Google has recently updated its structured data requirements for merchant return policies, aiming to improve clarity for shoppers and ensure consistency across online listings. Announced on March 12, 2025, these changes are part of Google’s ongoing efforts to enhance the shopping experience and provide users with accurate, up-to-date information.
Key Updates to Return Policy Structured Data
The revised guidelines focus on the `ReturnPolicy` schema within the broader `MerchantListing` structured data framework. Here’s what’s new:
1. Mandatory Fields for Clarity
Google now requires merchants to include specific details in their structured data to better inform customers. These mandatory fields include:
– `returnPolicyCategory`: Specifies the type of return policy (e.g., standard returns, exchanges, or refunds).
– `returnTimeframe`: Indicates the number of days a customer has to initiate a return.
– `returnMethod`: Clarifies how returns can be processed (e.g., in-store, by mail).
2. Enhanced Transparency
The updates aim to eliminate vague or incomplete return policy information. Merchants must now explicitly state whether returns are free or if customers bear the shipping costs via the `returnFees` field.
3. Support for Multiple Policies
For businesses offering different return policies based on product categories or regions, Google now allows multiple `ReturnPolicy` entries within a single merchant listing. This ensures flexibility while maintaining precision.
Why the Change Matters
These updates align with Google’s mission to make online shopping more seamless and trustworthy. By enforcing stricter structured data rules, Google ensures that return policy details displayed in search results, such as in the Shopping tab or rich snippets, accurately reflect what customers can expect. This reduces confusion, improves user satisfaction, and may even boost merchant credibility.
Impact on Merchants
Merchants using structured data will need to audit and update their markup to comply with the new requirements. Failure to adapt could result in return policy details being omitted from Google’s search features, potentially reducing visibility or trust among prospective buyers.
Google has provided updated documentation in its Developer Portal, including examples of compliant `ReturnPolicy` schema markup. The company encourages merchants to implement these changes as soon as possible to maintain full visibility in search results.
Looking Ahead
This update is the latest in a series of refinements to Google’s structured data policies, reflecting the growing importance of e-commerce in search. As online shopping continues to evolve, merchants can expect further tweaks to ensure Google remains a reliable resource for consumers.
For more details, merchants and developers can refer to Google’s official structured data guidelines.
