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ESWC 2014 Tutorial: The Web of Data for E-Commerce for Researchers and Practitioners

A Hands-on Introduction to the GoodRelations Ontology,, RDFa and Microdata Authoring, Google Rich Snippets for Products, Yahoo, Bing, and Linked Open Commerce

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Note: The tutorial materials will be made available to participants of the ESWC tutorial only. Please register for the tutorial at the conference registration deck.

GoodRelations Event
Title ESWC 2014 Tutorial: The Web of Data for E-Commerce for Researchers and Practitioners
Instructor Martin Hepp and Alex Stolz
Date May 26, 2014
Time 14:30 - 18:00
Country Greece
City Crete
Location Grand Hotel Bernardin
Tags linkeddata, semanticweb, tutorial, rdfa, microdata, goodrelations,
Language English
Audience researchers and practitioners


The integration of the GoodRelations ontology into is one huge success story of applying Semantic Web technology to business challenges. In this tutorial, we will

  1. give a comprehensive overview and hands-on training on the conceptual structures of for e-commerce, including patterns for ownership and demand,
  2. present the full tool chain for producing and consuming respective data,
  3. explain the long-term vision of linked open commerce,
  4. describe the main challenges for future research in the field, and
  5. discuss advanced topics, like access control, identity and authentication (e.g. with WebID); micropayment services (like Payswarm), and data management issues from the publisher and consumer perspective.

We will also cover research opportunities resulting from the growing adoption and the respective amount of data in Microdata, RDFa, and JSON-LD syntaxes.



St. Bernardin Resort
Obala 2
6320 Portorož

Phone: + 386 5 695 10 00
Fax: + 386 5 674 64 11


To be announced.

Time and Date

To be announced.


  1. Overview and Motivation: Linked Open Commerce
  2. Quick Review of Prerequisites
    • Markup Languages – XML, HTML, XHTML
    • Semantic Web for Web Masters: RDF, RDF syntaxes, RDFS, OWL, SPARQL
    • Tooling and Infrastructure: Editors, Repositories, Parsers, Frameworks
    • Linked Data Principles
  3. Structured Data in HTML
    • Principles and History (SHOE etc.)
    • RDFa
    • Microdata
    • JSON-LD as HTML Payload
    • Turtle in HTML
  4. The Conceptual Model of Minimal Example and Motivating Scenarios
  5. E-Commerce in
    • Preliminaries
    • Business Entity: Person and Organization
    • Products and Offers
    • Eligible Customers and Regions
    • Price Specifications
    • Delivery Options and Delivery Charge Specifications
    • Payment Options and Payment Charge Specifications
    • Warranty Promises
    • Bundles
    • Services and Value Ranges
    • Shop Locations and Opening Hours
    • Consumables, Accessories, Spare Parts, and Similar Products
    • Products and Services: Models, Classes, and Instances
    • Modeling demand and tenders
    • Modeling ownership and public shopping histories
    • Hands-on Exercise: Annotating a Small Web Shop
  6. Advanced Topics in
    • External Enumerations
    • Handling of Ranges and Intervals
    • Multi-typed Entities
  7. Querying the Web of Data for Offerings
    • SPARQL Query Language Overview
    • Examples
    • Exercises
  8. Publishing Data
  9. Consuming Data
    • Resources
    • Tools
  10. Access Control, Authentication, and Identity
  11. Micropayment Systems and Incentives
  12. Transactions in
  13. Discussion, Conclusion, Feedback Round


The slides and other materials will be available to registered participants only.




Prof. Dr. Martin Hepp
Chair of General Management and E-Business
E-Business and Web Science Research Group
Universität der Bundeswehr München
Werner-Heisenberg-Weg 39

D-85579 Neubiberg, Germany (personal page) / (group)

Phone: +49 89 6004-4217