Every Shopify variant has a Barcode field. What you put in it depends on where you sell. If you sell through retailers or Google Shopping, it should hold a real GTIN such as a UPC or EAN. If you only scan items in your own shop with Shopify POS, any unique code will do. And if you make personalized or custom products, you may not need a GTIN at all.
Barcode types
| Type | Digits | Typical use |
|---|---|---|
| UPC (UPC-A) | 12 | Retail in the US and Canada |
| EAN-13 | 13 | Retail in Europe and most other regions |
| ISBN | 13 | Books |
| GTIN | 8, 12, 13 or 14 | Umbrella term covering UPC, EAN and ISBN |
| Internal code (for example Code 128) | Any | Your own stock scanning only |
When Google or a marketplace asks for a GTIN, a UPC, EAN or ISBN all count.
Where to enter
- Open the product in your Shopify admin and click the variant.
- In the Inventory section, find the Barcode (ISBN, UPC, GTIN, etc.) field.
- Enter the code exactly as printed, with no spaces or dashes.
- Save, and repeat for each variant. Each size and color needs its own code.
For many products at once, use the admin bulk editor and add the Barcode column, as shown in our bulk edit guide.
You can also fill the Variant Barcode column in a product CSV and re-import it; our CSV import guide explains the columns.
Barcode vs SKU
People mix these up all the time. The SKU is your own internal code, like TUM20-BLK, and you can make it whatever you want. The barcode is meant to be a globally unique number when it's a GTIN. Many stores use both: a readable SKU for picking and a GTIN for retail and Google. Our SKU strategy guide covers naming patterns.
Google Shopping requirement
Google asks for a GTIN when the product has one assigned by its manufacturer, which mainly means branded products sold by many retailers. If you resell a branded water bottle and leave out the GTIN, the listing can be limited or disapproved.
Shopify's Google & YouTube app sends the variant Barcode field to Merchant Center as the GTIN, so entering it once is enough. Our Google Shopping variant feed guide shows how each variant maps to a feed item.
Personalized and custom-made products
Products you make or customize to order usually have no manufacturer GTIN. Google's rules allow for this: custom goods, handmade items and products you brand yourself without registering a GTIN can be submitted without one, with the identifier marked as not existing. In the Google & YouTube app this is typically handled through the product's identifier setting.
So for a personalized cutting board engraved with a family name, leave the Barcode field empty (or use an internal code if you scan stock) and mark it as a custom product for Google. Don't buy GTINs just for Google if you sell only on your own site. Buy them if a retailer or marketplace requires them.
Get barcodes
GS1 is the official organization that issues GTINs, through a member organization in each country. Buying from GS1 registers the codes to your company, which large retailers and marketplaces may check.
Resellers sell single codes for less, but those codes are registered to whoever originally bought them from GS1, not to you. They may work for small shops, but some retailers reject them. For internal use only, such as POS scanning in your own shop, any unique code works and you don't need GS1 at all.
Frequently asked questions
How to add barcode to Shopify variant?
Open the product, click the variant, and enter the code in the Barcode field in the Inventory section. Save, then repeat for each variant.
What barcode format for Shopify?
Shopify accepts any text in the Barcode field. For retail and Google, use a GTIN: UPC (12 digits) in North America, EAN-13 elsewhere, or ISBN for books.
Does Google Shopping require barcodes?
Only when the product has a GTIN assigned by its manufacturer, which mostly means branded goods. Custom and handmade products can be submitted without one by marking the identifier as not existing.
Where to buy barcodes?
From GS1, the official issuer, if you need codes registered to your company for retail. Resellers are cheaper, but their codes stay registered to the original buyer and some retailers reject them.
Can two variants share a barcode?
Shopify will let you, but you shouldn't. Each variant is a different item, so it needs its own code for retail, Google and POS scanning to work correctly.
How to bulk add barcodes?
Use the admin bulk editor with the Barcode column, or fill the Variant Barcode column in a product CSV and import it.
Do POS scanners work with any barcode?
Most scanners read standard formats like UPC-A, EAN-13 and Code 128. Shopify POS matches the scanned value to the variant's Barcode field.
Custom barcode format for internal use?
Yes. Any unique code works for scanning in your own shop, such as one based on your SKU. Just don't send internal codes to Google as GTINs.
Related reading
Sources & further reading
Primary sources referenced in this article. We link to official platform documentation and standards bodies rather than secondary summaries so you can verify claims directly.
- Shopify Help Center: Product variants
- Shopify.dev: Product variant limits
- Shopify Help Center: Line item properties (customization)
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