eCommerce websites have a lot of pages. Look at Amazon or Flipkart, you will see that they sell products under hundreds of categories and 1000's of sub-categories. For example Electronics is a category and Refrigerators, Air Conditioners, Fans are sub-categories. Having a well defined URL structure allows Google and other Search Engine bots to crawl your website more efficiently. For an ecommerce website, you have 3 types of pages - Homepage, Category & Sub-category pages and product pages. If you have your website in Shopify, category pages are called collections. So whats the ideal URL structure for an eCommerce website: A) First and foremost, you need to have a well defined hierarchy for your pages 0. Homepage: domain name 1. Category page: /category 2. Product page: /category/product-name Everything related to make up is under /category B) Use Keywords in the URL: Since the product pages will have the product name in the URL, ideally the place to use keywords in the URL would be for category & sub-category pages C) Canonical tags to multiple URLs. eCommerce platforms such as Shopify have 2 URLs to access the same product page. i.e. /collections/girls-dresses /products/product-name /collections/collection-name/products/product-name In this case, you need to make sure that there is a canonical tag placed from one page to the original page (products page), so that Google does not treat these URLs as duplicate pages.