What is GTIN in Google Shopping?

A Global Trade Item Number (GTIN)

A Global Trade Item Number (GTIN) is a numerical code that uniquely identifies a product, no matter where it is sold around the world. In many online marketplaces, including Google Shopping, GTIN helps platforms make sure that each product is correctly matched with consumer searches.

It is all about clarity and uniformity. The code ties each product to its specific number, which improves how products are found and categorized.

More simply, think of GTIN as a universal barcode number. When a barcode is scanned at a store, a GTIN is behind that barcode. On a web listing, this same code helps online search engines direct shoppers to the exact item they want to buy.

Why It Matters

Products that include the correct GTIN often perform better in online listings because search engines and marketplaces can match them with confidence.

• Help customers quickly find what they need.
• Avoid mix-ups between similar products or product variations.
• Improve eligibility for certain features that rely on unique product identifiers.

If a product is missing a valid GTIN when one exists, it might be disapproved in some listings or have a harder time competing with products that do provide a GTIN.

Since these codes come directly from the manufacturer, it is best to leave the GTIN field empty rather than guessing a random number if you are unsure.

Common Types of GTIN

A GTIN can appear in different formats depending on the region or product type:

UPC (GTIN-12)

Used mainly in North America, this is a 12-digit code. Smaller products might show an 8-digit UPC-E that can be converted to a 12-digit format.

EAN or JAN (GTIN-13)

Common in Europe and Japan, these 13-digit codes (with some JAN codes sometimes appearing as 8 digits that are later converted to 13) are widely used for retail items.

ISBN

For books, the ISBN is usually 13 digits.
If a book has a 10-digit ISBN, it needs to be converted into the 13-digit format.
When both are available, the 13-digit version is preferable.

ITF-14 (GTIN-14)

Used for multipacks and grouped items, this 14-digit code is assigned to cartons or packages containing multiple units.

Sometimes a product might have more than one valid GTIN. For example, a book could have both an ISBN-13 and a barcode that reads as a GTIN-13. In those cases, each valid identifier can be included in the product data.

How It Works in Shopping Listings

When listing items on online marketplaces, platforms often ask for identifiers like brand, MPN (Manufacturer Part Number), and GTIN. The GTIN is a reliable way to distinguish a product from many similar ones.

Each product variant must have its own GTIN if the manufacturer has assigned different codes. For example, a particular pair of shoes might come in different colors and sizes, and each combination may have its own GTIN.

Using the correct code for each variant makes it clear to shoppers which option they selected.

Requirements to Keep in Mind

Certain guidelines are important when adding GTINs in product listings. If a product genuinely has a GTIN, it is best practice to include it.

Not doing so when a GTIN exists can reduce visibility. However, not every item has a GTIN.

Handmade or private-label items often lack a unique code. In that situation, it is fine to leave the field blank or indicate that no GTIN is available.

Key Points Worth Remembering

• Always verify the check digit (the final digit in the code) to make sure the GTIN is valid. Online tools can help with this.
• Some codes are reserved for other uses. GTINs in restricted ranges should not be used for actual products.
• If each variant in a product line has a different GTIN, do not reuse the same code for more than one variant.
• Do not provide a GTIN for store-brand or private-label products that do not have one.

Never guess a GTIN.

Submitting GTIN in Product Feeds

When uploading product data, the GTIN is submitted as a plain numeric string. Spaces and dashes are usually ignored, so a code like “978-1-234-56789-7” can be submitted as “9781234567897.”

Be sure to check any field limits or format requirements, as some systems only accept a set number of characters.

Platforms may also suggest including other identifiers like:

• Brand
• MPN (if no GTIN is available)
• Condition of the item (such as new, used, or refurbished)

Using the GTIN together with these details provides useful information about the product and helps create accurate listings that meet shopper expectations.

