Shopify URL Redirects

Mastering URL Redirects in Shopify: A Complete Migration Guide

Written and maintained for the brands and agencies who are conducting a site migration. Especially if you are a small team who needs to make every hour count. This guide helps you build a strategy to accurately complete 301 redirects if you’re migrating to Shopify. Specifically, this document can help you if you’re:

• Migrating from Wordpress
• Migrating from Magento
• Migrating from Salesforce
• Migrating from Sitecore
• Migration from BigCommerce
• Migrating from Webflow
• Migrating from a homegrown PHP site

If you’re undertaking a project that includes complex 301 redirect mappings and need a team who lives and breaths this specific type of work, chat with us.

Migrating to Shopify involves careful planning and execution, especially when it comes to preserving your website’s search engine rankings and user experience. URL redirects are a critical component of this process, ensuring that visitors and search engines can seamlessly find your content at its new location. This comprehensive guide provides you with the technical specifications, limitations, and best practices you need to successfully implement 301 redirects on Shopify.

Whether you’re moving from WordPress, Magento, or any other platform, understanding Shopify’s redirect system will help you avoid common pitfalls and ensure a smooth migration process.

Shopify’s URL Redirect Logic: Overview

The official Shopify Help Doc for URL redirects is found here. It’s a streamlined document with general guidelines a Shopify store manager can reference to add individual and bulk 301 redirects. It lacks specifics on the types of URLs a Shopify store can support natively, but this report is intended to fill the gaps.

Key Findings Summary

Key Findings from Our Comprehensive Testing:

• 99% compatibility: Shopify functionally supported 99 out of 100 different URL string formats tested
• Robust redirect logic: The native system handles most URL types effectively
• No wildcard support: The native system does not support wildcards for URL redirects
• Easy bulk updates: Updating existing URL redirect paths was straightforward with the import tool
• Clear limitations: Both total redirect counts and character limits are enforced
• Chain prevention: You cannot create 301 redirect chains (which is beneficial)
• Parameter complexity: Many exceptions and rules exist for URLs with parameters
• User-friendly interface: The management interface is intuitive but could use more detail

Overall Helpfulness Score: 85%

Rating Breakdown:

• -5% No wildcard support
• -1% Single unsupported URL string type
• -2% URL character-length limits
• -3% Odd behavior with parameterized URLs
• -4% Missing essential information in redirect UX

Testing conducted on June 19, 2024

Our Redirect Testing Methodology

We conducted comprehensive testing to answer critical questions about Shopify’s 301 redirect system and help you avoid common pitfalls:

Research Questions

1. Character Support: What characters or string combinations does the URL redirect system not support?
2. String Length Limits: Are there any limits with URL string length?
3. Bulk Import Capacity: Is there a maximum number of records for bulk imports?
4. Wildcard Functionality: Does the system support wildcard redirects?
5. Data Transformation: Is there any auto-formatting or conversion of strings after import?

Testing Resources

• Test Dataset: Full list of 100 URL formats tested
• Platform: Shopify standard plan (not Shopify Plus)
• Testing Date: June 19, 2024

11 Critical Findings for Shopify Redirects

1. Unsupported URL String Types

Critical Finding: Shopify has only one unsupported URL string format out of 100 tested.

The Problem: URLs with an unencoded semicolon character after the equals operator will cause a 404 error.

❌ Fails - Unencoded Semicolon After Equals

/page?param=;semicolon

✅ Works - Encoded Semicolon After Equals

/page?param=%3Bsemicolon

What Happens: Shopify automatically converts the semicolon to its URL encoded value (%3B) in the redirect table, but the unencoded version in the address bar returns a 404 error.

Important Exception Behavior

This semicolon issue is unique compared to other special character handling. For most characters, Shopify automatically handles encoding:

✅ Auto-Encoded Example

/page?param=}  →  /page%7Drightbrace

✅ Semicolon Works in Other Positions

/page;semicolon  (no equals operator)

Key Takeaway: The 404 error only occurs when an unencoded semicolon appears after the equals operator in URL parameters.

2. No Wildcard Redirect Support

Major Limitation: Neither Shopify nor Shopify Plus currently support wildcard redirects natively.

This feature remains highly requested in Shopify’s support forums, but the company has not indicated when (or if) it will be added to their roadmap.

What Are Wildcard Redirects?

Wildcard redirects allow you to redirect multiple URLs matching a pattern to a single destination using the wildcard character (*). This is particularly valuable for:

• Website migrations
• Content reorganization
• Managing large numbers of similar URLs

Example: Blog Restructuring

Current Status: Wildcard functionality requires third-party apps on Shopify platforms.

