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Shopify Builds>Primitives>Structured data (JSON-LD)

Structured data (JSON-LD)

Definition

Structured data is machine-readable markup that states what a page is about in a shared vocabulary. On the web that vocabulary is schema.org, and the format search and answer engines prefer is JSON-LD — a script block declaring typed entities such as Product, Offer, FAQPage and BreadcrumbList, along with the relationships between them, so a parser doesn't have to infer meaning from layout.

Documented at https://schema.org/.

How we've used it

We write it by hand, in the theme, server-side, so the markup is in the first response and no extra script runs on the page. The shape is a cross-referenced graph rather than nested blobs: separate nodes wired to each other by identifier, with every brand and publisher reference anchored to one organization node so entities accrue instead of scattering. Product cards carry their own graph, which means a collection grid emits real per-product markup rather than a generic list. The awkward part is that Liquid emits strings, not JSON, so anything merchant-authored has its entities and quotes normalized before serialization, and a failed image lookup falls back instead of shipping a document that won't parse.

Builds using it

Related entities

Metafields · Shopify Markets · Liquid snippets · content_for_header

Builds

Hand-authored per-market JSON-LD for the Bundles & Kits collection

One Liquid snippet in the layout's head carries a complete schema.org graph for the Bundles & Kits collection — breadcrumb, collection page, a product list with offers, and the page's FAQ — written twice, once for the Canadian storefront and once for the US one.

Three Ships

Market-forked product JSON-LD authored in the product section, with a templated tier for the catalog

Two tiers of structured data at the foot of one Three Ships product section: complete, per-market `@graph` documents for the hero SKUs, branched on `request.host`, and a Liquid-templated Product and Offer block that reads variants, currency and barcode for the rest of the catalog.

Three Ships

Product card with award badges, per-variant content payload and per-card structured data

One snippet renders the whole Nudestix grid card: tag and award badges, quick view, wishlist, comparison, an in-grid add to bag, and a per-variant data payload the shade switcher reads without a fetch.

Nudestix