Created on 24 February, 2015 | Updated on 29 April, 2021
Adding Structured Data to your eCommerce website (JSON-LD & Microdata)

Adding Structured Data to your eCommerce website (JSON-LD & Microdata)

If you add products to Google Shopping, you might have encountered an error saying that prices could not be updated dynamically or missing microdata for condition etc…
The reason for this is that something on your website is causing an issue.

Typical Google Merchant Warnings :

  • Automatic item updates: Insufficient match of structured data price information
  • Automatic item updates: Missing structured data price information
  • Automatic item updates: Missing structured data availability information
  • Missing microdata for condition

Possible Causes :

  • You have enabled Automatic item update
    • You can disable this feature in Settings > Automatic Item Update, however I would recommend keeping this enabled
  • Multiple prices
  • Prices in the wrong currency
  • Only showing VAT exclusive prices
  • No structured data

Structured data is essentially an extra tag that you need to wrap around your HTML elements or using JSON-LD. This speeds up the crawling process for Google Merchant and avoids collecting wrong data, this article is referenced from Google Shopping FAQ.

If you are looking to add structured data to a eCommerce platform please have a look at the pre-made codes from the list below.

Here are some examples for developers.


<script type="application/ld+json">
  "@context": "",
  "@type": "Product",
  "image": "",  
  "name": "Example Test",
  "description": "This is just a boring example",
    "offers": {
    "@type": "Offer",
    "priceCurrency": "USD",
    "price": "199.99"


Using a combination of HTML elements and meta tags

<div itemscope itemtype="">
    <span itemprop="brand">The Brand</span>
    <span itemprop="name">The name</span>
    <img itemprop="image" src="">
    <span itemprop="description">My Description</span>
    <span itemprop="productID" content="upc:">1234</span>
    <div itemprop="offers" itemscope itemtype="">
        Price: <span itemprop="price">10.00</span>
        Condition: <span itemprop="itemCondition" content="new">new</span>
<meta itemprop="availability" content=""/> In Stock
<meta itemprop="gtin14" content="00886227537143" />

Using Meta tags only, beneficial if you don’t want to show values to your visitors

<div itemscope itemtype="">
  <meta itemprop="name" content="Google Nexus 7" />
  <meta itemprop="gtin14" content="00886227537143" />
  <div itemprop="offers" itemscope="" itemtype="">
    <meta itemprop="priceCurrency" content="GBP">
    <meta itemprop="price" content="£289.95">
    <meta itemprop="availability" content="In Stock">
    <meta itemprop="itemCondition" itemtype="" content="" />

If you offer multiple currencies on your web page than you can list all of them on one page using meta tags.

<div itemtype="" itemscope>
  <meta itemprop="name" content="Google Nexus 7">
  <meta itemprop="sku" content="abc123">
  <meta itemprop="gtin14" content="00886227537143" />
  <div itemprop="offers" itemscope itemtype="">
    <meta itemprop="price" content="229.95" />
    <meta itemprop="priceCurrency" content="USD" />
  <div itemprop="offers" itemscope itemtype="">
    <meta itemprop="price" content="27800" />
    <meta itemprop="priceCurrency" content="JPY" />


If you have existing schema data than you need to ether delete the old schema data or copy elements you need from the code above into your existing schema. If you don’t do this, than Google will see two product listings which will result in errors.

For Example, if I already have the price, priceCurrency and availability, but do not have itemcondition. Than you need to copy the one line itemcondition and paste it inside the offers container. And not create a new offer container.

<meta itemprop="itemCondition" itemtype="" content="" />

Checking The Results

You can use Google’s Structured data testing tool, to check if everything is done correctly. The below image shows an example of a correct listing.

14 thoughts on “Adding Structured Data to your eCommerce website (JSON-LD & Microdata)”

  1. These explanations for adding schema are frustrating. They never show a practical example of adding schema to a product on a HTML page. Do I add the product HTML before the closing div in the micro data example?

    1. Emmanuel Flossie

      I no longer recommend Microdata, it is old technology. I recommend you use JSON. And add the coding anywhere in the body. The practical use, if you want to know is just go and search some other eCommerce website and you can view the source code. It will show you how it is added in practical use. You can validate your work using… without having to create a live example. Just copy paste the source code and it will tell you if it’s correct or not. If you struggle if implementing structured data, I recommend hiring a web developer, use a plugin, or use one of my eCommerce supported examples.

  2. Sharmile Thaneshkumar

    I am receiving same error “Missing microdata for condition” for most of the products. I have created JSON_LD structured data with Google Tag manager. I don’t see any error when I tested with the structured testing tool. Website don’t have any existing schema data. everything now in tag manager. What could be the reason for getting this message in Merchant center.

    1. Google Tag Manager loads scripts via Javascript, Google Shopping bot can not read javascript (client side) rendered data. You will need to install the JSON-LD strait on to the page (server side) and not use any javascript injected scripts or data. Hope it helps. Google Structured Data Testing tool only checks for syntax error, it does not check if Google Shopping can read it or not.

  3. I have a Product detailed page, where there are variants based on size of the bottle (200ml, 400ml, 800ml) or versions (1 cartridge, 4 cartidges, 8 cartridges). Each of the varian has uniqe GTIN. How to properly tag them in microdata?

    1. Hello Piotr, if the variants are defined in a drop down than no extra microdata needs to be added. If you have each product in its own element (meaning separated) than you can use one of the two first code snippets above. Mostly when you have different sizes you have them as a drop down, so based on this assumption I recommend that each link pre selects your product. To know more about pre selecting variants please read

      1. hi Emmanuel, thank you for quick reply. Indeed, I have a dropdown selection for variants. Strange not to use GTINs in the microdata. I will stick then to aggregated review. Thanks.

        1. Hi Piotr, Google Shopping does not require GTIN to be in the microdata as of yet. However if this is not related to Google Shopping and you want to add the GTIN than simply create the microdata based on the second code example. This will work.

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