A bol.com EAN code is required for every product you offer on the platform. Without a valid EAN code, you can't create or sell products on bol.com. In this comprehensive guide, we'll explain what an EAN code is, how to apply for one, what it costs, and which mistakes to avoid. Whether you're a beginner or an experienced seller, after reading this article, you'll know everything about bol.com EAN codes.
What is an EAN code and why is it mandatory on bol.com?
EAN stands for European Article Number (now officially known as International Article Number, but the EAN abbreviation is still used). It's a unique number assigned to each product, similar to a fingerprint for products. The EAN code is the number you find under the barcode on a product's packaging.
Bol.com requires a valid, GS1-registered EAN code for each product. This has several reasons:
- Product identification - EAN codes ensure that each product is uniquely recognizable in bol.com's system
- Catalog management - Multiple sellers offering the same product are automatically linked based on the EAN code
- Consumer protection - The code guarantees that products are traceable to the manufacturer or importer
- International system - EAN codes work worldwide, making products recognizable on other platforms as well
Types of EAN codes: EAN-8 vs. EAN-13
There are two main types of EAN codes relevant to bol.com sellers:
EAN-13 (the standard)
The 13-digit EAN code is the most commonly used variant and the standard for bol.com. This code consists of four parts:
- Country code (2-3 digits) - Indicates the country where the manufacturer is registered (Netherlands: 87)
- Company code (4-6 digits) - Unique number assigned to your company by GS1
- Product code (3-5 digits) - Assigned by you to each individual product
- Check digit (1 digit) - Automatically calculated for code verification
EAN-8 (for small products)
The 8-digit variant is intended for very small products where an EAN-13 barcode cannot fit physically. Think of small candy packaging or cosmetics samples. For most bol.com products, you use EAN-13.
Difference between GS1 EAN codes and other EAN codes
This is a crucial distinction that many beginner sellers overlook. Not all EAN codes are equal - bol.com specifically requires GS1-registered EAN codes.
GS1 EAN codes
GS1 is the international organization that manages the EAN system. A GS1 code is always registered in the name of a company, making the code traceable and reliable. GS1 Netherlands is the local organization where you, as a Dutch entrepreneur, apply for your codes.
Non-GS1 EAN codes
On the internet, cheap EAN codes are offered by third parties not affiliated with GS1. These codes are often recycled from dissolved companies or self-generated. Bol.com no longer accepts these codes - don't use them, or your products may be taken offline.
GS1 code packages: costs and options
GS1 Netherlands offers various code packages, depending on the number of products you want to register. Below is an overview of the available packages and costs:
| GS1 Code Package | Number of Codes | Annual Costs | Cost per Code (Year) | Suitable for |
|---|---|---|---|---|
| Code Package 10 | 10 | €60 | €6,00 | Starting sellers with a small assortment |
| Code Package 100 | 100 | €85 | €0,85 | Growing sellers |
| Code Package 1,000 | 1,000 | €170 | €0,17 | Middle-sized webshops |
| Code Package 10,000 | 10,000 | €280 | €0,03 | Large sellers |
| Code Package 100,000 | 100,000 | €450 | €0,005 | Enterprise-level sellers |
Note: in addition to the annual costs, you pay a one-time connection fee to GS1 Netherlands. The exact costs depend on the size of your business. Calculate whether the investment is profitable with the Zoloo Profit Calculator - include the GS1 costs as a fixed cost in your margin calculation.
Step-by-Step: Applying for an EAN Code for bol.com
Applying for a bol.com EAN code via GS1 is a structured process. Follow these steps to get started quickly:
Step 1: Create an Account with GS1 Netherlands
Go to the GS1 Netherlands website and create a business account. You need your KvK number, company name, and contact details. GS1 automatically verifies your business registration via the Chamber of Commerce.
Step 2: Choose a Code Package
Select the code package that fits your current and expected product range. Start with Code Package 10 or 100 as a starter - you can always upgrade later. Keep in mind that each product variant (color, size, version) needs its own EAN code.
Step 3: Payment and Activation
After paying the connection fee and the first year, you will receive access to your GS1 company code. Via the online GS1 portal (My GS1), you can directly generate and assign EAN codes to your products.
Step 4: Assign EAN Codes to Products
Assign each EAN code to a specific product in your range. Important: an EAN code that has been assigned to a product may not be reused for another product, even if the first product is removed from your range.
Step 5: Create Products on bol.com
Log in to your bol.com sales account and add your products with the corresponding EAN code. Bol.com automatically checks if the code is valid and registered with GS1. Use the Zoloo Listing Generator AI to create optimized product titles and descriptions.
