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Schema.org Support for Retailer Shipping Data in Google Search Results

September 22nd, 2020

Google has announced they will now support the shippingDetails schema markup as an alternative way for eCommerce website to be eligible for shipping details in the search index. First lets get into some important scheme you should already be using on your eCommerce website and how the new shippingDetails schema can help you.

What is the most important schema markup I should use for my eCommerce store?

Product Schema: This is one of the most important types for eCommerce. It allows you to provide detailed information about your products, including name, description, price, availability, brand, and more. Here is an example of Product Schema for your eCommerce website:

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "Product",
  "name": "Product Name",
  "description": "Product description",
  "brand": "Brand Name",
  "sku": "ABC123",
  "offers": {
    "@type": "Offer",
    "priceCurrency": "USD",
    "price": "19.99",
    "availability": "http://schema.org/InStock"
  }
}
</script>

Review and Rating Schema: Adding reviews and ratings to your product pages can increase click-through rates. Review markup enables you to display star ratings in search results. Here is an example of what review and rating schema should look like:

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "Product",
  "name": "Product Name",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.5",
    "reviewCount": "50"
  }
}
</script>

Offer Schema: If you have special offers, discounts, or deals, you can use offer markup to highlight the savings, validity dates, and related information. Offer schema should follow this format:

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "Offer",
  "priceCurrency": "USD",
  "price": "19.99",
  "priceValidUntil": "2023-12-31",
  "availability": "http://schema.org/InStock"
}
</script>

Organization Schema: This is essential for providing information about your business, including your name, logo, contact information, and social profiles. It helps with branding and trust. Here is an example:

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "Organization",
  "name": "Your Company Name",
  "url": "https://www.example.com",
  "logo": "https://www.example.com/logo.png",
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "+1-123-456-7890",
    "contactType": "customer service"
  }
}
</script>

How shippingDetails Schema Can Help Your eCommerce Website

Google shows potential buyers as much information about your product as they can in order to keep them as informed as possible. In Google’s own studies, they have heard that users abandon shopping checkouts because of unforeseen or uncertain shipping costs. This is the main reason Google chooses to show shipping cost information in certain result types, especially listings in Google search (currently in the US, in English only).

Prior to the use of shippingDetails retailers have had to configure the shipping settings in Merchant Center in order to get this relevant information into the search results. This new schema will allow eCommerce website owners to include shipping information on their product pages without a Merchant Center account. Here is an example of the shippingDetails schema to get you started:

"shippingDetails": {
          "@type": "OfferShippingDetails",
          "shippingRate": {
            "@type": "MonetaryAmount",
            "value": "2.99",
            "currency": "USD"
          },
          "shippingDestination": {
            "@type": "DefinedRegion",
            "addressCountry": "US",
            "postalCodeRange": {
              "postalCodeBegin": "49651",
              "postalCodeEnd": "48756"
            }

Do you need help setting up proper schema for your eCommerce website, contact our expert eCommerce Marketing Services team today!

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