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What is a GTIN (EAN code) and why it is important for selling on Allegro
In this article, you will learn how to obtain a GTIN (EAN code), what it entails, and why having a correct number is crucial for your sales.
A GTIN is a unique and globally recognized product identification number. It consists of 8, 12, 13, or 14 digits. In Europe, 13 digits are most commonly used (i.e., GTIN-13). You can find this number on the packaging of any product, right below the barcode (the EAN code).
Why the GTIN (EAN code) is important
The GTIN (EAN code) allows for the unambiguous identification of a product. It is a market standard used by stores, retail chains, and e-commerce platforms.
Do you see that the product you are selling is linked to an offer with a product with a different GTIN (EAN code)?
This is not necessarily an error. If the offered product is identical — it shares the same product parameters (such as brand, as well as physical and technical characteristics) — offers from other sellers can be linked to the same product in the Allegro Product Catalog, even if the GTIN (EAN code) differs. We consider this type of link valid because it makes it easier for buyers to compare offers from different sellers.
When a product already has a GTIN (EAN code), make sure it is valid. You simply need to enter the number on the GS1 organization's website.
In the GS1 database, you can verify:
- whether the GTIN (EAN code) is correct and comes from the GS1 organization
- which product the GTIN (EAN code) is assigned to
- the manufacturer or brand owner details.
To get a GTIN (EAN code):
- Apply to the GS1 organization.
- Order a GTIN (EAN code). You will find step-by-step instructions and useful tips on the GS1 organization's website.
- Register the GTIN (EAN code). Once you do that, GS1 will add it to its database within 24 hours.
The GS1 organization is the only official source of GTINs (EAN codes). Do not obtain GTINs (EAN codes) outside the GS1 organization. Such numbers may belong to other products available on the market. This means that your offers could be linked to the wrong products. Customers will see inconsistent information, and we may terminate such offers.
If the GTIN (EAN code) is already in the GS1 database, you can add a new product with this number to the Allegro Product Catalog. We will then check the GS1 database to verify if you are providing a correct GTIN (EAN code). If you fill in the parameters correctly and add product images, we will automatically add your product to the Catalog.
10 basic rules for assigning GTINs according to GS1
| When you should assign or change GTIN | What is required |
|---|---|
| introduction of a new product | What is required new GTIN for the retail product and multipack |
| change of the product's features, form, or functionality | What is required new GTIN |
| change in net content — volume, number of units in a packaging, weight | What is required new GTIN for the retail product and multipack |
| change of measurements and/or gross weight of the packaging by more than 20% | What is required new GTIN for the retail product and multipack |
| addition or removal of a certification mark that is important from the perspective of regulatory authorities, partners in the supply chain, or customers | What is required change of the GTIN for a retail product and multipack |
| brand change | What is required new GTIN for the retail product and multipack |
| seasonal/promotional product modifications — for example, a change of a packaging in the Christmas or promotional period | What is required change of GTIN only for the multipack |
| change of the multipack content — for example, change of the declared number of goods in the multipack (box, pallet) | What is required new GTIN for the packaging |
| change of the assortment predefined in a set — when one of the products from the set, which can also be sold separately, changes | What is required new GTIN for the retail product and multipack |
| price on the packaging — addition, deletion, or change of the price permanently printed on the packaging as the graphic element | What is required change of the GTIN for a retail product and multipack |
If you are not sure when a new GTIN is needed, use the Decision-Support Tool from GS1.
You can learn more about sets created by manufacturers in our article.
Additional guidelines
Brand change or product modification
Sometimes a manufacturer alters a product's features or launches a new brand. From a consumer's perspective, however, this makes it an entirely different product. In such cases, according to GS1 standards, the manufacturer must obtain a new GTIN (EAN code) and then add the new product to our Catalog.
Selling sets
If you create a set consisting of several different products (for example, a camera + memory card), do not assign it a new, single GTIN (EAN code). The only exception is when you are selling a manufacturer-created set. Such sets have their own unique GTIN (EAN code) or manufacturer’s number.
