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Are You Prepared for Google's GTIN Deadline?

Posted on 4.10.2016

Price intelligence solution 360pi has issued some useful guidance on Google's May 16 GTIN deadline to assist retailers in their compliance efforts. 

Failure to comply with Google's GTIN (Global Trade Item Numbers) requirements could result in sellers' access to Google Shopping being revoked.  Fortunately, it's not that big of a deal really, because the most common GTIN format in North America is the Universal Product Code (UPC) - something most merchants have access to already.


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Last year, Google established the requirements for a few national brands, but it is now extending the condition to impact every retailer selling on the platform. 

According to 360pi, approximately 10 percent of products are already receiving GTIN non-compliance warnings, and Google has suggested that up to 50 percent of products could be excluded from Google Shopping for non-compliance when they start enforcing this requirement in mid-May. That means now is the time to get in compliance if you're not already. For retailers and brands scrambling to comply or risk their presence and performance on Google Shopping, 360pi proposes the following three-step process:

+ Make a list of identified gaps or potentially outdated unique product identifiers (GTIN’s, UPC’s, etc.).

+ Consider implementing a product intelligence solution that can provide accurate product identification and data capture. This will be the fastest way to ensure compliance and receive a complete list of corrected GTIN’s.

+ Import the updated list into your internal system.

“The May 16 deadline is fast approaching, but even those sellers who are currently non-compliant can follow this simple process to secure their product listings on Google Shopping,” said Jenn Markey, VP of Marketing, 360pi. “Beyond addressing the immediate risks posed by non-compliance, providing GTIN’s also offers tremendous upside to sellers by driving more product ad exposure, clicks, and ultimately conversions.”

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