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GTIN

GTIN (Global Trade Item Number) is an international standard number to uniquely identify products. It is typically known as the barcode or EAN code on product packaging and is important for Google Shopping and price comparison sites.

What is GTIN?

GTIN is an international standard for giving every product in the world a unique identification number. The number is what lies behind the barcode on product packaging and is used to uniquely identify products across stores, countries and systems.

GTIN is managed by GS1, a global standards organization. In Denmark, GS1 Denmark issues GTIN numbers to companies.

Types of GTIN

There are several variants of GTINs depending on the application:

  • GTIN-13 (EAN-13): 13 digits. The most commonly used type in Europe and the rest of the world. This is the number you typically find on products in Danish stores.
  • GTIN-12 (UPC): 12 digits. Primarily used in the US and Canada.
  • GTIN-8 (EAN-8): 8 digits. Used for very small products where a full barcode cannot fit on the packaging.
  • GTIN-14: 14 digits. Used for multi-packs, boxes and pallets in wholesale and logistics contexts.

Why is GTIN important for your webshop?

GTIN is much more than just a barcode. For an online store, it's a key data point of great importance:

Google Shopping

Google requires GTINs for most product categories in Google Shopping. Products with the correct GTIN get better visibility in Shopping ads because Google can match them to their product database and display richer ads with reviews and price comparisons.

Price comparison sites

PriceRunner, Kelkoo and other price comparison sites use GTINs to match identical products from different stores. Without the GTIN, your products cannot be displayed correctly in comparisons.

Marketplaces

Amazon, eBay and other marketplaces require GTINs for product listings. This ensures that identical products are grouped under the same product page with reviews and specifications.

SEO and rich snippets

GTIN can be included in product structured data (schema.org). Google uses it to verify product information and can display richer search results with price, availability and reviews.

GTIN in Shoporama

In Shoporama, you can enter the GTIN number (EAN code) directly on each product in the admin panel. The number is automatically used in:

  • Google Shopping feed - GTIN is sent as g:gtin for better ad performance
  • PriceRunner feed - Included as EAN code for correct product matching
  • Partner Ads feed - Included for affiliate tracking
  • Facebook product feed - Used for dynamic product ads
  • Structured data (JSON-LD) - Embedded in product page schema.org markup for better SEO

In addition, Shoporama also supports MPN (Manufacturer Part Number) in addition to GTIN for products without a barcode.

How do you get GTIN numbers?

If you sell other people's products (branded products), the products already have a GTIN from the manufacturer. Simply register the correct number in your webshop.

If you sell your own products, you need to apply for a company prefix at GS1 Denmark. This entitles you to assign unique GTIN numbers to your products. The price depends on how many numbers you need.

Typical mistakes with GTIN

  • Wrong number: Always double-check that the GTIN matches the physical product. An incorrect GTIN can lead to rejection from Google Shopping.
  • Missing GTIN: Products without a GTIN get less visibility in Google Shopping. Always add the GTIN if it's available.
  • Made-up numbers: Never use made-up numbers. Google and other platforms verify GTINs against their databases and reject invalid numbers.
  • Reuse: GTIN numbers may not be reused for other products. Each unique product (including color variants and sizes) must have its own GTIN.

We know online marketing in Shoporama

We've been working with online marketing ourselves for decades. As the only shop system in the country, we have spoken multiple times at conferences such as Marketingcamp, SEOday, Shopcamp, Digital Marketing, E-commerce Manager, Ecommerce Day, Web Analytics Wednesday and many more.

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