Include structured data relevant to ecommerce

Google crawls and indexes your ecommerce website as it does other websites, applying algorithms to understand your content and its intent. Structured data is a standardized machine-readable format for providing information about a page. This can improve the accuracy of Google's understanding of your content.

Structured data in general is not specific to ecommerce, although some structured data types are. The following resources are useful to learn more about structured data for your ecommerce website.

  • For an introduction to how Google uses structured data, see Understand how structured data works.
  • To understand the breadth of structured data (also called schema markup) for an ecommerce website, see Google supports many, but not all of, the types of structured data defined by

The following types of structured data are particularly relevant for ecommerce websites. Remember that shoppers may be at different stages in their shopping journey and looking for more than just product pages.

Ecommerce structured data types

To help Google understand the hierarchy of pages on your site, see the breadcrumb markup documentation. This can help Google display a more meaningful breadcrumb trail in search results.

Example of a breadcrumb list using structured data


If you have a physical store, tell Google more about your business on your business information pages, such as your store's location and opening hours, with LocalBusiness structured data.

You may also wish to:

Example of local business listing using structured data


To tell Google more about your business details, such as your logo, contact information, business identifiers, and return policies for your business as a whole, see the Organization structured data documentation.

illustration of a knowledge panel showing organization information

Product and ProductGroup

To tell Google more about your products, see the Product structured data documentation (and product variants, if applicable). See also Set up structured data for Merchant Center in the Google Merchant Center documentation for improved participation in shopping related experiences on Google surfaces.

Example of product listing using structured data


To assist Google understand product reviews on your site and when they are appropriate, see Review snippet.

Example of a review snippet in search results

To help Google understand how site search is implemented on your site, add WebSite structured data to your home page.

Example of website listing using structured data


If your website includes pages that are primarily about individual videos, appropriately marking up prerecorded videos (such as on a product page) or livestream events can help Google present the videos appropriately in Google Search results. See our video schema markup documentation for more information.

Examples of video listings using structured data