Glossary/Retail Media & Commerce/Global Trade Item Number (GTIN)
Retail Media & Commerce
Global Trade Item Number (GTIN)
A globally unique product barcode number, including UPC and EAN formats, used by retailers and marketplaces to identify products.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
A Global Trade Item Number (GTIN) is a globally unique number that identifies a product, typically encoded in its barcode. It includes formats such as UPC and EAN. Retailers, marketplaces, and shopping platforms use GTINs to match and categorize products accurately, and many require them in product listings and feeds.