Running an online store on Shopify can be incredibly rewarding, but it also comes with the responsibility of ensuring smooth navigation for your customers. One of the common issues that store owners face is the 404 error page. A 404 error occurs when a visitor tries to access a page that doesn’t exist on your store, either because the product was removed, the URL changed, or the link was typed incorrectly. These pages can negatively impact user experience and may even harm your store’s SEO if not handled properly.
Fortunately, Shopify provides ways to manage these errors. Instead of letting visitors land on a dead end, you can redirect them to a functional page, such as your homepage, a collections page, or any specific product. Redirecting all 404 pages ensures customers continue browsing instead of leaving your store frustrated. Let’s dive into how you can redirect all 404 pages in Shopify effectively.
Why Redirect 404 Pages in Shopify?
Before learning how to implement redirects, it’s important to understand why they are necessary:
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Improves User Experience: When shoppers land on a page that doesn’t exist, they may leave immediately. Redirecting them to a relevant page keeps them engaged.
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Preserves SEO Value: If you had backlinks pointing to a product that no longer exists, a redirect ensures that link equity isn’t wasted.
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Reduces Bounce Rate: Redirecting traffic from a broken page to a functional one decreases the likelihood of visitors abandoning your site.
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Keeps Store Organized: Over time, as products are added or removed, URLs change. Redirects ensure a smooth structure and navigation flow.
Methods to Redirect 404 Pages in Shopify
Shopify doesn’t allow you to directly “redirect all 404 pages” in one step, but you can set up rules to catch these errors and send visitors to the right destination. Here are the common approaches:
1. Using Shopify’s Built-in URL Redirects
Shopify provides a feature to manually create URL redirects. This is ideal for redirecting specific outdated or deleted URLs.
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Go to your Shopify admin.
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Click on Online Store and then Navigation.
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Select View URL Redirects.
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Create a new redirect by entering the old path (the broken URL) and the new destination (where you want visitors to land).
This method is great for individual pages, but if you want to handle all 404 pages universally, you’ll need a broader approach.
2. Editing the 404 Error Page Template
Shopify allows you to customize your theme’s 404 template file. You can use this to automatically redirect all users who land on a 404 page. Here’s how it works:
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From your Shopify admin, go to Online Store and then Themes.
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Click Edit code on your live theme.
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Locate the 404.liquid file (usually found in the Templates folder).
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Inside this file, you can add a redirect script that automatically sends users to another page, such as the homepage.
For example, you might insert a simple JavaScript snippet inside the file:
This tells the browser to immediately redirect to the homepage whenever a 404 error occurs.
3. Redirecting to a Specific Collection or Page
Instead of always sending users to the homepage, you might want to redirect them to a collections page, such as “All Products” or “Best Sellers.” This gives them a chance to continue shopping without feeling lost.
You can change the script in the 404.liquid file to point to a specific URL within your store. For example:
This would automatically redirect all 404 traffic to your main product collection.
4. Using Apps for Bulk Redirects
If your store has hundreds of broken links due to frequent product changes or migration from another platform, handling them manually might be overwhelming. Shopify’s app store has redirection apps that allow you to bulk manage 404 errors, set up smart redirects, and track performance.
These apps can even detect when visitors land on 404 pages and automatically apply the redirect rules you set. For larger stores, this can be a time-saving solution.
Things to Keep in Mind
Redirecting all 404 pages in Shopify is powerful, but it should be done thoughtfully. Here are some tips:
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Avoid Redirect Loops: Make sure the redirect doesn’t point back to the same non-existent URL, which could trap visitors in a loop.
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Choose a Relevant Destination: Redirecting to the homepage works, but sometimes it’s better to guide visitors to a category or similar product page.
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Monitor Broken Links: Regularly check for 404 errors in Google Search Console or via apps to see what pages customers are trying to access.
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Maintain SEO Best Practices: Search engines prefer 301 redirects for permanent moves. If possible, set these up through Shopify redirects instead of relying solely on JavaScript.
Balancing Redirects with Customer Experience
While redirecting all 404 pages can prevent visitors from hitting a dead end, it’s worth considering the customer’s perspective. Automatically sending every visitor to the homepage might feel confusing, especially if they expected a specific product. Instead, creating a helpful 404 page that provides navigation options, search functionality, or links to bestsellers might enhance the experience even more.
A balanced approach could be to:
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Redirect high-value broken URLs to relevant products or categories.
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Keep a custom 404 page for other errors that guides visitors back on track.
Final Thoughts
Redirecting 404 pages in Shopify is an essential part of maintaining a professional online store. Whether you choose to use Shopify’s built-in URL redirects, customize your 404 template with code, or leverage apps for bulk handling, the key goal is to keep visitors engaged and prevent them from leaving your store.
By thoughtfully setting up redirects, you not only enhance the user experience but also preserve valuable SEO equity and strengthen your store’s overall navigation. A seamless shopping journey builds trust with customers—and in e-commerce, trust often translates directly into sales.