Structured Data Schema.org for Products — Complete Guide with Examples

What this guide covers

• What Schema.org is and why structured data matters
• Recommended format (JSON-LD)
• Mandatory and recommended product fields
• Step-by-step examples: basic to advanced
• Validation tools and recommendations
• Specifics for e-commerce platforms

1. What is Schema.org and why it’s important

Schema.org is a vendor-neutral vocabulary for structured data supported by major search engines. It helps search engines understand product pages correctly and can enable rich snippets (price, availability, rating, images).

Official references:

• Google — Product structured data
• Schema.org — Product
• Schema.org — Offer

2. Recommended format

Google recommends JSON-LD. It does not interfere with DOM, can be inserted by the server, and dynamically generated from database data.

Available formats: JSON-LD (recommended), Microdata, RDFa. Choose JSON-LD for e-commerce.

3. Mandatory fields for proper product markup

• name — product name
• image — at least one image URL
• description — short description
• offers.price — price
• offers.priceCurrency — currency (ISO code, e.g., UAH, USD)
• offers.availability — availability (https://schema.org/InStock etc.)
• offers.url — product page URL

4. Recommended additional fields

• sku — product SKU
• mpn — manufacturer part number
• gtin8 / gtin12 / gtin13 / gtin14 — barcode
• brand — brand
• category — product category
• color, material, size, weight — attributes
• aggregateRating — aggregate rating
• review — reviews
• itemCondition — condition
• additionalProperty — custom attributes (PropertyValue)
• shippingDetails / OfferShippingDetails — shipping info
• seller — seller organization

5. Basic JSON-LD example

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Wireless Headphones X100" product name,
  "image": "https://site.com/images/headphones-x100.jpg" main image URL,
  "description": "Wireless headphones with noise cancellation." short description,
  "offers": {
    "@type": "Offer",
    "url": "https://site.com/product/headphones-x100" product page,
    "priceCurrency": "UAH" currency (ISO),
    "price": "2499" price as number,
    "availability": "https://schema.org/InStock" availability
  }
}
</script>

15. Open Graph and Twitter Cards for products

For correct display on Facebook, Messenger, Viber, WhatsApp, and X (Twitter), use Open Graph and Twitter Card meta tags.

Open Graph Example

<meta property="og:type" content="product"> data type — product
<meta property="og:title" content="Product Name"> product title
<meta property="og:description" content="Short product description"> short description
<meta property="og:url" content="https://site.com/product-url"> product page URL
<meta property="og:image" content="https://site.com/upload/product.jpg"> product image
<meta property="product:price:amount" content="2499"> price
<meta property="product:price:currency" content="UAH"> currency
<meta property="product:availability" content="in stock"> availability

Twitter Cards Example

<meta name="twitter:card" content="summary_large_image"> large product card
<meta name="twitter:title" content="Product Name"> title
<meta name="twitter:description" content="Short product description"> description
<meta name="twitter:image" content="https://site.com/upload/product.jpg"> image
<meta name="twitter:url" content="https://site.com/product-url"> product URL