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Barcodes for selling on Google

To sell your products on Google Shopping feeds, you will need to add a valid product identifier. This ensures the right product gets into the hands of the consumer as well as improving your conversion rates. Another important reason is that any files of data submitted to Google Shopping that contain invalid product identifiers will not be processed.

If your products are sold in Australia, and a selection of other countries, you will need to add a product identifier for most categories. In other words, a Global Trade Item Number (GTIN).

Join GS1 Australia and get barcodes


Google endorse GS1 supplied GTINs


Google states ‘Whether you are an e-Tailer, retailer, ecommerce platform provider, content aggregator or content distributor, you need to know when a Global Trade Item Number® (GTIN®) is valid and correctly assigned according to GS1 standards.’

Download Google’s GTIN Validation Guide

Google endorses GTINs for better product information

Google warning

In Australia, Google will regularly monitor product data feeds supplied in Google Merchant Center to see if they contain correct GTINs.

If you see a warning in your Merchant Center Account, for example 'item requires a GTIN', 'Items uses a GTIN not associated with this Brand' or 'item uses a reserved, unrecognizable, ambiguous or restricted GTIN' then your Google Shopping ads for affected items may stop running within 30 days unless you supply a correct GTIN in your product data feeds to Google.

Use the Google GTINs troubleshooting wizard if you need more help.

Google Manufacturer Center

Brand owners can submit product data to Google for free via the Google Manufacturer Center. In return you will receive reports on the number of clicks your products are receiving on Google Shopping Ads for each of your GTINs; doing this provides a more consistent experience across Google for your brand and your products.

Google Manufacturer Center

GS1 Smart Media and Google

Google and GS1 Australia Smart Media have partnered to help brand owners give their customers a better online shopping experience. Smart Media users can directly upload complete and accurate product data into the Google Manufacturer Center enabling the supply of detailed information including product ID, brand, title, Global Trade Item Numbers (GTINs) and high-quality images to better influence how your brand appears on Google.

Visit GS1 Australia Smart Media.


Local inventory ads

Local inventory ads showcase your products to nearby shoppers searching with Google. When shoppers click your ad, they arrive on a Google-hosted page for your store, called the local storefront. Shoppers use the local storefront to view in-store inventory, get store hours, find directions, and more. GTINs are a key product attribute to include in your listings as they support rich product information in your local products feed.

Local inventory ads overview

quote mark

Providing Google with the correct GTIN for a product in your feed can increase the conversion rate for that product by up to 20%

Matt Lawson,
Director of Performance Ads Marketing, Google.


To start assigning barcodes to your product

  1. Join GS1 Australia online, Joining is easy.

  2. Receive your own unique GS1 numbers.

  3. Start allocating GS1 numbers and get the barcodes printed on your products.