Shopify Product Schema Markup (Get Stars, Prices, and Stock in Google Results)

Your competitor’s Google listing shows star ratings, prices, and “In Stock” badges. Yours shows a plain blue link. Same product. Same quality. But they get the clicks because their listing looks more trustworthy at a glance.

The difference is product schema markup, and it’s one of the highest-ROI changes you can make to your Shopify store’s SEO. Rich results with star ratings and pricing achieve 82% higher click-through rates than standard listings (SEMrush, 2025). Yet only 31.3% of websites implement any schema markup at all (Sixth City Marketing, 2025).

That’s a wide-open competitive advantage.

This guide covers what Shopify includes by default, what’s missing, and exactly how to add the schema markup that gets your products showing stars, prices, and availability in Google search results. We’ll also cover why schema now matters for AI search visibility, not just traditional SEO.

What Is Product Schema Markup?

Product schema markup is structured data code that tells search engines exactly what your product page contains. It translates human-readable product information (name, price, reviews) into a machine-readable format that Google, Bing, and AI systems can process directly.

The code uses JSON-LD format (JavaScript Object Notation for Linked Data), which Google officially recommends. It sits in your page’s HTML head section and doesn’t affect what visitors see. It only affects what search engines understand.

When Google reads your schema markup, it can display rich results: enhanced search listings with star ratings, price ranges, availability status, and review counts directly in the SERP. These visual elements make your listing stand out and give shoppers key buying information before they click.

Why Schema Markup Matters in 2026

Schema has always helped with rich results. But in 2026, it serves a second critical purpose: making your products visible to AI systems.

AI search engines like Google AI Overviews, ChatGPT, and Perplexity rely heavily on structured data to understand, verify, and cite product information. Research from Aiso found that LLMs extract 30% more accurate data from pages with schema markup (ClickForest, 2026). And LLMs grounded in knowledge graphs achieve 300% higher accuracy compared to those relying solely on unstructured text (Schema App, 2025).

Microsoft confirmed this directly: schema markup helps their LLMs understand content. When your product data is clearly structured, AI systems assign higher confidence scores to your information, making your products more likely to be cited and recommended.

Benefit	Traditional SEO	AI Search
Rich results	Stars, prices, stock in Google	N/A
CTR improvement	20-40% higher click-through	N/A
Data accuracy	Correct info in SERPs	30% more accurate LLM extraction
Product visibility	Google Shopping grids	AI Overviews, ChatGPT citations
Trust signals	Review stars build confidence	Reduces AI hallucinations

What Schema Markup Does Shopify Include by Default?

Good news: Shopify doesn’t leave you starting from zero. Modern Shopify themes (Dawn v15.0 and above) include built-in schema markup using the structured_data Liquid filter.

What’s Included Automatically

When you use a theme with the structured_data filter, Shopify generates:

• Product schema for single-variant products
• ProductGroup schema for products with multiple variants (size, color)
• Product name, image, price, and availability
• Basic brand information
• Offer details (price, currency, availability status)

The implementation is simple. In your theme’s product template, the code looks like:

 {{ product | structured_data }}

This single line generates a full JSON-LD block with your product’s core data.

What’s Missing from Default Shopify Schema

Here’s where it gets interesting. Shopify’s default schema covers the basics, but several high-value properties are missing:

Property	Included?	Impact if Missing
Product name, image, price	Yes	N/A
Availability status	Yes	N/A
Brand	Yes	N/A
AggregateRating (stars)	No	No star ratings in search results
Individual Reviews	No	No review snippets
Shipping details	No	Missing Google Merchant Center data
Return policy	No	Missing Google Merchant Center data
FAQ schema	No	No FAQ rich results
BreadcrumbList	Partial	Weak navigation signals
GTIN/MPN/SKU	Partial	Reduced Google Shopping eligibility
ProductGroup variants	Yes (v15+)	N/A

The biggest gap is AggregateRating. Without it, your listings never show star ratings in Google, which is the single most impactful rich result element for ecommerce CTR.

How to Add Star Ratings to Your Shopify Schema

Star ratings in Google search results are the most visible schema benefit for ecommerce. Here’s how to add them.

Step 1: Ensure You Have Customer Reviews

Google only shows star ratings when your schema references real customer reviews on the page. You need:

• A review app installed (Shopify Product Reviews, Judge.me, Yotpo, Loox)
• Actual customer reviews displayed on product pages
• Review data accessible through Shopify metafields or the app’s API

Important: Applying AggregateRating schema to pages without visible reviews can result in a Google penalty. Only add review schema where actual reviews are displayed.