Handling Special Types of Products

Some product categories follow unique rules regarding GTIN:

1. Books and Media
   • Books usually use ISBN-13 as the GTIN.
   • If a product has both a UPC and an ISBN-13, include each one separately.
2. Bundles
   • A bundle is a main product packaged together with accessory products.
   • If the manufacturer created the bundle, use its GTIN.
     If you put the bundle together yourself, use the GTIN of the main product.
3. Magazine Subscriptions
   • An International Standard Serial Number (ISSN) can be converted into a GTIN, though this is less common.
4. Multipacks
   • A multipack is a group of identical items sold as one package.
   • The multipack can either have its own GTIN assigned by the manufacturer or use the same code as the individual items if you create the package.
5. Customized Products
   • If you customize or personalize an item, you can still include the manufacturer’s GTIN, as long as the base product was initially assigned one.

Quick Reference Table

Below is a table comparing a few GTIN types. The “Used For” column shows typical usage scenarios. This list covers common cases but is not exhaustive.

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Each code serves as a unique identifier for a product. Online platforms can automatically read these codes to position your listing correctly.

Avoiding Mistakes

Providing an incorrect GTIN or leaving one out can hurt product performance. Some pitfalls to avoid are:

• Using invalid codes: Make sure the digit count is correct and the final check digit is verified.
• Reassigning a GTIN that already belongs to a different product or variant.
• Using codes from restricted ranges.
• Omitting a GTIN when the product actually has one.

Once a GTIN is linked to a product, it should not be reused for another item. If a code belongs to a blue shirt, it should not be assigned to a red shirt.

If you are unsure whether a product has a GTIN, check with the manufacturer or refer to official resources. Sometimes a code exists even for lesser-known brands.

Practical Tips for Sellers

Different platforms may have slightly different submission processes, but the overall approach is similar:

1. Collect correct GTINs from your suppliers or manufacturers.
2. If an item is new or about to be launched, ask the manufacturer if it comes with a code.
3. Check any digits that seem off.
   A single wrong number can invalidate the whole GTIN.

Keep your data consistent across all sales channels to prevent confusion. When the same product appears on multiple online stores with an identical GTIN, systems and customers are more likely to trust that it is the right item.

Additional Fields to Consider

• Brand: For name-brand products, use the brand name as it is officially recognized.
• MPN: If the manufacturer has assigned a part number that is different from the GTIN, many platforms recommend including it.
• Condition: Especially for used or refurbished items, be sure to label their condition correctly.

Product Variants and GTIN

Products that come in different styles, colors, or sizes often have variant GTINs. For example, a phone might be available in blue, red, or white, and each color may have its own code.

Similarly, clothing sizes like small, medium, or large might each have different GTINs.

Providing the right code for each option helps shoppers filter for the one they want.

Sometimes, manufacturers use one code for a group of very similar items. When this is the case, confirm with the official product information whether one code can cover multiple variations.

Handling Used or Vintage Products

Many used items still display the barcode on their packaging or on the product itself. If a used product still shows its original code, it can be helpful to list it using that same GTIN.

Just be sure to mark the item as used or refurbished so that customers know what they are getting.

If the code is damaged or missing, it might be better to leave the GTIN field empty rather than risk listing an incorrect number.

Edge Cases and Special Considerations

Some products have unusual requirements. For example, some medical items have codes that are converted into GTINs, and music publications might use International Standard Music Numbers (ISMNs).

In these cases, checking with the appropriate standards organization will clarify which code to list. Store brands and private-label items typically do not have an assigned GTIN.

They may still have a brand name for marketing, but no global code is needed. Sellers of these items do not have to create one; they can include other identifiers like brand or MPN if necessary.

Simple Steps to Verify a GTIN

Ensure the code has the right total number of digits (8, 12, 13, or 14). Use a check digit calculator to confirm that the final digit is correct.

Look out for any restricted or coupon prefixes, which are documented by standards organizations. If everything checks out, the GTIN can be submitted as valid.

Sometimes products may temporarily use a placeholder code, but it is best to avoid these since they can cause issues when the genuine code becomes available.

Checking the manufacturer’s website or packaging is usually the most reliable method to find the real code.

Sample Use Case Paragraph

Imagine a small online shop listing a new set of headphones in different regions. In North America, these headphones might carry a UPC (GTIN-12), while in Europe they might have an EAN (GTIN-13).

By using the correct GTIN for each listing, buyers are more likely to see the genuine product rather than a counterfeit version.

