EAN, SKU and product codes: how to tell similar products apart

EAN, GTIN and SKU: what product codes actually mean

The purpose of product identifiers is to prevent similar-looking products and variants from being mixed up. However, EAN, GTIN and SKU are not entirely the same thing.

GTIN

According to GS1, a GTIN (Global Trade Item Number) gives a commercial product a globally unique identity. The number shown in an EAN-13 barcode is one way of representing a GTIN.

SKU

A SKU is usually the manufacturer's or seller's own stock identifier. The same SKU structure is not a global standard, so two companies may form their SKUs in completely different ways.

A variant needs its own identifier

A different size, colour or pack size may be a separate commercial product and receive its own GTIN. If the 50 ml and 100 ml packs show the same identifier, the information is worth checking.

A batch number identifies a production batch

A batch number does not identify the product model but the production batch. It is useful, for example, in a manufacturer's recall or when tracing a quality problem.

Why an identifier helps in everyday use

When you compare the same model in two stores, the GTIN or the manufacturer's model code helps confirm that it really is the same version and not a product with an almost identical name.

Identifiers as support for a complaint

Order number + SKU/GTIN + a photo of the packaging make it much easier to verify a wrong product or variant.

Source

GS1 Finland: Product code GTIN.

Example of identifying variants

If the same product is available in black and red, each may have a different GTIN even if the name is almost the same. The same applies to different pack sizes. This prevents the warehouse and the customer from mixing up the versions.

A barcode does not tell everything

The prefix of a GTIN relates to the GS1 organisation that issued the identifier and to the company prefix. It should not be used to draw conclusions about the product's country of manufacture.

SKU helps inside the online store

A SKU may contain the company's own logic, for example codes for brand, size and colour. The most important thing for the customer is that the same SKU stays with the same variant and does not change randomly.

When to show the identifier on the product page

Show it at least when the product has several very similar-looking variants or when the customer may need to compare the product with another store.

GTIN also helps in search engines

A unique product code helps link the same commercial product across different data sources. This reduces the risk that variants with the same name but different specifications get mixed up in product data feeds.

GTIN and EAN belong to the same identification system

GTIN is a global product identifier. EAN-13 is one common way of representing a GTIN in a barcode on consumer products. In practice, online stores often talk about “EAN” even though the GTIN system is behind it.

The identifier helps distinguish the exact commercial version.

SKU is the store's own identifier

A SKU is not a global standard in the same way as a GTIN. The same product may receive a different SKU at different companies.

For this reason, a SKU works best for comparison within the same online store and in customer service.

The manufacturer's model number is a third useful identifier

In electronics, spare parts and technical products, the manufacturer's model number may be more important than the store's SKU. It helps find the right user manual and compatible accessories.

Record the model number if the product has several variants.

A pack size may receive its own GTIN

The same product in packs of one, three and ten is commercially a different unit. The GTIN may therefore differ even if the individual product is the same.

When comparing prices, always check the quantity.

A change of variant may require a different identifier

Size, colour or another property may form a separate commercial product. When a variant is selected in an online store, the correct EAN/SKU must also change if the manufacturer has identified the versions separately.

Using a single identifier for all variants weakens the accuracy of stock and orders.

GTIN helps find the same product in different stores

When product names have been translated into different languages or written in different ways, the GTIN can reveal that the product is the same. This makes price comparison more reliable.

Still check the pack size and the market-area version.

A batch number is not a product identifier

A batch number identifies a production batch, not the whole product model. Two units of the same product may share a GTIN but belong to different batches.

In a recall, the batch number may be decisive.

A serial number identifies an individual unit

Some electronic devices have a serial number. It may be needed for warranty or servicing. Do not publish a serial number openly online without a reason.

Keep it in your own documents.

Identifiers make complaints easier

When you report a wrong product, provide the order number and the product's SKU/EAN. This reduces confusion between variants with the same name.

A photo of the barcode on the packaging can be useful.

A good product page shows the identifiers to the user

The EAN/GTIN, SKU and manufacturer's model number should be shown together with the technical details. They may not be attractive marketing copy, but they make the product information accurate and also less ambiguous for search engines.

How to use identifiers in an online store search

If the product name is generic or has been translated into different languages, the GTIN/EAN is often the quickest way to find exactly the same commercial version. Copy the identifier into the search field without spaces and check whether the product's size, pack quantity and variant match.

A search result alone is not enough, however. Also verify the manufacturer and model number, because an incorrect EAN can sometimes end up on a product page.

Product variant data should be modelled separately

When the colour, size or pack quantity changes, the variant should have its own identifiers where the manufacturer has distinguished them. This helps stock management, order processing and search engines understand that it is the same product family but a different commercial version.

One product page can show the variants together, as long as the SKU/EAN changes correctly with the selection.

GTIN does not replace the product's technical information

The identifier tells which product it is, not what properties it has. Material, dimensions, weight, package contents and instructions for use must still be shown as separate information.

A good catalogue combines the identifier with enriched product information.

Identifier validation should be automated

In a large online store, it is possible to check that the EAN field has the correct number of digits, that the same identifier does not appear on conflicting products and that variant identifiers do not disappear during updates.

An automatic check does not prove that the code belongs to that particular product, but it catches many technical errors.

The supplier's SKU and the online store's SKU can be kept side by side

In a dropshipping or multi-supplier model, the online store's own SKU may differ from the supplier's code. It is worth keeping both in the back-end system so that an order can be matched to the correct supplier product.

For the customer, one clear SKU and a possible EAN are usually enough.

A product identifier also helps with internal linking

When the same product appears in several categories, the product identifier prevents duplicate pages from being created by accident. Categories should link to the same canonical product page rather than creating a separate URL for each category path.

