What is a Universal Product Code?

You’re browsing an online store and come across a phone case you like.

A few minutes later, you spot that same case on another site, but the price is a little different.

Ever wonder how these platforms know it’s the same product?

Or how sellers, warehouses, and marketplaces like Jumia or Amazon keep track of thousands, sometimes millions of products without mixing them up?

The secret lies in product codes.

And one of the most important is the Universal Product Code (UPC).

You’ve probably seen it before.

A black-and-white barcode printed on the back of a cereal box, a shampoo bottle, or even a phone charger. It might look basic, but that tiny code plays a huge role, especially in e-commerce.

If you’re planning to sell physical products online or even some types of digital goods, knowing how UPCs work is essential. They affect everything from how your products are listed to how they show up in search results, to how inventory and deliveries are managed behind the scenes.

You might also come across terms like GTIN, EAN, and SKU. They’re all part of the same conversation, often used together, but they don’t mean the same thing.

So, what exactly is a UPC? Why does it matter? And how does it compare to GTINs and SKUs?

Also Read: SKU Number: What is the SKU Number, Examples and How to Create One

What is a Universal Product Code (UPC)?

A Universal Product Code (UPC) is a 12-digit number used to uniquely identify a product. You’ll usually find it just beneath the barcode on packaging—it’s designed to be readable by both machines and humans.

Retail stores, warehouses, and online marketplaces rely on UPCs to scan, track, and manage products during sales, shipping, or inventory updates.

It looks like a black-and-white barcode, and it’s used everywhere, from supermarkets to online stores, from your laptop’s charger to your toothpaste.

Each UPC has two main parts:

1. The first set of digits tells you who made the product (the brand or manufacturer)

2. The second set identifies the specific product itself

That means no two different products should ever share the same UPC.

In e-commerce, this code helps to:

a. Prevent duplicate listings across platforms

b. Track and update inventory in real time

c. Improve how your products show up in search results

d. Speed up fulfillment and restocking

e. Keep listings consistent across different regions and marketplaces

If you’re planning to list products on Amazon, Walmart, Etsy, Jumia, Konga, eBay, or Shopify, you’re going to run into UPC requirements at some point, especially if you want your products to be taken seriously.

Why Are UPC Numbers Important in E-commerce?

1. Marketplace Compliance

Amazon, Google Shopping, Walmart, and many big platforms require a UPC or GTIN before you can list certain types of products. It’s not optional; it’s how they manage product databases and avoid confusion.

2. Search Visibility

When your product has a UPC, it can show up in Google Shopping results and product comparison tools. That means more eyeballs on your listing.

3. Inventory Management

If you’re selling through multiple channels (online store, Instagram, Amazon), UPCs help your tools recognize and manage the same product across platforms.

4. Trust and Legitimacy

A product with a UPC looks more official. It tells the buyer this is a recognized, standardized item. That’s especially important when you’re competing with hundreds of similar listings.

5. Avoiding Duplicate Listings

On platforms like Amazon, multiple sellers might be selling the same product. A UPC helps prevent duplicate listings and connects all sellers to the right product page.

If you’re serious about e-commerce, skipping UPCs slows your visibility down.

Also Read: Logistics Glossary: 100 Delivery Terms to Know in 2025 (Updated)

UPC vs GTIN vs SKU: What’s the Difference?

Most people get confused. UPC, GTIN, and SKU all refer to product identifiers, but they’re not the same thing.

1. UPC (Universal Product Code) is a 12-digit barcode used mostly in North America. It’s assigned by GS1, the global standards body that ensures every product code is unique and standardized. Big marketplaces like Amazon, Walmart, and Target often require UPCs. You’ll see them used both in physical stores and online; they help identify a specific product in a way that’s recognized across the retail world.

2. GTIN (Global Trade Item Number) is a broader term. It’s the global standard for product identifiers and includes different types of codes like UPC (12 digits), EAN (13 digits, used mainly outside North America), and ISBN (for books). So you can think of GTIN as the umbrella name, while UPC is one specific type within that family.

3. SKU (Stock Keeping Unit), on the other hand, is something entirely different. It’s created by the seller or retailer, not GS1. SKUs are internal codes that help you manage inventory inside your own business. They can include letters, numbers, sizes, or color references, like “BLK-TSHIRT-M” for a medium black t-shirt. Each SKU is unique to your store and helps you track what you have in stock.

So while UPCs and GTINs are global and standardized, SKUs are personal and internal, built to help you run your business smoothly behind the scenes.

If you run an online boutique, you might use SKUs to track:

a. Color

b. Size

c. Supplier

d. Collection

So, which one do you actually need?

If you’re listing your own branded product on a major marketplace, you need a UPC (or GTIN).

If you’re managing stock in your store backend, you should use an SKU (custom to your business).

If you’re trying to meet platform requirements or show up in Google Shopping, you’ll need a GTIN-compatible code like a UPC or EAN.

Country Usage Based on Product Codes

Main Countries That Use UPCs

1. United States

2. Canada

These two countries use UPCs as the standard product identifier for retail, supermarkets, online stores, and logistics systems.

Other Countries & International Use

In most other countries, the EAN (European Article Number) system is more common. EANs are part of the same GTIN family as UPCs.

1. Europe (e.g., UK, Germany, France, Spain)

2. Australia & New Zealand

3. Nigeria, South Africa, and other African nations (especially for international shipping or marketplaces like Amazon, Jumia, etc.)

4. Latin America & Asia (EANs dominate, but UPCs are accepted on international platforms)

However, many global marketplaces (like Amazon and Walmart) accept or require UPCs no matter where you're selling, especially if you’re targeting the North American market.

Also Read: What is a Waybill? Types and Importance

How Do You Get a UPC?

Buy it directly from GS1, the global standards organization.

Some resellers offer UPCs for cheaper, but some marketplaces (like Amazon) only accept codes bought from GS1.

If you’re building a serious brand, invest in GS1-issued UPCs. You’ll avoid being flagged or suspended on big platforms.

Summary

Every product needs an identity, something that tells the world exactly what it is.

And a Universal Product Code (UPC) does that.

It gives your product a name that platforms, search engines, and sellers instantly recognize and trust.

If you’re selling online (or planning to), understanding UPCs is essential.

This small piece of data can make a big impact on your visibility, inventory accuracy, and how smoothly your business runs.

With this article, we believe you now understand what UPCs are, how they work, and how they compare to GTINs and SKUs. With this knowledge, you can position your business better and scale with confidence.

Sort Your Product Codes and Let Kwikpik Sort the Delivery

You’ve done the hard work, sourcing quality products, labeling them with the UPCs (and the right product code), and setting up your listings across Amazon, Jumia, or Shopify.

Your inventory is organized, searchable, and ready to move.

But what happens after the “Buy Now” button is clicked?

While product codes like UPCs, GTINs, and SKUs help your business stay structured behind the scenes, we at Kwikpik ensure that structure continues all the way to your customer’s doorstep.

No missed deliveries.

No damaged goods.

No frustrated buyers.

With Kwikpik as your logistics partner, you get reliable, trackable, and professional delivery that matches the same standard of excellence you’ve already built into your inventory.

Your job is to sell and scale. Our job is to make sure your delivery doesn’t slow you down.

You have the option to leverage our API, and you can speak with our support by clicking here.

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