51ÊÓƵ

The list ofÌýchallenges that ecommerce businesses face may beÌýlong, but knowing how toÌýlabel your products with theÌýproper identification numbers andÌýbarcodes doesn’t have toÌýbeÌýone ofÌýthem.

IfÌýyou are preparing toÌýsell your products onÌýyour website, through major marketplaces, orÌýtoÌýretailers, you want toÌýshow consumers that you are aÌýcredible brand. You can improve your business byÌýbecoming knowledgeable about theÌýGlobal Trade Item Number orÌýGTIN.

What IsÌýaÌýGTIN?

Did you know that you come across GTINs every day onÌýtheÌýretail items you commonly see orÌýpurchase? The GTIN isÌýtheÌýnumber below theÌýlines andÌýspaces ofÌýaÌýbarcode. The GTIN uniquely identifies aÌýproduct when itÌýisÌýscanned atÌýtheÌýcheckout counter orÌýlisted online.

The GTIN was created when theÌýretail industry came together andÌýagreed that each product should have its own unique identification number that links back toÌýtheÌýcompany that created it. This helped theÌýretail industry increase speed atÌýcheckout andÌýmanage price changes.

Today theÌýGTIN helps power retail inÌýevery channel, both inÌýphysical stores andÌýonline. And before aÌýproduct arrives inÌýyour online cart orÌýisÌýscanned atÌýcheckout, theÌýGTIN provides item identification andÌývisibility throughout all theÌýcomputerized systems, databases, search results, andÌýphysical locations itÌýwill pass through before itÌýreaches its final destination.

What IsÌýtheÌýDifference Between aÌýUPC andÌýaÌýGTIN?

Some websites andÌýmarketplace guidelines will refer toÌýboth UPCs andÌýGTINs asÌýone andÌýtheÌýsame. However, they are different.

The UPC, orÌýUniversal Product Code, isÌýtheÌýactual barcode symbol, orÌýtheÌýlines andÌýspaces. The GTIN isÌýtheÌýidentification number encoded into theÌýbarcode.

AÌýUPC barcode, together with aÌýproduct’s GTIN, makes itÌýeasy forÌýbusinesses toÌýtrack aÌýproduct, work within retailer requirements forÌýpoint-of-sale readiness, andÌýmanage inventory efficiently.

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However, GTINs are increasingly used onÌýtheir own inÌýonline product listings toÌýhelp form aÌýbridge between aÌýproduct’s physical presence andÌýits digital identity andÌýtoÌýprove product authenticity.

Here are some ofÌýtheÌýmost common GTIN combinations:

• GTIN 12: This isÌýtheÌýmost common GTIN toÌýassign toÌýyour products ifÌýyou are aÌýbrand owner operating out ofÌýNorth America. ItÌýisÌýaÌý12-digit number printed below aÌýUPC-A barcode.
• GTIN 13: This GTIN isÌýmost common outside ofÌýNorth America, primarily inÌýEurope. ItÌýisÌýaÌý13-digit number that isÌýprinted below anÌýEAN-13Ìýbarcode, which stands forÌýEuropean Article Number.

The good news isÌýboth theÌýGTIN 12ÌýandÌýtheÌýGTIN 13Ìýare interoperable andÌýcan beÌýlisted onÌýmarketplaces orÌýscanned atÌýpoint-of-sale noÌýmatter where your products are sold. For example, ifÌýyour product isÌýmarked with theÌýGTIN-12Ìýbut sold inÌýEurope, you can still mark itÌýwith aÌýGTIN-12ÌýandÌýitÌýcan still beÌýscanned.

IfÌýyou run anÌý51ÊÓƵ store, you can add product codes such asÌýUPCs orÌýGTINs inÌýyour product attributes. Watch theÌývideo below forÌýquick instructions.

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How IsÌýaÌýGTIN Different from SKU?

AÌýStock Keeping Unit (SKU) isÌýaÌýcode that aÌýcompany uses toÌýidentify products internally. ItÌýisÌýusually made upÌýofÌýletters andÌýnumbers andÌýhas logic built into theÌýformat forÌýeasy internal reference, making theÌýformat efficient forÌýquick internal reference. Each company creates its own SKUs, even ifÌýthey are selling theÌýsame product.

