Unhead
React
Recipes

Schema.org for eCommerce Sites

Copy for LLMs
On this page

Implementing Schema.org for eCommerce sites can significantly improve your search visibility and product presentation in search results. Product markup helps search engines understand your offerings and can result in rich results with pricing, availability, reviews, and more.

Useful Links

Marking up a Product

defineProduct creates Product Schemas whilst handling relations for you.

Note that some fields may already be inferred, see Schema.org Params

import { defineProduct, useSchemaOrg } from '@unhead/schema-org/react'

useSchemaOrg([
  defineProduct({
    name: 'Schema.org Book',
    description: 'Discover how to use Schema.org',
    image: [
      'https://example.com/photos/16x9/photo.jpg'
    ],
    offers: [
      { price: 50 },
    ],
  })
])

Complete Product Example

For optimal product markup, include as much information as possible:

import { defineProduct, useSchemaOrg } from '@unhead/schema-org/react'

useSchemaOrg([
  defineProduct({
    name: 'Premium Ergonomic Office Chair',
    description: 'High-quality office chair with lumbar support and adjustable height.',
    image: [
      'https://example.com/images/chair-front.jpg',
      'https://example.com/images/chair-side.jpg',
      'https://example.com/images/chair-back.jpg'
    ],
    sku: 'CHAIR-123',
    mpn: 'ERGO-2023-BLK',
    gtin13: '9780123456789',
    brand: {
      name: 'ErgoComfort'
    },
    offers: {
      price: 299.99,
      priceCurrency: 'USD',
      priceValidUntil: '2023-12-31',
      url: 'https://example.com/chair-ergonomic',
      availability: 'https://schema.org/InStock',
      itemCondition: 'https://schema.org/NewCondition'
    },
    aggregateRating: {
      ratingValue: 4.7,
      reviewCount: 89
    },
    review: [
      {
        author: 'Jane Doe',
        datePublished: '2023-01-15',
        reviewBody: 'This chair has dramatically improved my posture and comfort throughout the workday.',
        reviewRating: {
          ratingValue: 5
        }
      },
      {
        author: 'John Smith',
        datePublished: '2023-02-20',
        reviewBody: 'Excellent build quality, but took some time to adjust properly.',
        reviewRating: {
          ratingValue: 4
        }
      }
    ]
  })
])

Marking up Product Variants

For products with multiple variants (color, size, etc.), use the following approach:

import { defineProduct, useSchemaOrg } from '@unhead/schema-org/react'

useSchemaOrg([
  defineProduct({
    name: 'Cotton T-Shirt',
    description: 'Comfortable 100% cotton t-shirt, available in multiple colors and sizes.',
    image: [
      'https://example.com/images/tshirt-main.jpg',
      'https://example.com/images/tshirt-red.jpg',
      'https://example.com/images/tshirt-blue.jpg'
    ],
    offers: [
      {
        name: 'Small Red T-Shirt',
        price: 19.99,
        priceCurrency: 'USD',
        sku: 'TSHIRT-S-RED',
        availability: 'https://schema.org/InStock',
        url: 'https://example.com/tshirt-small-red'
      },
      {
        name: 'Medium Red T-Shirt',
        price: 19.99,
        priceCurrency: 'USD',
        sku: 'TSHIRT-M-RED',
        availability: 'https://schema.org/InStock',
        url: 'https://example.com/tshirt-medium-red'
      },
      {
        name: 'Small Blue T-Shirt',
        price: 19.99,
        priceCurrency: 'USD',
        sku: 'TSHIRT-S-BLUE',
        availability: 'https://schema.org/OutOfStock',
        url: 'https://example.com/tshirt-small-blue'
      }
    ]
  })
])

Product Availability Values

For the availability property, use one of these Schema.org values:

  • https://schema.org/InStock: Item is in stock
  • https://schema.org/OutOfStock: Item is out of stock
  • https://schema.org/PreOrder: Item is available for pre-order
  • https://schema.org/Discontinued: Item has been discontinued
  • https://schema.org/BackOrder: Item is on backorder and will be available later
  • https://schema.org/InStoreOnly: Item is available only in physical stores
  • https://schema.org/OnlineOnly: Item is available only online
  • https://schema.org/SoldOut: Item is sold out

