If you want to sell products on bol.com, you'll soon come across the term EAN. But what is EAN exactly? EAN stands for European Article Number and is a unique identification code assigned to each product. This code - visible as a barcode on packaging - is globally standardized and mandatory for offering products on bol.com. In this comprehensive guide, we explain what an EAN code is, how it's structured, how to apply for one with GS1, and which common mistakes to avoid.
What is EAN and why is it important?
EAN is an international system for product identification introduced in Europe in 1977. Today, it falls under the international GS1 standard and is used worldwide by over 2 million companies in more than 150 countries. Each product gets a unique number that doesn't exist anywhere else, similar to a fingerprint for products.
For bol.com sellers, the EAN code is essential for several reasons. First, it's technically required: without a valid EAN, you can't create a product on the platform. Second, the EAN ensures that multiple sellers can offer the same product on one product page, increasing comparability for buyers. Third, bol.com uses the EAN to link products to their catalog, automatically filling in product information.
Types of EAN codes: EAN-8 and EAN-13
There are two main types of EAN codes you'll encounter as a seller: the EAN-8 and the EAN-13. Here's an overview of the key differences:
| Feature | EAN-8 | EAN-13 |
|---|---|---|
| Number of digits | 8 | 13 |
| Use | Small products | Standard products |
| Structure | Country code + product code + check digit | Country code + manufacturer code + product code + check digit |
| Suitable for bol.com | Yes | Yes (most used) |
| Example | 87654321 | 8710400000001 |
| Applied for via | GS1 | GS1 |
| Costs | Included in code package | Included in code package |
The EAN-13 is by far the most widely used type and the standard for almost all consumer products. The EAN-8 is only applied to very small products where there's no physical space for a longer barcode, such as chewing gum packets or small cosmetic products. For most bol.com sellers, the EAN-13 is the relevant variant.
The structure of an EAN-13 code
An EAN-13 code consists of four parts that together form the unique product identification number:
| Part | Position | Number of digits | Description |
|---|---|---|---|
| GS1 prefix (country code) | 1-3 | 2-3 | Indicates the country where the manufacturer is registered (87 = Netherlands) |
| Company number | 4-7 or 4-8 | 4-5 | Unique number assigned to the company by GS1 |
| Article number | 8-12 or 9-12 | 4-5 | Assigned to the specific product by the company itself |
| Check digit | 13 | 1 | Calculated using a mathematical formula for verification |
The check digit is calculated based on the first 12 digits using a weighted sum. This prevents typing errors and ensures that scanners can immediately recognize an invalid code. Dutch EAN codes always start with the prefix 87, indicating that the company is registered with GS1 Netherlands.
The difference between GS1 EAN codes and other EAN codes
This is a crucial distinction that many beginning sellers overlook. Not all EAN codes are equal. There are two categories:
GS1-registered EAN codes are officially registered with GS1, the international organization that manages the EAN system. These codes are registered in the company name and can be traced back to the owner. Bol.com requires GS1-registered EAN codes exclusively.
Non-GS1 EAN codes are codes sold by third parties on the internet, often at much lower prices. These codes are technically valid (they follow the correct format), but are not officially registered with GS1 in your company name. Bol.com actively checks for GS1 registration and can take products with non-GS1 codes offline.
The difference is similar to the difference between an official license plate and a fake number plate: they look the same, but only the official license plate is legally valid. Always use GS1-registered codes to avoid problems.
Applying for an EAN code from GS1: step by step
Applying for EAN codes from GS1 Netherlands is a simple process that you can complete online:
- Go to the GS1 Netherlands website and create an account
- Choose a code package that suits the number of products you want to sell
- Enter your company details (KvK number, company name, address)
- Pay the annual contribution and receive your company number
- Assign article numbers to your products and generate the EAN codes
The costs for GS1 code packages are as follows (annual rates 2026):
| Code package | Number of codes | Annual costs | Cost per code |
|---|---|---|---|
| GS1 Starter | 10 | €55 | €5,50 |
| GS1 Basis | 100 | €85 | €0,85 |
| GS1 Standaard | 1.000 | €170 | €0,17 |
| GS1 Uitgebreid | 10.000 | €295 | €0,03 |
| GS1 Enterprise | 100.000 | €450 | €0,005 |
For most starting bol.com sellers, the GS1 Starter or Basis package is sufficient. Start small and upgrade as your assortment grows. Keep an eye on your costs with the Profit Calculator to see how GS1 costs affect your margins.
