If you’re gearing up for a platform migration—maybe you’re switching to BigCommerce or Shopify for better features, scalability, or just a fresh start—there’s one tiny but very important detail you cannot afford to overlook: 301 redirects. Trust me, this is one of those things that can make or break your store’s success post-migration. Let’s talk about why 301 redirects are your best friend during a platform switch, how to set them up on BigCommerce and Shopify, and what to do if you (or your developer) accidentally skip this step (yikes!).
Why 301 Redirects Matter in a Platform Migration
You’ve spent years building your eCommerce store and your product pages rank well on Google. Then, you migrate to a new platform, and—poof!—your URL structure changes. That sleek https://www.yourdomain.com/awesome-sneakers.html URL might now be https://www.yourdomain.dom/shop/products/awesome-sneakers.html or something totally different. Without a proper redirect, anyone clicking an old link (from Google, social media, or even a customer’s bookmark) will hit a dreaded 404 “Page Not Found” error.
This is where 301 redirects come in. A 301 redirect is like a forwarding address for your website. It tells browsers and search engines, “Hey, this page has permanently moved to a new URL, so send everyone there instead.” It’s a seamless way to keep your traffic flowing, preserve your SEO rankings, and ensure customers land where they’re supposed to. Without 301 redirects, you risk losing traffic, tanking your search engine rankings, and frustrating your customers.
When you migrate platforms, it’s sometimes impossible to keep your URL structure identical. Different platforms have different conventions for how URLs are generated. Trying to force the same URL structure across platforms is like trying to fit a square peg into a round hole. That’s why 301 redirects are a must during the migration process.
What Exactly Is a 301 Redirect?
A 301 redirect is an HTTP status code that signals a permanent redirect from one URL to another. When someone (or a search engine bot) tries to access the old URL, the 301 redirect instantly transports them to the new one. The “301” part just means “permanent,” as opposed to a 302 redirect, which is temporary (and not what you want for a migration).
Why is this so important? Three big reasons:
- Search Engine Optimization: Search engines like Google pass most of the old URL’s “link juice” to the new URL via a 301 redirect. Skip this, and your rankings could plummet.
- Customer Experience: Nobody likes landing on a 404 page. A 301 redirect ensures customers get to the right page without any hiccups.
- Traffic Retention: Old links from blog posts, social media, or affiliate sites will still work, keeping your traffic steady.
How to Set Up 301 Redirects in BigCommerce and Shopify
Now that you’re sold on the importance of 301 redirects, let’s talk about how to actually implement them on two of the most popular eCommerce platforms: BigCommerce and Shopify. Both make it relatively easy to set up redirects, but you’ll need to plan ahead.
BigCommerce
BigCommerce has a built-in tool for managing 301 redirects, here’s how to do it:
- Log in to your BigCommerce admin panel.
- Navigate to Settings > 301 Redirects.
- You can add redirects one by one or bulk-upload them. For a migration, the bulk upload is the way to go. Prepare a CSV file with two columns: the old URL path (e.g., /old-product) and the new URL path (e.g., /new-new-product).
- Upload the CSV file via the Import Redirects option.
Test a few redirects to make sure they’re working (just type the old URL into your browser and confirm it takes you to the new one).
Shopify
Shopify’s redirect process is similar:
- Log in to your Shopify admin.
- Go to Content > Menus > URL Redirects.
- Click Create URL Redirect to add redirects individually, or use the Import option for bulk uploads. For bulk uploads, create a CSV with columns for the old path (e.g., /old-product) and the new path (e.g., /products/new-product).
- Upload the CSV and verify the redirects.
Don’t Hit “Go Live” Without Talking to Your Developer
A platform migration is a team effort, and your developer should be leading the charge and aware of all key pieces that need to be in place before going live. Before you flip the switch and launch your new site, make sure to ask them about 301 redirects.
- Have all old URLs been mapped to new ones?
- Is there a CSV file ready for bulk redirect uploads?
- Have we tested a sample of redirects to ensure they work?
- Are there any wildcard redirects for categories or dynamic pages?
This conversation is crucial because, in the chaos of a migration, 301 redirects can slip through the cracks. If you discover after launch that redirects weren’t set up, don’t panic—but act fast. Here’s your recovery plan:
- Identify Missing Redirects: Use tools like Screaming Frog or Ahrefs to crawl your old site (if it’s still accessible) and map old URLs to new ones. If the old site is gone, check Google Analytics or Search Console for top-performing pages that need redirects.
- Create a Redirect File: Build that CSV file with old and new URLs.
- Implement Redirects ASAP: Follow the BigCommerce or Shopify steps above to upload redirects.
- Monitor 404 Errors: Use Google Search Console to track 404 errors and add redirects for any missed pages.
- Resubmit Your Sitemap: Submit your new sitemap to Google Search Console to help search engines reindex your site.
Yes, it’s extra work, but catching this mistake early can save your traffic and rankings from taking a nosedive.
Migrating your online store to a new platform is a big deal, and 301 redirects are the unsung heroes that keep everything running smoothly. They protect your SEO, keep your customers happy, and ensure your traffic doesn’t vanish into thin air – trust me, we’ve seen it happen! By planning your redirects ahead of time, using BigCommerce or Shopify’s built-in tools, and double-checking with your developer, you’ll set yourself up for a successful launch. And if you do miss this step? Take a deep breath, roll up your sleeves, and get those redirects in place pronto.
Scott Sanfilippo began his eCommerce journey in 1994 by co-founding one of the Internet’s first online retailers, TheFerretStore.com, which was acquired by PetCo in 2006. In 2001, he co-founded the eCommerce design and marketing firm Solid Cactus, which was acquired by web.com in 2009. Today, Scott is the General Manager of Your Store Wizards and lives in Delray Beach, FL. Scott can be contacted at scott@yourstorewizards.com.