AÌýGTIN isÌýaÌýunique identification number that isÌýassigned toÌýaÌýproduct andÌýisÌýlinked toÌýtheÌýlicensee company, giving itÌýaÌýconsistent identity asÌýitÌýmoves across theÌýsupply chain. ItÌýcan beÌýshared, scanned, andÌýingested into platforms used byÌýsuppliers, distributors, logistics providers, retailers, marketplaces, orÌýother supply chain participants. They will index theÌýGTIN andÌýits associated product attributes asÌýpart ofÌýtheir onboarding andÌýverification process.

IfÌýyou run anÌý51ÊÓƵ store andÌýwould like toÌýadd aÌýGTIN toÌýyour product details, first inÌýyour store settings. Then you’ll beÌýable toÌý inÌýproduct details.

Where DoÌýYou Get aÌýGTIN?

GTINs are issued byÌýGS1, theÌýlargest identification andÌýsupply chain standards organization inÌýtheÌýworld.

IfÌýyou are aÌýcompany, brand, orÌýseller based inÌýtheÌýUnited States, you will typically acquire your GTINs from .

IfÌýyou are aÌýnon-US brand, you can access your country’s GS1Ìýmember organization through theÌý global website.

While GS1ÌýUSÌýisÌýknown asÌýtheÌýadministrator ofÌýtheÌýUPC barcode, theÌýorganization maintains andÌýadvocates forÌýtheÌýuse ofÌýaÌýhost ofÌýother data standards that support theÌýsupply chain. For example, inÌýaddition toÌýstandards toÌýidentify products, GS1ÌýUSÌýadvocates forÌýtheÌýuse ofÌýstandards toÌýidentify locations, synchronize data, andÌýalso help support many regulatory requirements forÌýaÌýnumber ofÌýindustries including healthcare andÌýtheÌýfood industry.

GS1ÌýUSÌýcollaborates with aÌývariety ofÌýindustries toÌýdevelop best practices forÌýdeveloping sufficient supply chains, effective business relationships, andÌýproviding consumers access toÌýtrustworthy information about theÌýproducts they purchase.

Businesses that opt forÌýanother GTIN source may not have theÌýopportunity toÌýrealize theÌýfull benefits ofÌýGS1ÌýUSÌýmembership. Business owners can gain peace ofÌýmind knowing that they can take advantage ofÌýfuture business opportunities, asÌýmany retailers andÌýmarketplaces only accept GTINs issued directly from GS1.

You can ensure that you have GTINs that link your brand toÌýyour product byÌýjoining inÌýone ofÌýtwo ways:

• . AÌýGS1ÌýCompany Prefix isÌýaÌýunique number that isÌýassigned toÌýyour company alone andÌýwill serve asÌýtheÌýfirst several digits ofÌýyour GTINs. Prefixes come inÌýdifferent capacities, andÌýprices depend onÌýhow many identification numbers you need toÌýcreate.
• . IfÌýyou only need aÌýfew GTINs, you can license individual ones. When you license aÌýGS1ÌýUSÌýGTIN, your company isÌýuniquely andÌýexclusively identified asÌýtheÌýowner ofÌýthat number. You also get access toÌýother GS1ÌýUSÌýmember benefits.

How Many GTINs DoÌýIÌýNeed?

The most important thing toÌýunderstand isÌýthat each variation ofÌýeach product you sell requires aÌýunique GTIN. For example, ifÌýyou sell aÌýline ofÌýcandles andÌýthey come inÌý3Ìýcolors, you will need 3ÌýGTINs. IfÌýthey also come inÌý3Ìýsizes, you will need 9ÌýGTINs (3×3=9). IfÌýthey also come inÌý3Ìýscents, you will need 27ÌýGTINs (3x3x3=27).

