Structured Data for Ecommerce: Product Schema Done Right

Rich results — the stars, prices, and availability badges that appear beneath some ecommerce listings in Google Search — are not magic. They are the direct output of correctly implemented Product schema. For ecommerce sites competing on the same keywords, rich results can increase click-through rate by 20–30% compared to plain blue links, according to data from Google's own case studies.

This guide covers every structured data type relevant to ecommerce: `Product`, `Offer`, `AggregateRating`, `Review`, and `BreadcrumbList`. Each section includes validated JSON-LD you can adapt, along with common mistakes that cause Google to reject your markup.

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Why JSON-LD Is the Preferred Format

Google supports three formats for structured data: JSON-LD, Microdata, and RDFa. In its developer documentation, Google explicitly recommends JSON-LD as the preferred format because:

• It is injected in a `