5 reasons your online product needs a UPC barcode to succeed — —

Entrepreneurs are increasingly launching new products through their own well-known websites and online markets. While it can be difficult to navigate the nuances of online selling, marketers need to learn the requirements of e-commerce platforms before listing their products. One critical step is to uniquely identify items in the global marketplace, which can be done by purchasing authentic UPC barcodes for each of your products.

Entrepreneurs should consider the following five reasons why a unique barcode for each product list opens the door to greater success.

1. GTINs uniquely identify products online

Retailers and markets recognize that product identification numbers encoded in UPC barcodes, called Global Trade Item Numbers (GTINs), are essential for lists to uniquely identify products and help track inventory. . And not every GTIN (or barcode) will do this, but you must correctly and uniquely identify the items you sell and connect as a brand owner to the product.

Online markets, including Amazon, require GTIN (also called UPC) to help marketers prove that they are selling legitimate products. The GTIN is universally accepted by retailers and other supply chain participants around the world. GS1 US, the nonprofit standardization body and administrator of the UPC barcode in the United States, is the source for this important identification number. There are several websites that offer discounted barcodes; however, GS1 is the only licensed organization licensed for genuine GTINs and provides the most widely used standards system in the world.

Leah McHugh, an ecommerceChris consultant and Amazon listing expert, helps small brands with challenges in listing products and warns that getting UPC from another source could lead to rejection or suspension. “We always hear stories of sellers who used third-party websites to buy barcodes and then tagged their listings after Amazon found out the number didn’t match the brand,” McHugh said. “Most brands today realize that it’s not worth the risk to go anywhere other than GS1 US.”

2. Products with GTIN appear in more search results

GTINs improve the chances of articles being shown in search. According to Google, merchants who add valid GTINs to their product listing see conversion rates increase by up to 20%. GTINs serve as a registration to help Google rank and display products across multiple marketing and e-commerce platforms. Consider the potential opportunity to increase sales for major shopping events such as Prime Day or Black Friday. Existing GTIN sellers can improve their online profiles not only throughout the year, but also on those important shopping days when online sales often increase.

3. GTINs prevent hidden product lists

Markets such as Amazon, Google, and others have begun to require GSIN-origin GTINs to help sellers prove that they sell legitimate products and are the rightful owner. Buying a third-party GTIN could mean that you are buying GTINs that have already been issued to other companies. Amazon Seller Central validates all GTINs with the GS1 database and may withdraw sellers or hide tokens with invalid numbers. A third-party GTIN may also prevent you from modifying your product listing, as the product and the brand owner may not match.

Team Manticore’s Rowyn Golde and Rob Silver learned the hard way when they first started using recycled barcodes to sell music CDs. After buying barcodes from third parties, they discovered that the codes linked to products that were not theirs and could not sell their CDs on Amazon.

As their business grew, they moved away from selling CDs, but did not want to face the same problem with third-party barcodes. “We researched how to purchase authorized GS1 barcodes, which allowed us to maintain ownership and track our products. We took care to ensure that all of our new products had a barcode correctly through GS1 US Silver said.

4. GTINs help to authenticate the property

Product list hijacking is a growing problem in the Amazon community. It happens when bad actors posing as legitimate sellers steal a company’s product list; not only do they claim it as their own, but they also collect sales of products that are not shipped. It can also occur when sellers use non-genuine GTINs, either intentionally or unintentionally. To meet this challenge, online marketers often ask marketers to prove that they are the rightful owner of their product by providing a GS1 certificate of ownership.

5. GTINs indicate that a company is credible and ready to grow

Many retailers have specific requirements to identify their products with the GTIN GS1, both online and in-store, and require consistency between the physical and digital presence of a product with proper use of the GTIN. GTINs establish credibility for brands and make them attractive to potential retail partners by demonstrating that they have established their business to be successful and have a growth mindset.

Shannon Kveton of Mederer North America noted that having genuine GTINs has allowed them to do business with larger retailers. As part of its German-owned sweet product group Mederer, Kveton noted that “Mederer North America, through its flagship brand, has been able to work with retailers such as Dot and McLane, which require GS1 identification. US “.

Claim your products to be successful online

When bringing a product to market, whether online or in stores, it is imperative that sellers do their due diligence and clearly understand the requirements of each sales channel. While there are many factors to consider, proper bar coding of your products is an essential first step. These barcodes can support the growth of a business, demonstrate that they have a valid product, and ensure a faster marketing speed.

Contributed by Michelle Covey, Vice President of Marketing for GS1 US, who designs programs that help companies grow by identifying products and data communication standards.

For more information and inspiration from today’s top entrepreneurs, take a look EO and Inc. and more articles from the EO block.

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