Issue 01
One product, several URLs
With category paths turned on, Magento serves the same product at /oak-table.html and /furniture/tables/oak-table.html. Each version may hold links. All need a home.
Magento to Shopify
Magento to Shopify migration without the ranking hangover
Magento stores tend to be large, old and full of URLs nobody remembers creating. That history is where your rankings live. We map all of it, including the rewrites Magento has been quietly adding for years, before a single product goes live on Shopify.
What breaks
Why Magento migrations are the riskiest kind
Issue 02
Years of rewrites in the database
Every changed URL key can leave a permanent redirect in the url_rewrite table. Ignore it and old URLs that still receive links go to a 404.
Issue 03
Layered navigation URLs
Filter URLs like ?material=12 use attribute option IDs. Some were indexed and ranked. Shopify cannot redirect most query-string URLs reliably.
Issue 04
Configurable and simple products
Child simple products set to visible in search have their own URLs. On Shopify they become variants, and the old child URLs need mapping to the parent.
Issue 05
Store views and websites
Multi-language store views and separate country websites from one Magento install need a plan for Shopify Markets, hreflang and domains.
Issue 06
Attributes that drove content
Specs, tier prices and attribute-driven blocks do not map to Shopify fields by default. Without metafields, product pages lose detail.
URL structure
Magento URLs and their Shopify equivalents
Magento 2 defaults with the .html suffix shown. Your suffix and category-path settings may differ; the crawl tells us which.
| Compare | Magento / Adobe Commerce | Shopify |
|---|---|---|
| Product | /oak-dining-table.html | /products/oak-dining-table |
| Product with category path | /furniture/tables/oak-dining-table.html | /products/oak-dining-table (one URL) |
| Category | /furniture/tables.html | /collections/dining-tables |
| Layered navigation | /furniture/tables.html?material=12 | Shopify filter parameters, canonical to the collection |
| CMS page | /about-us | /pages/about-us |
| System URL | /catalog/product/view/id/123 | /products/oak-dining-table |
| Store view | /de/tische.html | /de/collections/tische (Markets subfolder) |
| Site search | /catalogsearch/result/?q=oak | /search?q=oak (kept out of the index) |
How we do it
Our Magento to Shopify process
- Week 1
Read the database as well as the storefront
We export the url_rewrite table, product and category URL keys, store view settings and attribute sets. A crawl alone misses rewrites that only links still use.
- Weeks 1 to 2
Score every URL
Search Console, analytics and backlink data tell us which URLs carry clicks and links, including filter URLs and old category paths.
- Weeks 2 to 3
Design collections and metafields
Categories become keyword-led collections. Attributes that buyers filter on become metafields, so Shopify filters and product specs keep working.
- Week 3
Flatten and build the redirect map
Old rewrite chains are collapsed so each legacy URL jumps straight to its final Shopify URL in one hop.
- Weeks 4 to 6
Parity and schema checks
Titles, meta, H1s, category copy, internal links and product schema compared old against new on the unpublished store.
- Day 0 to 90
Launch and monitor
Redirects imported, the old URL list crawled against the live store on day one, then weekly checks for 90 days.
The details
Redirects and data that need extra care
Magento has been around long enough that many stores have been through Magento 1, a move to Magento 2 and several redesigns. Each left URLs behind.
Flatten the rewrite history#
Magento can create a permanent redirect every time a URL key changes. Over the years that becomes a chain: an old URL goes to a newer one, which goes to the current one. On Shopify we map every URL in that history straight to the final destination. Chains waste crawl budget and can lose signal at each hop.
The .html suffix#
Magento product and category URLs usually end in .html. Redirecting /oak-dining-table.html to /products/oak-dining-table works fine on Shopify. What Shopify will not do is redirect a URL ending in .html to the identical path without it, so we never plan redirects that depend on that.
Filter and pagination URLs#
Shopify's redirect tool treats query strings as unreliable. For layered navigation URLs that earned links or traffic, we point internal links and canonicals at the new collection and, where a filter deserves to rank on its own, we build it as a proper collection page with its own copy. That is usually better SEO than the filter page ever was.
Reviews, customers and B2B#
Native Magento reviews need a database export or an extension before they can be imported into a Shopify review app. Customer records and orders migrate, but password hashes do not, so customers reset or use one-time code sign-in. Customer groups and tier pricing usually map to Shopify B2B catalogs on Plus. If wholesale buyers find you through search, our B2B SEO work covers that side.
Store views#
If your Magento install serves several languages or countries, we decide early whether they become Shopify Markets subfolders, separate domains or expansion stores. The Shopify Plus migration page covers that choice in depth, and large catalog SEO covers what happens after launch when you have tens of thousands of SKUs.
Also see the migration SEO hub and Salesforce Commerce Cloud to Shopify if you are comparing enterprise exits.
Deliverables
What you get for a Magento move
Rewrite history audit
Every URL in the url_rewrite table, scored for traffic and backlinks.
Flattened redirect CSV
One hop from every legacy URL to its final Shopify URL.
Collection and metafield plan
Categories and filterable attributes mapped to Shopify structure.
Store view plan
Languages and countries mapped to Markets, domains and hreflang.
Parity report
Titles, meta, content and schema compared page by page.
90-day monitoring
Weekly checks against your pre-launch baseline.
Questions
Magento to Shopify questions
Is Magento to Shopify riskier for SEO than other migrations?
Often, yes. Magento stores tend to be older and larger, with category-path product URLs, layered navigation URLs and years of stored rewrites. That means more URLs that carry traffic or links. The risk is manageable with a database-level export and a complete, flattened redirect map, but it is not a job for a product CSV and a weekend.
Can Shopify keep the .html at the end of my URLs?
No. Shopify URLs follow fixed patterns like /products/handle and /collections/handle without a file extension. Redirecting old .html URLs to their new Shopify paths works fine. The one thing Shopify cannot do is redirect a URL ending in .html to the same path without it, which is rarely needed in a replatform.
What happens to Magento layered navigation pages that rank?
Filter URLs with query parameters cannot be redirected reliably in Shopify. If a filtered page earned real traffic, such as oak dining tables, we build it as its own Shopify collection with copy and a clean URL. Low-value filter URLs are left to canonical tags and internal links pointing at the main collection.
We run several Magento store views. How does that work on Shopify?
Usually as one Shopify store with Markets, using subfolders like /de/ or /fr/ or separate country domains, with hreflang handled by Shopify. Some brands need separate expansion stores instead. We decide based on catalog differences, pricing, language and where your rankings sit today, then map each store view accordingly.
How long does a Magento to Shopify migration take from an SEO side?
For a mid-size catalog, plan six to ten weeks of SEO work before launch: audit, collection design, redirect map, parity checks and staging QA. Large catalogs with several store views take longer. Monitoring then runs for at least 90 days after launch, with reports at day 7, 30, 60 and 90.
Get the rewrite table audited first
Send us your domain. We will tell you how many legacy URLs your Magento store is carrying and which ones still matter.