--- title: "Breadcrumb Schema Statistics: 77.8% of Retail Sites Lack It" url: https://www.suffdigital.com/resources/data-studies/retail-breadcrumb-schema-adoption description: "Breadcrumb schema statistics: 77.8% of US retail store websites have none, though 66.1% already use other schema. 1,180 stores checked. See the data." lang: en --- Share Share on X: https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fretail-breadcrumb-schema-adoption&text=77.8%25%20of%20Retail%20Store%20Websites%20Have%20No%20Breadcrumb%20Schema Share on Facebook: https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fretail-breadcrumb-schema-adoption Share on LinkedIn: https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fretail-breadcrumb-schema-adoption Share on Reddit: https://www.reddit.com/submit?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fretail-breadcrumb-schema-adoption&title=77.8%25%20of%20Retail%20Store%20Websites%20Have%20No%20Breadcrumb%20Schema **77.8%** of US retail store websites have no breadcrumb schema, the code that tells Google where a page sits in a store, such as Home › Furniture › Sofas. Two thirds of the same stores already use other schema, so most have the tools and have simply not switched breadcrumbs on. Analysis of 1,180 US retail store websites · store homepages and linked pages, September 2026 ## Key Findings 1. 1. **77.8%** of US retail store websites have no breadcrumb schema on their homepage or the linked pages checked. Copy stat 2. 2. **66.1%** of US retail store websites use some schema code, so 43.9% have schema but no breadcrumbs. Copy stat 3. 3. **26.5%** of mattress store websites use breadcrumb schema, the highest of seven store types, against 19% of jewelry store websites. Copy stat 4. 4. Breadcrumb schema appears on **13.6%** of retail store homepages, against 20.4% of category pages and 35.1% of product pages. Copy stat 5. 5. **48%** of US retail store websites declare themselves as a website in schema code, more than twice the share with breadcrumbs. Copy stat ## Summary A shopper searches Google for a velvet sofa. Two furniture stores appear in the results. One shows a tidy path under its title, Furniture › Living Room › Sofas, that tells the shopper where the page sits before they click. The other shows a long web address. The first store gave Google a small piece of code; the second did not. That code is breadcrumb schema. It describes the trail of categories above a page, which helps Google understand how a store is organized and lets it show that trail in search results. For a store with hundreds of products, it is one of the simplest ways to make category structure clear to Google. **77.8%** of US retail store websites have none. 22.2% use breadcrumb schema on any of the pages checked, even though 66.1% use some other schema code. Every store type, from mattress stores to jewelers, sits between 19% and 26.5%. ## What we measured On September 23 and 24, 2026 we checked 1,180 US retail store websites found through Google business listings, in seven store types: mattress, electronics, fashion, furniture, beauty, home goods and jewelry. For each store we examined the homepage and two pages linked from it, and listed every type of schema code on those pages. Schema is code, invisible to shoppers, that describes a page to search engines in a standard format: this is a product, this is the business address, this is the path of categories above the page. Breadcrumb schema (BreadcrumbList) describes that path. A store counts as using breadcrumb schema if it appears on any of the three pages checked. A category page lists a group of products, such as all sofas; a product page sells one item. ## Four in five stores skip breadcrumb schema 77.8% of US retail store websites have no breadcrumb schema. 262 of the 1,180 stores, 22.2%, use breadcrumb schema on at least one page checked; the other 77.8% have it on none of the pages checked. The rate barely varies by the kind of store, which points to a common habit rather than one sector lagging. ## Every store type sits between 19% and 26.5% Mattress stores use breadcrumb schema most often, at 26.5%, followed by electronics stores at 24.4% and fashion stores at 24.1%. Jewelry stores, the largest group checked with 311 websites, use it least, at 19%. The spread from top to bottom is under 8 points. Websites with breadcrumb schema by store type Mattress stores 26.5% Electronics stores 24.4% Fashion stores 24.1% Furniture stores 22.3% Beauty stores 22% Home goods stores 20.6% Jewelry stores 19% Source: Suff Digital analysis of 1,180 US retail store websites · store homepages and linked pages, September 