Redirect chains and loops: how the http address should reach your store
Each extra redirect adds delay and can lose link value. Check that the http address reaches your store in one step and has no loops.
2 min read
Area
Store discovery
Severity
Low
Fix effort
Small
Stores failing
0%
Of 35 stores we scanned where this check applies, 0% fail it and 100% pass. See all benchmarks.
A redirect chain is a sequence of redirects before the final page, such as http to https to www to a language path. Each hop adds a delay, and chains can break when one link in them changes. A loop never ends. The http address should reach your store in a single redirect.
Why it matters
Every hop costs a network round trip, and on a phone that is noticeable. Chains also appear after several rounds of site changes where redirects were stacked on top of each other and never tidied.
What the audit looks at
The audit checks that the http address reaches your store in a single redirect.
What usually causes it
- Separate rules for https, www and language that run one after another
- Platform and CDN both redirecting
- An old redirect to a domain that now redirects again
- A misconfigured rule that sends visitors back and forth
How to fix it
Redirect the plain http address straight to the final https address in one step. The effort is small, usually a setting or a paste and under 30 minutes.
- Point http://example.com directly at the final https and www/non-www address, not through intermediate hops.
On Shopify
- Settings > Domains: set the primary domain and tick the redirect option; remove extra redirects configured at your DNS or registrar.
On WooCommerce
- Update the .htaccess or host redirect so http goes straight to the final address; remove stacked rules from plugins.
How to check it yourself
- Use a redirect checker on http://yourstore.com and read each step.
- Aim for one hop to the final https address.
- Test the www and non-www versions as well.
Frequently asked questions
Is one redirect okay?
Yes. One permanent redirect to the final address is normal and fast.
How do I clean up a chain?
Point the first redirect straight to the final destination and remove the middle steps.
Related checks
Check your own store
See whether your store passes this check
Paste your store URL. The audit loads your pages in a real browser and shows the result for this check with the evidence behind it.