Search engines and humans read the web differently. That’s why structured data was developed to help search engines understand the context of your content. Using a standardized format, structured data organizes information in a way that search engines can easily navigate using simple algorithms. As a result, search engines like Google can use structured data to display special search results including product names, bulleted lists and customer reviews.
Given the increased popularity and necessity of structured data, platforms and tools like BigCommerce and Yotpo natively include rich snippets. Although there are many benefits of these native integrations, displaying product and review structured data can often cause a few issues.
The Problem
If you use Yotpo and also run a BigCommerce store (particularly on the Cornerstone theme), you may run into an issue with structured data. This occurs because BigCommerce product structured data is embedded as microdata in the HTML tags of individual themes. By contrast, Yotpo’s review structured data is formatted as a JSON-LD object. It’s best to choose either microdata or JSON-LD and avoid using both types on a single page or email, as it can confuse Google’s crawler. This can result in multiple unlinked structured data objects when using Google’s Structured Data Testing Tool.
The Solution
We consolidated BigCommerce product data and Yotpo customer review data into one JSON-LD formatted rich snippet. Although there are a few ways to accomplish this, we did so by shifting BigCommerce’s structured data into the JSON-LD format by leveraging a combination of Handlebars and the Yotpo API. This process consolidates the two snippets into one, which allows Google to display all structured data for a product as one object.
How We Did It
First, we removed the default BigCommerce microdata from product page HTML. If you were to run the page URL through Google’s structured data testing tool at this stage, you would only see Yotpo’s review data. Next, we used Handlebars to inject the product context into the theme JavaScript to gather product information like name, description, price and currency.
Next, we disabled Yotpo’s automated rich snippets solution. We used a proxy script that connects to the Yotpo API to look up individual products in Yotpo to acquire aggregate rating information and the product’s review count. We then used the theme JavaScript to generate a JSON-LD formatted structured data object containing both the product information and review data. Finally, we appended this new JSON-LD object to the product page markup.
After going through this process and running your page through Google’s structured data testing tool, you will only see one structured data object. This object will include both your product information and a subsection for review ratings and the review count.
Why is this Helpful
Aside from resolving the issue at hand, this solution simplifies the structured data process by only including one snippet on your page. Additionally, this process can be applied to BigCommerce themes besides Cornerstone to accomplish the same objective.
Need help getting this setup on your site or have questions about Yotpo and BigCommerce? Just fill out the form below and we’re happy to help!
Search engines and humans read the web differently. That’s why structured data was developed to help search engines understand the context of your content. Using a standardized format, structured data organizes information in a way that search engines can easily navigate using simple algorithms. As a result, search engines like Google can use structured data to display special search results including product names, bulleted lists and customer reviews.
Amazon’s Impact on Global Supply Chains and Logistics
Amazon, the global e-commerce behemoth, has transformed not only the way consumers shop but also the intricacies of global supply chains and logistics. Since its inception in 1994, Amazon has grown from a small online bookstore to a trillion-dollar enterprise that has disrupted industries across the globe. Its influence extends far beyond retail, profoundly impacting supply chains, logistics, and even the environment. This article explores Amazon’s multifaceted impact on global supply chains and logistics, examining how the company has reshaped these industries and what this means for the future.
The Evolution of Amazon’s Supply Chain
Amazon’s supply chain is one of the most sophisticated in the world, characterized by its efficiency, speed, and scale. The company has invested heavily in technology and infrastructure to build a supply chain that can deliver millions of products to customers in a matter of hours or days. This rapid delivery is made possible by a vast network of fulfillment centers, sophisticated inventory management systems, and a logistics arm that rivals traditional carriers like FedEx and UPS.
One of the key innovations Amazon has introduced is its Fulfillment by Amazon (FBA) service. FBA allows third-party sellers to store their products in Amazon’s fulfillment centers, with Amazon handling the picking, packing, and shipping of these products. This service has not only made it easier for small businesses to reach a global audience but has also significantly increased the volume of goods flowing through Amazon’s supply chain. As a result, Amazon has become a central hub in the global supply chain, connecting manufacturers, suppliers, and customers across the world.
Disruption of Traditional Logistics
Amazon’s influence on logistics is equally profound. The company’s relentless focus on speed and efficiency has forced traditional logistics providers to rethink their strategies. In many cases, Amazon has bypassed traditional logistics networks entirely by building its own. Amazon Logistics, the company’s delivery arm, has grown rapidly in recent years, with a fleet of planes, trucks, and delivery vans that allow the company to control every aspect of the delivery process.