IfÌýyou expect toÌýbeÌýadding products frequently orÌýchanging your assortment seasonally, you may want toÌýconsider aÌýGS1ÌýCompany Prefix andÌýprocure aÌýquantity ofÌýGTINs that can support your current andÌýnear-future product assortment. You don’t have toÌýassign all theÌýGTINs atÌýonce. You can have aÌýreserve stock forÌýfuture product additions.

However, ifÌýyou are just getting started, only have aÌýfew products, andÌýdon’t foresee near future product additions, theÌýsingle GS1ÌýUSÌýGTIN isÌýprobably right forÌýyou.

You can use theÌý tool toÌýhelp you figure out how many GTINs you will need toÌýcreate before you decide which option works best forÌýyou.

Once IÌýHave MyÌýGTIN, How Can ItÌýHelp Sell MyÌýProducts onÌýMyÌýWebsite?

When you are setting upÌýyour product catalog forÌýyour website listing, your GTIN asÌýanÌýattribute isÌýnot only aÌýgood idea but also required inÌýsome cases.

Most website platforms will provide aÌýfield forÌýaÌýGTIN. Even though itÌýmay beÌýoptional onÌýyour website platform, including theÌýGTIN onÌýyour product page isÌýbest practice. Once your product page isÌýpublished, various search engines, like Google andÌýBing, will index this information toÌýmake future searches from potential customers more accurate.

Google has used GTIN information since 2015Ìýbecause each code isÌýunique toÌýtheÌýproduct itÌýrepresents andÌýitÌýworks globally. For example, aÌýproduct created inÌýtheÌýUnited States can also beÌýserved upÌýtoÌýaÌýcustomer searching inÌýFrance.

When adding GTIN information toÌýall ofÌýyour product pages, you are making itÌýeasy forÌýsearch engines toÌýsurface your specific product inÌýcustomer searches, boosting your sales conversions.

How Can aÌýGTIN Help Sell MyÌýProduct onÌýaÌýMarketplace Listing?

Marketplaces andÌýlarge omnichannel retailers use theÌýGTIN toÌýuniquely identify, index, andÌýcategorize theÌýmillions ofÌýproducts they are hosting onÌýtheir platforms soÌýthey can return theÌýaccurate product inÌýresponse toÌýtheir customers’ search. They use theÌýGTIN toÌýpresent theÌýaccurate product when customers use their search engine.

Because theÌýGTIN isÌýaÌýunique product identification number, itÌýalso enables them toÌýauthenticate theÌýcompany listing theÌýitem. This helps these platforms support legitimate sellers’ listing onÌýtheir platforms andÌýidentify bad actors orÌýunauthorized sellers.

Amazon, forÌýexample, will suppress aÌýlisting ifÌýitÌýisÌýfound toÌýcontain aÌýGTIN that isÌýnot linked directly toÌýtheÌýcompany listing theÌýproduct. They clearly state inÌýtheir seller guidelines that GTINs must beÌýsourced directly from GS1.

ToÌýSum Up

Ultimately, Global Trade Item Numbers have been powering commerce across theÌýglobe forÌýmore than 50Ìýyears andÌýcontinue toÌýremain relevant inÌýtoday’s ecommerce dominant world. ByÌýunderstanding theÌýappropriate channels toÌýobtain, create, andÌýuse GTINs, aÌýbusiness isÌýwell onÌýits way toÌýleveraging aÌýglobal standardized supply chain language that isÌýfoundational toÌýyour product andÌýyour company’s success.

(In this publication, theÌýletters “UPC” are used solely asÌýanÌýabbreviation forÌýtheÌý“Universal Product Code,” which isÌýaÌýproduct identification system. They doÌýnot refer toÌýtheÌýUPC®, which isÌýaÌýfederally registered certification mark ofÌýtheÌýInternational Association ofÌýPlumbing andÌýMechanical Officials (‘IAPMO’) toÌýcertify compliance with theÌýUniform Plumbing Code asÌýauthorized byÌýIAPMO).

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• Forecasting Demands: Strategies toÌýAvoid Stockouts andÌýOverstocking
• Finding theÌýOptimal Way toÌýStore Your Products
• How toÌýOptimize Inventory Levels Without Sacrificing Sales