What happens if redirects are not configured?

If redirects are not configured during a migration, visitors and search engines may encounter broken or missing pages when they use old URLs.

This can lead to:

• 404 errors when old URLs no longer exist.
• Loss of organic traffic and rankings because search engines can’t follow the old URLs to the new pages.
• Broken backlinks from other websites.
• Poor customer experience when visitors land on unavailable pages.
• Lost SEO value associated with established URLs.
• Lower conversions if important product or landing pages become inaccessible.

Merchants should map important old URLs to their corresponding new URLs and use 301 redirects to preserve traffic and SEO signals as much as possible.