A universal unique identifier
Every EAN-13 code is globally unique. It is your product’s digital fingerprint: whether it is sold in France, Germany or Japan, the same code always refers to the same product. This uniqueness is the cornerstone of the entire modern supply chain. See also our article on the structure of an EAN-13 code.
Mandatory on marketplaces
Most marketplaces — Amazon.co.uk, eBay, Etsy, OnBuy, Google Shopping — require a GTIN (EAN or UPC) to create a new product listing. Without an EAN code, your product simply won’t appear. Our dedicated marketplace guide sets out the GTIN rules for each platform.
Improved organic search ranking
Search engines use the GTIN to consolidate and enhance product listings. A product with a valid EAN ranks higher in Google Shopping, appears in rich snippets and benefits from the sharing of customer reviews across websites.
Traceability and stock management
In your ERP, WMS or e-commerce platform (Shopify, WooCommerce, PrestaShop, etc.), the EAN code serves as the primary key for linking the catalogue, stock, orders and shipments. It is an essential tool as soon as you have more than a few dozen product references.
Regulatory compliance
Certain categories (food, cosmetics, medical) are legally required to provide traceability via GS1. Having compliant EAN codes from the outset saves you from costly updates later on. See how to buy EAN codes that are compliant for your business.