Agentic commerce schema: implementing actionable structured data on Wix

Standard product schema tells AI agents what your product is. Agentic commerce schema tells AI agents what actions they can take with your product: add to cart, check out, schedule a consultation, book a service, request a quote, or complete a purchase. This lesson covers the emerging structured data patterns that enable AI agents to not just recommend your Wix products and services but to facilitate actual transactions. This is the cutting edge of AI-commerce optimisation, and implementing it now puts your Wix site months or years ahead of competitors.

What Is Agentic Commerce Schema?

Agentic commerce schema extends traditional product and service structured data with action-oriented properties that tell AI agents exactly how a user (or the agent itself) can take the next step. Schema.org includes several action types, BuyAction, OrderAction, ReserveAction, ScheduleAction, and others, that describe transactional capabilities. While these are not yet universally processed by all AI agents, Google, OpenAI, and other platforms are actively building agent capabilities that consume this data. Implementing it now ensures your Wix site is ready when full agentic commerce goes mainstream.

Potential Action Schema: Telling Agents What They Can Do

The potentialAction property in schema.org allows you to define specific actions that can be taken on your page. For eCommerce, this means defining buy, order, and schedule actions. For service businesses, this means defining booking, contact, and consultation actions.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Premium Wix SEO Audit Service",
  "description": "Comprehensive 50-point SEO audit for Wix websites including technical analysis, content review, and prioritised action plan.",
  "offers": {
    "@type": "Offer",
    "price": "299.00",
    "priceCurrency": "GBP",
    "availability": "https://schema.org/InStock",
    "url": "https://yoursite.com/wix-seo-audit"
  },
  "potentialAction": {
    "@type": "BuyAction",
    "target": {
      "@type": "EntryPoint",
      "urlTemplate": "https://yoursite.com/wix-seo-audit?action=buy",
      "actionPlatform": [
        "https://schema.org/DesktopWebPlatform",
        "https://schema.org/MobileWebPlatform"
      ]
    },
    "expectsAcceptanceOf": {
      "@type": "Offer",
      "price": "299.00",
      "priceCurrency": "GBP",
      "eligibleRegion": {
        "@type": "Country",
        "name": "GB"
      }
    }
  }
}
</script>

Schedule and Reserve Actions for Service Businesses on Wix

For Wix Bookings users and service-based businesses, ScheduleAction and ReserveAction schema tell AI agents that users can book appointments or reserve time slots directly. This is particularly valuable as AI agents increasingly help users book services.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "ProfessionalService",
  "name": "Deep Tissue Sports Massage",
  "provider": {
    "@type": "LocalBusiness",
    "name": "Manchester Sports Therapy",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "45 Deansgate",
      "addressLocality": "Manchester",
      "postalCode": "M3 2AY",
      "addressCountry": "GB"
    }
  },
  "offers": {
    "@type": "Offer",
    "price": "65.00",
    "priceCurrency": "GBP",
    "availability": "https://schema.org/InStock"
  },
  "potentialAction": {
    "@type": "ReserveAction",
    "target": {
      "@type": "EntryPoint",
      "urlTemplate": "https://yoursite.com/book/sports-massage",
      "actionPlatform": [
        "https://schema.org/DesktopWebPlatform",
        "https://schema.org/MobileWebPlatform"
      ]
    },
    "result": {
      "@type": "Reservation",
      "name": "Deep Tissue Sports Massage Booking"
    }
  }
}
</script>

Quote and Contact Actions for Complex Sales

Not every business sells products at a fixed price. For businesses that provide quotes, consultations, or custom pricing, QuoteAction and CommunicateAction schema help AI agents understand that the next step is a conversation, not a direct purchase. This is particularly relevant for Wix businesses offering bespoke services, custom products, or B2B solutions.

Implementing Agentic Schema on Wix Step by Step

How to add agentic commerce schema to your Wix site

• Identify the primary action for each page: Buy (eCommerce), Book/Reserve (services), Quote (custom work), or Contact (complex sales)
• Choose the appropriate schema action type: BuyAction, OrderAction, ReserveAction, ScheduleAction, QuoteAction, or CommunicateAction
• Create the JSON-LD code using the templates in this lesson, replacing placeholder values with your actual business data
• Add the JSON-LD code to the specific page via Wix Settings > Custom Code > Head section
• Ensure the target URL in the potentialAction points to the correct action page (checkout, booking page, contact form)
• Test the schema in Google Rich Results Test and Schema.org validator to verify no errors
• Verify the action URL works correctly and takes users to the intended destination

AI-Specific Metadata: llms.txt and ai.txt for Commerce

Beyond schema markup, you can provide AI agents with direct instructions about your commerce capabilities through llms.txt and ai.txt files. Module 23 covered these files for general content. For agentic commerce, you can include specific commerce-related information in these files.

• Include product categories and price ranges in your llms.txt file
• Specify transaction capabilities: "This site accepts direct purchases via credit card and PayPal"
• List available actions: booking, purchasing, quoting, consulting
• Specify delivery regions and methods
• Include return and refund policy summaries
• Link to your product feed or catalogue page

Complete How-To Guide: Implementing Agentic Commerce Schema on Your Wix Site

Follow these steps to add action-oriented structured data to your Wix site

• Create a spreadsheet listing every product and service page on your Wix site with columns: Page URL, Page Type (Product/Service/Course), Primary Action, Action URL
• For each page, determine the primary action: BuyAction for products, ReserveAction for bookable services, QuoteAction for custom pricing, CommunicateAction for consultations
• Using the JSON-LD templates provided in this lesson, create the appropriate schema for your first product page, filling in all real values
• Add the schema to the product page via Wix Editor > Page Settings > Advanced SEO > Custom Code or via Dashboard > Settings > Custom Code for site-wide code
• Test the schema in Google Rich Results Test at search.google.com/test/rich-results
• Fix any errors and retest until the schema passes with zero errors
• Verify the target URL in potentialAction leads to a working checkout, booking, or contact page
• Repeat for all remaining product and service pages, using the same pattern but with page-specific values
• Update your llms.txt file at yourdomain.com/llms.txt to include commerce-specific information
• Update your ai.txt file to include transaction capabilities and available actions
• Test by asking ChatGPT and Perplexity to find your type of product or service and verify that action-oriented information appears in the response
• Schedule quarterly reviews to update agentic schema as AI agent capabilities evolve