Structured data is machine-readable markup embedded in your pages that tells Google exactly what information your page contains. For e-commerce, the key schemas are Product, Offer, AggregateRating, and BreadcrumbList.
Priority structured data for e-commerce
Product + Offer
Enables price and availability display directly in Google search results. Required for Google Merchant Center free listings. Minimum fields: name, image, offers (price, currency, availability).
AggregateRating
Enables review stars in search results — typically +15 to +30% CTR. Requires: ratingValue (e.g., 4.7) and reviewCount (e.g., 238). Only valid if your store actually collects reviews.
BreadcrumbList
Replaces the URL in Google results with a readable hierarchical path. Improves CTR and reinforces the site's internal hierarchical structure signal to Google.
| Schema type | Rich snippet enabled | Required fields |
|---|---|---|
| Product | Price, availability | name, image, offers |
| AggregateRating | Review stars | ratingValue, reviewCount |
| BreadcrumbList | Path in results | itemListElement with positions |
| FAQPage | Q&A accordion in results | mainEntity with Q&A pairs |
Implement structured data in JSON-LD (not Microdata or RDFa). JSON-LD is Google's recommended format, easier to maintain, and can be placed anywhere in the
<head>without modifying your HTML structure.Implement structured data at scale
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FAQ
Schema.org is the vocabulary (the list of types and properties: Product, Offer, AggregateRating). Structured data is the implementation method — most often JSON-LD, sometimes Microdata or RDFa. Google recommends JSON-LD.