Step 2: Add AggregateRating to Your Product Schema

If your theme uses the structured_data filter, you’ll need to extend it. Add this to your product template (typically sections/main-product.liquid or the theme’s product JSON-LD section):

{
 "@context": "https://schema.org",
 "@type": "Product",
 "name": "{{ product.title | escape }}",
 "image": "{{ product.featured_image | image_url: width: 1200 }}",
 "description": "{{ product.description | strip_html | escape | truncate: 500 }}",
 "brand": {
 "@type": "Brand",
 "name": "{{ product.vendor | escape }}"
 },
 "sku": "{{ product.selected_or_first_available_variant.sku | escape }}",
 "offers": {
 "@type": "Offer",
 "url": "{{ shop.url }}{{ product.url }}",
 "priceCurrency": "{{ cart.currency.iso_code }}",
 "price": "{{ product.selected_or_first_available_variant.price | money_without_currency }}",
 "availability": "{% if product.available %}https://schema.org/InStock{% else %}https://schema.org/OutOfStock{% endif %}"
 },
 "aggregateRating": {
 "@type": "AggregateRating",
 "ratingValue": "{{ product.metafields.reviews.rating.value }}",
 "reviewCount": "{{ product.metafields.reviews.rating_count.value }}"
 }
}

The aggregateRating section pulls data from Shopify’s native review metafields. If you use a third-party review app, check their documentation for the correct metafield path.

Step 3: Validate with Rich Results Test

After adding your schema, test it:

1. Go to Google’s Rich Results Test
2. Enter your product page URL
3. Check for errors and warnings
4. Verify that “Product” shows as eligible for rich results
5. Confirm AggregateRating appears in the preview

Fix any errors before moving on. Common issues include missing required fields, incorrect data types, and mismatched prices between visible content and schema.

Essential Schema Types for Shopify Stores

Product schema with AggregateRating is the starting point. But several other schema types boost your Shopify store’s search visibility.

Product Variant Schema (ProductGroup)

If your products come in multiple sizes, colors, or patterns, use ProductGroup schema. Google added support for this in 2024, and it helps search engines understand which products are variations of the same parent item.

Key properties:

• hasVariant: Nests Product variants under the parent ProductGroup
• variesBy: Lists which properties differ (color, size, material)
• productGroupID: The parent SKU that groups all variants
• isVariantOf: Links each variant back to the parent

Each variant needs a unique identifier (SKU or GTIN). Shopify’s structured_data filter handles basic variant schema automatically in Dawn v15.0+, but you may need to extend it for full ProductGroup coverage.

BreadcrumbList Schema

Breadcrumbs show the navigation path to your product (Home > Women’s Shoes > Running Shoes > Nike Air Zoom). BreadcrumbList schema helps Google display this path in search results, giving users context before clicking.

{
 "@context": "https://schema.org",
 "@type": "BreadcrumbList",
 "itemListElement": [
 {
 "@type": "ListItem",
 "position": 1,
 "name": "Home",
 "item": "{{ shop.url }}"
 },
 {
 "@type": "ListItem",
 "position": 2,
 "name": "{{ collection.title | escape }}",
 "item": "{{ shop.url }}{{ collection.url }}"
 },
 {
 "@type": "ListItem",
 "position": 3,
 "name": "{{ product.title | escape }}",
 "item": "{{ shop.url }}{{ product.url }}"
 }
 ]
}

FAQ Schema

If your product pages include an FAQ section (and they should), add FAQPage schema. This can trigger FAQ rich results: expandable question-and-answer sections directly in Google search results.

FAQ schema increases your listing’s visual footprint on the SERP, pushing competitors further down the page.

Organization Schema

Add Organization schema to your homepage to establish your brand identity in search:

• Business name, logo, and description
• Social media profile links
• Contact information
• Founded date and founder information

This schema helps Google’s Knowledge Panel and gives AI systems authoritative brand information to reference.

Schema Markup and Google Shopping Visibility

Schema markup isn’t just about organic search listings. It directly impacts your visibility in Google Shopping and Product Grids.

Product schema with complete data (GTIN, brand, price, availability, images, shipping) feeds into Google Merchant Center’s understanding of your products. Stores with proper schema achieve 4.2x higher Google Shopping visibility compared to those without (ALM Corp, 2026).

