Schema Markup Guide

Schema Markup for Ecommerce: Structured Data That Earns Rich Results

The right schema markup can earn rich results — star ratings, opening hours, FAQ boxes, and product panels — that dramatically increase click-through rates. This guide shows exactly which schema types ecommerce stores need and how to implement them.

Primary Schema Type: Product + Offer + AggregateRating

Rich Results Available to Ecommerce Stores

Product rich results (price, availability, ratings)

Product carousel in Google Shopping

Merchant Center integration

Star ratings in organic search

Price drop notifications

In-stock badge

Schema Types for Ecommerce Stores

Product

Essential for any ecommerce page. Enables product rich results with price, availability, and ratings.

Required Properties

name
offers

Recommended Optional

description
image
brand
aggregateRating
sku

Offer

Nested inside Product schema. Provides price, availability, and seller information.

Required Properties

price
priceCurrency
availability

Recommended Optional

url
priceValidUntil
seller

AggregateRating

Shows star ratings in search results. Only include when you have genuine customer reviews.

Required Properties

ratingValue
reviewCount

Recommended Optional

bestRating

BreadcrumbList

Shows category hierarchy in search results. Critical for ecommerce site architecture visibility.

Required Properties

itemListElement

Recommended Optional

Product + Offer + AggregateRating Schema

JSON-LD — paste in <head> of your pageapplication/ld+json

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Men's Waterproof Hiking Boots",
  "description": "Waterproof full-grain leather hiking boots with Vibram outsole. Suitable for multi-day trails.",
  "image": "https://example.com/images/hiking-boots.jpg",
  "brand": {
    "@type": "Brand",
    "name": "TrailMax"
  },
  "sku": "TM-HB-2024-BRN-10",
  "offers": {
    "@type": "Offer",
    "price": "189.99",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "url": "https://example.com/products/hiking-boots"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.6",
    "reviewCount": "1247"
  }
}

Test your schema at: search.google.com/test/rich-results before publishing.