Reviewing Before Submission

Before uploading any product feed, it is a good idea to do a final check on GTIN accuracy. Look for missing or extra digits. Codes mixed up between different products. Special categories such as books or digital products handled correctly.

For small inventories, a quick check may suffice. For larger collections, using a spreadsheet or an automated script can help reduce errors.

Some sellers even use barcode scanners and automated systems to make sure everything is correct.

Quick Reminders

• Do not reuse GTINs.
• Do not include a GTIN if you are not sure it is correct.
• Use official resources to validate the code.

Small Details That Matter

Even though GTINs might seem like just technical details, they can affect product visibility. An incorrect GTIN may result in a product showing up in the wrong listing or being flagged as low relevance, which can lead to fewer views or purchases.

Example of Product Data Attributes

A typical set of attributes might look like this in plain text format:

• Title: “Headphones - Over-Ear - Noise Canceling”
• Brand: “SoundWave”
• GTIN: “1234567890123”
• MPN: “SW-HEARNC-001”
• Condition: “New”

Including all these details helps ensure that the product listing appears correctly in search results with a verified code.

Notes on Store Brands

For store brands or private labels, it can be confusing figuring out whether they need a GTIN. If the product does not have one, the brand attribute and any other relevant fields are sufficient.

Providing a guess or an unapproved code can hurt visibility and compliance. In short, if there is a manufacturer’s code, include it. If not, be clear about its absence.

GTIN FAQ

A Global Trade Item Number (GTIN) is a standardized product identifier used worldwide to ensure accuracy in listings and easy product discovery. Below are common questions about GTINs and their usage in e-commerce.

What is a GTIN?

A GTIN is a numerical code assigned to products for universal identification in retail and online stores. It functions as a barcode number, making it easier to track and categorize items across different platforms.

Why is GTIN important for online shopping?

Marketplaces like Google Shopping use GTINs to match product listings with search queries, improving accuracy and visibility. Having a correct GTIN ensures your product appears in the right searches and boosts its competitiveness.

What are the main types of GTINs?

GTINs vary by region and product type. A UPC (GTIN-12) is common in the U.S., while EAN (GTIN-13) is used in Europe. ISBNs (GTIN-13) apply to books, and ITF-14 (GTIN-14) is used for multipacks.

How do I find a product’s GTIN?

Manufacturers provide GTINs, which can be found on product packaging or official documentation. If an item has no GTIN, it should be left blank rather than guessed.

Can a product have multiple GTINs?

Yes, certain products, like books, may have both an ISBN and a retail barcode (GTIN-13). In such cases, each valid identifier can be included in the product data.

What happens if I enter an incorrect GTIN?

Providing an incorrect GTIN can lead to listing disapproval or lower search visibility. Always verify GTIN accuracy using official sources like GS1 or a check digit calculator.

Do I need a GTIN for my private-label or handmade products?

No, GTINs are typically assigned by manufacturers. If an item does not have a GTIN, it is best to leave the field blank or use alternative identifiers like brand and part number (MPN).

How do I submit GTINs in product feeds?

GTINs should be entered as a plain numeric string without dashes or spaces. Platforms may also recommend including the brand, MPN, and item condition for better categorization.

What are the common mistakes to avoid with GTINs?

Errors include using fake or recycled GTINs, mismatching product variants, and omitting a GTIN when one exists. Always confirm the number with suppliers before submitting.

Can one GTIN be used for multiple product variants?

No, product variations such as size or color typically have unique GTINs assigned by the manufacturer. Submitting the correct GTIN ensures each variant appears accurately in listings.

How do I check if a GTIN is valid?

Verify GTINs by checking the digit length (8, 12, 13, or 14) and using a check digit calculator to confirm accuracy. GS1 databases provide reliable validation.

What if my product doesn’t have a GTIN?

If a GTIN does not exist for a product, simply leave the field blank or specify that it is unavailable. Inventing or misusing a GTIN can lead to marketplace enforcement issues.

What should I do if I receive a GTIN error message?

Review the product’s original packaging or manufacturer details to confirm the correct GTIN. Platforms may flag numbers that are invalid, duplicated, or improperly formatted.

Proper use of GTINs ensures smooth product listings and better search performance. Always verify codes before submission to maintain listing accuracy.

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