3. Built-in Redirect Chain Prevention

Excellent Feature: Shopify automatically prevents redirect chains with built-in safeguards.

The system will reject any redirect that would create a chain, displaying an error if you attempt to redirect to a URL that’s already in the “Redirect from” field.

Example: Blocked Chain Creation

❌ BLOCKED ATTEMPT:
/BOTH → /SHORT
/SHORT → /homepage

What Are Redirect Chains?

Redirect chains occur when URLs redirect through multiple steps before reaching the final destination:

A → B → C (redirect chain)

Why Chains Are Problematic

• Slower page loads (each redirect adds latency)
• Negative SEO impact (search engines penalize chains)
• Poor user experience (longer wait times)

Example Chain Scenario

/old-page → /new-page → /latest-page

Shopify’s Solution: The platform automatically prevents these scenarios, ensuring clean, direct redirects.

4. Updated Reserved URL Prefix Rules

Major Discovery: Shopify’s documentation is outdated regarding reserved URL prefixes.

Our testing revealed significant discrepancies between documented and actual behavior.

✅ Actually Allowed (Despite Documentation)

❌ Actually Reserved (As Expected)

✅ Subdirectories Always Work

✅ /cart/people
✅ /products/people
✅ /collections/people

Key Insight: Only four specific prefixes are truly reserved when used alone.

5. Simple Redirect Creation Process

User-Friendly System: Shopify offers two straightforward methods for creating redirects.

Available Methods

URL Path Requirements

• “Redirect From”: Relative paths only (no domain)
• “Redirect To”: Relative OR absolute paths accepted

Example: /example_product.php

Individual URL Redirect Creation

Duplicate Prevention: The system prevents duplicate “Redirect from” entries via the individual interface.

Updating Existing Redirects:

• Individual: Find and edit in the redirect table
• Bulk: Include in CSV import (automatically updates existing records)

Best Practice: Import in batches of 1,000 redirects for easier error tracking and management.

Why Batching Works: It’s easier to identify and fix issues in smaller datasets than hunting through large imports.

Bulk CSV Import Best Practices

Critical: Shopify automatically reformats URLs during import. Understanding this behavior prevents redirect failures.

Auto-Formatting Behavior

Key Import Rules

1. Format URLs as relative paths in your CSV
2. Double-check your import file before uploading
3. Existing records update automatically with new CSV data
4. Use 1,000-record batches for easier error management

Pro Tip: Shopify’s auto-updating feature is helpful for maintaining redirects, but verify your data matches your intended redirect behavior.

6. Redirect Record Limitations

Hard Limits: Shopify enforces strict maximum redirect counts that cannot be increased.

Platform Limits

Planning Considerations

• Prioritize high-traffic URLs for redirect allocation
• Focus on revenue-generating pages first
• Monitor your redirect usage as you approach limits
• Limits are non-negotiable (frequent support requests for increases are denied)

Strategy: Plan your redirect hierarchy carefully, focusing on the most critical URLs for SEO and user experience.

7. URL Character Length Restrictions

Undocumented Limit: Shopify enforces a 1,024 character maximum for URL redirect strings (including the leading ‘/’).

Character Limit Testing Results

Example: 2,000 Character URL (Rejected)

/2000aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa...
[truncated for readability - full 2,000 character string]
...eeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeee

Key Finding: Despite browsers supporting up to 2,083 characters, Shopify’s limit is exactly 1,024 characters including the forward slash prefix.

8. Case Sensitivity and URL Normalization

Critical Behavior: Shopify normalizes URLs to lowercase, but this can create unexpected conflicts.

Case Normalization Rules

All these URLs are treated as identical:

/CASE/TEST.html
/case/test.html
/Case/Test.html

Priority System

Lowercase URLs take priority over mixed/uppercase versions.

Potential Conflict Example

Warning: Shopify allows multiple case variations in the redirect table but only serves the lowercase version. This can create confusion when managing redirects.

Best Practice: Always use lowercase URLs in your redirect planning to avoid conflicts.

9. Absolute URL Support in Destinations

Flexible Destinations: The “Redirect To” field accepts absolute URLs to any domain.

External Redirect Example

Key Benefits

• External redirects: Point to social media, partner sites, etc.
• Domain preservation: Shopify doesn’t strip domains from “Redirect To” field
• Cross-platform linking: Redirect to any external service

Note: Only the “Redirect To” field accepts absolute URLs. The “Redirect From” field must use relative paths.

10. Parameterized URL Behavior

Complex Handling: Shopify treats parameterized URLs as literal strings with some automatic reordering.

