Best Practices to Manage Discontinued Products in Your eCommerce Store
Best Practices to Manage Discontinued Products in Your eCommerce Store
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Discover how to handle discontinued products in your eCommerce store effectively. Learn strategic tips to maintain SEO, user experience, and sales with real-world examples.
Introduction
In the ever-evolving world of eCommerce, products come and go. Whether due to supply chain disruptions, seasonal changes, product obsolescence, or strategic shifts, discontinuing items is inevitable. But how you handle these discontinued products can significantly impact your brand’s SEO, customer trust, and overall sales.
Improper handling can lead to broken links, poor user experience, and lost traffic. However, with the right strategies in place, you can turn a discontinued product into a valuable touchpoint for customer engagement and conversions.
This blog outlines the best practices for managing discontinued products in your eCommerce store, supported by real-world examples from top online retailers.
1. Don’t Delete the Product Page Immediately
Why It Matters
Deleting a discontinued product page leads to 404 errors, which negatively affect SEO and frustrate users who land on the page through old links, search engines, or bookmarks.
Best Practice
Keep the page live and update it with relevant information.
Example
Zappos, a leading online shoe retailer, retains the product page and displays a message such as, “This product is no longer available.” They offer alternatives right on the same page.
Action Steps
Display a clear message about product discontinuation.
Maintain original page content to preserve SEO value.
Redirect user intent by offering similar alternatives (cross-sells or upsells).
2. Redirect Users to Relevant Alternatives
Why It Matters
You don’t want users to hit a dead end. Offering alternatives keeps them engaged and increases the chance of converting.
Best Practice
Use 301 redirects when a product is permanently removed and a suitable alternative exists.
Example
Apple, when discontinuing a model, often redirects users to the next generation product page with a message like “You may also like…”
Action Steps
Use 301 (permanent) redirects to a closely related product or category.
For temporary removals, use 302 (temporary) redirects.
Avoid redirecting to the homepage — it confuses both users and search engines.
3. Show Similar or Replacement Products on the Same Page
Why It Matters
Customers often look for substitutes when their preferred product isn’t available. Keeping them on the same page increases retention and conversions.
Best Practice
Incorporate carousels, “You may also like,” or “Recommended alternatives” sections.
Example
Amazon adds alternative options with dynamic widgets based on user behavior, similar items, or frequently bought together data.
Action Steps
Use AI-driven recommendations (e.g., via plugins like Nosto or Shopify’s built-in tools).
Highlight new or upgraded versions.
If applicable, provide a side-by-side comparison chart.
4. Leverage the Page for Informational or SEO Value
Why It Matters
Discontinued product pages often have valuable backlinks and good rankings. Don’t waste that SEO equity.
Best Practice
Update the page to become a content-rich landing page with reviews, user guides, and links to related products.
Example
B&H Photo Video maintains discontinued pages and includes information like:
Product reviews
Video tutorials
Links to newer models
Action Steps
Add “Why it was discontinued” content.
Link to updated models, manuals, or buying guides.
Embed customer reviews for trust signals.
5. Use Back-in-Stock Notifications — Strategically
Why It Matters
Sometimes, a product might return — even if temporarily. Letting users subscribe for updates helps build your email list and retain interest.
Best Practice
Add a “Notify Me When Available” button — even for discontinued items, when there's a chance of restocking.
Example
Best Buy uses this approach for electronics, particularly those subject to fluctuating inventory.
Action Steps
Use notification plugins or email integrations.
Clearly indicate the product is currently discontinued but may return.
Provide alternatives in the same message/email.
6. Update Product Metadata and Schema Markup
Why It Matters
Proper metadata informs search engines that the product is no longer available, which reduces crawl errors and keeps your site healthy.
Best Practice
Add availability = Discontinued in your product schema markup.
Example
Retailers on BigCommerce and Magento platforms often configure structured data to reflect product status accurately.
Action Steps
Use schema markup to define discontinued status.
Update the meta title to include “Discontinued.”
Remove "Buy Now" buttons to avoid confusion.
7. Create a "Discontinued Products Archive" or Page
Why It Matters
An archive gives users access to legacy products and builds trust, especially for brands with loyal customers who want to revisit past models.
Best Practice
Link your discontinued product pages to a central hub or archive.
Example
LEGO maintains a "Retired Products" section that provides nostalgic value and links to related or collectible items.
Action Steps
Design an archive section or tag system for discontinued items.
Add internal links from blog posts or support pages.
Include historical data, manuals, and customer reviews.
8. Communicate Transparently with Customers
Why It Matters
Customers appreciate transparency. It builds brand credibility and reduces frustration.
Best Practice
Be honest about why a product was discontinued and offer a rationale, especially if related to quality, regulations, or upgrades.
Example
Outdoor gear brand REI often includes product lifecycle information in FAQs or community forums, such as “Why we stopped making X…”
Action Steps
Include a message: “This product has been discontinued due to…”
Offer customer support links for further questions.
Highlight improvements in the new version.
9. Use Discontinued Products for Content Marketing
Why It Matters
Legacy products provide great storytelling opportunities and boost organic search traffic.
Best Practice
Turn discontinued product pages into blog posts, comparison articles, or nostalgia pieces.
Example
Sony turned its iconic discontinued Walkman models into a retro feature article, driving engagement from longtime fans.
Action Steps
Create “Then vs. Now” articles.
Highlight customer testimonials or fan stories.
Link to current products as next-gen solutions.
10. Analyze Discontinuation Trends and Inventory Patterns
Why It Matters
Frequent discontinuations can reflect deeper issues — supplier changes, misjudged demand, or seasonal mismatches.
Best Practice
Use analytics to identify why products are discontinued and what customer demand looks like over time.
Example
Shopify analytics and Google Analytics can track product page performance even after they’ve been marked discontinued.
Action Steps
Track bounce rates and exit rates for discontinued pages.
Analyze what users click on next after hitting a discontinued page.
Adjust your inventory and product launch planning accordingly.
11. Encourage Reviews Even After Discontinuation
Why It Matters
Even if the product is gone, customer insights remain valuable for future product development or upselling similar items.
Best Practice
Continue accepting reviews or add a note saying, “This product is no longer available, but we’d still love your thoughts.”
Example
Ulta Beauty allows customers to leave reviews on discontinued makeup and skin-care items, which are later used to inform restocks or product revamps.
Action Steps
Keep review sections live.
Use review content in your product recommendations or blog posts.
Analyze reviews to improve next-gen products.
Conclusion
Managing discontinued products in your eCommerce store isn’t just about taking items offline — it’s about turning a potential loss into an opportunity. From improving SEO to enhancing customer experience and building long-term engagement, there are numerous ways to handle discontinued products smartly.
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