This reduces duplicate content problems.

GTIN and search engine structured data

In Product structured data, the gtin field can help a search engine identify the product. The value must correspond to the right product and should not be invented just to fill in the schema.

If a GTIN genuinely does not exist, use other manufacturer identifiers where the schema allows it.

An identifier error often shows up for the customer as a wrong variant

If stock, image and EAN are not in sync, the customer may order, for example, a product with the right name but the wrong size. For this reason, after a variant is selected, the image, price, stock level and identifiers should all be updated at the same time.

This is above all a data quality issue.

The identifier should also be checked on receipt

If you suspect a wrong product, compare the EAN on the packaging with the order confirmation or the product page. A photo of the barcode and the product name helps customer service resolve the matter quickly.

This way a complaint does not rest on appearance alone.

The value of identifiers grows as the catalogue grows

In a store with a few hundred products, manual identification may still work. In a catalogue of tens of thousands of products, the SKU, GTIN and model number are in practice essential for integrations, inventory management and quality control.

For this reason, it is worth planning their consistent handling from the start.

GTIN should also be checked during product data migration

When a catalogue moves from one system to another, the EAN/GTIN is one of the best fields for matching products. The name and slug may change, but the correct commercial identifier should remain the same.

Duplicates and empty GTIN fields should be raised in a separate migration QA.

Identifier search can also help customer service across translations

The customer may use a Finnish name and the supplier an English name. The EAN or the manufacturer's model number links the conversation to the same product without having to interpret the names.

This reduces, in particular, the mixing up of variants.

EAN identifies a product in commercial systems

An EAN code helps distinguish products from one another in retail and logistics systems. Similar products may have different EANs because of, for example, size, colour or packaging. A code is therefore a useful checking tool when the name looks almost the same.

SKU is often the seller's or system's own identifier

A SKU is not necessarily universal. The same product may receive a different SKU in different online stores. For this reason, a SKU works best for comparison within the same store, whereas the manufacturer's model number or EAN can help with wider identification.

The model number should be checked from the manufacturer's information

The manufacturer's own model code often distinguishes different generations or technical versions. If there is no visible difference in the product image and name, the model number can still reveal that it is a different product.

Identifiers should be recorded for a complaint

If the outer packaging is thrown away, the EAN, model number and batch number can be photographed with a phone. This allows the product to be identified precisely later without the original box.

An identifier does not indicate product quality

An EAN or SKU is an identification tool, not a quality rating. The existence of a code proves nothing about the material, safety or level of manufacture.

A good product page shows the essential identifiers clearly

When the model number, EAN and manufacturer's name are found in the same place, it is much easier to compare the product with other stores and with the manufacturer's documentation.

The EAN should be checked especially for similar-looking options

Two products may use almost the same name but differ in colour, size or package contents. The EAN helps make sure that the comparison really involves the same product.

A SKU may change when the store's internal system changes

Because a SKU is often a seller-specific identifier, it should not be used as the only permanent identifier. The manufacturer's model code is usually more stable.

A batch number is different from a model number

A model number identifies the product type, a batch number a specific production batch. In a complaint, both can be useful for different purposes.

Identifiers should be photographed before the packaging is discarded

A single photo of the label can contain the EAN, the model code and the batch number. This saves space and preserves the information for later needs.

Identifiers can also be used to check spare-part compatibility

When looking for a spare part or accessory, the model number helps confirm that the part belongs to that specific version.

A good online store does not mix up identifiers

On a product page, it should be clear which number is the EAN, which is the SKU and which is the manufacturer's model code. A string of numbers without a label does not help the buyer much.

The product variant should be identified before comparing prices

Colour, size, pack quantity or regional version may change the EAN code. If two prices look different, it is worth first confirming that they concern the same variant.

An identifier can help find the user manual

Searching with the manufacturer's model code is often more effective than with a long marketing name, especially if the name of the same product family has changed over the years.

A batch number is usually not needed for ordinary price comparison

It is useful mainly for tracing a production batch, for quality problems or in safety notices. The model number and EAN serve better in normal product comparison.

The identifier should be copied accurately

A single wrong digit can lead to an entirely different product. A photo or a direct copy from the product page reduces typing errors.

An old EAN may refer to an old packaging version

If the manufacturer renews the pack size or the product, the new version may receive a new identifier. For this reason, the code should also be linked with the product name and model.

Identifiers become more valuable when products look almost identical

The harder it is to tell two options apart from the image, the more useful an exact model code or EAN is in making the decision.

Identifiers can also be used to check the regional product version

The same product name may appear in different markets with slightly different packaging or contents. The model code and EAN help determine whether it is genuinely the same version.

In a search engine, the identifier should be combined with the manufacturer's name

A number alone may match many random pages. The manufacturer's name and the exact model code together usually produce a clearer result when searching for manuals or spare parts.

The online store's own SKU is useful in customer service

Even if the SKU is not universal, that particular seller can often find the product quickly with it. The combination of the order number and the SKU can speed up the handling of a question.

Identifier information should be checked before a return

If the order contains several similar products, the EAN or model code helps make sure that the right item and the right packaging are sent back.

The practical value of product codes is especially visible when the name or appearance alone is not enough. The EAN, the manufacturer's model code and the seller's SKU complement each other in different situations. When you know which identifier serves which purpose, finding the right product, manual, spare part or order line becomes considerably faster.

When you save an identifier in your own notes, it is worth writing the product name next to it as well. A long string of numbers alone may not tell you, months later, which product it belonged to. The name and model code together make the information usable later as well.

A clear identifier also saves time when reordering later.