How to Create 301 Redirects in Shopify

If you manage a Shopify store, you’ll probably want to create 301 redirects at some point. This post covers what they are and how to create and manage them for your Shopify website. Keep reading if this is something you want to do for your own Shopify store. Why 301 Redirects Matter 301 redirects are […]

How to Change the Primary Market on Shopify

If you manage a Shopify store, you’ll probably want to create 301 redirects at some point. This post covers what they are and how to create and manage them for your Shopify website. Keep reading if this is something you want to do for your own Shopify store.

Why 301 Redirects Matter

301 redirects are important because they help maintain SEO and user experience when you change URLs in your store. You will probably need them when you update product pages, restructure collections or change your site navigation.

When you carry out these actions, you are usually going to have to change the URL of one or more pages. If you use a 301 redirect, that means that you’ll get to transfer the link equity from old URLs to new ones, which will help you keep your place for those pages in the rankings of search engines like Google or Bing.

301 redirects also prevent users on your Shopify store from hitting 404 errors. 

404 errors occur when a user tries to access a page that no longer exists or was never available. You’ll want to limit or avoid these altogether on store since they create a bad user experience and hurt your brand image, ultimately leading to lost revenue. Also, search engines like Google view too many 404 errors negatively. They interpret these errors as a sign of poor website maintenance or outdated content. This can hurt your store’s search engine rankings. 

The bottom line: you should use 301 redirects when rebranding, optimizing your Shopify site structure, or migrating from another platform.

Setting up a 301 Redirect

To create a 301 redirect in Shopify:

  1. Log in to your Shopify admin panel

Use your store’s myshopify.com URL or custom domain if set up

  1. Go to Online Store > Navigation

Find this in the left-side menu of your Shopify admin.


  1. Click the “URL Redirects” tab

Located at the top of the page, next to “Navigation” and “Menus”


  1. Hit “Create URL redirect”

Look for the button on the URL Redirects page.


  1. Enter the old URL path in “Redirect from”

Use only the path, not the full URL. For example: /old-product


  1. Enter the new URL path in “Redirect to”

Again, use only the path. For example: /new-product


  1. Click “Save redirect”

Shopify will immediately apply the redirect.


Remember: Always use relative paths (starting with /) rather than full URLs in both fields.

Some Things to Keep in Mind

Redirect to the most relevant page, not just your homepage

This maintains a good user experience and preserves the intent of the original link. If a specific product page no longer exists, redirect to a similar product or the relevant category page.

Update internal links pointing to old URLs after creating redirects

This limits the number of redirects your site has to process, which is usually better for your store’s site speed. It also helps search engines understand your new site structure more quickly.

Check your redirects regularly to verify they’re working correctly

Use tools like Google Search Console or third-party SEO tools to identify any broken redirects or 404 errors. Fix these as soon as you can so that you’re able to maintain SEO value and user experience.

Avoid redirect chains (redirecting to a page that redirects elsewhere)

Redirect chains are when you redirect to a page that itself redirects to some other page. These slow down your site and can confuse search engines. You should always make sure that you redirect directly to the final destination URL.

Always redirect to HTTPS versions of pages

This is a better security practice for your users and aligns with current web standards. If you haven’t yet, consider upgrading your entire site to HTTPS.

Using Bulk Redirects

For multiple redirects, use Shopify’s bulk upload feature:

  1. Create a CSV file with “Redirect from” and “Redirect to” columns

In the “Redirect from” column, list the old URL paths. In the “Redirect to” column, list the corresponding new URL paths. Remember to use relative paths (starting with ‘/’) for both columns. Don’t include your domain name.

  1. In URL Redirects, click “Import redirects”

In the URL Redirects section of your Shopify admin, click “Import redirects”. This button is usually located near the top right of the page, next to the “Create URL redirect” button.


  1. Upload your CSV file

Shopify will process your file and prepare the redirects. Make sure your CSV is properly formatted to avoid any import errors.


  1. Review and confirm the redirects

Shopify will show you a preview of the redirects it’s about to create. This is your chance to catch any mistakes or make last-minute changes. Once you’re satisfied, confirm the import to create all the redirects at once.

Monitoring Your Redirects

It’s a good idea to regularly monitor your redirects. Google Search Console (GSC) is your friend here – use it to check for crawl errors, which are oftentimes a sign that there are problems with your redirects. The Coverage report in GSC can highlight issues like 404 errors that might be caused by broken or missing redirects.

Wrapping Up

That’s it! Now you should be all set to create and monitor your 301 redirects in Shopify.
Oh, and if you want to add an easy to use affiliate app inside your store, check out Simple Affiliate. It’s the affiliate platform that works how you do – From refunds to collections to variants, you’ll find settings to fit your store.