Three numbers on the same product page

You have two shops open, both apparently showing the same product, but the prices differ by ten euros. Before you buy, you want to know whether it really is the same product. On most product pages you will find several numbers for this: the EAN, sometimes a GTIN, and an item number the shop has assigned itself. They look similar, but they do not mean the same thing, and if you mix them up, you end up comparing two things that seem identical at first glance but need not be.

The good news: once you know which number stands for what, the comparison takes just a few minutes.

What the EAN really is

The EAN, originally short for European Article Number, is the number printed on the barcode on the packaging. It is assigned to the product by the manufacturer and is unique worldwide, regardless of which shop you order from. Two offers with an identical EAN refer to the same product in the same version, even if the product pages are worded or illustrated quite differently. That makes the EAN the most reliable number when you want to compare two offers like for like.

GTIN: the bigger framework around the EAN

GTIN stands for Global Trade Item Number and is the overarching standard that covers both the EAN and the UPC commonly used in North America. In practice, you mainly come across the GTIN on price comparison sites and in product databases, while the packaging itself usually says "EAN" or just shows the barcode without a label. For comparing two offers, it is enough to know this: if the EAN or GTIN matches, it is the same product, whatever name the shop has chosen for it.

Why the item number is something completely different

The item number, sometimes called the SKU (stock keeping unit), is assigned by each shop for itself. It is used for internal stock management and has nothing to do with the product's identity at the manufacturer. Two shops can use completely different item numbers for exactly the same product, and the same shop can even assign several of its own item numbers to the same EAN, for example when a product is handled through different warehouses. So an item number on its own tells you nothing about whether two offers are identical; it only helps you find the product again within the same shop.

Where to find these numbers on the product page

The EAN is often listed under "Product details" or "Specifications", sometimes right next to the item number. If it is missing from the product page, a look at a photo of the packaging can help, if the shop shows one, because the barcode with the number printed underneath is the EAN. In some categories, such as handmade products or very small brands, there is no EAN at all, because one was never officially assigned. In that case, all you can do is compare the model number and description to check two offers against each other.

An everyday example

Say a pair of wireless headphones costs 79 euros in shop A and 69 euros in shop B. Both product pages show the same EAN, for example a 13-digit number that is identical in both cases. That tells you it is the same device from the same manufacturer, and the ten-euro difference really comes down to each shop's pricing, not to different features. If, on the other hand, shop B shows no EAN but only its own item number, it is worth taking a second look at the product description, because the lower price could also be down to a different version, for instance fewer accessories in the box.

When two offers can differ despite the same EAN

• What is in the box: one shop includes a charging cable or a case, another does not, even though the main device carries the same EAN.
• The condition: new and refurbished goods can share the same EAN but be offered at different prices and with different warranty terms.
• The country of sale: regional versions, with a different plug, for example, sometimes have their own EAN and sometimes do not, depending on how the manufacturer manages its variants.

So the EAN is a strong first clue, but it does not replace checking exactly what is in the box on each product page.

How to use these numbers when comparing prices

If you want to compare a product across several shops, the easiest way is to copy the EAN from the product description and search for it directly. That gives you far more accurate results than searching for the product name alone, because names can vary between shops while the EAN does not. A look at the relevant category also helps if you want to weigh up several similar models side by side.

Frequently asked questions

Is the EAN the same as the model number?

No. The model number identifies a particular version of a product and is assigned by the manufacturer, while the EAN uniquely identifies the specific trade item in the barcode. One model can come in several colour or storage versions, each with its own EAN.

What if two shops show different EANs for the same product?

Then it is usually genuinely two different versions of the same product, such as different colours or different features, even if the name and picture look the same at first glance. Checking the specifications of both offers usually shows where the difference lies.

Why do some product pages show no EAN at all?

Some shops do not fill in this information completely, especially for smaller brands or custom-made items. If it is missing, you can only compare by model name, description and photos, which is less clear-cut than matching via the EAN.

Does the item number help when comparing two shops?

Hardly, because each shop assigns its item numbers according to its own system. For a reliable comparison between shops, the EAN or GTIN is the better choice; the item number is at most useful for finding the same product again in the same shop.