2026 ## Stores use schema, just not breadcrumbs 66.1% of retail store websites have some schema code, so 43.9% of stores use schema but have no breadcrumbs. The most common types describe the site as a whole: 48% declare themselves as a website, 34.9% as an organization and 34.6% add a site search box. These are often added automatically by a website theme or SEO plugin with no setup. Share of retail store websites by schema type Any schema 66.1% Website (WebSite) 48% Organization 34.9% Site search (SearchAction) 34.6% Breadcrumbs (BreadcrumbList) 22.2% Postal address 18.2% Local business 9.7% Category page (CollectionPage) 6.1% Product 4.2% FAQ page 2.3% Breadcrumbs usually need one more step: turning on the breadcrumb feature in the theme or plugin, and placing breadcrumbs on category and product templates. Most stores that already have schema are one setting away from adding them. ## Breadcrumbs appear on deeper pages Breadcrumb schema is rarest on homepages, 13.6%, which makes sense: a homepage sits at the top of the trail. It appears on 20.4% of category pages and 24% of other linked pages. Product pages carry it most often: 35.1% of the 245 product pages checked have breadcrumb schema. Those deeper pages are the ones shoppers land on from Google, so they are where breadcrumbs do the most work. Pages with breadcrumb schema by page type Homepage 13.6% Category page 20.4% Other linked page 24% Product page 35.1% ## What this means for retail store owners Turn breadcrumbs on. Most store platforms, themes and SEO plugins can output both visible breadcrumbs and breadcrumb schema from a setting. It is a short job that helps Google understand your categories and can replace a long web address with a readable path in your search listings. Check category and product pages, not just the homepage. Breadcrumbs belong on the pages below the homepage, and those are the pages shoppers reach from Google. Test a category page and a product page in Google's Rich Results Test to confirm the breadcrumb trail is found, and make sure the trail matches the categories in your menu. While you are there, add product schema: 4.2% of store websites have it. Working with a team that offers technical seo services (https://www.suffdigital.com/seo/technical-seo-services) gets breadcrumb and product schema set up and validated across a whole store. ## Embed this research Paste this on your site to embed the charts. It links back to the source automatically.

Source: 77.8% of Retail Store Websites Have No Breadcrumb Schema - Suff Digital

## Cite this study APA Suff Digital. (2026). 77.8% of Retail Store Websites Have No Breadcrumb Schema. https://www.suffdigital.com/resources/data-studies/retail-breadcrumb-schema-adoption Plain link 77.8% of Retail Store Websites Have No Breadcrumb Schema - Suff Digital - https://www.suffdigital.com/resources/data-studies/retail-breadcrumb-schema-adoption ## Frequently asked questions ### How many store websites use breadcrumb schema? ### What is breadcrumb schema? ### Which type of store uses breadcrumb schema most? ### Do store websites that use schema also use breadcrumbs? ## Related studies - Ecommerce SEO 73% of Small-Business Product Pages Have No Product Schema: https://www.suffdigital.com/resources/data-studies/product-schema-small-business-pages - Ecommerce SEO 64% of Small-Business Product Pages Have Images Missing Alt Text: https://www.suffdigital.com/resources/data-studies/product-image-alt-text-gaps - Ecommerce SEO 57% of Small-Business Product Pages Have Fewer Than 300 Words: https://www.suffdigital.com/resources/data-studies/thin-product-pages-word-count - Ecommerce SEO Shopify Powers 44.8% of Online Stores on Google's Page One vs 10% for WordPress: https://www.suffdigital.com/resources/data-studies/ecommerce-platform-share-page-one ## Structured data ```json [ { "@context": "https://schema.org", "@graph": [ { "@type": "Organization", "@id": "https://www.suffdigital.com/#organization", "name": "Suff Digital", "alternateName": "Suff Digital Marketing", "url": "https://www.suffdigital.com/", "logo": { "@type": "ImageObject", "@id": "https://www.suffdigital.com/#logo", "url": "https://www.suffdigital.com/logo.png", "contentUrl": "https://www.suffdigital.com/logo.png", "caption": "Suff Digital" }, "image": { "@id": "https://www.suffdigital.com/#logo" }, "description": "Suff Digital is a full-stack digital marketing agency that turns websites into predictable revenue engines, SEO, paid media, content, CRO, and web design built around revenue, not vanity metrics.", "slogan": "Digital marketing built for what's