Please enable cookies to allow videos to display across the site. Click the icon in the bottom left of the site to adjust your preferences.

Fruugo merchants use GS1 standards to simplify cross-border trading

  • Fruugo endorse GS1 as the primary provider of Global Trade Item Numbers (GTINs)
  • Using standardised GTINs allow shoppers to find the products they are searching for more easily on the international marketplace

London, 18 February 2021 – Online marketplace, Fruugo, endorses GS1 as a primary provider of Global Trade Item Numbers (GTINs) for its growing platform, citing its usefulness to online merchants with aspirations to export globally.

The UK-based marketplace allows merchants across the world to sell products to more than 40 markets by taking on key tasks related to cross-border trading, such as copy translation, currency conversion and adherence to differing VAT rules. In 2016, Fruugo made the use of GTINs mandatory for most product categories across the platform, in order to simplify international trading.

Given GS1’s strong legacy when it comes to identifying, describing and tracking products as they move through the supply chain, its standards have been the preferred option for a large number of merchants on Fruugo. GTINs allows customers to find the products they are looking for more easily, increasing the likelihood of relevant searches leading to purchases – something that has contributed to continuous sales growth on the platform. 

Comments on Fruugo and GS1’s partnership, Hakan Thyr, chief revenue officer at Fruugo, said:

“Since Fruugo made the use of GTINs mandatory five years ago, we have seen the important role they have played in simplifying the customer journey and boosting sales for our sellers. 

“GS1 has played a leading role in ensuring the use of GTINs becomes an industry practice – not only in the UK but internationally – and is by far the most commonly used standard for merchants using our platform. As online selling continues to expand, with more and more merchants trading not only across multiple product categories but also different international markets, the use of standardised GTINs is only growing in importance and acts as a guarantor for continuity throughout the supply chain.”

Anne Godfrey, CEO at GS1 UK, comments on why GTINs make it easier to trade on Fruugo: 

“We are delighted to have partnered with Fruugo to make it easier for sellers to trade across this fast-growing online marketplace. Harnessing the power of product identifiers – like GS1 GTINs – not only helps platforms like Fruugo to maintain rich product catalogues, but also improves online search and the gathering of product reviews – a critical way for brands to build long-term product trust.

"At a time where there is much uncertainty around global supply chains, the adoption of GS1 standards by Fruugo, and our collaboration with other international marketplaces, will help to streamline processes and deliver a better shopping experience for customers.”


- ENDS -

About GS1 UK

GS1 UK is just one of 115 neutral and independent GS1 organisations operating worldwide. From product barcodes to patient wristbands, GS1 standards have been transforming the way we work and live for more than 40 years.

Whether online, in store or in a hospital, the common language of GS1 global standards is helping our community of more than 47,000 organisations across Britain to uniquely identify, describe and track anything, creating greater trust in data for everyone. 

For more information or requests for interviews, please contact