What Is a Global Trade Item Number (GTIN)?

Key Takeaways

• A GTIN (Global Trade Item Number) is the standardized numerical code that uniquely identifies products worldwide.

• GTINs power barcodes, UPCs, and EANs, ensuring consistent product recognition across global supply chains.

• For retailers and brands, these codes reduce errors, improve search visibility, and streamline omnichannel operations.

• Pairing these codes with a Product Information Management (PIM) system ensures product data accuracy across every channel.

Before 2005, some nations employed comparable but distinct standardized product identification. So, let’s discuss in detail what the code is and how and why to use it.

What Is a GTIN?

A GTIN (Global Trade Item Number) is a globally recognized identifier used to uniquely mark products. Managed by GS1, they form the backbone of barcodes scanned at checkouts and warehouses. They enable seamless product recognition in supply chains, eCommerce platforms, and regulatory systems.

They can take different formats, including:

• UPC (Universal Product Code) – Standard in North America

• EAN (European Article Number) – Widely used across Europe

• GTIN-14 – Common in logistics for bulk shipments.

At its core, it ensures that when someone scans or searches for a product—whether in a supermarket or on Amazon—they are referencing the same unique item.

Use Cases

They appear in nearly every aspect of commerce:

• Retail checkout: Barcodes link them to pricing and product descriptions.

• Warehousing: They streamline stock management, reducing errors in logistics.

• eCommerce platforms: Marketplaces like Amazon and eBay require them for product listings.

• Regulatory compliance: Medical devices, food packaging, and other regulated goods often mandate their usage for traceability.

In short, they are the common language products use to “speak” across industries and regions.

Why GTINs Matter for eCommerce Businesses

Challenge #1: Product Data Inconsistencies

Without standardized identifiers, the same product might appear under different codes across sales channels. This causes duplication, inaccurate listings, and confusion for customers.

Solution: These codes act as the universal reference point, ensuring products are consistently identified across every channel.

Challenge #2: Marketplace Requirements

Most online marketplaces—including Amazon, Walmart, and Google Shopping—require GTINs to publish product listings. Missing or incorrect codes can lead to product delisting or reduced search visibility.

Solution: Assigning and validating them ensures compliance and improves product discoverability.

Challenge #3: Consumer Trust and Transparency

Shoppers expect accurate product details. If they receive the wrong size, variant, or model, trust erodes.

Solution: With GTINs tied to authoritative product data, retailers deliver consistent experiences that reduce returns and increase conversions.

Key Benefits of Using GTINs

Feature #1: Global Product Recognition

With GTINs, a pair of shoes in New York has the same identity as the same pair in Tokyo. This global recognition simplifies cross-border selling and helps brands expand internationally.

Feature #2: Better Data Quality and Search Visibility

Search engines and eCommerce platforms often prioritize products with valid GTINs. Accurate identifiers improve SEO rankings, ensuring your products appear where customers are searching.

Use Case Example: Fashion Retailer Expanding Globally

A U.S.-based fashion brand looking to sell in Europe must adopt EAN codes alongside UPCs. By mapping products with GTINs, the brand avoids duplicate listings, ensures compliance with local standards, and builds a smoother international presence.

GTIN and PIM: Why the Connection Matters

A Product Information Management (PIM) system centralizes all product data, ensuring it’s clean, consistent, and enriched across every channel. When paired with GTINs, PIM platforms deliver even greater value:

• Data accuracy: A PIM system ensures GTINs are consistently tied to the correct product attributes.

• Cross-channel consistency: Whether updating a product on Amazon or a direct-to-consumer site, GTINs synced through PIM keep listings aligned.

• Faster syndication: Retailers can quickly push GTIN-enriched data to multiple marketplaces without manual errors.

For example, if a brand sells through Amazon, eBay, and its own Shopify store, a PIM ensures every listing references the correct GTIN, variant, and description. This reduces duplication and builds customer confidence.

Beyond these operational benefits, GTIN and PIM integration supports advanced use cases that drive competitive advantage. For example, businesses can enrich GTIN-linked records with detailed attributes like sustainability certifications, localized descriptions, or compliance documentation. This ensures that when a GTIN appears on a global marketplace, customers see far more than just a code—they see enriched content that influences purchase decisions.

Another advantage is traceability. For industries like food and healthcare, pairing GTINs with PIM-managed metadata allows companies to track items across the supply chain with unparalleled precision. If a recall is needed, businesses can identify affected products faster, minimizing risk and protecting consumers.

These codes in a PIM ecosystem empower automation. Workflows can flag missing identifiers, validate their formats, and automatically assign them during product onboarding. This reduces human error, speeds time-to-market, and ensures products are launch-ready on every platform.

A consumer electronics brand managing thousands of SKUs can automate GTIN assignment within their PIM. This means new products are instantly compliant with Amazon’s listing requirements, avoiding costly delays. By combining GTINs with PIM, brands transform identifiers from simple numbers into strategic assets that power global growth.

FAQs

Q: Is a GTIN the same as a barcode?
A: Not exactly. A GTIN is the number itself, while the barcode is the machine-readable representation of that number.

Q: Do I need a GTIN for every product variant?
A: Yes. Different sizes, colors, or pack configurations each require unique them to avoid confusion in sales and inventory systems.

Q: What’s the difference between UPC, EAN, and GTIN?
A: A UPC is the North American standard, an EAN is the European equivalent, and both are formats of GTINs. You can read more about EANs and UPCs for deeper insights.

Q: How do I get GTINs for my products?
A: They are issued by GS1, the global standards organization. Businesses can apply through their local GS1 office.

Q: What happens if I don’t use GTINs?
A: Without them, products may be harder to list on marketplaces, rank lower in search results, and cause data errors that frustrate customers.

Takeaways for eCommerce Leaders Looking to Streamline Product Data

To summarize: GTINs are the backbone of global product identification. They ensure your products are recognized across borders, platforms, and systems while reducing costly errors.

For eCommerce businesses, adopting GTINs isn’t just about compliance—it’s about growth. With them, you unlock:

• Greater search visibility on major marketplaces.

• Accurate, consistent product listings that boost trust.

• Easier cross-border selling with globally recognized identifiers.

But they reach their full potential only when paired with robust product data management. By centralizing product information with a PIM, you can ensure they are consistently applied, maintained, and enriched across every channel.