If you want to sell on bol.com, you'll soon come across the term EAN code. But what is an EAN code exactly, and why is it so important? An EAN code - also known as European Article Number - is a unique identification number assigned to each product. It's the international standard for product identification and is used worldwide in both physical stores and online marketplaces. In this comprehensive article, we'll explain step by step what an EAN code is, how it's structured, what the difference is with a GTIN, how to request EAN codes from GS1, and which common mistakes to avoid as a bol.com seller.
What is an EAN code and what is it used for?
EAN stands for European Article Number. It's a number sequence that gives each product a unique identity. This code is located under the barcode on the product packaging. When a scanner reads the barcode, the EAN code is recognized, and the cash register system or platform - like bol.com - can directly identify the correct product.
The EAN system was introduced in 1977 as the European variant of the American UPC code. It's now a global standard used by millions of companies. For online sellers on bol.com, the EAN code is essential: without a valid EAN, you simply can't offer products on the platform. Use the Zoloo Product Database to check which EAN codes are already active on bol.com.
The difference between EAN-8 and EAN-13
There are two main types of EAN codes: the EAN-8 (8 digits) and the EAN-13 (13 digits). The most commonly used variant is the EAN-13, which is suitable for standard products. The EAN-8 is only used for very small products where there's no physical space for a full 13-digit barcode, such as small candy packaging or pens.
| Feature | EAN-8 | EAN-13 |
|---|---|---|
| Number of digits | 8 | 13 |
| Use | Small products | Standard products |
| Country code | 2-3 digits | 2-3 digits |
| Manufacturer code | 4-5 digits | 4-7 digits |
| Product code | Limited | 3-5 digits |
| Check digit | 1 digit | 1 digit |
| Bol.com compatibility | Yes | Yes (most used) |
The structure of an EAN-13 code
An EAN-13 code consists of four parts that together form a unique number:
- Country prefix (2-3 digits): Indicates which GS1 organization the company is registered with. For the Netherlands, this is 87, and for Belgium, it's 54. Note: this doesn't indicate the country of origin but the country of registration.
- Company code (4-7 digits): A unique number assigned to the company by GS1. The more products a company registers, the shorter the company code and the more space there is for product codes.
- Product code (3-5 digits): A number assigned by the company to a specific product. Each variant (color, size, packaging) must have its own product code.
- Check digit (1 digit): A mathematically calculated number that serves as a check to prevent scanning errors. This digit is calculated automatically.
For example, in the code 8710400000008, 871 represents the GS1 Netherlands prefix, 04000 represents the company, 00000 represents the product, and 8 is the check digit.
EAN, GTIN, and UPC: what's the difference?
Besides EAN, you'll also come across terms like GTIN and UPC. This can be confusing, but the difference is simple:
- GTIN (Global Trade Item Number): This is the overarching term for all product identification numbers. An EAN-13 is a type of GTIN - specifically a GTIN-13.
- UPC (Universal Product Code): The North American variant with 12 digits (GTIN-12). By adding an extra 0 in front, a UPC can be converted to EAN-13.
- EAN: The European variant, now used worldwide as GTIN-13.
On bol.com, the terms GTIN and EAN are used interchangeably. In the sales portal, bol.com asks for an "EAN", but technically they mean a GTIN-13. For your daily practice as a seller, this doesn't make a difference - just make sure your code is registered with GS1.
GS1-EAN vs. unregistered EAN codes
This is a crucial distinction that many new sellers overlook. There are cheap EAN codes circulating online that are not registered with GS1. These codes are technically valid (they scan correctly), but they are not registered to a company name and are not accepted by bol.com.
The difference in a nutshell:
| Feature | GS1-EAN code | Unregistered EAN |
|---|---|---|
| Registered with GS1 | Yes | No |
| Registered to a company name | Yes | No |
| Accepted by bol.com | Yes | No - risk of delisting |
| Recognized worldwide | Yes | Limited |
| Costs | Annual subscription | One-time (cheap) |
| Suitable for retail | Yes | No |
It's highly recommended to always use GS1-registered codes, regardless of whether you only sell on bol.com or through other channels. This prevents problems and protects your ranking on bol.com.
