404 page

The 404 page is shown when a customer visits a URL that does not exist. It uses the 404.json template.

URL

Any URL that does not match a real page on the storefront. Customers do not navigate here intentionally; they arrive via a typo or an outdated link.

Sections included by default

404 page — The error message and navigation back, optionally with a featured collection.

404 page section

Content

Heading — The headline shown to the customer. Default: We can't find that page.
Subtext — Supporting text. Default: It looks like the page you were looking for has moved or no longer exists.
Button label — Call-to-action button text. Default: Back to home page.
Button link — The URL the button points to. Defaults to the home page if left empty.

Featured collection

The 404 page can show a row of products from a chosen collection to keep the customer engaged.

Featured collection — The collection to feature.
Number of products — Range: 0 to 12.
Products section heading — Default: You might like.
Show product vendor — Toggle.

Other

Color scheme — Default: scheme-1.

Special behaviors

Built-in HTTP 404 status — The 404 template is automatically associated with HTTP 404 responses. Search engines recognize this so unknown URLs are not mistakenly indexed.
Search box in the header — Customers can immediately search from the header even on the 404 page.

Tips

Feature your top sellers in the featured collection. Most customers landing on a 404 are mistakenly typing a URL or following a stale link; a strong product surface keeps them on the store.
Don’t be apologetic to the point of being long. A short heading and one supporting sentence works. Long apologetic copy reads as theatrical.
Test the page by visiting a non-existent URL like https://yourstore.com/this-doesnt-exist.