EAN codes in B2B trade: what they mean and why they matter

The EAN – officially GTIN-13 today – is a globally unique item number issued through the GS1 organisation. It appears as a barcode on the packaging and identifies a specific product variant.

Why the EAN matters in purchasing

Product names vary by country and retailer, the EAN does not. Aligning enquiries and orders by EAN avoids mix-ups between sizes, scents or country variants.

Recognising country variants

The EAN prefix shows which national GS1 organisation registered the number (e.g. 400–440 for Germany). It does not indicate the country of manufacture, but it helps distinguish different market versions of a product.

EAN and marketplaces

Online marketplaces usually match offers to existing product pages via the GTIN. Consistent EAN mapping between invoice, goods and listing therefore makes work considerably easier.

Tip

You can search our catalog directly by EAN. That way you quickly see whether an item is in our range and can request it specifically.