Literal String Treatment

Each unique parameter combination requires its own redirect record:

✅ Exact Match Required

/how-is-pkl?utm_campaign=301s+in+2024&utm_content=blue&utm_id=3012024&utm_medium=display&utm_source=google&utm_term=redirects

❌ Missing Parameter = 404

/how-is-pkl?utm_campaign=301s+in+2024&utm_content=blue&utm_id=3012024&utm_medium=display&utm_source=google

Automatic Parameter Reordering

Shopify automatically alphabetizes parameters:

Important: This reordering behavior can impact Content Management Systems that rely on specific parameter order.

Strategy: Account for alphabetical parameter reordering when planning parameterized URL redirects.

11. User Experience Assessment

✅ Strengths of Shopify’s Redirect Interface

• Bulk import functionality with CSV templates
• Fast search and filtering for URL management
• URL export capabilities for backup/analysis
• Simple single redirect creation process

❌ Areas Needing Improvement

• Missing import counter: No total count of URLs imported
• Limited bulk operations: No copy/paste for multiple URLs to same destination
• Workflow gaps: Adding multiple URLs requires CSV import even for simple tasks

Use Case Example: When redirecting several URLs to the same destination, you must use CSV import rather than a simple copy/paste interface.

Summary and Recommendations

Overall Assessment: Shopify’s redirect system is robust for most businesses but lacks enterprise-level features.

Key Strengths

• 99% URL format compatibility (only 1 unsupported format out of 100 tested)
• Built-in redirect chain prevention
• User-friendly interface for individual and bulk operations
• Reliable handling of most special characters and URL types

Primary Limitations

• No wildcard redirect support (highly requested feature)
• Fixed redirect limits (100K standard, 20M Plus)
• 1,024 character URL length restriction
• Complex parameterized URL behavior

Future Wishlist

• Wildcard redirect functionality
• Increased redirect record limits
• Improved UX with better bulk operations
• More transparent parameter handling

For complex 301 redirect projects requiring specialized expertise, chat with our team who specializes in this type of technical work.

Frequently Asked Questions

Who is Redirects.net’s Shopify URL Redirects knowledge-base intended to help?

Our knowledge base primarily assists brands and agencies conducting site migrations to Shopify. It’s especially valuable for small teams who need to make every hour count, helping clients match and complete up to 100,000 URL redirects efficiently.

Does Shopify have an official support document for URL redirects?

Yes, Shopify maintains an official help document for URL redirects at help.shopify.com. While it provides general guidelines for adding individual and bulk 301 redirects, our guide supplements it with detailed specifications about URL types and platform limitations.

What are the URL strings Shopify does not support?

Shopify only has one unsupported URL string format: strings with an unencoded semicolon character after the equals operator (e.g., /page?param=;semicolon). All other URL formats, including encoded semicolons and semicolons in other positions, are supported.

Does Shopify support redirects using wildcards or regex?

No, Shopify does not currently support wildcard redirects or regex patterns in their native redirect system. This limitation exists for both standard Shopify and Shopify Plus stores.

What are wildcard redirects?

Wildcard redirects allow you to redirect multiple URLs matching a specific pattern to a single destination. For example, redirecting all URLs under /blog/* to /articles/*. While this feature is commonly requested, it’s not currently available in Shopify’s native functionality.

Can Shopify avoid creating redirect chains?

Yes, Shopify has built-in safeguards to prevent redirect chains. The system will not allow you to create a redirect to a URL that is already being redirected elsewhere.

What are redirect chains?

Redirect chains occur when URLs redirect through multiple steps before reaching the final destination (e.g., A→B→C). These chains can slow down page loads and impact SEO performance. Shopify’s system helps prevent these by design.

Is it easy to create and update URL redirects on Shopify?

Yes, Shopify provides two straightforward methods: individual URL redirect creation through their interface and bulk import via CSV file. Both methods support relative and absolute URL paths.

How do you create bulk URL redirects in Shopify?

Bulk redirects can be created using Shopify’s CSV import tool. We recommend importing in batches of 1,000 for easier error checking and management. A template for the import is available here.

Does Shopify have a maximum limit on URL redirection records?

Yes. Standard Shopify plans are limited to 100,000 URL redirects, while Shopify Plus stores can handle up to 20,000,000 redirects. These limits are fixed and cannot be increased.

Does Shopify have redirect character count limits?

Yes, Shopify enforces a 1,024 character limit for URL redirect strings, including the forward slash prefix (’/’). URLs exceeding this length will not be accepted by the system.

Is there a tool to validate URLs for Shopify compatibility?

While Shopify doesn’t provide an official validation tool, our comprehensive testing has shown that 99% of standard URL formats are supported. The main consideration is the 1,024 character limit and avoiding unencoded semicolons after equals operators.