Every product page on your store has two layers. There's the page your customers see — photos, description, the price in nice big type. And there's a hidden layer underneath: a small index card, written for machines, that states the same facts in a format software can trust. That card is what the technical folks call "Product and Offer schema."
When an AI shopping assistant decides whether to recommend your product, it reads the card, not the pretty page. And here's the catch our scans find constantly: the card exists, but the price is missing from it. Your page shows $34.99 to every human — and says nothing about price to the machines deciding whether to send you a customer. An agent that can't confirm your price and stock has an easy reason to recommend a store where it can.
What a complete card says
Four things, nothing exotic:
- The price — the actual number
- The currency — USD, EUR, and so on
- In stock or not — kept current
- The page's address — where to send the shopper
That's it. This isn't about design or marketing copy; it's about making sure the facts you already show people are also stated where machines look.
How to check yours — two minutes, no code
Your sqrly Pulse snapshot already ran this check: if you're reading this from the "Add Offer schema" move, the card on your product pages is incomplete — that's why the move exists.
Want to see it yourself? Paste any product page's address into Google's free Rich Results Test (search that name). It reads the hidden card and shows you what machines see. If the "Product" result is missing price or availability, or shows warnings, that's the gap.
How to fix it — pick whichever fits you
You don't need to write code. In rough order of ease:
- Update your theme. Many Shopify themes fixed their hidden cards in newer versions — if a theme update is available, it may solve this on its own.
- Install a small app. Search the Shopify App Store for "structured data" — these apps exist precisely to complete the hidden card, typically in a few clicks.
- Hand it to whoever touches your theme. Copy-paste this and you're done: "Our product pages' JSON-LD is missing Offer fields — please make sure every product page emits price, priceCurrency, availability, and url inside the Product schema's offers block." Any theme developer will know exactly what that means.
How you'll know it worked
Your next scan re-reads the sampled product pages. When the card is complete, the Offer-schema gap disappears from your Pulse snapshot — and the buyer question "what does it cost?" starts getting answered straight from your own pages.