Arguably one of the most talked about (and agonised over!) features these last few years, GTINs have become an integral part of Google Shopping and – by extension – buying and selling everywhere on the digital shelf.
But despite being a headache for most online retailers, GTINs are also hugely beneficial if you want to see better results from your shopping ads.
In this article, we explore the importance of GTINs and show you how to use them correctly when managing your product catalogue.
What are GTINs?
GTINs define the products you sell worldwide. They stand for Global Trade Item Numbers.
Ecommerce businesses around the globe have started using GTINs to help better distinguish their products. This is so search engines like Google can more accurately understand and match queries with related products.
When it comes to ecommerce content, GTINs make your product copy richer and general shopping easier for potential customers – which can only be a good thing for your brand!
How are GTINs used?
The GTIN attribute can be used with the following number types:
- UPC (i.e. barcode digits)
- EAN (i.e. European-manufactured products)
- JAN (i.e. Japanese-manufactured products)
- ISBN (i.e. book publication numbers)
- ITF-14 (which includes the bars surrounding barcodes)
What countries use GTINs?
The Google Shopping feeds of the following countries use GTINs:
- Czech Republic
- The Netherlands
All new in-stock products must clearly display the GTINs manufacturers have assigned to them.
What are the requirements for GTINs?
It is now an official requirement from Google that products already assigned a GTIN must have this displayed on digital product listings, too.
For each new product assigned a GTIN, you must use the GTIN attribute when listing them for sale online.
Multiple product variations should also have unique GTINs assigned to them. This means that if you sell one shirt in yellow and the other in blue, both must display their own individual GTINs.
Where can you find GTINs?
In most cases, you’ll find GTINs on barcodes, product packaging or the backs of books.
If you can’t find the GTIN of a product, be sure to contact the manufacturer for clarity.
Are there products without GTINs
Not all products have a GTIN assigned to them; these include:
- Store-branded products
- Replacement products
- Original equipment manufacturer (OEM) products and their replacement parts
- Custom-made products, including t-shirts, personalised mugs, etc.
- Books published before the standard use of ISBN (i.e. pe-1970)
- Vintage products or antiques
What are the benefits of using GTINs?
So, why are GTINs so beneficial for ecommerce businesses? Let’s review:
- They make your ads more accurate, which is a key requirement for winning content on the digital shelf
- They include relevant information that lets you appear on more relevant searches
- They help you stand out from the crowd when listing on major marketplaces such as Amazon, eBay and Walmart
- Increased conversion rates (hopefully!)
Applying GTINs with Magpie DBX
Looking for easier product tracking and management when it comes to your GTINs? Magpie DBX can help!
Our price tracker collects and synthesises millions of prices across the digital shelf, refreshing them every 24 hours so you stay up to date with the latest trends. By having this information so easily accessible, you stand to ensure your GTINs are listed in the places most relevant to your business – thereby boosting your sales potential!
The same can be said for our promotional tracker, so you can see which products – and their GTINs – are performing best over key periods. This will empower you to make smarter promo decisions throughout your company.
Want to see Magpie DBX in action? Contact us today to arrange a demo!
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