How to request EAN codes from GS1?
Requesting EAN codes from GS1 Netherlands is a simple process that can be completed online. Follow these steps:
- Go to the GS1 Netherlands website and create an account.
- Choose a code package that suits the number of products you want to register.
- Pay the annual subscription - the costs depend on the package size.
- Receive your company code and assign product codes to your products.
- Enter the EAN codes when creating your product offer on bol.com.
GS1 code packages and costs (2026)
| Package | Number of codes | Annual costs | Cost per code (indicative) |
|---|---|---|---|
| Start package | 10 | €55 | €5.50 |
| Basic package | 100 | €85 | €0.85 |
| Plus package | 1,000 | €170 | €0.17 |
| Professional | 10,000 | €290 | €0.03 |
| Enterprise | 100,000 | €450 | €0.005 |
Tip: start with the start package if you're just beginning. You can always upgrade to a larger package as your assortment grows. Use the Zoloo Profit Calculator to include GS1 costs in your margin calculation.
EAN codes on bol.com: what you need to know
Bol.com has strict requirements for product identification. All products you offer must have a valid, GS1-registered EAN code. This applies to both branded and unbranded (private label) products.
What if your product already has an EAN code?
If you're selling existing brand products (reselling), these products already have a manufacturer's EAN code. In that case, you can simply use that existing code. You don't need to request your own EAN - you can look up the code via the Zoloo Product Database or on the packaging itself.
What if you're selling your own products (private label)?
For your own products (private label, your own brand), you need to request EAN codes from GS1 yourself. Each product variant - think color, size, bundle - needs its own EAN code. Don't forget this: a black T-shirt in size M and a black T-shirt in size L are two different EAN codes.
Consequences of missing or invalid EAN codes
Not having a correct GS1-registered EAN code can have serious consequences for your bol.com seller account:
- Product taken offline: Bol.com can remove your product offer without warning if the EAN is not registered with GS1.
- Penalty or warning: Repeated offenses can lead to warnings and eventually account limitations.
- Loss of buy block: Without an active product offer, you lose your position in the buy block, which directly affects your sales.
- Return problems: Without a valid EAN, return shipments cannot be processed correctly, leading to operational problems.
Regularly check if all your products are correctly registered via the Zoloo Sales Dashboard. This way, you can prevent losing products unexpectedly.
Common mistakes with EAN codes
Based on experience with thousands of bol.com sellers, these are the most common mistakes around EAN codes:
- Buying cheap EAN codes from third parties: Codes from websites like SnapUPC or BarcodesNL are often not GS1-registered and are rejected by bol.com.
- Using one EAN for multiple variants: Each product variant (color, size, bundle) must have its own unique EAN code.
- Not renewing the GS1 subscription: If your annual subscription expires, your codes are deactivated. Set a reminder!
- Incorrect EAN with product offer: When entering manually, typos are often made. Always double-check the code.
- Using a competitor's EAN: This may seem convenient when reselling, but if the EAN does not match the product you deliver, you risk complaints and returns.
Frequently asked questions about EAN codes
How much does an EAN code cost?
Via GS1 Netherlands, you pay an annual subscription starting from €55 for 10 codes. The more codes you need, the more favorable the price per code. See the cost table above for a complete overview.
Can I get an EAN code for free?
No, official GS1-registered EAN codes are not free. There are free EAN generators online, but these codes are not accepted by bol.com because they are not registered with GS1.
How long is an EAN code valid?
A GS1 EAN code remains valid as long as your annual subscription is active. As soon as you stop paying, the codes are deactivated and can be assigned to another company later.
Can I reuse an EAN code for another product?
No, an EAN code is permanently linked to one specific product. If you remove a product from your range, you cannot reuse that EAN for a new product.
What if my supplier already has an EAN for the product?
If you're selling products from an existing brand, you use the EAN from the manufacturer. You don't need to request your own EAN. Check the code on the packaging or ask your supplier for it.