Schema Markup for AI Shopping: The Complete E-commerce Guide

Why Schema Matters for AI Shopping

AI agents don't see your website the way humans do. They can't appreciate your photography, feel your brand vibe, or browse intuitively.

They read structured data. Specifically, schema.org markup.

Schema is how you translate your product pages into a language AI can understand. Without it, agents are guessing—and they don't like to guess. They recommend products they're confident about.

Think of schema as your product's resume for AI job interviews. No resume? You don't get the interview.

The Essential Schema Types

1. Product Schema (Required)

Every product page needs Product schema. This is non-negotiable.

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Premium Running Shoes",
  "description": "Lightweight cushioned running shoes for daily training",
  "image": [
    "https://example.com/photos/shoes-1.jpg",
    "https://example.com/photos/shoes-2.jpg"
  ],
  "brand": {
    "@type": "Brand",
    "name": "RunnerPro"
  },
  "sku": "RP-SHOE-001",
  "gtin13": "0012345678905",
  "mpn": "RP2026-RUN",
  "offers": {
    "@type": "Offer",
    "url": "https://example.com/products/premium-running-shoes",
    "price": "129.99",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "seller": {
      "@type": "Organization",
      "name": "Your Store Name"
    }
  }
}

Required Properties:

• name - Product title
• description - Unique product description
• image - High-quality product images
• offers - Price and availability info

Strongly Recommended:

• sku - Your internal product code
• gtin / gtin13 - UPC/EAN barcode
• mpn - Manufacturer part number
• brand - Brand/manufacturer name

2. Offer Schema (Required)

Nested inside Product, the Offer schema tells AI about pricing and availability.

"offers": {
  "@type": "Offer",
  "url": "https://example.com/product",
  "price": "99.99",
  "priceCurrency": "USD",
  "priceValidUntil": "2026-12-31",
  "availability": "https://schema.org/InStock",
  "itemCondition": "https://schema.org/NewCondition",
  "shippingDetails": {
    "@type": "OfferShippingDetails",
    "shippingRate": {
      "@type": "MonetaryAmount",
      "value": "0",
      "currency": "USD"
    },
    "deliveryTime": {
      "@type": "ShippingDeliveryTime",
      "handlingTime": {
        "@type": "QuantitativeValue",
        "minValue": "0",
        "maxValue": "1",
        "unitCode": "d"
      },
      "transitTime": {
        "@type": "QuantitativeValue",
        "minValue": "3",
        "maxValue": "5",
        "unitCode": "d"
      }
    }
  }
}

Availability Values:

• InStock - Available to purchase
• OutOfStock - Currently unavailable
• PreOrder - Available for pre-order
• BackOrder - Will be restocked
• LimitedAvailability - Limited quantity

3. Review & AggregateRating (High Impact)

AI agents trust social proof. Reviews tell them your product is real and customers like it.

"aggregateRating": {
  "@type": "AggregateRating",
  "ratingValue": "4.7",
  "reviewCount": "328",
  "bestRating": "5",
  "worstRating": "1"
},
"review": [
  {
    "@type": "Review",
    "author": {
      "@type": "Person",
      "name": "Sarah M."
    },
    "datePublished": "2026-01-15",
    "reviewRating": {
      "@type": "Rating",
      "ratingValue": "5"
    },
    "reviewBody": "Best running shoes I've owned..."
  }
]

4. Organization Schema

Goes on your homepage. Tells AI who you are as a business.

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Your Store Name",
  "url": "https://yourstore.com",
  "logo": "https://yourstore.com/logo.png",
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "+1-555-123-4567",
    "contactType": "customer service",
    "availableLanguage": "English"
  },
  "sameAs": [
    "https://twitter.com/yourstore",
    "https://instagram.com/yourstore"
  ]
}

5. BreadcrumbList Schema

Helps AI understand your site structure and product categorization.

{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    {
      "@type": "ListItem",
      "position": 1,
      "name": "Home",
      "item": "https://example.com/"
    },
    {
      "@type": "ListItem",
      "position": 2,
      "name": "Shoes",
      "item": "https://example.com/shoes"
    },
    {
      "@type": "ListItem",
      "position": 3,
      "name": "Running Shoes",
      "item": "https://example.com/shoes/running"
    }
  ]
}

6. FAQPage Schema

ChatGPT specifically responds well to FAQ schema. Add to product pages or dedicated FAQ pages.

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What size should I order?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Our shoes run true to size. We recommend ordering your usual size."
      }
    },
    {
      "@type": "Question",
      "name": "What is the return policy?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "30-day free returns on all unworn items."
      }
    }
  ]
}

7. MerchantReturnPolicy Schema

Google specifically looks for this. Adds trust signals to your product listings.

{
  "@context": "https://schema.org",
  "@type": "MerchantReturnPolicy",
  "applicableCountry": "US",
  "returnPolicyCategory": "https://schema.org/MerchantReturnFiniteReturnWindow",
  "merchantReturnDays": 30,
  "returnMethod": "https://schema.org/ReturnByMail",
  "returnFees": "https://schema.org/FreeReturn",
  "refundType": "https://schema.org/FullRefund"
}

Implementation Tips

Use JSON-LD Format

JSON-LD is the recommended format. Place it in your page's <head> or before </body>:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Product",
  ...
}
</script>

Test Your Markup

• Google Rich Results Test - Validates syntax and shows preview
• Schema.org Validator - Checks against official spec
• Google Search Console - Shows live errors and warnings

Common Mistakes

• Missing price or priceCurrency
• Availability URL not using schema.org namespace
• Images using relative URLs instead of absolute
• Invalid JSON (missing commas, brackets)
• Duplicate schema on the same page

Platform-Specific Implementation

Shopify

Basic schema is automatic. For complete schema, use SEO Manager or JSON-LD for SEO apps.

WooCommerce

Use Rank Math SEO Pro or Yoast WooCommerce SEO. Configure in plugin settings.

BigCommerce

Built-in schema is limited. Use Schema App or manual JSON-LD implementation.

Custom/Headless

Generate JSON-LD server-side and inject into your page templates. Use libraries like schema-dts for TypeScript validation.