Free ecommerce structured data audit

Ecommerce Schema Markup Checker

Test any product page for Product and Offer JSON-LD, validate your price, availability, shipping, returns, and variant markup against Schema.org, and find the missing fields and mismatches that quietly keep your products out of Google rich results and merchant listings.

  • Results in 30 seconds
  • Reads your live Product JSON-LD
  • Schema.org validation
  • Rich-result eligibility
35% of Google results show a rich snippet driven by structured data
Experiences product snippets for editorial pages, merchant listings for pages where shoppers buy
JSON-LD the format Google reads, and it must be in your server HTML, not added by JavaScript
100% Free no sign-up, no login, no credit card needed to run a check
What gets checked

Every ecommerce schema type that earnsrich results

The audit reads each block of JSON-LD on your product page, maps it to its Schema.org type, and flags the required and recommended properties Google looks for, so your products qualify for both product snippets and the richer merchant listing experience.

  • Product & Offer

    The core of every product page: name, image, brand, and a GTIN or SKU, plus an Offer with price, priceCurrency, availability, and itemCondition that unlock rich results.

  • ProductGroup & variants

    For products in sizes or colors: ProductGroup with hasVariant, or isVariantOf across separate URLs, each variant carrying its own SKU or GTIN and the attributes it varies by.

  • Shipping details

    OfferShippingDetails with rate, destination, and delivery time. Free or fast shipping in your markup can earn a delivery annotation shoppers see before they click.

  • AggregateRating & Review

    The star ratings and review counts that make a product listing stand out. We flag the self-serving reviews Google won't show stars for.

  • Return policy

    MerchantReturnPolicy with returnPolicyCategory and the return window. A clear return policy in your markup can surface as a return annotation on the listing.

  • BreadcrumbList

    The category trail Google can show in place of a raw URL, giving shoppers context about where a product sits in your store's structure.

Explore 30+ Schema Types
Step by step

How the ecommerce schema audit works

Three steps, no learning curve. Run the check, read the report, then fix what matters most for rich-result and merchant-listing eligibility.

  1. Paste your product URL

    Drop in any live product page, on any platform. The Ecommerce Schema Validator fetches the URL and reads the Product and Offer JSON-LD from the served HTML exactly as a search crawler does.

  2. Read the results

    See each detected type with a clear status: valid, missing a recommended property, or carrying an error. The report flags price and availability mismatches, missing identifiers, and variants that aren't grouped.

  3. Fix and re-check

    Correct your Product markup in your theme, template, or app, make sure it renders in the server HTML, and redeploy. Or let JSON Schema App generate and maintain valid Product JSON-LD across your whole catalog, and re-run the audit.

Run a Free Schema Audit
Decode the report

Common ecommerce schema errors and what they actually mean

Product markup is held to a high bar, so stores hit the same issues again and again, from JavaScript rendering to price mismatches. Here is what each one means, how serious it is, and the fix.

  • No Product schema on the page

    CRITICAL

    Without Product and Offer markup, your page can't earn product rich results or merchant listings, and Google reads it as plain text. Add the required properties to qualify.

  • Product markup added by JavaScript

    Error

    Google requires Product markup in the server HTML. Markup injected by JavaScript makes Shopping crawls less reliable for price and availability. Server-render it instead.

  • Price or availability mismatch

    Error

    Your markup must match what the shopper sees. InStock on a sold-out page, or a price that differs from the page or your feed, breaks trust and can get products disapproved.

  • Missing required property

    Error

    A field Google requires is absent, so the block is ineligible. For Offer this is usually price or priceCurrency; for merchant listings, a missing brand or GTIN identifier.

  • Variants not grouped

    Warning

    Size and color options without ProductGroup and hasVariant, or isVariantOf across URLs, leave Google guessing. Each variant needs its own SKU or GTIN and a shared group ID.

  • Missing shipping and return details

    Warning

    Without shippingDetails and a return policy, you miss the delivery-date and return annotations shoppers scan for. They're recommended, not required, but they lift clicks.

Audit Your Data
Troubleshooting

Ecommerce schema is valid, but rich results still aren't showing?

Valid markup makes a product eligible for rich results and merchant listings. It does not force them to appear. On a store, it is usually one of these.

  • Your Product markup is generated by JavaScript

    Google may not see JS-rendered Product markup reliably, and Shopping crawls it less often. Put the markup in the server HTML, then confirm with URL Inspection.

  • Your feed and page disagree

    Merchant Center compares your feed, structured data, and landing page. If the price, availability, or GTIN differ between them, products get disapproved. Keep all three in sync.

  • Your star ratings are self-serving

    Google no longer shows review stars for reviews a business writes about itself on its own page. Star ratings need to come from genuine, independent reviews.

  • The markup doesn't match the page

    If your schema lists a price or availability a shopper cannot see on the page, or a value that has gone stale, Google withholds the rich result. Keep them in sync.

  • It simply needs time

    After a fix, Google has to re-crawl and re-process the page. Rich results can take days to reappear, so re-check, then give it time rather than changing things again.

Find Rich Result Issues
The honest take

Schema won't rank you on its own, but it changes how you show up

Structured data is not a ranking signal. What it does is make your products eligible for rich results and merchant listings across Search, Images, and Shopping, so your price, rating, and availability can show right in the results. That often means a richer listing and a higher click-through rate than a plain blue link.

Ecommerce is where structured data pays off most, and where Google holds it to the highest bar: the markup must sit in your server HTML, match the price and availability the shopper sees, and carry the right identifiers and variant grouping. This Ecommerce Schema Validator exists to catch the gaps before they cost you listings.

  • Eligibility, not guarantees: we flag what blocks rich results, honestly
  • Validated against current Schema.org and Google documentation
  • Clear severity, so you fix errors first and recommendations next
product.jsonld 
{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Merino Wool Sweater",
  "image": "/img/sweater.jpg",
  "gtin": "0001234560012",
  "brand": { "@type": "Brand", "name": "Northwind" },
  "offers": {
    "@type": "Offer",
    "price": "89.00",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "itemCondition": "https://schema.org/NewCondition"
  }
}
Clear the confusion

Rich Results Test vs Merchant Center vs Search Console

For ecommerce you lean on three Google tools. They are not interchangeable, and each catches a different class of Product issue. Here is what each does.

Rich Results Test

Checks Google eligibility

Tests your product page against Google's feature requirements and previews the merchant listing or product snippet. Great for a first pass, but it won't see your feed.

Use it: on the live URL

Merchant Center

Checks feed and markup together

Runs its own Product validation and compares your feed, markup, and page. It catches missing GTINs, price mismatches, and availability mislabels the Rich Results Test misses.

Use it: for Shopping eligibility

Search Console

Checks live issues at scale

Has separate Merchant listings and Product snippets reports that flag issues across your whole catalog from real crawls. Best for monitoring at scale, not first-pass checks.

Use it: ongoing, site-wide
Run a Free Schema Audit

Stop guessing. Audit your ecommerce schema now.

Run a free check on any product URL, then let JSON Schema App generate and maintain valid Product JSON-LD across your whole catalog automatically.

Run a free audit

Frequently Asked Questions

Google logo

“The agent doesn’t return ten blue links… it pulls from structured business data… to complete the job.”

- Sundar Pichai

JSON Schema App Logo

JSON Schema App automatically detects, fixes, and manages structured data to help search engines and AI understand your website, improving visibility and rich results.

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