EAN CODE

Definition

The EAN code (European Article Number, now known as GTIN in the international GS1 nomenclature) is the unique numerical identifier assigned to every product on the market. The most common format is EAN-13 (13 digits), which appears beneath the barcode. It unambiguously identifies a product throughout the entire value chain: manufacturing, logistics, distribution, checkout, and e-commerce. For pricing, the EAN code serves as the key that links internal data (inventory, sales) to external data (competitor reports, market panels).

Why it's important

• Enable reliable identification: a unique identifier across all IT systems, which is essential for product matching and competitive intelligence.
• Ensuring traceability: tracking a product from the supplier to the end customer, as required by certain regulations.
• Serve as a hub for analysis: multiple sources, including internal sales data, competitive intelligence, panel data, and customer feedback.

A concrete example

A hypermarket chain wants to compare the prices in its yogurt section with those of three competitors. Without its own EAN codes, each SKU must be matched manually by name, size, and packaging, which results in a high error rate. With EAN codes, matching is instantaneous: the EAN 3033710065530 identifies a 4×125g plain yogurt from a specific brand, regardless of which retailer sells it. Matching 4,200 SKUs across four retailers takes just a few minutes instead of several days.

How to measure/use it

Using EAN codes for pricing requires two prerequisites: a clean and up-to-date product database (each SKU must have its EAN entered, validated, and consistent over time) and a matching system capable of handling special cases (EAN changes due to product modifications, SKUs without EANs such as open-pack or bulk products). Product matching tools use the EAN as the primary matching key and then fall back on descriptive attributes if the EAN is not available.

Common Mistakes

• Reusing an old EAN: for a slightly modified product: historical traceability is lost, and comparative analyses become inaccurate.
• Entering EANs manually: typos prevent any automatic matching.
• Ignore EANs on private-label products: An EAN specific to your private label cannot be directly compared to a competitor's EAN.

Learn more

• Research & Data: Product matching to improve the reliability of large-scale EAN-based reconciliation.
• Solutions: Pricing Analytics, which uses the EAN as the product ID.
• Consulting: Operational Pricing Consulting to structure the governance of the product catalog.
• Resources: See our pricing FAQ for information on managing SKUs without EAN codes.

Mini FAQ

EAN, GTIN, UPC: What's the Difference?

EAN is the traditional European term (typically 13 digits). UPC is the American equivalent (12 digits). GTIN is the international generic term used by GS1, which covers all formats. In practice, EAN is often used out of habit.

How do I get an EAN?

Through the national GS1 organization. In France, GS1 France issues company prefixes and enables the generation of EANs. The annual cost depends on the number of codes needed and the company's revenue.

What should be done about products sold by weight?

They use specific EAN codes (prefix 02 in France) that include the weight or variable price in the code sequence. The cashier scans the code generated by the scale, which contains the quantity information.