301 Redirect to product page or category?

[odegi]

We manage an ecommerce website that sells health products. A few products have now been discontinued. I’m just wondering what would be the best practice in this case. Should we 301 redirect to a similar product or to a similar category page? ANY HELP IS GREATLY APPRECIATED!

[Vizergy]

You mean 301, right?

I would say a category page as redirecting to a different product, no matter how similar, could make for a poor user experience.

[odegi]

Sorry about that!  I did mean 301 redirect. Thank you!

[KarlBantleman]

I'd say a product page (if it is very similar to the product that is no longer available). If you have something like "You May Also Like" on the products this would be useful to have. Only my opinion though and there is no right or wrong answer.

[Vizergy]

agreed - mine was simply my opinion as well  There is no wrong answer.