Competitor Product MatchingCompetitor Product Matching › EAN, GTIN, UPC
What's the difference between EAN, GTIN and UPC?
GTIN is the umbrella name for global product barcodes. A UPC is a 12-digit GTIN used mainly in the US and Canada; an EAN is a 13-digit GTIN used in most other countries. A UPC becomes a valid EAN by adding a leading zero, so the same product can appear with either code. For matching, treat them as one number.
Updated 10 November 2026 by the ScrapeWise team.
Quick picks
If you compare US and EU listings
Normalise to 13 digits
Pad UPCs with a leading zero.
If codes still don't match
Check pack level
A case code isn't the single item's code.
If listings have no codes
Match by text and image (our product)
ScrapeWise falls back automatically.
Compared
| Code | Digits | Used for | Note |
|---|---|---|---|
| UPC (GTIN-12) | 12 | Retail products, mainly US and Canada | Add a leading 0 to compare with an EAN |
| EAN (GTIN-13) | 13 | Retail products in most countries | Also called EAN-13 |
| EAN-8 (GTIN-8) | 8 | Very small packs | Less common |
| GTIN-14 | 14 | Cases and outer packs | Not the single item's code |
| MPN | Varies | Manufacturer part or model number | Not a barcode, but a strong match signal |
Why barcode matches fail
- Leading zeros
- Some systems drop or add leading zeros; store codes as 14-digit strings and pad them.
- Pack-level codes
- A shop may show the case's GTIN-14 instead of the unit's EAN.
- Made-up numbers
- Some shops display internal SKUs where a barcode should be.
- Reused codes
- Rarely, old codes are reassigned; double-check brand and size.
Validating a barcode
- Check digit
- The last digit is a checksum; an invalid one means a typo or a fake code.
- Prefix
- The first digits show the GS1 member organisation that issued the company prefix, not necessarily where it was made.
Frequently asked questions
Are GTIN and UPC the same?
A UPC is one type of GTIN: the 12-digit version (GTIN-12). GTIN also covers EAN-13, EAN-8 and GTIN-14.
Is EAN the same as GTIN?
An EAN-13 is a GTIN-13. GTIN is the general term; EAN is the 13-digit format used in most countries.
How do I convert a UPC to an EAN?
Add a leading zero. A 12-digit UPC becomes a valid 13-digit EAN for the same product.
Why don't my EANs match a competitor's?
Usually leading zeros, pack-level codes or internal numbers shown instead of barcodes. Normalise to 13 or 14 digits and check the pack level.
What if a product has no barcode?
Match by model number, attributes, title and image instead.