GTIN

What is a GTIN?

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

GTIN is administered by GS1, a global standards organization. In Denmark, GS1 Denmark issues GTIN numbers to businesses.

Types of GTIN

There are several variants of the GTIN 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’ll typically find on products in Danish stores.
• GTIN-12 (UPC): 12 digits. Primarily used in the U.S. 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 multipacks, boxes, and pallets in wholesale and logistics contexts.

Why is GTIN important for your online store?

GTIN is much more than just a barcode. For an online store, it’s a key data point with significant importance:

Google Shopping

Google requires a GTIN for most product categories in Google Shopping. Products with a correct GTIN gain better visibility in Shopping ads because Google can match them to its product database and display richer ads featuring reviews and price comparisons.

Price Comparison Sites

PriceRunner, Kelkoo, and other price comparison sites use GTINs to match identical products from different stores. Without a 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 together on the same product page with reviews and specifications.

SEO and rich snippets

GTINs can be included in products’ structured data (schema.org). Google uses this 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 for each product in the admin panel. The number is automatically used in:

• Google Shopping feed — The GTIN is included as " g:gtin " for better ad performance
• PriceRunner feed — Included as an EAN code for accurate product matching
• Partner Ads feed — Included for affiliate tracking
• Facebook product feed — Used for dynamic product ads
• Structured data (JSON-LD) — Embedded in the product page’s schema.org markup for better SEO

In addition, Shoporama also supports MPN (Manufacturer Part Number) as a supplement to GTIN for products without barcodes.

How do you get GTIN numbers?

If you sell third-party products (branded goods), the products already have a GTIN from the manufacturer. You simply need to enter the correct number in your online store.

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

Common GTIN Errors

• Incorrect number: Always double-check that the GTIN matches the physical product. An incorrect GTIN can lead to rejection by Google Shopping.
• Missing GTIN: Products without a GTIN have lower visibility in Google Shopping. Always add a GTIN if it’s available.
• Fictitious numbers: Never use fictitious numbers. Google and other platforms verify GTINs against their databases and reject invalid numbers.
• Reuse: GTINs must not be reused for other products. Each unique product (including color variations and sizes) must have its own GTIN.