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Add shipping and returns information into structured data
Published: July 02, 2024 - Updated: June 27, 2025
A few months ago I placed an order for shampoo and conditioner. Something I would usually pick up at the local store, but wanted to order from a Shopify store instead.
They didn't tell me, however, it would take 10 days to ship plus a week to travel from California to Oregon.
Something we could have picked up on a quick trip to the store took nearly three weeks to get here.
Communicating shipping times is so important for a few reasons.
- Will it arrive before I need it? - Busting objections before they make the purchase helps to ease any concerns they have.
- Where's my order? - The majority of customer questions post-purchase are usually around locating their package.
Being upfront with the shipping timeline also reduces the load on your customer service team.
One way to do that is by adding the shipping and returns policies to your product data.
Google will automatically pull the shipping and returns information from Merchant Center. They do this by connecting the structured data with your product feeds via the product identifiers. From there, they'll be able to include the shipping and returns information in Rich Results.
Search Console however doesn't talk to Merchant Center so you end up receiving notices saying the fields are missing.
If both structured data and Merchant Center have data, Google will default to Merchant Center.
Visit the Business Settings in JSON-LD for SEO to set up the shipping and returns data. Be sure to enter as much information as possible. Skipping data may result in non-critical issues in Search Console.
Shipping Policy Fields
Below are the fields that can be entered for the Shipping Policy. As new fields are released by Google or Schema.org, we'll update them in the app if applicable.
Field |
Description |
| Rate | Only enter the amount without currency symbols or letters. For free shipping, enter 0. If your rates vary, enter the most common rate customers pay. Google recommends overestimating rather than under estimating. |
| Currency | Use the three letter currency such as USD, AUD or GBP. |
| Ships to country | Use the two letter country code such as US, AU, UK, or CA. Enter up to 50 countries in which this shipping policy applies to separating them with commas. |
| Handling time in days | Estimate your general turnaround time from when an order is places to when it leaves your facility. Google recommends overestimating rather than under estimating. |
| Transit time in days | Estimate the general transit time from when an leaves your facility to when it arrives at the customers door. If you offer multiple transit options, enter the most common transit time. Google recommends overestimating rather than under estimating. |
| Policy URL | The URL where customers can learn more about your shipping policy. Unless otherwise provided, we'll use your /policies/shipping-policy URL. |
Returns Policy Fields
Below are the fields that can be entered for the Returns Policy. As new fields are released by Google or Schema.org, we'll update them in the app if applicable.
General Return Policy
Field |
Description |
| Are returns allowed? |
|
| The country code the return applies to | Enter the two digit country code (e.g. US or UK) for every country this return policy applies to. Google allows up to 50 countries. |
| The country code where the product has to be sent to for returns | Enter the two digit country code (e.g. US or UK) where returns are sent to. This is usually your store country code if customers ship products to you. |
| Return window in days | Required if returns are allowed within a set number of days. Only enter whole numbers. |
| Return method |
How a customer gets the product back to you for their return.
|
| Return shipping fees |
Separate from restocking fees which is another option below.
|
| Return shipping fee amount | Required if you selected "We charge a specific return shipping fee to return the product". Only enter the amount as your store currency will be used automatically. |
| Return labels can be obtained by |
|
| Products can be returned in the following conditions |
The acceptable condition an item that can be returned. Select all that apply.
|
| Refund Type |
The type of refunds available to a customer when returning a product.
|
| The restocking fee to return a product |
Select one.
|
| Policy URL | The URL where customers can learn more about your return policy. Unless otherwise provided, we'll use your /policies/refund-policy URL. |
Customer Remorse Returns Policy
This section is only required if you offer a different return policy due to customer remorse.
Field |
Description |
| Return shipping fees due to customer remorse |
A specific return shipping fee policy for customer remorse.
|
| Return shipping fee amount due to customer remorse | Required if you selected "We charge a specific return shipping fee to return the product" for customer remorse. Only enter the amount as your store currency will be used automatically. |
| Return labels for customer remorse can be obtained by |
|
Product Defects Returns Policy
This section is only required if you offer a different return policy due to product defects. For example, you may select no returns allowed for the general policy, but allow products to be returned if they are defective. If you only accept defects under certain product conditions (new or damaged), make sure you select the correct fields for product condition above.
Field |
Description |
| Return shipping fees due to product defects |
A specific return shipping fee policy for product defects.
|
| Return shipping fee amount due to product defects | Required if you selected "We charge a specific return shipping fee to return the product" for product defects. Only enter the amount as your store currency will be used automatically. |
| Return labels for product defects can be obtained by |
|
Other shipping and returns policy options
Have more complicated shipping and return policies? Use Merchant Center instead.
- You can configure the delivery information in Merchant Center using this doc or there is a setting in the Google Sales channel to automatically pull it from Shopify.
- You can configure the returns information in Merchant Center using this doc.
Here are a few additional tips on communicating estimated arrival dates.
- Add estimated arrival dates or shipping delays above the Add To Cart buttons on your product pages.
- Remind them of potential delays on the cart page.
- Reduce confusion by keeping your shipping, returns, and exchange policies current.
- Under promise, over-deliver. Provide longer lead times but get it out your door as soon as possible.
- Send emails with estimated arrival dates.
- Send a confirmation email with tracking numbers.
I will still order from the Shopify store because I know shipment delays weren't their fault. Not everyone will be so inclined. Get ahead of these customer service issues before it's too late.
Adding the shipping and returns information to your structured data is available on select plans. Check if it's included in your plan in the app.
Not a customer yet? Now's a great time to install JSON-LD for SEO on your Shopify store to qualify for more Rich Results.
JSON-LD for SEO
Get more organic search traffic from Google without having to fight for better rankings by utilizing search enhancements called Rich Results.