How to Make a Product Private in Shopify

Whether you’re running VIP pre-orders, exclusive promotions, or simply want to test a product without the general public’s eyes on it, making a product “private” on Shopify can give you that control.

But here’s the real talk: Shopify doesn’t offer a one-click “private product” switch. Instead, you have to work with workarounds that range from simple tweaks to using third-party apps.

Let’s break down your options to make a product private in Shopify!

Why Make a Product Private?

Before diving into the how-to, ask yourself why you need a product to be private. Common scenarios include:

  • VIP or pre-order launches: Offer early access to loyal customers or email subscribers.
  • Exclusive deals: Keep certain items away from your main catalog to maintain a premium feel.
  • Testing or focus groups: Introduce new products to a limited audience without overwhelming your general customers.

Being private means the product is available via a direct link (or through other access control methods) while staying hidden from your public storefront, automated collections, and even search engines (with some additional tweaks).

Method 1: Hidden Collections & Direct Links

One of the simplest ways to “hide” a product is to remove it from your main navigation and automated collections. Step-by-Step:

Create a Hidden Collection

In your Shopify admin, go to Products > Collections and create a new collection (e.g., “VIP Exclusives”). Don’t add this collection to your store’s navigation. This ensures that only those with the link can access it.

Add the Product Manually

Add the product you want to hide into this collection manually, rather than relying on automated rules that could inadvertently list it elsewhere.

Share the Direct Link

Copy the URL of the hidden collection or product page and distribute it only to your intended audience (e.g., via an exclusive email blast).

Note: This method is straightforward but not foolproof—savvy customers might still discover the product through search engines or by typing in the URL.

Method 2: Excluding Products via Theme Code

For more control, you can edit your theme’s Liquid code so that products flagged as “private” are excluded from public listings, like the “Shop All” page. Step-by-Step:

Tag Your Product

Edit the product’s title or tags (for example, add “private”) so you can easily identify it.

Modify Your Collection Template

In your Shopify admin, go to Online Store > Themes > Actions > Edit Code.

Locate the Liquid file that renders product listings (often a file like collection.liquid or a snippet used for product loops).

Wrap the product display code in a condition that skips products with the “private” tag:

{% for product in collection.products %}
{% unless product.tags contains 'private' %}
<!-- Your product display code here -->
{% endunless %}
{% endfor %}

Test Extensively

Ensure that while the product is hidden from public listings, it remains accessible when someone uses the direct link.

Heads up: If you’re not comfortable editing code, make sure to back up your Shopify theme first. Even small mistakes can cause significant display issues.

Method 3: Using a Third-Party App (e.g., Locksmith)

If you need rock-solid control over who sees your product—and you’re willing to invest in a dedicated solution—apps like Locksmith are a smart choice. These apps let you restrict access based on customer tags, email addresses, or other criteria.

Why Consider Locksmith?

  • Granular Control: Restrict product pages so that only approved users (for instance, VIP email subscribers) can view and purchase the product.
  • No Coding Required: The app’s interface guides you through the process, reducing the risk of errors.
  • Enhanced Security: Unlike simple hidden collections, Locksmith can prevent even direct URL guessing by non-authorized users.

Real talk: Third-party apps add cost, but if exclusivity is key to your strategy, it’s worth the investment.

Method 4: Using the SEO Hidden Metafield

Some community members have found success using a special metafield (often called seo.hidden) to hide products from internal and external search results. Quick Overview:

  • Setup: Create a metafield for your product (using Shopify’s metafield functionality) and set a value (like “1”) to indicate that the product should be hidden.
  • Theme Adjustment: Modify your theme to check for this metafield and exclude the product from search results.

Keep in mind: This method requires technical know-how and isn’t always bulletproof. It can help keep your product off Google and Shopify’s internal search, but it won’t secure it entirely.

Pros, Cons, and Practical Considerations

Since we have four options, we think you should consider the Pros and Cons of each option, consider:

Hidden Collections & Navigation Tweaks

  • Pros: Simple to set up, no coding required.
  • Cons: Products might still be discovered via search or direct URL guessing.

Theme Code Adjustments

  • Pros: Greater control over where products appear.
  • Cons: Requires technical skill and constant testing with theme updates.

Third-Party Apps (Locksmith)

  • Pros: Robust access control and user management.
  • Cons: Additional costs and potential app conflicts.

SEO Hidden Metafield

  • Pros: Keeps products off search engine results and internal search listings.
  • Cons: Technical setup and not a complete barrier for determined users.

No method is 100% foolproof—if a determined customer has the direct link, they can still access the product. The key is to match the method to your needs. For many, a combination of hidden collections and a bit of Liquid code tweaking offers the right balance of simplicity and control. For those needing ironclad restrictions, investing in a dedicated app is the forward-thinking solution.

Making a product private on Shopify isn’t as straightforward as clicking a “private” button, but with a little creativity and the right tools, you can create an exclusive, tailored shopping experience. Whether you’re a small business owner testing a new idea or a seasoned merchant launching a VIP pre-order, these strategies let you control who sees your product—without the sugar-coating. Be prepared for a bit of trial and error, and always back up your changes.

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