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What happens when you close a market

When you discontinue a Shopify market:
  • Market-specific URLs (e.g., /en-us/products/shirt) stop working
  • Visitors get 404 errors when accessing these URLs
  • You lose potential customers who land on broken pages
Redirect rules solve this by automatically redirecting market URLs to equivalent pages on your primary store.

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Common market URL patterns

Shopify markets typically use these URL structures: Subdomain-based:
  • us.yourstore.com/products/shirt
  • uk.yourstore.com/collections/sale
Path-based:
  • yourstore.com/en-us/products/shirt
  • yourstore.com/en-gb/collections/sale
Redirect rules work for path-based market URLs. For subdomain-based markets, you’ll need to configure redirects at your domain DNS level.

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Create a market redirect rule

1

Identify your market URL structure

Before creating the rule, determine the pattern used by your discontinued market.Example:
  • /en-us/* (US market with English locale)
2

Open Redirect Pro

From your Shopify admin, open the Redirect Pro app.
3

Go to Redirect Rules

Click Redirect rules in the app navigation menu.
4

Click Create redirect rule

Click the Create redirect rule button.
5

Enter the market URL pattern

In the Redirect from field, enter the market URL pattern using wildcards.Example for US market: /en-us/products/⑴This matches all URLs that start with /en-us/products/
6

Enter the primary store destination

In the Redirect to field, specify where to send visitors.Example 1 - Preserve the path: /products/⑴ (sends /en-us/products/shirt → /products/shirt)Example 2 - Send to homepage: / (sends all market URLs to homepage)
7

Save the rule

Click Save in the contextual save bar at the top of the page. The redirect rule is now active for the discontinued market.You can create additional rules to capture other patterns like collection pages and blog posts.

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Redirect pattern examples

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Single market, broad pattern

Scenario: US market used /en-us/ prefix. One rule captures all paths (products, collections, pages, etc.). Rule:
  • Redirect from: /en-us/⑴/⑵
  • Redirect to: /⑴/⑵
Result:
  • /en-us/products/shirt → /products/shirt
  • /en-us/collections/sale → /collections/sale
  • /en-us/pages/about → /pages/about
Pros: One rule handles everything
Cons: Harder to track analytics by content type

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Single market, specific patterns

Scenario: US market used /en-us/ prefix. Create separate rules for products, collections, etc. Rule 1 (Products):
  • Redirect from: /en-us/products/⑴
  • Redirect to: /products/⑴
Rule 2 (Collections):
  • Redirect from: /en-us/collections/⑴
  • Redirect to: /collections/⑴
Rule 3 (Pages):
  • Redirect from: /en-us/pages/⑴
  • Redirect to: /pages/⑴
Pros: Easier to track analytics per content type
Cons: More rules to manage
Recommended approach: Use specific patterns (separate rules for products, collections, etc.) for better analytics and easier troubleshooting. You can see exactly which content types are getting traffic.

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Multiple markets, one rule per market

Scenario: Closed US and Canada markets with /en-us/ and /en-ca/ prefixes. Rule 1 (US market):
  • Redirect from: /en-us/⑴/⑵
  • Redirect to: /⑴/⑵
Rule 2 (Canada market):
  • Redirect from: /en-ca/⑴/⑵
  • Redirect to: /⑴/⑵
While you could use a wildcard token to replace en-us for multiple market closures, this rule would be very broad and pick up other 404 pages accidentally.

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Redirect to subdomain or secondary domain

Scenario: US market moved from /en-us/ path to us.yourstore.com subdomain. Rule:
  • Redirect from: /en-us/⑴/⑵
  • Redirect to: https://us.yourstore.com/⑴/⑵
Result:
  • /en-us/products/shirt → https://us.yourstore.com/products/shirt
Or redirect to a completely different domain: Rule:
  • Redirect from: /en-us/⑴/⑵
  • Redirect to: https://us-store.com/⑴/⑵
When redirecting to external domains or subdomains, always include the full URL with https:// in the “Redirect to” field.
See Test redirect rules for detailed testing guidance.

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After discontinuing the market

Once the market is closed and your rules are live, Enterprise users can optimize their redirects: View rule matches to see which discontinued market URLs are getting high traffic, then convert high-traffic URLs to 301 redirects for SEO benefits and faster redirects.

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Need help?

Questions about setting up market redirects?