To correctly list such a set on Allegro, use the option for creating product sets. This ensures that all products in the set will have the correct parameters.
Selling handicrafts
If you sell products that do not have a factory-assigned GTIN (EAN code) — for example, handmade goods, unique crafts, certain collectibles, or antiques — you do not need to buy or generate your own GTINs (EAN codes) for them. You can list an offer without filling in the GTIN (EAN code) field. All you need to do is complete the other parameters correctly.
The GPSR
Within the Allegro Product Catalog, we suggest manufacturer details for selected products that you can add to your offers. Make sure your offer is linked to a product with the correct brand. Do not link your offer to products from other brands or their substitutes. Doing so may lead to declaring false information regarding product liability.
You can find more information about the GPSR in our article.
Frequently asked questions
Why can a single product be sold under different GTINs (EAN codes)?
According to the design of the Allegro Product Catalog, a single product is defined by a set of various attributes (such as brand, model, technical parameters, and images). The GTIN (EAN code) is just one of these elements, not the sole defining factor. From a customer's perspective, the exact same product may sometimes have different GTINs (EAN codes) assigned by the manufacturer —for instance, due to different distribution markets. In such cases, we may display offers with different GTINs (EAN codes) linked to a single product from the Allegro Product Catalog.
An offer has a different GTIN (EAN code) than the product it is linked to. Yet, you rejected my report regarding an incorrect link between the offer and the product. Why will you not unlink such an offer from the product?
A difference in the GTIN (EAN code) alone is not enough for us to consider the link between an offer and a product incorrect. We make our decision based on the information provided in the offer. If the parameters and images in the offer are identical to the product in the Allegro Product Catalog, we have no objective grounds to consider them two different items.
My report regarding an incorrectly linked product was rejected because the data in the offers are identical, but I believe another seller is infringing on my brand rights. What can I do?
Reports of incorrectly linked products in the Allegro Product Catalog are not intended to resolve commercial or distribution disputes. At the same time, we fully understand the need to protect brand rights. Therefore, if you are certain that another seller's offer concerns a completely different product (for example, a counterfeit or a substitute infringing on brand rights), report it through the Rights Protection Cooperation Program.
We consider such requests if:
- you are the rights holder or hold a power of attorney to represent them regarding the protection of intellectual property rights, or you
- are a Trusted flagger designated under the Digital Services Act (DSA). Details and the application form can be found on the Rights Protection Cooperation Program page.
The GTIN number (EAN code) itself is not an element of a company's intellectual property that can be treated equally to a patent or a registered trademark. Therefore, the purchase of a GTIN number (EAN code) from GS1 does not constitute grounds for intellectual property protection claims or for requesting exclusivity to use a product from the Allegro Product Catalog.
What happens if I sell an unbranded product or a product from an unknown manufacturer and assign a GTIN (EAN code) to it myself?
In accordance with GS1 standards, you can assign your own GTIN (EAN code) to a product that has no trade name (unbranded). In that case, you will act as the entity responsible for registration and fees at GS1, as well as for compliance with product identification standards using GTINs (EAN codes).
Remember not to assign your own GTIN (EAN code) to a product that already has an original GTIN (EAN code) assigned directly by the manufacturer or brand. When a product has been significantly modified, GS1 standards require assigning a new GTIN (EAN code).
We want buyers to easily find and compare offers with identical physical, visual, and technical features — even if they have different GTINs (EAN codes) within a single product in the Catalog.
Can one GTIN (EAN code) describe different products or their variants?
No. GS1 standards regarding product identification using GTINs do not permit a single GTIN (EAN code) to describe several different products or variants. Every distinct variant (for example, a different shoe color, scent, or capacity) must have its own unique GTIN (EAN code). Once used, a GTIN (EAN code) can never be reused for another new product.
Check the 10 basic rules for assigning GTINs according to GS1.
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