Some marketplaces provide access to broad consumer audiences, while others specialise in particular products or customer groups. Social commerce platforms support discovery through content, while ecommerce and product discovery tools give you greater control over how and where customers find your products.
Each route has different requirements for product data, pricing, fulfilment, compliance and customer service. The right choice will depend on what you sell, who you want to reach and how you plan to grow.
Our practical guides will help you compare your options, understand what each platform requires and build stronger foundations for marketplace success.
Why trusted product data matters
Getting listed is only the beginning. Accurate, consistent product data helps customers find and understand your products. It can also support smoother approvals, improve catalogue accuracy and reduce avoidable errors as your range grows.
A GS1 Global Trade Item Number (GTIN) gives each product and variant a unique identity that can be used across marketplaces, your own website, retail partners and advertising platforms.
Some marketplaces require GS1 GTINs, while others recommend them or use them to support product matching and catalogue management. Requirements vary by platform and product category, so it is important to check the latest guidance before listing.
Using GS1 identifiers from the start can help you avoid duplicate listings, mismatched products and inconsistent brand information. It also gives your business a consistent approach to product identification as you expand into new products and sales channels.
Explore your selling options
The guides below cover different routes to digital sales, from broad marketplaces and specialist retailers to social commerce, product discovery and your own online store.
Choose the guide that best matches your products, customers and plans for growth.
Etsy
Connect with customers looking for handmade, personalised, vintage and design led products. Learn how strong imagery, clear product information and an authentic brand story can help your business stand out.
Marketplace readiness checklist
Before choosing a marketplace or listing a new product, make sure you can:
- Identify the platform or sales channel that best suits your products, customers and growth plans
- Confirm whether the platform is open to all sellers or uses a selective application process
- Assign a unique GS1 GTIN to each product and variant where required or appropriate
- Keep brand names consistent across your packaging, GS1 records and marketplace listings
- Prepare clear titles, descriptions, images, attributes, dimensions and other relevant product information
- Understand who controls pricing, promotions and the customer relationship
- Compare the platform’s fees, fulfilment options, payment arrangements and returns process
- Check your VAT, packaging Extended Producer Responsibility and other relevant obligations
- Confirm whether category approvals, safety documents, testing certificates or other evidence are required
- Check whether you can meet the platform’s expectations for dispatch, delivery, returns and customer service
- Start with a focused range before expanding into more products or variants
- Keep product information aligned across marketplaces, your website and advertising platforms
Requirements vary according to your business, products and selling model. Always check the latest guidance from the platform and the relevant authorities before listing.
Further learning
If you are preparing to sell through marketplaces or other digital channels, these resources can help you build stronger product data foundations and avoid common listing problems.
Marketplace FAQs
No. Requirements vary by platform, product category and listing type. Some marketplaces require GTINs for most products, while others recommend them or allow exemptions in certain circumstances. Check the latest platform guidance before creating your listings.
Each product variant that customers can choose and purchase separately will usually need its own GTIN. This includes differences such as size, colour, flavour, quantity or format.
Some platforms use their own labels or identifiers for internal fulfilment and stock management. These do not always replace the GTIN used to identify the product itself. If you plan to sell through more than one channel, GS1 GTINs provide a product identity that can be used across different retailers, marketplaces and systems.
Consistent data helps platforms and customers understand exactly what you are selling. Aligning your product name, brand information, identifiers and attributes across different channels can reduce mismatches, duplicate listings and avoidable customer confusion.
Review the seller criteria, category restrictions, fees, fulfilment model, returns process and service expectations. You should also check what product information, identifiers, certifications and compliance documents are required.
My Numberbank allows GS1 UK members to create and manage their GTINs, generate barcodes and maintain core product information in one place. This can make it easier to keep your identifiers and product data organised as you add products or expand into new channels.
