Structured data

Structured data is a standardized, machine-readable format you add to a webpage to describe what the page is about. It helps search engines understand the page’s content and context more clearly, which can enable enhanced search features like rich results (rich snippets), featured snippets, or knowledge panels.

For eCommerce, structured data is a standard way to share clear, machine-readable details about your product pages with search engines. It helps them understand exactly what you sell, so they can show richer search results—like price, availability, ratings, and sale info—right on the results page.

Product structured data is usually added as schema markup (most often JSON-LD, but it can also be Microdata or RDFa). On a product page, it can label key details such as:

• Product name and images

• Brand, SKU/GTIN (when you have them)

• Price and currency

• Stock status (in stock, out of stock, preorder)

• Reviews and star ratings (when shown on the page)

• Variants (like size or color), when supported

When implemented well, structured data can improve visibility in rich results and other product features in search. This can boost click-through rate because your listing stands out and shoppers can quickly see the basics before they click.

Structured data also supports smoother crawling and indexing by making the page’s purpose and key facts obvious to search engines. For Shopify merchants, some of this markup may come from your theme or apps; for other sites, it’s often added through your CMS, templates, or a plugin. The goal is the same: keep product info accurate, consistent with what users see on the page, and updated when prices or inventory change.