EAN codes and bol.com: what you need to know
Bol.com has strict rules regarding EAN codes. Here are the key points:
Mandatory GS1 registration
Since 2020, bol.com has required all EAN codes on the platform to be registered with GS1. This applies to both branded and unbranded products. Products with non-GS1 registered codes are rejected or can be taken offline afterwards.
One EAN per product variant
Each unique product - including variants in color, size, or packaging size - must have its own EAN code. A blue T-shirt in size M has a different EAN code than the same shirt in size L. This is important for inventory management and to avoid confusion among customers.
Existing product pages
If you sell a product that is already offered by another seller on bol.com, you use the existing EAN code for that product. In that case, you don't create a new EAN code, but add your offer to the existing product page. Use the Product Database to research existing products and their EAN codes.
Consequences of missing or invalid EAN codes
Not having a valid GS1-EAN code can have serious consequences. Bol.com can remove your products without warning, resulting in immediate loss of sales. In the worst case, repeated violations can lead to a temporary suspension of your sales account. Continuously monitor your product performance with the Sales Dashboard to identify problems early on.
Common mistakes with EAN codes
In our experience with bol.com sellers, we regularly see the same mistakes being made. Avoid these pitfalls:
1. Buying cheap EAN codes online
It's tempting to buy EAN codes for a few euros from websites that offer non-GS1 codes. These codes may work initially, but bol.com is increasingly strict with its checks. The risk of your products being taken offline is real, and the cost of lost sales outweighs any savings.
2. Using the same EAN for different product variants
Each product variant (color, size, composition) must have a unique EAN. Reusing the same code for multiple variants leads to confusion in the catalog, incorrect product information for customers, and inventory management issues.
3. Not linking EAN codes to your company
After purchasing a GS1 code package, you must actively link the codes to your products in the GS1 system. Many sellers skip this step, which means the codes are in their possession but not officially registered at the product level.
4. Not considering annual costs
GS1 registration is an annual requirement. If you don't pay the annual fee, your codes will be deactivated. Factor these costs into your financial planning and calculate the impact on your break-even point.
Managing and optimizing EAN codes
As your product range grows, good EAN management becomes increasingly important. Here are some practical tips:
Keep an overview of all your EAN codes in a spreadsheet or database, including the associated product, variant, and status (active/inactive). This prevents duplicate assignments and makes it easier to add new products.
Regularly check your listings on bol.com to verify that the correct EAN is assigned to the correct product. Errors can lead to negative reviews and returns. The Ranking Checker helps you monitor the visibility of your products.
Plan your code package in advance. If you expect to grow quickly, it may be more cost-effective to purchase a larger package directly. With 100 codes, you pay €0.85 per code per year, while with 10 codes, you pay €5.50 per code - a difference of almost 85%.
Use the Listing Generator AI to generate product descriptions that are optimized for your EAN-registered products. Good listings combined with correct EAN codes significantly improve your visibility on bol.com.
Frequently asked questions about EAN codes
Do I need an EAN code if I have my own brand?
Yes, even products from your own brand require a GS1-registered EAN code to be sold on bol.com. You request these from GS1 in the name of your company and assign the article numbers to your products yourself.
Can I use EAN codes from another company?
No, EAN codes are linked to the company that requested them. If you sell products from a supplier, use the EAN code created by the manufacturer or brand owner. Never create a new EAN code for a product that already has one.
What does an EAN code cost?
The costs depend on the GS1 code package you choose. The cheapest package (10 codes) costs €55 per year, while the largest package (100,000 codes) costs €450 per year. So, the more codes you buy, the cheaper it gets per code.
What's the difference between EAN and GTIN?
GTIN (Global Trade Item Number) is the overarching international standard, of which EAN is a variant. EAN-13 is technically a GTIN-13. On bol.com, the terms are used interchangeably, but they refer to the same identification system. When bol.com asks for a GTIN, you can enter your EAN-13 code.
How long does it take to get an EAN code?
After registering with GS1 Netherlands, you'll usually receive your company number within 1-2 working days. Then, you can create EAN codes for your products right away. The entire process - from application to offering your first product on bol.com - can be completed within a week.