North America
12 Marketplaces
Amazon (USA/Canada)
The absolute leader for everything. Amazon dominates global commerce and sets the standard for product identification. Selling on Amazon requires valid, GS1-origin GTIN codes (UPC/EAN) to create new product listings.
eBay
Best for used, vintage, and C2C sales. A massive platform for unique items and global trade. eBay highly recommends adding Product Identifiers (UPC/EAN/ISBN) to improve search visibility and SEO.
Walmart Marketplace
Massive reach with a high barrier to entry for sellers. Walmart strictly enforces the use of valid GTIN/UPC codes from reputable sources for all new product listings.
Etsy
The global leader for handmade, vintage, and craft supplies. While GTINs are optional for handmade goods, adding a UPC allows you to list your Etsy products on Google Shopping and other ad platforms.
Wayfair
Specialized in furniture and home goods. Wayfair requires suppliers to provide valid GTINs for inventory management and logistics efficiency.
Target+
Invite-only marketplace for premium brands. Target requires GS1-compliant UPC codes for all products sold on their platform and in-store.
Newegg
A leading electronics and PC components marketplace. Valid UPCs/EANs are required to create new product pages and key into their catalog system.
Poshmark
Second-hand fashion and accessories. While used items don't strictly require barcodes, professional sellers use them for inventory tracking.
Mercari
General second-hand goods marketplace. Great for quick sales without strict identifier requirements.
StockX
Sneaker and streetwear resale (authenticated). StockX uses the manufacturer's UPC/EAN on the box to verify authenticity and identify the exact product model.
Best Buy Canada
Major electronics marketplace specifically for Canada. Requires valid GTINs for all listed products to ensure catalog consistency.
Hudson's Bay
Iconic Canadian department store marketplace. Requires industry-standard UPCs for onboarding new brands.
Europe
11 Marketplaces
Amazon Europe
Dominant in Western Europe (UK, DE, FR, IT, ES). Requires valid EAN-13 (or UPC) codes for all new product listings.
eBay Europe
Huge presence especially in the UK and Germany. Listing with EANs is highly recommended for Google Shopping integration.
Zalando
The #1 Fashion marketplace in Europe. Strict requirement for EANs on all size variants.
Vinted
The #1 used clothing app in Europe. Optional but helpful for 'New with Tags' items.
Allegro
Absolutely dominates Poland. Sellers are mandated to provide EAN codes for most categories to maintain 'Super Seller' status.
Cdiscount
The main competitor to Amazon in France. Mandatory EAN codes for product creation.
Fnac / Darty
Electronics and cultural goods in France. Requires high-quality data and valid EANs.
Otto
Massive German general marketplace. Strict adherence to GTIN standards for listing.
Bol.com
The 'Amazon' of the Netherlands & Belgium. EAN codes are the primary key for their product catalog.
eMag
The leader in Eastern Europe. EANs are required to list products.
Fruugo
Cross-border marketplace listing products in many countries automatically. Relies on GTINs for Google Shopping feeds.
Latin America
8 MarketplacesMercado Libre
The 'Amazon of Latin America.' Dominates Argentina, Brazil, Mexico, Colombia, and Chile. Sellers must complete the 'Product Identity' sheet with valid EAN/UPC codes to improve search ranking.
Amazon (Brazil/Mexico)
Rapidly growing competitor to Mercado Libre. Same strict requirements as Amazon US: valid GTINs are mandatory for creating new ASINs.
Magalu
Massive Brazilian marketplace, strong in appliances and electronics. EAN-13 codes are standard for cataloging products.
Americanas
One of Brazil’s largest online retailers. Requires valid EAN-13 codes for product registration.
Linio
Popular in Mexico, Colombia, Peru, and Chile. Uses GTINs to organize its vast catalog of products.
Dafiti
The leading fashion marketplace in LatAm. Requires EAN codes for apparel sizes and variants.
Falabella
Major retailer with a marketplace presence in Chile, Peru, and Colombia. Strict validation of EAN codes.
Shopee (Brazil)
Top player for low-cost goods in Brazil. Adding GTINs boosts product visibility and trust.
Asia
10 MarketplacesTaobao / Tmall
Alibaba's platforms. The world's largest marketplaces. EAN codes are standard for imported goods.
JD.com
Amazon's main rival in China. Valid GTINs are crucial for their sophisticated supply chain.
Rakuten
The 'Amazon of Japan'. JAN (Japanese Article Number, compatible with EAN-13) is mandatory.
Amazon Japan
Extremely popular in Japan. Strict enforcement of GTIN policies for new listings.
Shopee
#1 app in SE Asia. Adding GTINs allows for better product matching and discovery.
Lazada
Main rival to Shopee in SE Asia. Owned by Alibaba. Supports standard EAN/UPC matching.
Tokopedia
The giant of Indonesia. Standard EANs help in product categorization.
Flipkart
The local giant in India. EAN/UPC codes are mandatory for listing brand-registry products.
Amazon India
Neck-and-neck with Flipkart. Strict Amazon GTIN policies apply.
Coupang
The 'Amazon of Korea'. Valid barcodes ensure fast processing in their fulfillment centers.
Middle East & Turkey
4 Marketplaces
Amazon.ae / Amazon.sa
The leader in UAE and Saudi Arabia. Standard Amazon Listing Policy applies: valid UPC/EAN required.
Noon
Major rival to Amazon in UAE, KSA, and Egypt. Uses 'Noon SKUs' mapped to standard EANs.
Trendyol
The absolute giant of Turkey. Barcodes are essential for their logistics and stock tracking.
Hepsiburada
Major Turkish general marketplace. EAN-13 is the standard identifier.
Africa
3 MarketplacesReady to list your products?
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