Google confirm the need for GTINs in the US

Google have published a blog post reminding US sellers that they need to include product identifiers in the feeds that they provide to Google.

A GS1 Global Trade Item Number (GTIN) uniquely and completely identifies a product in the global marketplace. Google said “We’ve found that providing GTINs in your product data feed increases the likelihood that your offers are matched to the Google Shopping product catalogue. This helps us surface relevant, accurate results on Google Shopping; in fact, early experiments indicate that offers matched to the catalogue receive up to 40% more user clicks than those that do not.”

Starting on the 15 September it became a requirement for Google Shopping feeds in the US that are targeting the UK and other countries (Australia, Brazil, Czech Republic, France, Germany, Italy, Japan, Netherlands, Spain, Switzerland and the US) to submit valid GTIN and Brand for all new branded products.

Google will disapprove offers that don’t specify product identifiers or are submitted with invalid GTINs.

For products from a designated brand where no valid GTIN exists, e.g. when you are the only merchant selling a product or for replacement parts, there will be a new feature in the Google Merchant Center to allow you to request a review of disapproved offers.

We are talking to Google to understand their plans for the UK and other markets, and will keep you informed.