GTIN

With advancing globalization, digitalization and growing consumption and trade, the need for a non-overlapping identification of merchandise led to the introduction of the EAN (European Article Number) back in the 1970s. Known since 2009 under the acronym GTIN, the identification number was intended to help simplify the international movement of goods and has been used in combination with the barcode to identify goods ever since. For the sale of goods on certain sales platforms such as Google Shopping or the placement of Performance Max campaigns, a GTIN is now mandatory.

What a GTIN is, how it is made up and what it is needed for can be found here.

What is a GTIN - the global number for products

The GTIN is a globally unique number that is used to identify goods, products or services in trade. The acronym is derived from the English term "Global Trade Item Number". The number can be found on packaging below the barcode and enables (for example, if the barcode is illegible) scan-free identification of an item that is the subject of a purchase, sale or inventory. It is therefore the basis of the barcode, which allows products to be scanned automatically, for example at the checkout. The Global Trade Item Number enables access to detailed product data such as the product name, weight, price, trading unit, etc., which are entered in a database by the retailer. It does not necessarily correspond to the specially assigned article number or SKU (Stock Keeping Unit). These can be individual items that can be purchased by a consumer, as well as entire boxes or pallets of items that are purchased by a retailer and then sold on to the end consumer.

GTIN mandatory field for Google Shopping and Performance Max

Since the introduction of its predecessor, the EAN, the labeling of products that are sold directly to the end customer has been mandatory for sales on most platforms. Entering the number makes it easier for customers to search for and compare different products in search engines. For this reason, the number should always be stored in the structured data if possible.

The structure of the product code

The Global Trade Item Number is a sequence of usually 13 numbers consisting of the following sub-numbers:

GS1 base number: The first seven to nine digits of the GTIN represent the Global Location Number base number. This company number is unique and provides information about which company the labeled goods belong to. The first digits are also used as a country code and indicate the country from which the number originates.

Individual number

Check digit: The last digit is the sum of the preceding numbers and is used to check the correctness of the GTIN.

What is a GTIN? Forms of the Global Trade Item Number

The identification number is usually 13 digits long, but can also be shorter or longer depending on the product or packaging size or country of origin. The following forms can be found today:

GTIN-8: consists of a country prefix, the article number and a check digit. It is used for small packaging that only has limited space for a code or article number and must be requested individually from GS1 for a fee.
GTIN-12: is derived from the American UPC (Universal Product Code). In addition to the GTIN8 numbers, it also contains a company number. It can be easily converted into a GTIN13 by entering a leading zero.

GTIN-13

GTIN-14: is used exclusively for marking containers that contain goods with their own Global Trade Item Number marking. The additional number can be freely assigned by the retailer and can indicate the pack size, for example.

What is the Global Trade Item Number used for?

If manufacturers do not want to sell their goods directly, but via retailers or advertise with Google Shopping, the use of the Global Trade Identification Number is essential. It is usually a prerequisite, as the use of barcode & number enables automatic and therefore more efficient handling of goods and is less prone to errors. For example, thanks to the GTIN, food in supermarkets can simply be scanned to check stock levels and for payment without the need for any further steps. The number can therefore be found in almost all areas of everyday life, especially in retail or on digital sales platforms.

The GTIN is used globally and across all industries. Other identification systems had to be updated to meet the new requirements. For example, the ISBN, which is used to identify books, has been adapted to the length of the Global Trade Item Number.

FAQ - What a GTIN is and what else you need to know about it

What is the difference between the GTIN and the EAN?

The EAN and GTIN are one and the same number. Until 2009, the identification number was known as EAN and was converted into the Global Trade Item Number with the introduction of the GS1 system.

Where can you get the GTIN?

To create a Global Trade Item Number, you usually need your own GLN (Global Location Number). This is used to identify companies or specific locations of a company and provides the information on a company stored in a database. As the number is unique and cannot be assigned more than once , it must be officially applied for and purchased from the GS1 Germany GmbH issuing office. Alternatively, GTINs without a Global Location Number can also be purchased. However, if you want to list your products on the market and sell them via certain distribution channels, a Global Location Number is usually mandatory.

How much does a GTIN cost?

Official Global Trade Item Numbers must be purchased from GS1. The price is based on various packages with different scopes of services. Depending on the company's own turnover and desired services, packages can be booked from 35 euros per number up to entire subscriptions from 150 euros per month.

What is a GTIN 8 short number?

The 8-digit short number (formerly EAN8) is used for items that do not have enough space for a longer number . However, certain requirements must be met in order to apply for an EAN8. If the code takes up more than 25% of the packaging area on the front, the shorter code can be used.

What is an SGTIN?

The SGTIN is the so-called serialized Global Trade Item Number. It is used for products that need to be uniquely identified. While the Global Trade Identification Number is assigned to all items of the same type, the SGTIN (serial number) is assigned to each individual product.

Are GTINs reusable?

If, for example, a product is removed from the range and a new one is introduced instead or at a later date, the Global Trade Item Number cannot be assigned again. The same applies to newly launched products that have only been slightly modified or improved.

Where is the GTIN located?

The Global Trade Item Number can be found on product packaging. It is an integral part of the barcode and is therefore always positioned below the barcode.

How many digits does the GTIN have?

A Global Trade Item Number can have 12 to 14 digits. Alternatively, a short form with 8 digits is possible for smaller packaging formats.

What information is available via the GTIN?

As a retailer, you can decide for yourself what information about the product ends up in the database, which can be called up using the barcode or the Global Trade Item Number.Information such as price, quantity, size etc. can usually be viewed.

Conclusion: What is a GTIN?

When placing Google Shopping ads and Performance Max campaigns, merchants regularly stumble across the mandatory GTIN/EAN field. This is requested in order to generate a correct feed for the Merchant Center. The Global Trade Item Number is assigned to products, services, loading units, etc. for international identification. The number, formerly known as EAN, forms the basis of a barcode and enables the machine handling of goods in wholesale and retail. Although the assignment of the Global Trade Item Number is not mandatory, the GTIN is a prerequisite for the sale of goods on popular sales platforms and for product listing ads (Google Shopping).