Shopify 301 Redirects: How to Set Them Up, Import Them and Avoid Mistakes

When you need a 301 redirect

• You delete a product, collection or page that has traffic or backlinks.
• You change a URL handle.
• You restructure collections or blog URLs.
• You migrate from another platform and URLs change.
• You merge duplicate or thin pages into one stronger page.

A 301 is a permanent redirect: it tells search engines the page has moved for good and to transfer its signals to the new address.

How to add a redirect in Shopify

1. In the Shopify admin, open Online Store, then Navigation, then View URL Redirects.
2. Choose Create URL redirect.
3. Enter the old path (for example /old-product) as the redirect-from URL.
4. Enter the new path or full URL as the redirect-to destination.
5. Save, and then visit the old URL to confirm it lands on the right page.

When you edit a product, collection or page handle, Shopify offers to create a redirect automatically. Leave that option ticked unless you have a reason not to.

How to bulk-import redirects

For more than a handful of URLs, use the Import option in the URL Redirects screen. You upload a CSV with two columns: the old path and the new path. Build the list carefully in a spreadsheet, test it on a small batch first, and keep a copy for your records. This is especially important during a platform migration. See our migration SEO guide.

What the built-in tool cannot do

• It works with exact paths. There is no wildcard or pattern-based redirecting.
• A URL that still resolves to a live page will not redirect until that page is removed or unpublished.
• It is focused on permanent redirects and gives you limited reporting on how each one performs.

For large or pattern-heavy changes, plan the map row by row and check the results with a crawl.

Common mistakes

• Redirecting everything to the homepage instead of the closest equivalent page.
• Creating chains, where A redirects to B and B redirects to C.
• Redirect loops caused by pointing two URLs at each other.
• Forgetting to update internal links, so your own pages keep pointing to redirected URLs.
• Removing redirects after a few months. Old backlinks keep arriving for years.

After a big change, run a crawl and check Search Console for new 404s. Our technical SEO audit does this as standard.

Frequently asked questions

Does Shopify support 301 redirects?

Yes. The URL Redirects tool under Online Store → Navigation creates permanent redirects from an old path to a new one, and you can import many at once from a CSV.

Can I use wildcard redirects on Shopify?

Not with the built-in tool, which matches exact paths. For pattern-based changes you need to list each URL individually or handle the change another way.

How long should I keep 301 redirects?

Indefinitely if you can. Old backlinks and bookmarks continue to send visitors to the old URL, and removing the redirect wastes that value.