How to fix “Missing or incorrect barcode (GTIN)” on Shopify

Why it happens on Shopify

• The variant’s Barcode field is empty, even though the manufacturer assigned a barcode.
• The Barcode field holds something that isn’t a GTIN, such as your SKU or an internal code, so it fails Google’s check-digit test.
• The product is your own brand or handmade, has no barcode at all, and isn’t marked as a custom product, so Google expects one.
• Sellers report that a product with a real barcode can still show as missing when the Google & YouTube channel lists it as a custom product.

How to fix it

1. Find the real barcode on the packaging or in your supplier’s product list. Never make one up: Google checks barcodes against the brand.
2. In Shopify admin, open the product, then each variant, and enter it in “Barcode (ISBN, UPC, GTIN, etc.)”. Each size or colour usually has its own barcode.
3. If the product genuinely has no barcode (your own brand, handmade or custom-made), leave Barcode empty and make sure the Google & YouTube channel treats it as a custom product.
4. If a product has a real barcode but Google still says it’s missing, check that it isn’t set as a custom product in the Google & YouTube channel.
5. With many products, upload your supplier’s spreadsheet to Merchant Guard: it matches barcodes to products, checks every check digit and sends the valid ones to Google in one go.

Sources: Google: Use the GTIN [gtin]. Platforms and Google change their settings from time to time, so check the issue’s own “Learn more” link in Merchant Center too. For Google’s general rules, see Missing or incorrect barcode (GTIN).