Schema.org is a structured data vocabulary — a set of standardised HTML tags that allow search engines to precisely understand the content of a page. For e-commerce stores, Schema.org is the key to obtaining rich snippets in Google SERPs: displaying price, customer reviews, stock availability and breadcrumb directly in search results, well before the user clicks. These visual enhancements significantly improve click-through rate (CTR).
What is Schema.org?
Schema.org is a collaborative project launched in 2011 by Google, Microsoft (Bing), Yahoo and Yandex to create a common structured data vocabulary. The idea: allow webmasters to annotate their HTML content so that search engines understand not only the words on the page, but also their meaning. A price is a number; but with Schema.org, it is a "Price" object associated with a "Product" object with a "currency" and an "availability".
These annotations can be written in three formats: Microdata (HTML tags within the page body), RDFa (additional HTML attributes) and JSON-LD (a JSON block inserted in a
Product schema: the essentials for product pages
The Product schema is the most important one for an e-commerce store. Correctly implemented, it allows Google to display in its SERPs: the product price with currency, availability (In stock / Out of stock / Pre-order), the average rating and number of customer reviews, the brand, and sometimes the product image. This information appears directly in search results as rich snippets — visually enhanced results that are more attractive.
A minimal but valid Product markup must include: @type Product, name (product name), image (main image URL), description, offers (with @type Offer, price, priceCurrency, availability), and ideally aggregateRating (with ratingValue and reviewCount). The absence of any of these required fields can prevent Google from displaying rich snippets, even if the rest is correct.
Test your structured data
BreadcrumbList: improving navigation in SERPs
The BreadcrumbList schema allows the breadcrumb trail to be displayed in Google results, below the page URL. Instead of showing an incomprehensible technical URL (/en/c/123/summer-floral-dress), Google displays the navigation path: Home › Women › Dresses › Summer Dresses. This breadcrumb visible in SERPs improves result readability and CTR, as the user immediately understands which part of the site they will land on.
Review and AggregateRating: stars in Google
Displaying rating stars in Google SERPs is one of the most effective rich snippets for increasing CTR. According to industry studies, results displaying stars have a CTR 15 to 30% higher than standard results for equivalent positions. To obtain these stars, the AggregateRating schema must be implemented within the Product markup, with a minimum of a few genuine customer reviews.
Note: Google has tightened its rules regarding reviews. Only independently and verifiably collected reviews are eligible. Self-assessments, purchased reviews or internal rating systems without purchase verification can result in the removal of rich snippets, or even manual penalties in Search Console.
Other useful schemas for e-commerce
Organization
Information about the store: name, logo, contact details, social networks. Strengthens the Google Knowledge Panel.
ItemList
Product lists within a category. Can display multiple products with their prices directly in SERPs.
FAQPage
Questions and answers on a product or category page. Generates rich snippets with questions displayed directly in Google.
Schema.org on PrestaShop: current state
PrestaShop has included basic Schema.org markup natively since version 1.7. However, this markup is often incomplete or misconfigured depending on the theme used. The most common errors are: missing or incorrectly formatted price (Google requires the price without a currency symbol, in decimal figures with a period as separator), availability not specified, images absent from the markup, and AggregateRating missing even when customer reviews exist.
- Check in Search Console the Structured Data > Product section to identify markup errors on your store
- Use Rich Results Test on a few key URLs (home page, main category, featured product) to validate the markup
- Ensure that the price displayed in Schema.org matches exactly the price visible on the page (Google penalises discrepancies)
- Include availability with standard values: https://schema.org/InStock, OutOfStock, PreOrder
- For customer review modules (Trusted Shops, Verified Reviews, Judge.me), verify that their integration correctly generates the AggregateRating markup
Lexiik automatically manages image markup in structured data: image URLs in the Product schema of your pages correspond to optimised CDN URLs, ensuring consistency between what Google reads in structured data and what it sees when rendering the page.