Shopify Schema Markup: How to Add Structured Data to Shopify
Imagine you are a customer looking for a product or service, which link do you want to click more: a general link or a result with detailed information on reviews, stocks, and prices? Of course, the second one looks more trustworthy at the first impression.
That’s the reason you need Shopify schema markup for your eCommerce store. Don’t know much about it? Continue reading this blog post and you will understand what it is, how to add structured data to Shopify stores, and important practices.
Contents
1. What is Shopify structured data
When launching your Shopify business, no matter how beautiful and useful your Shopify store looks, Google doesn’t always understand what you’re selling. Shopify structured data, also known as Shopify schema markup, solves this problem by adding a clear layer of meaning to your pages for better Search Engine Optimization (SEO).
In other words, it’s a simple code for online store optimization, which tells Google: “This is a product,” “Here’s the price,” “It’s in stock,” or “This product has 5-star reviews.”
Thanks to this extra information, your store is more likely to show rich details – such as price, ratings, and availability – directly in search results, making your listing stand out.
Add structured data to Shopify directly influences how your store appears on Google and can boost your performance in search results.
- Increase click-through rate by 20-30%
- Help Google index pages faster
- Show rich results and product highlights
Thus, if you have a plan to start your business, structured data is one of the Shopify keywords you should remember.
2. How to add structured data to Shopify
There are different ways to add structured data to Shopify. You can do it manually, use Shopify applications, or pay for expert services. Let’s dig deeper in each way with a complete guide.
2.1. Add manually
You can insert structured data directly into your theme’s code. Here’s a simple step-by-step guide on how to add schema markup to Shopify product pages using JSON-LD, the preferred format by Google.
Step 1: Go to your Shopify theme code
From your Shopify admin, go to Online Store > Themes.
Choose Edit code of the live theme.
💡 Tip: If you ever change your Shopify theme, you’ll need to manually add structured data again. Custom code will not be synced to the new theme.
Step 2: Add JSON-LD schema markup
In the sidebar, open the Sections folder and find the Shopify liquid files like theme.liquid or main-product.liquid. (It depends on your theme, but it will contain the product details).
Copy and paste this code inside the <head> section or at the top of your product template:
{% if template.name == ‘product’ %}
<script type=”application/ld+json”>
{
“@context”: “https://schema.org/”,
“@type”: “Product”,
“name”: “{{ product.title | escape }}”,
“image”: [
{% for image in product.images %}
“{{ image.src | img_url: ‘master’ | prepend: ‘https:’ }}”{% unless forloop.last %},{% endunless %}
{% endfor %}
],
“description”: “{{ product.description | strip_html | escape }}”,
“sku”: “{{ product.selected_or_first_available_variant.sku }}”,
“brand”: {
“@type”: “Brand”,
“name”: “{{ product.vendor }}”
},
“offers”: {
“@type”: “Offer”,
“url”: “{{ shop.url }}{{ product.url }}”,
“priceCurrency”: “{{ shop.currency }}”,
“price”: “{{ product.selected_or_first_available_variant.price | divided_by: 100.0 }}”,
“availability”: “https://schema.org/{% if product.available %}InStock{% else %}OutOfStock{% endif %}”,
“itemCondition”: “https://schema.org/NewCondition”
}
}
</script>
{% endif %}
💡 Tip: Please add schema where it’s relevant. For product pages, use this {% if template.name == ‘product’ %} condition to avoid adding the same schema to non-product pages like your homepage or blog.
Step 3: Save your change
Click Save in the top-right corner.
Step 4: Test your Shopify schema markup
- Go to Google’s Rich Results Test.
- Paste the URL/code of a product page on your store.
- Click Test URL/Test Code and wait for results.
- If everything’s set up correctly, you’ll see green checkmarks for Product data.
💡 Tip: Always use JSON-LD format for structured data. It’s Google’s recommended format because it separates cleanly from your HTML and is easier to maintain.
2.2. Use Shopify apps
Another way to add structured data to Shopify without coding is by using tools. We recommend you 3 high-rating apps in Shopify as follows:
App Name | Rating | Pricing | Link |
Tapita: SEO Optimizer & Speed | 4.9 ⭐ (3000+ reviews) | Free plan available, Paid from $9.99/month | |
Webrex AI SEO Optimizer Schema | 4.8 ⭐ (600+ reviews) | Free plan available, Paid from $9.99/month | |
Schema Plus for SEO & JSON‑LD | 4.9 ⭐ (500+ reviews) | From $18.99/month. Free trial available. |
Tapita: SEO Optimizer & Speed
Tapita: SEO Optimizer & Speed combines structured data optimization with speed improvements. It helps generate schema markup for your products while also boosting page load time and fixing common SEO issues. The rating is so high thanks to its great features:
- Auto-add structured data for product pages
- Improve site speed and fix meta tags
- Simple and beginner-friendly dashboard
Rating: 4.9 ⭐ (3000+ reviews)
Pricing:
- Free plan available with basic features
- Paid plans start at $9.99/month, which unlocks advanced features like page speed optimization and in-depth SEO reports
Now, let me give you an example of how to add structured data to Shopify using Tapita: SEO Optimizer & Speed.
Go to App > Tapita: SEO Optimizer & Speed > SEO Booster. You can see the highlight box, and its function is adding structured data enabling search results that are more engaging to users. Choose Configure structured data.
At this step, if the app is disabled, please go to Theme Settings and turn on Tapita SEO & Speed.
Then, choose to enable Product schema.
Tapita will automatically get product information from your Shopify store, including:
- Product name, description, price, currency
- Availability status (InStock / OutOfStock)
- Images
- Reviews (if your store has them enabled)
There is an option for you to configure product shipping information. Just click on the Go to config button and you can add/edit it. This lets you define estimated delivery times or shipping destinations for Google.
