SKU vs GTIN vs EAN vs UPC
A SKU (stock keeping unit) is a code a company assigns itself to track one sellable item, while a GTIN (Global Trade Item Number) is the globally unique number, issued under GS1 standards, that identifies the same item everywhere. EAN and UPC are the barcodes that carry a GTIN: EAN-13 in most of the world, UPC-A in North America.
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The difference at a glance
| SKU | GTIN | EAN | UPC | |
|---|---|---|---|---|
| What it is | An internal stock code | A global product number | A barcode format carrying a GTIN | A barcode format carrying a GTIN |
| Who sets it | The seller: brand, distributor or retailer | The brand owner, under a GS1 company prefix | GS1 | GS1 |
| Unique | Within one company | Worldwide | Worldwide | Worldwide |
| Length | Any | 8, 12, 13 or 14 digits | 13 (or 8) | 12 |
| Where it is used | Ranges, orders, planograms | Retail, eCommerce, scan data | Most of the world | US and Canada |
The authoritative source is GS1, the standards body that issues GTINs: see its note on the difference between a GTIN, a barcode, an EAN and a UPC.
Who means what by SKU by role
| Role | What "SKU" or "GTIN" means to them |
|---|---|
| eCommerce manager | The GTIN to match listings on grocery and quick commerce apps; the SKU list as the range to check |
| Field sales rep | A SKU is a product in range: "we listed three SKUs in that bar" |
| Category manager | A SKU is one line on a planogram or range review |
| Distributor | Its own article number for the item, different from the brand's SKU |
| POS-system vendor | A POS button or PLU, set by the venue, usually with no GTIN behind it |
| Market researcher | The GTIN or EAN as the key for scan data; menu items have to be coded by hand or by model |
Common confusions
- SKU and GTIN are not the same. Two retailers can give the same can two different SKUs; the GTIN on the can stays one.
- One product, several GTINs. A single can, a 4-pack and a 24-can case each carry their own GTIN.
- Menus have no barcodes. A restaurant menu lists "Cola 330ml", "Cola Zero" or a fountain serve. Fountain and draught serves have no GTIN at all.
- Article number. In much of Europe, "article number" is the everyday word for a SKU, and "EAN" for the barcode, even though GS1 now calls the number a GTIN-13.
How Dashmote matches products
On delivery apps and restaurant menus a product is a line of text, a price and sometimes an image, not a barcode. We match each line to a brand and, where the listing states it, to a pack type or size, across 100+ platforms. Your SKU or GTIN list is the reference the matches are checked against, so a brand team can read the delivery shelf in its own product names (delivery menu brand tracking).
Worked example illustrative
One 330 ml can of a cola brand.
- The brand's ERP calls it COLA-330-CAN: its SKU.
- The barcode on the can carries one GTIN-13.
- On app A it is listed as "Cola can"; on app B as "Cola Original 33cl"; on app C it only appears inside a "burger and drink" combo.
Three listings, one product, one GTIN, and no barcode visible anywhere. Matching is done on name, size and context, which is why a match rate is reported next to every brand figure.
Frequently asked questions
What is the difference between EAN, UPC, and GTIN?
A GTIN is the product number. EAN and UPC are barcode formats that carry it: UPC-A holds a 12-digit GTIN and is used mainly in the US and Canada, EAN-13 holds a 13-digit GTIN and is used in most other countries.
Is a GTIN always 14 digits?
No. GTINs come in 8, 12, 13 and 14 digits. Any of them can be written as 14 digits by adding leading zeros, which is how many databases store them.
Can UPC and GTIN be the same?
Yes. The 12-digit number under a UPC-A barcode is a GTIN-12.
Are SKU and GTIN the same thing?
No. A SKU is set by each seller for its own stock system; a GTIN is set by the brand owner under GS1 rules and identifies the product for everyone.