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Rich snippet extenders

Rich snippet extender is a feature that allows you to enhance standard rich snippets by adding extra elements using structured data formats like Schema.org and showing more information.
This page describes settings used for extending standard rich snippets by custom JSON code.
They are placed in Marketing -> Rich snippet extenders -> Add extender/Edit.

General​

  • Name: defines the name of extender.
  • Is active: this slider enables/disables extender.
  • Entity type: defines whether this entity is Product or Offer.
  • Store view: sets the scope of store views where extender will be added.

Snippet extension​

  • JSON snippet: sets the code of extender. JSON format is allowed only. Enclose the JSON snippet in curly braces. You can use template variables inside JSON values to dynamically insert product, category, or store data. See Template variables below.
example
{
"hasMerchantReturnPolicy": {
  "@type": "MerchantReturnPolicy",
  "applicableCountry": "NL",
  "returnPolicyCategory": "https://schema.org/MerchantReturnFiniteReturnWindow",
  "merchantReturnDays": 14,
  "returnMethod": "https://schema.org/ReturnByMail",
  "returnFees": "https://schema.org/ReturnFeesCustomerResponsibility"
}
}
example with template variables
{
"review": [
  {
    "@type": "Review",
    "author": "[product_name]",
    "name": "[product_name]",
    "reviewBody": "[category_name]"
  }
]
}

In this example, [product_name] and [category_name] will be replaced with actual values when the snippet is rendered on the frontend.

  • Template variables sidebar: when you click on the JSON snippet editor, a sidebar panel slides in from the right showing all available template variables grouped by scope (Store Data, Category Data, Product Data). Double-click on any variable to insert it at the current cursor position.
  • Override non-empty fields: if enabled, extender will overwrite matching fields in original snippet.

Template variables​

Rich snippet extenders support the same template variables used in SEO templates and rewrites. Variables are enclosed in square brackets (e.g., [product_name]) and are resolved dynamically when the structured data is rendered on the frontend.

Available variable scopes for extenders:

  • Product variables: [product_name], [product_sku], [product_url], [product_price], [product_brand], and any product attribute via [product_{attribute_code}].
  • Category variables: [category_name], [category_url], [category_parent_name], etc.
  • Store variables: [store_name], [store_phone], [store_email], [store_url], [store_address], etc.

For the full list of available variables, see Variables for templates and rewrites.

Conditions​

This section contains conditions builder, tool that defines cases when the extender will be applied.