GTIN
Colloquially, many know GTIN as a barcode, but technically, GTIN is the number found beneath the barcode symbol itself, and can therefore also be used for other technologies such as 2D barcodes and RFID tags.
Colloquially, many know GTIN as a barcode, but technically, GTIN is the number found beneath the barcode symbol itself, and can therefore also be used for other technologies such as 2D barcodes and RFID tags.
Certain global marketplaces have for some time required products to be registered with a GTIN in order to be displayed and sold. But why exactly is this required of the supplier?
Marketplaces have thousands of smaller suppliers, and for many of them, product identification is a new world where it can be difficult to see the value at first.
But there are, of course, good reasons for the requirement to use GTINs when selling on platforms like eBay, Amazon, Google Shopping, and Alibaba – and there is motivation for the suppliers, too, because precise and unique product identification can increase sales figures.
Marketplaces are under pressure to constantly work on improving the user experience for online shoppers, who expect to be able to easily find and compare products.
And that is possible with GTINs, which are the numbers found under the barcode on items like a milk carton.
Fundamentally, unique identification allows both the marketplace and the customer to find exactly the product they are looking for. For example, it is easy to distinguish between different variants of a product, such as a 2200-watt hair dryer versus an 1800-watt one, or a size 42 shirt in black versus dark blue.
In general, marketplaces reward suppliers who use GTINs with greater exposure in product catalogs and better placement in search results and ads. Furthermore, there is a general positive effect on search engines like Google and Bing when products are registered with a GTIN.
Google states that sellers who have added correct GTIN values to their product data have seen their conversion rates increase by up to 20%.
It is crucial for Google that shoppers are presented with exactly the items they are interested in, and they therefore optimize their algorithm with that goal in mind.
For this optimization, Google Shopping uses precise product identification to match a shopper's search terms with the most relevant products and to compare products from multiple retailers when displaying ads. This enhances the customer's experience by providing them with relevant offers.
"Just because a shopper has found your product, it doesn't mean the job is done. From there, it's about giving your potential customer exactly the information needed to turn that view into a purchase." This is the view of Morten Buch, Head of FMCG and Services at GS1 Denmark.
Companies like Google and Alibaba are always on the lookout for data they can trust. So far, this has led Alibaba to join the GDSN network, where they can retrieve exactly that kind of data—data created by the suppliers themselves. By joining the GS1 collaboration, they also have the opportunity to exert their influence as they require more data. This is the direction we see development heading: consumers are demanding more product information. In fact, all four have chosen to join the board of GS1's global operations. We must not underestimate the importance of our standards keeping pace with development and new forms of trade. That is why we are very proud that these four global giants have chosen to join the GS1 global board, so they can help us ensure this.
All of this means that it is very risky to equip your products with "borrowed feathers," i.e., GTINs taken from other products. It leads to misunderstandings and incorrect information for the customer—anything but a good experience.
If you resell products, you can often find the GTIN under the barcode on the packaging. If you need GTINs for your products, you can always get them from GS1.
Contact our member services for guidance on how to get started with GTINs so you can sell on Google Shopping, eBay, Amazon, and Alibaba.
GS1Trade Image provides professional marketing and planogram images that meet retailers' requirements and imaging guidelines.
If you want to create your own product photos, we can also help you get certified.
GS1Trade Sync is a data pool for product data exchange that your trading partners can access.
GS1Trade Sync streamlines data exchange between trading partners because data only needs to be entered in one place. This increases the quality of product data and creates value for you - and the entire value chain.
GS1Trade Packaging is a packaging data system that gathers your packaging data in one place. The system ensures efficient collection, structuring, and declaration of packaging data, and makes it easy to exchange packaging data with other companies.
GS1Trade Exact ensures the quality of your product data. All physical products are checked against the data registered in GS1Trade Sync.
With this service, you get verified and quality-assured data that benefits the entire supply chain.
GS1Trade Transact handles the digital receipt of orders and the sending of documents to your customers. You can choose whether to integrate it with your financial system or access it online.
GTIN (also known as EAN) stands for “Global Trade Item Number” and is the number sequence shown beneath a barcode symbol.
GTIN (EAN) is a global standard used to uniquely identify digital and physical products, allowing the barcode to be scanned anywhere in the world throughout the supply chain.
A GLN (also known as EAN) allows you to uniquely identify physical, functional, legal, or digital entities. This can include the sender, receiver, buyer, seller, supplier, manufacturer, delivery location, billing location, store, or internal departments.
