What is an EAN code and how do you get one?

What is an EAN code and why do marketplaces want it?

EAN, GTIN-13 and article code are different names for the same GS1 product code.¹ The name EAN dates from the European Article Number; today GS1 speaks of the GTIN (Global Trade Item Number). The number sits under the barcode on the packaging. The last of the 13 digits is a check digit, so typing errors stand out.⁶

Why a marketplace asks for it

A marketplace has one product page per product. If several sellers offer the same item, their offers appear on that one page. The EAN is how the marketplace sees that it is the same item.

• bol asks for an EAN or ISBN registered with GS1 for every article. For books an ISBN is mandatory.³
• Kaufland lists the EAN as a mandatory attribute for a new product. If the product already exists, you only enter the EAN and your own offer details (such as the price).⁴⁵

To see how that works per marketplace, read the guide on selling on bol and the page about connecting your webshop.

Getting an EAN from GS1 and common mistakes

Where to get an EAN

GS1 is the official issuer of GTINs and EAN barcodes. You get them from the GS1 office in your own country and can use them worldwide.⁷ In the Netherlands that is GS1 Nederland,¹ in Belgium GS1 Belgium & Luxembourg⁸ and in Germany GS1 Germany.⁹

1. Work out how many codes you need: one per product, and for variants one per colour and size.¹
2. Choose single codes or a package at GS1. At GS1 Nederland you order 1 to 5 single article codes for a one-off cost, or a package with an annual cost.¹
3. Create the codes in the GS1 portal and attach your product details to them.¹

What it costs differs per country and package and changes. That is why we state no amounts: read the current rates on the site of your own GS1 office.

What if you have no EAN?

• Do you resell someone else's branded product? The EAN is usually on the item itself, or you ask your supplier for it.³ Do not make one up.
• Do you make your own product? Then you apply for codes at GS1 yourself.
• Unbranded items on bol: bol does not currently enforce unregistered EANs for unbranded items. An EAN is still required, and for branded items it must be registered with GS1.³
• Kaufland: the official pages we read state no exemption from the EAN. Ask Kaufland or read the Seller University before you try to list an offer without one.⁴⁵

Common mistakes

How to check the check digit

Take the first 12 digits and multiply them alternately by 1 and 3, starting with 1 on the first digit. Add the results and subtract the sum from the next multiple of ten. The difference is the 13th digit. GS1 example: for 6 2 9 1 0 4 1 5 0 0 2 1 the sum is 57, so 60 minus 57 is 3 and the number is 6291041500213.⁶

What does StoreLinkr do with your EAN?

StoreLinkr works with the EAN in your product data. This is established:

• Offers by EAN. On bol and Kaufland you offer products by EAN. On the Mirakl marketplaces the marketplace finds your product by EAN in its existing catalogue, and products without an EAN are skipped.
• See missing EANs. The data quality dashboard on the page about managing product data reports a missing EAN as an issue. One click shows the affected products.
• Enrich from the EAN. You can enrich a product from its EAN. You compare old and new values and nothing is saved until you accept.

What we do not promise: a check of the check digit or the creation of EANs. An EAN has to come from you or your supplier.

Frequently asked questions