Understanding URL Structure Changes When Replatforming

Shopify's Fixed URL Architecture

Shopify uses a standardized URL structure that you cannot change. Every Shopify store uses the same URL patterns. Understanding this upfront prevents frustration during migration.

Your current platform may allow flexible URL structures. Shopify does not. Plan for this reality.

Shopify URL Patterns

Shopify enforces these URL patterns:

Products

/products/{handle}

The handle is the URL-friendly version of the product title. You can customize the handle, but it always lives under /products/.

Collections

/collections/{handle}

Collections are Shopify's equivalent of categories. The handle is customizable but the /collections/ prefix is fixed.

Products within collections

/collections/{collection-handle}/products/{product-handle}

When accessing a product from a collection page, Shopify uses this longer URL. Both URLs work for the same product. Shopify handles canonical tags to avoid duplicate content.

Pages

/pages/{handle}

Static pages live under /pages/. No subdirectories, no nested paths.

Blog posts

/blogs/{blog-handle}/{post-handle}

Blog posts require a blog to live in. You cannot have date-based URLs like /blog/2024/01/post-title.

Account pages

/account, /account/login, /account/orders

Customer account URLs are fixed.

Common Migration Scenarios

Different source platforms create different mapping challenges.

Magento

Magento typically uses:

  • /product-name.html → /products/product-name
  • /category/subcategory.html → /collections/subcategory
  • /category/product-name.html → /products/product-name

Remove .html extensions and map category paths to flat collection URLs.

WooCommerce

WooCommerce often uses:

  • /product/product-name → /products/product-name
  • /product-category/category-name → /collections/category-name
  • /shop/ → /collections/all

Similar patterns with different prefixes.

Custom platforms

Custom platforms vary widely:

  • /shop/category/subcategory/product
  • /catalog/product-id/product-name
  • /items/sku-number

Every pattern needs mapping. Document your current structure systematically.

Date-based blog URLs

Many platforms use date-based blog URLs:

  • /blog/2024/01/15/post-title
  • /news/2024-01-post-title

Shopify does not support dates in URLs. Redirect to /blogs/blog-name/post-handle.

Handle Best Practices

Handles are the customizable part of Shopify URLs. Use them wisely.

Keep handles readable

Use descriptive, lowercase handles with hyphens:

  • Good: /products/blue-cotton-t-shirt
  • Bad: /products/prod_12345
  • Bad: /products/Blue_Cotton_TShirt

Match old URLs when possible

If your old product URL was /widget-pro-2000, use widget-pro-2000 as the Shopify handle. This keeps redirects simple and may preserve some link equity even without redirects (though always implement redirects).

Avoid redundancy

Since /products/ is already in the URL, do not repeat it in the handle:

  • Good: /products/widget
  • Bad: /products/product-widget

Redirect Implementation

Every URL change requires a redirect. No exceptions for URLs with traffic, rankings, or backlinks.

Bulk redirect import

For large sites, export your URL inventory and create a mapping spreadsheet:

  • Column A: Old URL path
  • Column B: New Shopify URL path

Import via Shopify's CSV redirect feature or an app.

Pattern-based redirects

Some apps support wildcard or regex redirects:

  • Redirect all /product/*.html to /products/*
  • Redirect all /category/* to /collections/*

This reduces redirect count but requires careful testing.

SEO Considerations

URL changes do not inherently hurt SEO if handled correctly.

301 redirects preserve value

Properly implemented 301 redirects pass ranking signals from old URLs to new URLs. The URL itself is less important than the redirect implementation.

Avoid redirect chains

If your old site already had redirects, ensure migration redirects go to final destinations, not through intermediate URLs.

Update internal links

After migration, update any hardcoded internal links in your content to use new URLs directly rather than relying on redirects.

For comprehensive redirect planning, see Shopify migration.

Working with LiftKit Digital

URL structure changes are a standard part of every migration we handle. LiftKit Digital maps URL patterns, implements redirects, and monitors for issues post-launch.

To discuss your migration, get in touch.