Site Navigation & Collections

What are site navigation and collections?

Site navigation refers to menus, links, and pathways that guide users through a store. Collections group products based on shared attributes, categories, or use cases.

Together, they define how customers explore and understand a product catalog.

Why navigation and collections matter for small brands

Clear navigation reduces friction and helps customers quickly locate relevant products. Poor structure can hide inventory, confuse shoppers, and limit conversion.

As catalogs grow, navigation becomes increasingly important for both usability and scalability.

When you should care (and when you shouldn’t)

Navigation and collections matter most when:

• Product count increases

• Multiple use cases or categories exist

• Customers struggle to find products

With very small catalogs, simple navigation may be sufficient.

How navigation and collections are typically structured

Brands usually start with broad categories and refine collections over time. Effective structures prioritize clarity and customer logic over internal organization.

Common mistakes or misconceptions

• Overloading menus with too many options

• Creating collections without clear logic

• Optimizing for internal teams instead of customers

FAQs

How many menu items should a Shopify store have?
There is no fixed number, but fewer, clearer options usually improve usability.

Do collections affect SEO?
Yes. Well-structured collections can support discoverability and search visibility.

Should collections change often?
They should evolve with the catalog, but frequent restructuring can confuse returning customers.