JavaScript redirects execute in the user's browser after the page begins loading, creating a client-side redirect. While server-side 301 redirects are the standard best practice for Shopify, JavaScript redirects serve specific purposes for conditional redirects based on user behavior or page state.
For most redirect scenarios, use Shopify's built-in server-side redirects or the Doc 404 - fix broken links app. These methods provide better SEO performance and reliability than JavaScript-based redirects.
When to Use JavaScript Redirects
Conditional redirects based on user actions require JavaScript. If you need to redirect users after they select an option from a form, add an item to their cart, or complete a specific action that does not trigger a traditional page refresh, JavaScript handles these dynamic scenarios.
Product availability redirects can use JavaScript when you want to automatically send visitors away from out-of-stock product pages. By checking the product.available property in your Liquid template, you can add a script that redirects to a collection page or alternative product when inventory reaches zero.
Client-side personalization redirects work with JavaScript. For example, redirecting users to different landing pages based on their browser language, device type, or previous visit history requires client-side logic that only JavaScript can provide.
Why Server-Side Redirects Are Preferred
Search engine optimization favors server-side 301 redirects. Search engines fully recognize permanent server-side redirects and transfer link equity from the old URL to the new destination. JavaScript redirects may not receive the same treatment, potentially losing valuable SEO value.
Reliability improves dramatically with server-side redirects. Users who have JavaScript disabled in their browsers will never see JavaScript redirects execute. The redirect simply fails, leaving them on a broken or incorrect page. Server-side redirects work regardless of browser settings.
Page load performance suffers with JavaScript redirects. The browser must download and render the original page, execute the JavaScript, and then load the destination page. This creates a visible flicker and delay. Server-side redirects happen instantly before any content loads.
To implement a JavaScript redirect in Shopify, you would add a script tag with window.location.href set to your destination URL. However, for permanent URL changes, deleted products, or restructured pages, always use server-side 301 redirects through the Shopify admin or Doc 404 instead.
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