Properties That Boost Google Shopping Eligibility

Property	Schema Field	Why It Matters
GTIN/UPC/EAN	gtin, gtin13, gtin14	Required for many product categories
Brand	brand.name	Helps Google match products
Condition	itemCondition	New, Used, Refurbished
Shipping	shippingDetails	Shows delivery info in results
Return Policy	hasMerchantReturnPolicy	Required for Merchant Center
Price Valid Until	priceValidUntil	Signals current pricing

If you’re already running Google Shopping ads or using Google Merchant Center free listings, complete schema markup ensures Google has the most accurate data about your products.

How to Add Schema Markup to Shopify (Three Methods)

There are three approaches to implementing schema on Shopify. Choose based on your technical comfort and budget.

Method 1: Use the Built-in structured_data Filter (Free)

Best for: Stores using Dawn v15.0+ or compatible modern themes

The simplest approach. Your theme already generates basic product schema. To verify:

1. View your product page source code (Ctrl+U or Cmd+U)
2. Search for application/ld+json
3. Check if Product or ProductGroup schema appears

Pros: Free, automatic, no duplicate risk
Cons: Limited properties, no AggregateRating, no shipping/return data

Method 2: Install a Schema App ($5-30/month)

Best for: Merchants who want comprehensive schema without touching code

Popular options:

• JSON-LD for SEO by Ilana Davis – Comprehensive, well-maintained
• StoreSEO – Schema plus other SEO tools
• Webrex AI SEO Schema – AI-assisted schema generation

These apps generate complete schema including AggregateRating, FAQ, BreadcrumbList, and Organization. They pull data from your products, reviews, and store settings automatically.

Pros: Full schema coverage, automatic updates, no coding
Cons: Monthly cost, potential conflicts with theme’s built-in schema

Important: If your theme already uses the structured_data filter, a schema app may create duplicate markup. Check your pages with the Rich Results Test after installation and remove one source if duplicates appear.

Method 3: Custom Liquid Templates (Free, Technical)

Best for: Stores needing maximum control and customization

Edit your theme’s Liquid files directly to add complete JSON-LD blocks. This approach gives full control over every schema property but requires familiarity with Shopify’s Liquid templating language.

Where to add code:

• Product schema: sections/main-product.liquid or a dedicated snippets/product-schema.liquid
• BreadcrumbList: layout/theme.liquid or snippets/breadcrumbs-schema.liquid
• Organization: layout/theme.liquid (homepage only)
• FAQ: Product template or blog article template

Pros: Maximum control, free, no app dependencies
Cons: Requires Liquid knowledge, manual maintenance, testing needed

Common Shopify Schema Mistakes (and How to Fix Them)

Schema markup errors can prevent rich results from showing or even trigger Google penalties. Here are the most common mistakes on Shopify stores.

Mistake 1: Fake or Missing Reviews in AggregateRating

Adding AggregateRating schema without actual reviews on the page violates Google’s guidelines. Google may apply a manual action (penalty) if your schema claims 4.8 stars but your page shows no reviews.

Fix: Only add AggregateRating when your review app displays actual customer reviews on the product page. Use conditional Liquid logic to only output the schema when reviews exist.

Mistake 2: Price Mismatch Between Schema and Page

If your schema shows $49.99 but the product page shows $59.99 (because of a sale that ended or a variant difference), Google flags this as misleading structured data.

Fix: Always use dynamic Liquid variables for pricing, not hardcoded values. Bind product.selected_or_first_available_variant.price to ensure the schema price matches the displayed price.

Mistake 3: Duplicate Schema from Theme + App

Running a schema app on top of a theme that already uses the structured_data filter creates duplicate Product schema. Google may ignore both or pick the wrong one.

Fix: Check for duplicate application/ld+json blocks. Remove either the theme’s built-in schema (comment out the structured_data line) or the app.

Mistake 4: Using Product Schema on Collection Pages

Product schema is designed for individual product pages, not collection/category pages. Adding Product schema to a collection page that lists 24 products confuses Google.

Fix: Use CollectionPage or ItemList schema for collection pages. Reserve Product schema for individual product detail pages only.

Mistake 5: Missing Required Properties

Google requires either review, aggregateRating, or offers alongside name for a Product to be eligible for rich results. If you have the name and image but no offer or review data, you won’t get rich results.

Fix: Always include the offers property with price, currency, and availability. This is the minimum required for rich result eligibility.

Testing and Validating Your Schema

After implementing schema markup, validate it before assuming it works.

