Merchant listing
A merchant listing is Google’s term for product markup on a page where shoppers can buy from you, with room for price, stock, delivery and returns.
What it means
Google sorts product markup by what the page is for. Merchant listing markup is for pages “where customers can purchase products from you”.1 Only those qualify, “not pages with links to other sites that sell the product”.2
A page with it can be eligible for Google’s merchant listing experiences, “including the shopping knowledge panel, Google Images, popular product results, and product snippets”.2
The requirements are stricter than a product snippet’s. It needs a name, an image, and an Offer from you as the seller, with a price above zero and a three-letter currency code such as GBP. Brand, GTIN, MPN, SKU, description and availability are recommended rather than required.2
Think of it like this
If a product snippet is a magazine review, a merchant listing is the shop’s own price ticket. It is the seller saying what something costs, whether it is in stock and how it gets to you.
For example
A bath page carries Product markup with the name “Lowmere 1700 × 700 mm single ended bath, white, no tap holes” and an image. Its Offer gives price 479.00, priceCurrency GBP, availability InStock and itemCondition NewCondition. That meets every requirement and adds two recommended properties.2
Why it matters
Not to be confused with
A merchant listing is not a product snippet. Snippet markup suits pages that describe a product, such as reviews. Merchant listing markup is for pages that sell it, and meeting its requirements can qualify a page for product snippets too.1
Sources
- Google Search Central. Introduction to Product structured data.
- Google Search Central. Merchant listing (Product, Offer) structured data.
- Google Search Central. General structured data guidelines.