How to fix page not found on Shopify Plus
Fix broken internal links pointing to pages that return a 404 error by either removing those links or setting up a 301 redirect from the missing URL to the correct replacement page.
Steps for Shopify Plus
- Follow the same steps as Shopify above. Shopify Plus merchants with large redirect lists can also bulk-upload redirects via Online Store → Navigation → URL Redirects → Import (CSV format: redirect,location).
- For enterprise sites managed via the Storefront API or custom themes, ensure theme developers update any hard-coded URLs in Liquid templates (layout/theme.liquid, sections/.liquid, snippets/.liquid).
- Use the Bulk Redirects app from the Shopify App Store if managing hundreds of 404s at once.
What is page not found?
A 404 ("Page Not Found") error means a URL on your store no longer exists — but other pages on your site still link to it. Every time a shopper or search engine follows one of those links, they hit a dead end instead of useful content. This can happen when you delete a product, rename a collection, restructure your URLs, or migrate to a new platform without properly redirecting old addresses.
Search engines like Google treat 404 pages as dead ends: any ranking authority ("link equity") that flowed through those internal links is wasted instead of boosting the destination page. Googlebot also has a limited crawl budget — time spent re-crawling broken URLs is time not spent discovering your new or best-selling pages, which can slow indexing and hurt rankings. For shoppers, clicking a link and landing on a 404 page destroys trust, interrupts the purchase journey, and directly costs you sales. If enough 404s accumulate, Google can downgrade its overall assessment of your site's quality.
See the complete Page not found guide for every platform and the full background.
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