next.", "email": "hello@suffdigital.com", "telephone": "+1-629-236-0099", "foundingDate": "2022", "founder": { "@type": "Person", "name": "Matt Suffoletto", "jobTitle": "Founder & CEO" }, "contactPoint": [ { "@type": "ContactPoint", "telephone": "+1-629-236-0099", "email": "hello@suffdigital.com", "contactType": "sales", "areaServed": "US", "availableLanguage": [ "en" ] } ], "address": { "@type": "PostalAddress", "addressLocality": "Nashville", "addressRegion": "TN", "postalCode": "37219", "addressCountry": "US" }, "areaServed": { "@type": "Country", "name": "United States" }, "sameAs": [ "https://www.linkedin.com/company/suff-digital/", "https://www.instagram.com/suffdigital/", "https://www.youtube.com/@suffdigitalmarketing", "https://www.tiktok.com/@suffdigital" ], "knowsAbout": [ "Search Engine Optimization", "Pay-Per-Click Advertising", "Paid Social Advertising", "Conversion Rate Optimization", "Web Design", "Digital PR", "Link Building", "Website Migration", "Website Maintenance and Support", "Technical SEO", "Local SEO", "AI Search Optimization" ], "hasOfferCatalog": { "@type": "OfferCatalog", "name": "Suff Digital Services", "itemListElement": [ { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Search Engine Optimization (SEO)", "url": "https://www.suffdigital.com/" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Pay-Per-Click (PPC) Advertising", "url": "https://www.suffdigital.com/services/ppc" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Paid Social Advertising", "url": "https://www.suffdigital.com/services/paid-social" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Conversion Rate Optimization (CRO)", "url": "https://www.suffdigital.com/services/cro" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Web Design", "url": "https://www.suffdigital.com/services/web-design" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Digital PR & Link Building", "url": "https://www.suffdigital.com/services/digital-pr" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Website Migration", "url": "https://www.suffdigital.com/services/website-migration" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Website Maintenance & Support", "url": "https://www.suffdigital.com/services/website-maintenance" } } ] } }, { "@type": "WebSite", "@id": "https://www.suffdigital.com/#website", "url": "https://www.suffdigital.com/", "name": "Suff Digital", "inLanguage": "en-US", "publisher": { "@id": "https://www.suffdigital.com/#organization" } } ] }, { "@context": "https://schema.org", "@graph": [ { "@type": "Article", "@id": "https://www.suffdigital.com/resources/data-studies/retail-breadcrumb-schema-adoption#article", "headline": "77.8% of Retail Store Websites Have No Breadcrumb Schema", "description": "77.8% of US retail store websites have no breadcrumb schema, the code that tells Google where a page sits in a store, such as Home › Furniture › Sofas. 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Two thirds of the same stores already use other schema, so most have the tools and have simply not switched breadcrumbs on.", "url": "https://www.suffdigital.com/resources/data-studies/retail-breadcrumb-schema-adoption", "creator": { "@id": "https://www.suffdigital.com/#organization" }, "datePublished": "2026-09-24", "dateModified": "2026-09-24", "license": "https://creativecommons.org/licenses/by/4.0/", "isAccessibleForFree": true, "measurementTechnique": "Retail store websites found through Google business listings; the schema code on each site's pages" }, { "@type": "FAQPage", "@id": "https://www.suffdigital.com/resources/data-studies/retail-breadcrumb-schema-adoption#faq", "mainEntity": [ { "@type": "Question", "name": "How many store websites use breadcrumb schema?", "acceptedAnswer": { "@type": "Answer", "text": "22.2% of US retail store websites use breadcrumb schema, and 77.8% have none (September 2026)." } }, { "@type": "Question", "name": "What is breadcrumb schema?", "acceptedAnswer": { "@type": "Answer", "text": "Breadcrumb schema (BreadcrumbList) is code that tells Google the trail of categories above a page, such as Home › Furniture › Sofas, so Google can understand a store's structure and show the trail in search results." } }, { "@type": "Question", "name": "Which type of store uses breadcrumb schema most?", "acceptedAnswer": { "@type": "Answer", "text": "Mattress stores, at 26.5% of websites. Jewelry stores use it least, at 19%." } }, { "@type": "Question", "name": "Do store websites that use schema also use breadcrumbs?", "acceptedAnswer": { "@type": "Answer", "text": "Often not. 66.1% of US retail store websites use some schema code, but 22.2% use breadcrumb schema, so 43.9% have schema without breadcrumbs." } } ] } ] } ] ```