E-commerce websites lose thousands of rupees (and dollars) in revenue because of simple schema markup errors. These errors prevent rich results from appearing in Google search, reducing click-through rates by 30-50%.

⚠️ Fact: 78% of e-commerce sites have at least one schema markup error. Most don't even realize it until they check Google Search Console.

Error #1: Missing "itemListElement" in BreadcrumbList ❌

Impact: Breadcrumbs won't appear in search results. Users can't navigate easily from SERPs.

❌ WRONG (Most Common Mistake)

{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "name": "Breadcrumbs"
  // ❌ Missing "itemListElement" array!
}

✅ CORRECT (USA Example)

{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    {
      "@type": "ListItem",
      "position": 1,
      "name": "Home",
      "item": "https://example.com/"
    },
    {
      "@type": "ListItem",
      "position": 2,
      "name": "Electronics",
      "item": "https://example.com/electronics"
    },
    {
      "@type": "ListItem",
      "position": 3,
      "name": "Headphones",
      "item": "https://example.com/electronics/headphones"
    }
  ]
}

✅ CORRECT (🇮🇳 India Example with Hindi)

{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    {
      "@type": "ListItem",
      "position": 1,
      "name": "होम",
      "item": "https://example.in/"
    },
    {
      "@type": "ListItem",
      "position": 2,
      "name": "इलेक्ट्रॉनिक्स",
      "item": "https://example.in/electronics"
    },
    {
      "@type": "ListItem",
      "position": 3,
      "name": "हेडफोन्स",
      "item": "https://example.in/electronics/headphones"
    }
  ]
}

Fix: Always include "itemListElement" array with at least 2 items. Each item needs "@type": "ListItem", "position" (number), "name", and "item" (URL).

→ Learn more about BreadcrumbList schema

Error #2: Wrong Currency Code for India Products 💰

Impact: Products show with wrong currency. Indian customers see USD prices instead of INR, reducing conversions by 40%.

❌ WRONG (USA Code Used in India)

// India store but using USA currency!
{
  "@type": "Product",
  "name": "Headphones",
  "price": "4999",
  "priceCurrency": "USD",  // ❌ WRONG for India!
  "seller": {
    "@type": "Organization",
    "name": "Flipkart"
  }
}

// Result in India: Shows $4,999 instead of ₹4,999
// Conversion rate drops 40%!

✅ CORRECT (India Product)

{
  "@type": "Product",
  "name": "Wireless Headphones",
  "price": "4999",
  "priceCurrency": "INR",  // ✅ CORRECT for India!
  "availability": "https://schema.org/InStock",
  "seller": {
    "@type": "Organization",
    "name": "Flipkart Internet Private Limited"
  },
  "offers": {
    "@type": "Offer",
    "price": "4999",
    "priceCurrency": "INR",
    "shippingDetails": {
      "@type": "OfferShippingDetails",
      "shippingRate": {
        "@type": "MonetaryAmount",
        "currency": "INR",
        "value": "Free"  // ✅ Free shipping common in India
      }
    }
  }
}

// Result in India: Shows ₹4,999 with free delivery
// Conversion rate increases!

Currency Codes by Region:

🇺🇸 USA: "USD"
🇮🇳 India: "INR"
🇬🇧 UK: "GBP"
🇪🇺 Europe: "EUR"
🇦🇺 Australia: "AUD"

→ See Product schema for all countries

Error #3: Invalid Availability Values 📦

Impact: Stock status won't display in search results. Users can't tell if products are in stock.

❌ WRONG (Text Instead of URLs)

{
  "@type": "Product",
  "name": "Headphones",
  "availability": "InStock",        // ❌ WRONG
  "availability": "Available",       // ❌ WRONG
  "availability": "in stock",        // ❌ WRONG
  "availability": true               // ❌ WRONG
}

✅ CORRECT (Schema.org URLs)

{
  "@type": "Product",
  "name": "Headphones",
  // Use ONLY these schema.org URLs:
  "availability": "https://schema.org/InStock",
  // OR
  "availability": "https://schema.org/OutOfStock",
  // OR
  "availability": "https://schema.org/PreOrder",
  // OR
  "availability": "https://schema.org/LowStock",
  // OR
  "availability": "https://schema.org/Discontinued"
}

Valid Availability Values:

https://schema.org/InStock - Product available now
https://schema.org/OutOfStock - Sold out
https://schema.org/PreOrder - Coming soon
https://schema.org/LowStock - Limited quantity
https://schema.org/Discontinued - No longer available

→ Check Offer schema for availability options

Error #4: Missing "aggregateRating" Properties ⭐

Impact: Star ratings won't show in search results. 30-40% reduction in click-through rates.

❌ WRONG (Incomplete Rating)

{
  "@type": "Product",
  "name": "Headphones",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.5"  // ❌ Missing ratingCount!
  }
}

✅ CORRECT (Complete Rating)

{
  "@type": "Product",
  "name": "Wireless Headphones",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.5",        // ✅ Rating value (1-5)
    "ratingCount": "1250",       // ✅ Number of ratings
    "reviewCount": "1250",       // ✅ Can include review count
    "bestRating": "5",           // ✅ Optional but recommended
    "worstRating": "1"           // ✅ Optional but recommended
  }
}

// USA Result: Shows ⭐⭐⭐⭐☆ 4.5 (1,250 reviews)
// 🇮🇳 India Result: Shows ⭐⭐⭐⭐☆ 4.5 (1,250 reviews)

Requirements:

ratingValue (required): Number 1-5
ratingCount (required): Total ratings received
reviewCount (optional): Can differ from ratingCount
bestRating (optional): Usually 5
worstRating (optional): Usually 1

→ Learn more about rating schema

Error #5: Missing "mainEntity" in FAQPage 🤔

Impact: FAQ rich snippets won't appear. India & USA both miss FAQ search traffic opportunities.

❌ WRONG (No FAQ Questions)

{
  "@context": "https://schema.org",
  "@type": "FAQPage"
  // ❌ Missing mainEntity with questions!
}

✅ CORRECT (Complete FAQPage)

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What is schema markup?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Schema markup is structured data that tells search engines about your content..."
      }
    },
    {
      "@type": "Question",
      "name": "How do I implement schema markup?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "You can use JSON-LD, Microdata, or RDFa formats..."
      }
    }
  ]
}

// USA Result: Shows 2 FAQ questions in search
// 🇮🇳 India Result: Shows FAQs on Google.co.in

🇮🇳 India-Specific FAQPage Example

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "Flipkart पर schema markup कैसे जोड़ें?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Flipkart के लिए Product schema का उपयोग करें..."
      }
    },
    {
      "@type": "Question",
      "name": "क्या free shipping स्कीमा में शामिल होनी चाहिए?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "हाँ, भारत में free shipping ज्यादा common है..."
      }
    }
  ]
}

// Result: Shows in both English and Hindi on Google.co.in

FAQPage Requirements:

mainEntity: Array of Question objects (at least 2)
name (in Question): The FAQ question text
acceptedAnswer: Object with "@type": "Answer"
text (in Answer): The answer text
Minimum 2-3 FAQs recommended for rich results

→ Learn more about FAQ schema

Quick Fix Checklist

BreadcrumbList has "itemListElement" array with at least 2 items

Product uses correct currency (USD for USA, INR for India)

Availability values use schema.org URLs (not text)

AggregateRating has both "ratingValue" and "ratingCount"

FAQPage "mainEntity" contains at least 2 Question objects

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Top 5 Schema Errors on E-Commerce Websites in India & Worldwide