EAN (GTIN) is used worldwide to identify goods when buying food, clothing, books and more. It is a unique barcode for a specific product and generally provides information about the product and the seller.

EAN is the commonly used name for the EAN-13 barcode and is also the colloquial name for the number under the barcode, properly GTIN.

Why is it good to have an EAN (GTIN)?

If the product has its own EAN, it is possible to use a comparison service, which is now widely used by customers. This allows customers to compare a given product from several sellers and, for example, decide to buy it from you based on the price.
You are probably familiar with the comparison engine on Heureka. On our website this service is available under the name Multipricing. The customer can choose to buy based on price, delivery time, etc.

How do I get an EAN (GTIN)? 

If your products no longer have an EAN or you are unable to obtain one from your supplier, you can obtain EAN codes directly from the GS1 system through their website. Registration is required and depending on the number of products you require the EAN for, an entry fee has to be paid. There is also an annual fee required according to your annual turnover. The GS1 price list can be found here. After registration and payment of fees, codes are delivered within 2-3 days. 

Technical details about adding EAN to your products

EAN (GTIN) can only be added to products in our system in the form of 13 numeric characters.
If your EAN has 14 numeric characters and starts with zero, enter it as 13 digits without the 0 at the beginning. If you have a shorter 8-digit EAN, add as many 0's to the beginning as there are missing 13 characters (5).

More detailed information about EANs for individual connections can be found here:

For technical questions, please contact our FAQ Help Center, Technical Help section. For business inquiries, please contact your sales representative.

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  1. Jaromír Heimlich

    What about in the case of 15/18 characters, these are standardised EAN codes with 2 or 5 additional numbers that you reject

    1. MALL Partner


      Thank you for your inquiry. We know that EAN code can have multiple formats, but the only format we accept is EAN-13. In order for your product with EAN code to be valid, it is necessary to modify the EAN from your side, i.e. remove the additional numbers. Then your product will no longer be rejected by our system.

      If you have further questions, please contact our Help Center - https://new-partners.mallgroup.com/faq/.

      Yours sincerely
      MALL Partner team