor them.

Check Out These Related Articles:

• How to Fix the Shopify Too Many Redirects Error
• Master Shopify 404 Redirects