This vertical integration has enabled Amazon to offer services like same-day and two-hour delivery in many urban areas, setting a new standard for speed in the industry. Traditional logistics providers have struggled to keep up, leading to increased competition and innovation in the sector. For example, companies like FedEx and UPS have had to invest in new technology and infrastructure to remain competitive, while others have formed partnerships with Amazon to leverage its vast logistics network.
Amazon’s logistics network has also expanded globally, with the company establishing regional hubs and fulfillment centers in key markets around the world. This global expansion has allowed Amazon to offer faster and more reliable delivery services in regions where traditional logistics infrastructure is underdeveloped. In many cases, Amazon has played a role in building out this infrastructure, partnering with local logistics providers or investing in its own facilities.
Impact on Global Supply Chains
Amazon’s impact on global supply chains extends beyond logistics. The company’s demand for speed and efficiency has rippled through the entire supply chain, from manufacturers to suppliers to retailers. This has led to significant changes in how companies operate, with many adopting new technologies and strategies to keep up with Amazon’s pace.
One of the most significant changes is the increased reliance on automation and technology in supply chain management. Amazon has been at the forefront of this trend, investing heavily in robotics, artificial intelligence, and data analytics to optimize its supply chain operations. For example, the company’s use of robotics in its fulfillment centers has reduced the time it takes to pick and pack orders, while its AI-driven demand forecasting tools help ensure that the right products are always in stock.
This emphasis on technology has influenced other companies to follow suit, leading to a wave of digital transformation across the industry. Manufacturers and suppliers are increasingly using data analytics and AI to optimize their operations, while retailers are adopting new technologies like blockchain to improve transparency and traceability in their supply chains.
Another significant impact of Amazon on global supply chains is the shift towards a more customer-centric model. Amazon’s focus on the customer has forced companies to rethink their supply chain strategies, with many now prioritizing speed, convenience, and flexibility over cost. This has led to the adoption of new fulfillment models, such as just-in-time inventory and dropshipping, which allow companies to respond more quickly to changes in customer demand.
The globalization of Amazon’s supply chain has also had broader implications for international trade. By connecting sellers and buyers from different parts of the world, Amazon has made it easier for companies to access global markets. However, this has also led to increased competition, with companies now competing on a global scale. This has put pressure on manufacturers and suppliers to lower costs and improve efficiency, leading to changes in how goods are produced and distributed around the world.
Environmental and Social Implications
While Amazon’s impact on supply chains and logistics has been largely positive in terms of efficiency and convenience, it has also raised concerns about the environmental and social implications of its operations. The company’s emphasis on fast delivery and the constant movement of goods around the world has contributed to increased carbon emissions and environmental degradation. In response to these concerns, Amazon has committed to achieving net-zero carbon emissions by 2040 and has invested in initiatives like electric delivery vehicles and renewable energy projects.
However, critics argue that these efforts are not enough, and that Amazon’s business model is fundamentally unsustainable. The constant pressure to deliver goods faster and cheaper has led to concerns about the working conditions in Amazon’s fulfillment centers and the treatment of delivery drivers. Reports of long hours, high injury rates, and low wages have sparked protests and calls for better labor practices across the company’s global operations.
The Future of Supply Chains and Logistics
As Amazon continues to grow and evolve, its impact on global supply chains and logistics is likely to deepen. The company’s investments in technology and infrastructure will continue to set new standards for speed and efficiency, forcing other companies to innovate and adapt. At the same time, the environmental and social challenges associated with Amazon’s operations will require the company to rethink its approach to sustainability and labor practices.
In the future, we can expect to see more companies adopting Amazon-like supply chain strategies, with an emphasis on speed, technology, and customer-centricity. However, these changes will also require a greater focus on sustainability and ethical practices, as consumers and regulators increasingly demand more responsible business operations.
Conclusion
Amazon’s impact on global supply chains and logistics is undeniable. The company has reshaped the industry in its image, setting new standards for speed, efficiency, and customer service. While these changes have brought many benefits, they have also raised important questions about sustainability and labor practices. As the world’s largest online retailer, Amazon will continue to play a central role in the future of global supply chains and logistics, driving innovation and change across the industry.
