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What is a GTIN?
A GTIN (Global Trade Item Number) is the globally unique number behind most product barcodes. UPC, EAN, JAN and ISBN codes are all types of GTIN, issued through the standards organization GS1. Google Shopping uses GTINs to match your products to its catalog, and submitting the correct one helps your products show.
GTIN meaning and types
According to Google's Merchant Center GTIN help, GTINs come in five formats:
| Type | Digits | Mainly used for |
|---|---|---|
| UPC | 12 | North America |
| EAN | 13 | Europe |
| JAN | 8 or 13 | Japan |
| ISBN | 13 | Books |
| ITF-14 | 14 | Multipacks |
The full form is simply Global Trade Item Number; the GTIN number is the digits printed under a product's barcode.
GTIN vs SKU
| GTIN | SKU | |
|---|---|---|
| Issued by | GS1, then the brand owner | You |
| Unique | Globally | Within your business |
| Used for | Retail catalogs, marketplaces, Google Shopping | Your own inventory and operations |
Most products you sell should have both. See the guide to SKUs.
When Google requires a GTIN
Google's guidance:
- Submit a GTIN for every product that has one assigned by the manufacturer. Google recommends it for all such products.
- Missing or incorrect GTINs can limit visibility. Google says products with missing or incorrect GTIN attributes "may have limited visibility," and accurate matching to products can't be assured without one.
- Only submit a GTIN you're sure is correct. "When in doubt don't provide a GTIN."
- No GTIN? Use brand and MPN. For store brands and custom products without a manufacturer GTIN, submit the brand and MPN (manufacturer part number) attributes instead.
GTINs must pass GS1 validation, including the check digit, so typos and invented numbers get caught.
Where to get GTINs
- If you resell branded products: the GTIN comes from the manufacturer. It's on the packaging barcode or in their product data. Use theirs; don't create your own.
- If you sell your own brand: license GTINs from GS1, the organization that issues them. In the US that's GS1 US. You get a company prefix and can assign numbers to each of your products.
- Avoid unofficial resellers of barcode numbers. Numbers not licensed to your company may not match your brand in GS1's records.
Adding GTINs in Shopify
Shopify stores GTINs in the barcode field of each product or variant. Shopify's help center lists GTIN, UPC, EAN and ISBN among the supported barcode formats. With the Google & YouTube channel connected, the barcode is sent to Merchant Center as the GTIN.
Each variant needs its own GTIN: a medium and a large shirt are different trade items.
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| Problem | Fix |
|---|---|
| GTIN missing for a branded product | Get it from the manufacturer's packaging or data |
| Same GTIN on several variants | Each variant needs its own GTIN |
| Wrong length or check digit | Re-enter it from the barcode; check for typos |
| GTIN from an unlicensed source | Use GS1-issued numbers for your own brand |
| Own-brand product, no GTIN | Submit brand and MPN, or license GTINs from GS1 |
For the rest of your product feed, see the Merchant Center setup guide.
FAQ
What does GTIN stand for?
Global Trade Item Number: the globally unique product number behind most retail barcodes. UPC, EAN, JAN and ISBN codes are all types of GTIN.
Is a GTIN the same as a UPC?
A UPC is one type of GTIN: the 12-digit format used mainly in North America. GTIN is the umbrella term.
Do I need a GTIN to sell on Google Shopping?
If the manufacturer has assigned a GTIN to the product, Google recommends submitting it, and missing or incorrect GTINs can limit how often products show. For your own brand or custom products without a GTIN, submit brand and MPN instead.
Can I make up a GTIN?
No. GTINs must be issued through GS1 and pass GS1 validation. Invented or borrowed numbers can get products disapproved. Google's advice is that if you're not sure a GTIN is correct, don't submit it.
Where do I enter a GTIN in Shopify?
In the barcode field on the product or variant. Shopify's Google & YouTube channel sends it to Merchant Center as the GTIN.