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GS1 UK, a source of trusted product information data, has begun using an online product, for ensuring goods have accurate Global Trade Item Numbers (GTINs), to better protect ecommerce sellers against sale of counterfeit goods. Hence Amazon and Google among others seek to combat such online fakes by mandating the presence of product identifiers to sell on their platforms.
Online retailers, marketplaces, brands and customers alike face missing, inaccurate or false GTINs; the unique number commonly found within a barcode. GTINs perform an essential role in identifying and classifying millions of consumer products. Manufacturers create unique GTINs for each product they make via GS1 globally, making the management and tracking of inventory an accurate, up to date and automated process. Through using the correct GTIN, retailers can validate the authenticity of the goods they sell online, so that consumers can buy with confidence.
GS1 has announced a partnership with ecommerce security company Optiseller which will enable online retailers to check their GTINs across eBay listings. This process will be done via the Optiseller eBay dashboard, which automatically identifies and displays any listings that do not include a GTIN as well as listings that include an incorrect GTIN. Users can then simply export the fake listing for further analysis and resolution.
Craig MacCallum, CEO at Optiseller says: “Up until now dealing with missing or incorrect GTINs has been a major challenge for online retailers. This tool can save ecommerce sellers huge amounts of time and money by automating the process of ensuring their GTIN data is accurate and up to date. By making that data accessible to every marketplace, brand and retailer interested in ensuring an authentic and appealing online sale, it’s another push back against a counterfeit world and provides a much better customer experience.”