Recipes

Schema.org for eCommerce Sites

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How do I mark up a product?
What does a complete product schema look like?
How do I mark up product variants?
What are the product availability values?
How do I mark up a product collection page?
How do I mark up shopping cart and checkout pages?
How do I set up a store's identity?
What are the best practices for eCommerce schema?
What schema should I use on different eCommerce pages?
Related Recipes

Use defineProduct() with offers, aggregateRating, and review properties to enable product rich results. Google can display price, availability, ratings, and review counts directly in search results.

Product structured data enables rich snippets showing prices, star ratings, stock status, and reviews - significantly improving visibility and click-through rates for eCommerce pages.

Useful Links

How do I mark 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/typescript'

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

What does a complete product schema look like?

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

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

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
        }
      }
    ]
  })
])

How do I mark up product variants?

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

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

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'
      }
    ]
  })
])

What are the 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

How do I mark 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/typescript'

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

How do I mark up shopping cart and checkout pages?

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

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

// 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.'
  })
])

How do I set 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/typescript'

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/typescript'

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'
      }
    ]
  })
])

What are the best practices for eCommerce schema?

Include all product details: Provide complete information including prices, SKUs, availability, and images.
Update availability regularly: Keep product availability status up-to-date to avoid misleading users.
Add multiple images: Include several high-quality product images from different angles.
Include reviews: Genuine customer reviews and aggregate ratings improve trust signals.
Use structured data testing: Regularly test your schema with Google's Rich Results Test.
Keep pricing accurate: Ensure pricing information matches what's displayed on your website.
Include breadcrumbs: Add breadcrumb navigation to help users understand your site structure.
Ensure consistency: Make sure your schema markup matches the visible content on your page.
Add brand information: Clearly identify the brand of each product to help with brand recognition.
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.

What schema should I use on different eCommerce pages?

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

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

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

Setting Up Your Identity - Define your organization
Breadcrumbs - Navigation for product pages
FAQ Page - Product FAQs

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Breadcrumbs

Use defineBreadcrumb() with an array of { name, item } objects to create breadcrumb navigation markup. Google displays this as a clickable path in search results instead of showing the raw URL.

FAQ

Learn how to implement Schema.org FAQ markup to improve your search appearance.