diff --git a/PROGRESS.md b/PROGRESS.md
index ebe806f..5f6f872 100644
--- a/PROGRESS.md
+++ b/PROGRESS.md
@@ -103,7 +103,7 @@ Plans: [admin-redesign.md](docs/plans/admin-redesign.md) | [admin-font-loading.m
 | | **SEO** | | | |
 | ~~58~~ | ~~Page titles with separators across all pages~~ | — | 1h | done |
 | ~~59~~ | ~~Open Graph + Twitter Card meta tags (products, collections, home)~~ | 58 | 2h | done |
-| 60 | Structured data / JSON-LD (Product, BreadcrumbList, Organization) | 59 | 2h | planned |
+| ~~60~~ | ~~Structured data / JSON-LD (Product, BreadcrumbList, Organization)~~ | 59 | 2h | done |
 | ~~61~~ | ~~Canonical URLs, robots.txt, sitemap.xml~~ | 59 | 1.5h | done |
 | ~~62~~ | ~~Meta descriptions (per-page, auto-generated fallbacks)~~ | 58 | 1h | done |
 | | **Profit-aware pricing & sales** ([plan](docs/plans/profit-aware-pricing.md)) | | | |
diff --git a/lib/berrypod_web/components/layouts/shop_root.html.heex b/lib/berrypod_web/components/layouts/shop_root.html.heex
index 34d2a8f..fad760b 100644
--- a/lib/berrypod_web/components/layouts/shop_root.html.heex
+++ b/lib/berrypod_web/components/layouts/shop_root.html.heex
@@ -40,6 +40,11 @@
     <% end %>
     <meta name="twitter:title" content={og_title} />
     <meta name="twitter:description" content={og_description} />
+    <%= if assigns[:json_ld] do %>
+      <script type="application/ld+json">
+        <%= Phoenix.HTML.raw(assigns[:json_ld]) %>
+      </script>
+    <% end %>
     <!-- Preload critical fonts for the current typography preset -->
     <%= for preload <- Berrypod.Theme.Fonts.preload_links(
           @theme_settings.typography,
diff --git a/lib/berrypod_web/live/shop/home.ex b/lib/berrypod_web/live/shop/home.ex
index 44ccb8f..81a4e6d 100644
--- a/lib/berrypod_web/live/shop/home.ex
+++ b/lib/berrypod_web/live/shop/home.ex
@@ -7,10 +7,25 @@ defmodule BerrypodWeb.Shop.Home do
   def mount(_params, _session, socket) do
     products = Products.list_visible_products(limit: 8)
 
+    base = BerrypodWeb.Endpoint.url()
+    site_name = socket.assigns.theme_settings.site_name
+
+    org_ld =
+      Jason.encode!(
+        %{
+          "@context" => "https://schema.org",
+          "@type" => "Organization",
+          "name" => site_name,
+          "url" => base <> "/"
+        },
+        escape: :html_safe
+      )
+
     socket =
       socket
       |> assign(:page_title, "Home")
-      |> assign(:og_url, BerrypodWeb.Endpoint.url() <> "/")
+      |> assign(:og_url, base <> "/")
+      |> assign(:json_ld, org_ld)
       |> assign(:products, products)
 
     {:ok, socket}
diff --git a/lib/berrypod_web/live/shop/product_show.ex b/lib/berrypod_web/live/shop/product_show.ex
index dbe3170..8b9cdca 100644
--- a/lib/berrypod_web/live/shop/product_show.ex
+++ b/lib/berrypod_web/live/shop/product_show.ex
@@ -48,13 +48,18 @@ defmodule BerrypodWeb.Shop.ProductShow do
           )
         end
 
+        base = BerrypodWeb.Endpoint.url()
+        og_url = base <> "/products/#{slug}"
+        og_image = og_image_url(all_images)
+
         socket =
           socket
           |> assign(:page_title, product.title)
           |> assign(:page_description, meta_description(product.description))
           |> assign(:og_type, "product")
-          |> assign(:og_url, BerrypodWeb.Endpoint.url() <> "/products/#{slug}")
-          |> assign(:og_image, og_image_url(all_images))
+          |> assign(:og_url, og_url)
+          |> assign(:og_image, og_image)
+          |> assign(:json_ld, product_json_ld(product, og_url, og_image, base))
           |> assign(:product, product)
           |> assign(:all_images, all_images)
           |> assign(:gallery_images, gallery_images)
@@ -219,6 +224,71 @@ defmodule BerrypodWeb.Shop.ProductShow do
     """
   end
 
+  defp product_json_ld(product, url, image, base) do
+    category_slug =
+      if product.category,
+        do: product.category |> String.downcase() |> String.replace(" ", "-"),
+        else: "all"
+
+    breadcrumbs =
+      [
+        %{"@type" => "ListItem", "position" => 1, "name" => "Home", "item" => base <> "/"},
+        product.category &&
+          %{
+            "@type" => "ListItem",
+            "position" => 2,
+            "name" => product.category,
+            "item" => base <> "/collections/#{category_slug}"
+          },
+        %{
+          "@type" => "ListItem",
+          "position" => if(product.category, do: 3, else: 2),
+          "name" => product.title,
+          "item" => url
+        }
+      ]
+      |> Enum.reject(&is_nil/1)
+
+    data = %{
+      "@context" => "https://schema.org",
+      "@graph" => [
+        %{
+          "@type" => "Product",
+          "name" => product.title,
+          "description" => plain_text(product.description),
+          "image" => Enum.reject([image], &is_nil/1),
+          "url" => url,
+          "offers" => %{
+            "@type" => "Offer",
+            "price" => format_price(product.cheapest_price),
+            "priceCurrency" => "GBP",
+            "availability" =>
+              if(product.in_stock,
+                do: "https://schema.org/InStock",
+                else: "https://schema.org/OutOfStock"
+              ),
+            "url" => url
+          }
+        },
+        %{
+          "@type" => "BreadcrumbList",
+          "itemListElement" => breadcrumbs
+        }
+      ]
+    }
+
+    Jason.encode!(data, escape: :html_safe)
+  end
+
+  defp format_price(pence) when is_integer(pence) do
+    "#{div(pence, 100)}.#{String.pad_leading(to_string(rem(pence, 100)), 2, "0")}"
+  end
+
+  defp format_price(_), do: "0.00"
+
+  defp plain_text(nil), do: nil
+  defp plain_text(text), do: String.replace(text, ~r/<[^>]+>/, "")
+
   defp og_image_url([%{url: "/" <> _ = path} | _]), do: BerrypodWeb.Endpoint.url() <> path
   defp og_image_url(_), do: nil