Marking up a Product Collection Page

For category or collection pages that list multiple products, use the CollectionPage type:

import { defineWebPage, useSchemaOrg } from '@unhead/schema-org/react'

useSchemaOrg([
  defineWebPage({
    '@type': 'CollectionPage',
    'name': 'Office Furniture Collection',
    'description': 'Browse our collection of high-quality office furniture.'
  })
])

Marking up Shopping Cart and Checkout

For shopping cart and checkout pages, you can use specific page types:

import { defineWebPage, useSchemaOrg } from '@unhead/schema-org/react'

// For a shopping cart page
useSchemaOrg([
  defineWebPage({
    '@type': 'CheckoutPage',
    'name': 'Your Shopping Cart',
    'description': 'Review and edit your shopping cart items before checkout.'
  })
])

// For a checkout page
useSchemaOrg([
  defineWebPage({
    '@type': 'CheckoutPage',
    'name': 'Checkout',
    'description': 'Complete your purchase securely.'
  })
])

Setting up a Store's Identity

For eCommerce sites, it's important to establish your brand's identity. This can be done using Organization or LocalBusiness depending on whether your store has a physical location.

See the Identity guide for more details.

// Organization Example
import { defineOrganization, useSchemaOrg } from '@unhead/schema-org/react'

useSchemaOrg([
  defineOrganization({
    name: 'My eCommerce Store',
    logo: 'https://example.com/logo.png',
    sameAs: [
      'https://facebook.com/mystore',
      'https://instagram.com/mystore',
      'https://twitter.com/mystore'
    ],
    contactPoint: [
      {
        '@type': 'ContactPoint',
        'telephone': '+1-555-123-4567',
        'contactType': 'customer service',
        'areaServed': 'US',
        'availableLanguage': ['English', 'Spanish']
      }
    ]
  })
])

// LocalBusiness Example
import { defineLocalBusiness, useSchemaOrg } from '@unhead/schema-org/react'

useSchemaOrg([
  defineLocalBusiness({
    'name': 'My Retail Store',
    'image': 'https://example.com/store-front.jpg',
    '@type': 'ClothingStore',
    'address': {
      streetAddress: '123 Main St',
      addressLocality: 'Anytown',
      addressRegion: 'CA',
      postalCode: '12345',
      addressCountry: 'US'
    },
    'telephone': '+1-555-123-4567',
    'priceRange': '$$',
    'openingHoursSpecification': [
      {
        dayOfWeek: [
          'Monday',
          'Tuesday',
          'Wednesday',
          'Thursday',
          'Friday'
        ],
        opens: '09:00',
        closes: '17:00'
      },
      {
        dayOfWeek: ['Saturday'],
        opens: '10:00',
        closes: '16:00'
      }
    ]
  })
])

Best Practices for eCommerce Schema

  1. Include all product details: Provide complete information including prices, SKUs, availability, and images.
  2. Update availability regularly: Keep product availability status up-to-date to avoid misleading users.
  3. Add multiple images: Include several high-quality product images from different angles.
  4. Include reviews: Genuine customer reviews and aggregate ratings improve trust signals.
  5. Use structured data testing: Regularly test your schema with Google's Rich Results Test.
  6. Keep pricing accurate: Ensure pricing information matches what's displayed on your website.
  7. Include breadcrumbs: Add breadcrumb navigation to help users understand your site structure.
  8. Ensure consistency: Make sure your schema markup matches the visible content on your page.
  9. Add brand information: Clearly identify the brand of each product to help with brand recognition.
  10. Link to product URLs: Each product variant should link to its specific URL for direct access.
For comprehensive eCommerce SEO, combine product schema with other relevant schemas like breadcrumbs, FAQ (for product questions), and organization/local business schemas.

eCommerce Schema Structure

For a typical eCommerce site, consider implementing this schema structure:

  1. Site-wide schema (on all pages):
    • Organization or LocalBusiness
    • WebSite with SearchAction
  2. Product listing/category pages:
    • WebPage (CollectionPage)
    • Breadcrumb
  3. Product detail pages:
    • Product with all details
    • Breadcrumb
    • Optional: FAQPage (for product Q&A)
  4. Checkout pages:
    • WebPage (CheckoutPage)

This comprehensive structure helps search engines understand your eCommerce site and can improve visibility for your products in search results.

Edit this page
Markdown For LLMs
Did this page help you?