I have a site that is a website/online store for the company. The main goal of the site is to sell the company's product.

In looking to markup the site I am stuck as to what type I should choose.

Organization would work but that is really broad. Corporation is a bit more specific but still really broad. I thought about using Store but my concern with using that one is it falls under Local Business. This business is online only, no local store front.

What type should I choose? Is it okay to use Store for an online business even if it doesn't have a local store front?

Also, I've considered using productontology to add an additionalType but there really isn't another type that I can think of.

  • 1
    You have my empathy. Schema.org is fairly limited.
    – closetnoc
    Nov 22, 2015 at 4:59
  • 1
    @closetnoc - You would think they would have a schema for online stores. Oh well.
    – L84
    Nov 22, 2015 at 23:36
  • What drives me nuts about schema.org and Google is that there are too many assumptions made which completely block out of their thinking perfectly valid content, sites, and reasons for existence. On example that cracks me up is that Google hates site with automated content... but is that not what Google is?? Schema.org was lead primarily by Google and far from complete. In fact, there has been little movement on the schema since it was created. And now Google is said to be making mark-up a (required) ranking factor?? Excuse me? It does not apply well at all and you think this is a good idea?
    – closetnoc
    Nov 22, 2015 at 23:48
  • @closetnoc - I agree. And now Google is said to be making mark-up a (required) ranking factor?? Excuse me? Do you have a source for that? Would love to read on this in more detail but I agree with you.
    – L84
    Nov 24, 2015 at 5:11
  • It was one of the many things I read somewhere researching something else... I do not think it has happened of course, but one of those things they dropped a hint about. It would be on one of the big-boys SEO sites and not a SEO parrot site. I cannot remember where. Sorry. The word was that mark-up on the site would be required to rank. I took it as a trust metric. That does not make sense to me. But Google does silly *** **** sometimes so I do not doubt it. As for my site, I would ask what could I possibly mark-up?? Anything?? Short answer. Nothing. I will see if I can find it later.
    – closetnoc
    Nov 24, 2015 at 5:21

1 Answer 1


I think your concern about Store is valid. The type Store is a sub-type of LocalBusiness, which is for physical businesses. So it should not be used for online-only shops.

For the business running the shop, Organization (or the more specific Corporation, if it applies) is the appropriate choice.

This allows you to use the makesOffer/offeredBy property.

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