Shopify Broken Links (404 Errors): Why They Happen & How to Fix Them

When a customer clicks a link on your Shopify store and lands on a “404 Page Not Found”, it creates an immediate roadblock. Broken links interrupt the shopping journey, reduce trust, and can quietly damage your SEO performance. Many Shopify merchants don’t realize how often these errors happen—or how easily they can be fixed.

This guide breaks down what Shopify 404 errors are, the actual reasons they appear, and the exact steps to repair them so your store stays smooth, professional, and search-engine friendly.

What Exactly Is a 404 Error on Shopify?

A 404 error simply means:The page the visitor is trying to reach does not exist at that URL.

Shopify automatically shows a default 404 message when it cannot find the requested content. This usually happens when:

• a link points to a deleted page,

• a product has been removed,

• or the URL no longer matches what’s in the store.

Although the message looks harmless, repeated 404s create a frustrating shopping experience and can send negative signals to Google.

Why Do Broken Links Happen on Shopify?

Shopify stores often grow fast—products come and go, collections get reorganized, and URLs are changed for SEO. During all these updates, links can easily break.

Below are the most common causes:

1. Deleted products or collections

When you remove an item, any link that previously led to that page becomes invalid.

2. URL changes without redirects

Many store owners update their URLs to be shorter or more keyword-friendly, but forget to redirect the old ones.

3. Old marketing links

Email campaigns, ads, Pinterest posts, or blog mentions may still point to outdated product URLs.

4. Theme or menu errors

Sometimes theme sections or navigation menus contain incorrect or placeholder links.

5. Imported apps or themes adding faulty URLs

Apps can create URLs that break once settings or product data change.

6. Typos

A single missing letter in a link can create a 404 instantly.

The good news? Every one of these issues is fixable.

How 404 Errors Affect Your Shopify Store

Broken links may seem small, but their impact is big:

• Shoppers leave quickly when they hit a dead end.

• Conversion rates drop because visitors can’t reach the product they want.

• SEO rankings decline if Google finds too many missing pages.

• Backlinks lose value when they point to a page that doesn’t exist anymore.

• Customer trust weakens—a store with broken links feels outdated or poorly managed.

Solving them strengthens both your user experience and your search visibility.

How to Find Broken Links on Shopify

Locating 404 errors is the first step. Here are the most reliable methods:

1. Check Shopify’s Redirect Suggestions

Shopify often detects missing URLs automatically.

• Go to Online Store → Navigation → View URL Redirects

• You may see suggested redirects for broken links.

  
  

2. Use Google Search Console (Highly Effective)

Once connected to your store:

• Go to Pages → check the Not Indexed section

• Look for URLs labeled as 404 / Not Found

• These represent missing or deleted pages Google has discovered

This is extremely valuable for SEO.

3. Run a Broken Link Scan

Website audit tools can crawl your entire store:

• Ahrefs

• Semrush

• Screaming Frog

• Brokenlinkcheck.com

These tools detect both internal and external broken links.

4. Manually check your navigation and theme

Sometimes a button, banner, or homepage block contains a broken link—especially after a theme change.

How to Fix Shopify 404 Errors (Step-by-Step)

1. Set Up a 301 Redirect

This is the most important solution.

A 301 redirect tells Shopify (and Google) to automatically send visitors from the old URL → to the new correct page.

To do this:

1. Go to Online Store → Navigation

2. Select URL Redirects

3. Click Create URL redirect

4. Add:

   • Old (broken) URL

   • New URL

This instantly stops 404s from appearing.

2. Recreate the Missing Page

If a popular product page or blog post was deleted but still receives traffic, consider restoring it.

You can recreate it with updated content or redirect it to a relevant collection.

3. Fix Incorrect Theme Links

If a homepage section or navigation menu leads to a broken page:

• Go to Online Store → Themes → Customize

• Edit the specific block

• Replace the wrong URL with the correct one

This solves a large portion of 404 issues.

4. Update Internal Links

Check your:

• blog articles

• product descriptions

• collection descriptions

If they reference outdated products, update those URLs.

5. Update URLs in Apps or Email Tools

Pop-ups, email templates, and automated messages often contain old links. Updating them prevents users from landing on unavailable pages.

How to Prevent 404 Errors in the Future

✔ Always enable “Create URL redirect” when changing a URL

Shopify will ask—never skip this.

✔ Redirect deleted products to the closest alternative

For example:

• deleted product → related collection

• discontinued variant → parent product

✔ Avoid deleting content during SEO campaigns

Google may have already indexed it.

✔ Run a broken-link audit every few months

This keeps your store clean and optimized.

Summary

Broken links are one of the most common Shopify issues—but also one of the simplest to fix. By regularly scanning your store, maintaining clean URLs, and setting up proper redirects, you ensure a smooth shopping experience, protect your SEO rankings, and keep customers on the path to purchase.