Google Rich Results Test

The primary tool for validation. Enter your URL and check:

• Schema types detected (Product, BreadcrumbList, FAQ, etc.)
• Errors (missing required fields)
• Warnings (missing recommended fields)
• Rich results eligibility

Schema Markup Validator

Use Schema.org’s validator for broader validation beyond Google’s requirements. This catches syntax errors and structural issues.

Google Search Console

After your pages are live, monitor the “Enhancements” section in Google Search Console. It shows:

• Total pages with valid schema
• Pages with errors or warnings
• Rich result impressions and clicks
• Specific error messages per page

Pro tip: Check your schema validation monthly. Theme updates, app updates, and product changes can break previously working schema without warning.

Schema Markup as Your Foundation for AI Commerce

Schema isn’t just about getting stars in Google anymore. It’s the foundation for how AI agents understand your products.

When AI shopping agents query your store through protocols like UCP or MCP, they rely on structured data to determine what you sell, whether it’s in stock, and how customers rate it. Stores with complete schema give AI agents higher-confidence data, which translates to more recommendations and more sales.

43% of ecommerce traffic comes from organic Google searches (Charle Agency, 2026). As AI search platforms grow, the stores with the best structured data will capture traffic from both traditional and AI-powered discovery channels.

Your product data readiness starts with schema. Get it right, and every AI system that encounters your products will understand them correctly. Get it wrong, and you’re invisible to both Google’s rich results and the AI agents that are reshaping how people shop.

Frequently Asked Questions

Does Shopify add product schema automatically?

Yes. Modern Shopify themes (Dawn v15.0+) include basic Product schema using the structured_data Liquid filter. It covers name, image, price, and availability, but lacks AggregateRating, shipping details, and return policy data.

How do I get star ratings in Google for my Shopify products?

Add AggregateRating schema that references real customer reviews displayed on your product page. Use a review app (Judge.me, Yotpo, Loox) and extend your theme’s schema to include the aggregateRating property with ratingValue and reviewCount.

What is JSON-LD and why does Google prefer it?

JSON-LD (JavaScript Object Notation for Linked Data) is a format for embedding structured data in web pages. Google prefers it because it separates structured data from HTML content, making it easier to maintain and less likely to break during page updates.

Can schema markup help my products appear in AI search results?

Yes. AI systems like Google AI Overviews, ChatGPT, and Perplexity use structured data to understand product information with 30% greater accuracy. Schema reduces AI hallucinations and increases the likelihood of your products being cited in AI-generated recommendations.

Will adding schema markup slow down my Shopify store?

No. JSON-LD schema is lightweight code (typically 1-2KB) that loads in the page head. It has virtually zero impact on page speed, Core Web Vitals, or user experience.

How do I check if my Shopify schema markup is working?

Use Google’s Rich Results Test (search.google.com/test/rich-results) to validate individual pages. Monitor Google Search Console’s Enhancements section for ongoing schema health across your entire store.

Should I use a schema app or add code manually?

If you’re comfortable with Shopify Liquid templates, manual implementation gives maximum control at no cost. If not, a schema app ($5-30/month) handles everything automatically. Either way, check for duplicate schema if your theme already includes the structured_data filter.

What schema types should every Shopify store have?

At minimum: Product (with AggregateRating and Offers), BreadcrumbList, and Organization. If you have FAQ sections on product pages, add FAQPage schema. If you sell products with variants, ensure ProductGroup schema is properly configured.

How long does it take for rich results to appear after adding schema?

Google typically processes schema changes within days to weeks after crawling the page. Requesting indexing through Google Search Console can speed this up. Rich result display depends on Google’s evaluation of your page quality and schema accuracy.

Does schema markup directly improve my Google rankings?

Schema markup doesn’t directly boost rankings, but the indirect effect is significant. Rich results increase CTR by 20-40%, and higher CTR signals user preference to Google. Combined with better AI visibility, schema creates a compounding SEO advantage.

Start with Stars, Build from There

Schema markup on Shopify comes down to a clear priority order:

1. Verify your default schema. Check that your theme’s structured_data filter is active and generating basic Product schema without errors.

2. Add AggregateRating. Install a review app, get real customer reviews, and add the aggregateRating property. This is the single highest-impact schema change for CTR.

3. Complete your product data. Add GTIN/SKU, shipping details, return policy, and condition. These properties feed both Google Shopping and AI search systems.

4. Extend to BreadcrumbList and FAQ. These schema types increase your SERP footprint and capture additional search features.

The stores that show stars, prices, and availability in Google are the stores that get clicked. With 82% higher CTR from rich results and growing AI search visibility, product schema markup is one of the few SEO tactics where the effort is small and the payoff is immediate.