Common Mistakes with EAN Codes on bol.com
Many sellers make mistakes when working with EAN codes. Avoid these pitfalls:
1. Buying Cheap EAN Codes from Third Parties
This is the most common and costly mistake. Non-GS1 codes are rejected by bol.com or your products are taken offline afterwards. You lose not only your investment in the codes but also your sales history and reviews on those product pages.
2. Using One EAN Code for Multiple Product Variants
Each variant of a product (different color, size, content) needs its own EAN code. A red t-shirt in size M and the same t-shirt in size L are two different EAN codes. This ensures correct inventory management and prevents returns due to incorrect products.
3. Reusing an EAN Code from Another Product
If you stop selling a product, you may not assign the freed-up EAN code to a new product. An EAN code is permanently linked to the original product. Reuse leads to catalog errors on bol.com and possible penalties.
4. Letting the GS1 Subscription Expire
GS1 codes work on a subscription basis. If you miss your annual payment, your codes will become invalid over time. Set a reminder or choose automatic debit to avoid this.
5. Wrong EAN code on packaging
Make sure the EAN code on the physical packaging matches the code in your bol.com listing. Discrepancies can lead to problems with returns, LVB shipments, and customer complaints.
EAN codes and the buy block on bol.com
The EAN code plays a crucial role in the buy block on bol.com. When multiple sellers offer the same product (same EAN code), they compete for the buy block - the prominent "Add to cart" button that generates the most sales.
This means your EAN code strategy directly affects your sales performance:
- Existing products - Use the existing EAN code and compete on price, delivery time, and service quality for the buy block
- Private label products - Register unique EAN codes via GS1 so you're the only seller on that product page
- Own brand products - With your own EAN codes, you have full control over your product page and don't have to compete for the buy block
Monitor your buy block performance with the Zoloo Product Tracker and optimize your pricing strategy based on real-time market data.
International EAN codes: selling outside the Netherlands
A frequently asked question is whether you can use Dutch GS1 codes on other platforms. The answer is yes - EAN codes are internationally valid. A code registered with GS1 Netherlands also works on Amazon, Kaufland, Cdiscount, and other European marketplaces.
Conversely, if you import products from a foreign supplier, the supplier's EAN codes are valid on bol.com, provided they are registered with a national GS1 organization. Always check this with your supplier before offering products.
Alternatives to EAN codes on bol.com
In some cases, you can offer products without a traditional EAN code:
- ISBN - For books, an ISBN number is used instead of an EAN code
- Exemption - For handmade or custom products, you can apply for an exemption from bol.com in some cases
- GTIN - Global Trade Item Number is the overarching term; EAN-13 is a type of GTIN. Bol.com accepts all valid GTIN variants
For the vast majority of products, an EAN-13 via GS1 is the right choice. Unsure which products sell well? Use the Zoloo Product Database to discover profitable niches.
Frequently asked questions about bol.com EAN codes
How much does an EAN code cost for bol.com?
The costs vary per GS1 package. The smallest package (10 codes) costs €60 per year. For larger product ranges, there are packages up to 100,000 codes for €450 per year. Additionally, you pay a one-time connection fee.
Can I buy EAN codes without a KvK registration?
No, GS1 Netherlands requires an active KvK registration to apply for a code package. This applies to all business forms: sole proprietorship, VOF, BV, or other legal entities. You can only sell on bol.com with a valid KvK number.
What happens if I use an invalid EAN code?
Bol.com checks EAN codes when creating products. Invalid codes are rejected, and products with non-GS1 codes can be taken offline later. This can result in the loss of your sales history, reviews, and even temporary suspension of your account.
How long does it take to apply for an EAN code?
The registration process with GS1 Netherlands usually takes 1-3 working days. After payment, you'll have direct access to your codes. In practice, you can offer your first products with valid EAN codes on bol.com within a week.
Can I use the EAN code from my supplier?
Yes, if your supplier delivers products with valid GS1-registered EAN codes, you can use them on bol.com. Always check if the codes are actually registered with GS1 via the GS1 verification tool.
Conclusion
A valid bol.com EAN code is essential for every seller on the platform. Invest in GS1-registered codes, avoid cheap alternatives from third parties, and make sure each product variant has its own code. With the right EAN strategy, you'll lay a solid foundation for your bol.com business. Combine this with tools like the Zoloo Product Tracker and the Niche Explorer to position your products optimally and maximize your sales.