Schema types — E-commerce
Schema for e-commerce
Prices, stock levels and star ratings only show up in search and shopping results if your product schema says so explicitly. Most stores are missing it, or shipping it broken.
What a search engine reads today
"Wireless Headphones — Acme Store."
What product schema adds
{
"@type": "Product",
"name": "Wireless Headphones",
"offers": {
"@type": "Offer",
"price": "49.99",
"priceCurrency": "GBP",
"availability": "InStock"
},
"aggregateRating": {
"ratingValue": "4.6",
"reviewCount": "212"
}
}
Why it matters for online stores
Product schema is what turns a plain blue link into a result shoppers actually click.
Stars, price and stock in the SERP
Rich results for products depend entirely on valid Product and Offer markup — no markup, no rich result, regardless of how good the page is.
Feed and page stay in sync
When on-page schema doesn't match your Merchant Center feed, listings get suppressed. Getting both aligned is half the job.
Correctly summarised by AI shopping tools
AI-driven shopping assistants lean on structured product data to compare price and availability — unmarked pages get skipped over.
Product catalogue audit
A review of how your product, category and review pages are currently marked up — including a check against your product feed, where you have one.
- Sample crawl across product types, variants and out-of-stock states
- Validation against schema.org and Google's Merchant listing requirements
- A prioritised list of fixes, ranked by revenue impact
Product & offer implementation
Product, Offer, AggregateRating and Review markup written to match how your catalogue is actually structured — variants, bundles and out-of-stock items included, not just the happy path.
- Templated so it scales across your whole catalogue, not just a handful of pages
- Tested in Google's Rich Results tool before it goes live
- Handover notes for your team or CMS developer
Ongoing monitoring
Catalogues change constantly — new products, price changes, stock updates. This keeps your markup valid as the catalogue moves.
- Scheduled re-validation across product templates
- Alerts when price or availability markup drifts from the live page
- Updates as Google's product schema requirements change
How it works
Same three stages as any Honest SEO project, applied to a catalogue.
Audit
A sample of your product pages checked against what your feed and rich results actually need.
Build
Markup written as a template that fits your CMS, tested against real product variants — not a one-off page.
Check
Confirmation that rich results are actually appearing, with monitoring set up if you want it.
Not sure what your store is missing?
A free audit will tell you exactly which product pages are eligible for rich results and which aren't.