What is a Redirect Manager app, and why your Shopify store needs one ?

If you run a Shopify store, broken links and deleted product pages are inevitable: products go out of stock, URLs change, collections get reorganized, or you migrate from another platform. A Redirect Manager app solves that problem by catching visitors who hit a 404 (page not found) and sending them to the right place instead of a dead end.

Nabu Redirect Manager focuses on two powerful types of fixes:

1. 404 redirects — map a single broken URL to a new target (one-to-one).

2. 404 wildcard redirects — map an entire pattern of broken URLs to a new pattern or page (one-to-many), using a *-style catch-all.

How it helps your Shopify store

1. Protects SEO and search rankings

When an important URL returns a 404, search engines can drop that page from results and lose the link equity it had. Redirecting the old URL to the correct product, collection, or homepage preserves value and keeps organic traffic flowing.

2. Improves user experience

A visitor who clicks a link from social media or an old email and ends up on a relevant product instead of a 404 is much more likely to buy. Redirects reduce frustration, lower bounce rates, and keep customers on your site.

3. Makes product management and migrations safer

During product renames, SKU consolidations, or platform migrations, hundreds of URLs can change. Wildcard redirects let you catch whole groups of old URLs in a single rule instead of creating hundreds of manual redirects.

4. Fixes marketing and referral traffic

Old campaign links, affiliate links, or backlinks from other sites continue to send traffic. Redirects ensure those visitors land on a useful page — not an error screen.

Quick examples

Single 404 redirect:

/products/red-shirt-old → /products/red-shirt

(Use when one product URL changed.)

Wildcard 404 redirect:

/collections/summer-2023/* → /collections/summer

(All old summer-2023 product pages redirect to the new summer collection.)

Migration use-case:

/blog/posts/* → /blogs/news/*

(Catch all old blog post paths and point them to your new blog structure.)

Updated on: 20/08/2025