Click on Save to apply schema for all products.
Webrex AI SEO Optimizer Schema
Webrex AI SEO Optimizer Schema helps you add structured data to Shopify stores automatically. It supports product, collection, article, and breadcrumb schema. No coding is required, just install and configure. Here are the following key benefits:
- Generate rich snippets for products and collections
- Supports breadcrumbs, articles, and reviews
- Beginner-friendly and easy to set up
Rating: 4.8 ⭐ (600+ reviews)
Pricing:
- Free plan available with basic features
- Paid plans start at $9.99/month, including advanced features like automated updates and priority support
Schema Plus for SEO & JSON‑LD
Schema Plus automatically adds structured data to your store based on Google’s best practices. It covers essential schema types like product, breadcrumb, and reviews, helping you stand out in search results. It supports you with 3 outstanding features:
- Auto-generate structured data for products and reviews
- Keeps schema updated as your store changes
- No manual edits needed
Rating: 4.9 ⭐ (500+ reviews)
Pricing:
- Paid plans start at $18.99/month for full access
- A 7-day free trial is available for all plans
- Include features like automated schema updates and premium customer support
2.3. Hire Shopify experts
To save time, hire Shopify experts, especially if you are a beginner in coding. Hence, you can focus on what matters most, like building your marketing and sales strategy.
You can consider eComStart — a service that provides prebuilt eCommerce store with full setup and configuration. Each store includes a professionally designed layout, ready-to-use product pages, and built-in SEO basics.
Working with eComStart, you’ll start with a consultation to clarify your niche, goals, and brand identity. Based on that, the team recommends the right Shopify plan and apps to match your needs.
When you are ready to run Shopify business, don’t forget the promotion of Shopify 1 dollar for 3 months to save your budget.
3. Types of relevant Shopify structured data
Before adding structured data, it’s important to know which types are actually useful for a Shopify store. Each schema type plays a different role — some help search engines show product details, others improve site trust or navigation.
Below are the most useful types for your Shopify store.
3.1. Product
This schema tells Google everything about your product: name, price, stock status, images, and even customer ratings. It helps display rich snippets in search results, making your listings stand out. That means more clicks for merchants and quicker decisions for customers.
Required properties are name, and either offers, review, or aggregateRating.
- name: Product’s name
- offers: Pricing, availability, and where to buy
- review: Customer reviews
- aggregateRating: Average star rating and review count.
3.2. Online business
This schema introduces your store as a verified business entity, showing the brand, website, contact info, and logo to search engines. It builds trust and can help your store appear in knowledge panels and map results.
Google does not require specific properties for Organization schema, but recommends the following to improve recognition and appearance:
- name: Business name
- url: Store homepage
- logo: Brand logo image
- contactPoint: Customer service details (phone, email, etc.)
- sameAs: Social profile links (Facebook, Instagram, etc.)
- description: Short description of your business
- address: Business address if you also sell offline
3.3. Price
Being a part of Product schema, this defines the exact price and currency for your product. It displays directly on Google Search and Shopping results, especially useful for price-conscious customers.
The required properties are:
- price: The actual price of the product.
- priceCurrency: The currency of the price (e.g., USD).
3.4. Payment method
(Source: Webappick)
This schema tells search engines which payment methods your Shopify store accepts, like Visa or PayPal. It builds trust for customers who want to make sure their preferred payment option is accepted. It requires the following properties:
- name: The name of the payment method (e.g., “Visa”, “PayPal”, “MasterCard”)
- acceptedPaymentMethod: The actual payment method being accepted.
3.5. Breadcrumbs
Breadcrumb schema shows the path to a page (like Home > Collection > Product), helping Google and users understand your store’s structure. It improves navigation and shows clean, organized URLs in search results. These properties are required in this type:
itemListElement: This is an array of ListItem objects, each representing an individual breadcrumb link. It must include at least the following:
- @type: Set to “ListItem”
- position: The position of the breadcrumb (e.g., 1 for the first element, 2 for the second, etc.)
- item: The URL of the breadcrumb link.
4. Best practices for using Shopify structured data
Optimizing SEO for your online store, you need to pay attention to the smallest details like a favicon. Also, adding structured data means to add it in the right place and following Google’s rules. So, before taking action, you shouldn’t skip these following things.
4.1. Check guidelines
Always remember to read Google’s official structured data policies. This helps avoid common mistakes like using fake reviews or showing misleading product prices. See Google’s structured data policies here.
4.2. Test your structured data with 2 tools
Once the code is added, don’t forget to test it! On Google structured data guidelines, there are two tools that show you exactly how your structured data looks and whether it has errors.
- Rich Results Test: To check if your page is eligible for rich snippets.
- Schema Markup Validator: To review if the schema is written correctly.
Moreover, you can use Google Search Console to check the performance and effectiveness of schema markup.
4.3. Implement structured data for Shopify collection pages
Many Shopify stores focus only on products, but Google also recommends adding structured data for collection pages. Especially if you have traffic from organic search, by this way, search engines understand your categories. Then, you can improve your site’s internal structure and boost SEO for collection listings.
4.4. Add local business schema for omnichannel retailers
If you run both an online store and a physical location, don’t skip local business schema. This type helps connect your Shopify store to your physical shop, showing address, opening hours, and contact info directly on Google.
This is especially useful for omnichannel sellers who want to improve both online and in-store visibility.
5. Conclusion
When you add structured data to Shopify stores, you can improve your appearance on Google search results and optimize SEO traffic for higher sales revenue. Hopefully, you will be more familiar with Shopify structured data (schema markup) after this post.
In case you need the support from experts while setting up stores with structured data, eComStart will always be here to help.
6. FAQs
