If you want to sell on bol.com, you'll soon come across GS1 EAN codes. These unique product identification codes are mandatory for almost all items on the platform. Without valid GS1 EAN codes, you risk having your products taken offline - with direct consequences for your sales. In this comprehensive article, we'll explain step by step what GS1 EAN codes are, how to apply for them, what they cost, and which common mistakes you absolutely want to avoid.
What are GS1 EAN codes exactly?
EAN stands for European Article Number. It's an internationally standardized system to uniquely identify products. The code appears as a series of numbers under the barcode on a product. Each product gets its own unique number, making it recognizable worldwide - in physical stores, warehouses, and online marketplaces like bol.com.
GS1 is the international organization that manages this system. In the Netherlands, it's GS1 Nederland. The main difference between GS1 EAN codes and random EAN numbers is that GS1 codes are officially registered in your company name. This makes them traceable and reliable, which is essential for platforms like bol.com.
Types of GS1 EAN codes: EAN-8 vs EAN-13
There are two main types of EAN codes, each with a specific application area:
| 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, but less common | Yes, most used |
| Example | 87654321 | 8712345678901 |
The EAN-13 is by far the most used variant. The 13 digits consist of a 2- or 3-digit country code (87 for the Netherlands), a manufacturer code (unique per company), a product code (assigned by you), and a check digit. The EAN-8 is a shortened version for very small products where a full barcode doesn't fit.
Structure of an EAN-13 code in detail
The structure of a 13-digit EAN code is as follows:
| Position | Number of digits | Meaning | Example |
|---|---|---|---|
| 1-2 | 2-3 | Country code (GS1 prefix) | 87 (Netherlands) |
| 3-7 | 4-6 | Manufacturer code (company number) | 12345 |
| 8-12 | 3-5 | Product code (assigned by you) | 67890 |
| 13 | 1 | Check digit (automatically calculated) | 1 |
The check digit is calculated using a mathematical formula based on the first 12 digits. This prevents typing errors when manually entering codes. You don't need to calculate this digit yourself - GS1 and barcode generators do it automatically.
The difference between GS1 EAN codes and other EAN numbers
On the internet, you can find various providers selling cheap EAN codes. However, these codes are not registered with GS1 and are not in your company name. The main difference:
- GS1 EAN codes: officially registered in your company name, globally recognized, traceable, meet bol.com's requirements
- Non-GS1 codes: often resold or recycled numbers, not traceable to your company, not accepted by bol.com
Bol.com actively checks if EAN codes are registered with GS1. Products with invalid codes are taken offline without warning. Therefore, always invest in official GS1 EAN codes - the savings from cheap alternatives are not worth the risk.
Requesting GS1 EAN codes: step-by-step guide
Requesting GS1 EAN codes from GS1 Netherlands is a simple process:
- Go to GS1 Netherlands - visit the official GS1 Netherlands website
- Choose a code package - select the package that suits your assortment (see cost overview below)
- Register your company - fill in your KvK number and company details
- Pay the annual subscription - the costs depend on the chosen package
- Receive your GLN and EAN numbers - you will receive a GLN (Global Location Number) plus the number of EAN codes from your package
- Assign codes to products - link each unique EAN to a specific product in your assortment
Costs of GS1 EAN codes in 2026
GS1 Netherlands works with annual subscriptions. The costs depend on the number of codes you need:
| Code package | Number of codes | Annual costs | Cost per code/year |
|---|---|---|---|
| GS1 Starter | 10 | €55 | €5,50 |
| GS1 Package 100 | 100 | €85 | €0,85 |
| GS1 Package 1,000 | 1,000 | €170 | €0,17 |
| GS1 Package 10,000 | 10,000 | €285 | €0,03 |
| GS1 Package 100,000 | 100,000 | €450 | €0,005 |
For most starting bol.com sellers, the GS1 Package 100 is the best choice. With €85 per year, you have room for 100 products and pay less than €1 per code. As your assortment grows, you can upgrade to a larger package.
Which GS1 EAN codes do you need for bol.com?
Bol.com requires that each product has a valid, GS1-registered EAN code. This applies to:
- Brand products that you purchase from suppliers (these usually already have a manufacturer's EAN)
- Private label products - for these, you need to request GS1 EAN codes yourself
- Unbranded items - these also require GS1 registration
- Bundles or multipacks - each unique bundle receives its own EAN
Note: if you sell existing brand products, you usually don't need to request your own EAN. The manufacturer has already registered a GS1 code. Check this via the Boloo Product Database or the GS1 GEPIR database.
Consequences of missing or invalid GS1 EAN codes
Bol.com regularly checks EAN codes. The consequences of invalid codes are serious:
- Product taken offline: your item is no longer visible to customers
- Loss of revenue: no visibility = no sales
- Performance measurement affected: offline products can negatively impact your sales performance
- Account warning: repeated violations can lead to sanctions on your sales account
- No purchase block: without a valid EAN, you are not eligible for the purchase block on bol.com
Avoid these problems by investing in official GS1 EAN codes from the start. Use the Boloo Product Tracker to monitor your product statuses and intervene in time in case of problems.
Common mistakes with GS1 EAN codes
Many starting sellers make the same mistakes when working with EAN codes. Here are the five most common pitfalls:
- Buying cheap EAN codes from third parties: these are not GS1-registered and are rejected by bol.com
- Using one EAN for multiple products: each product variation (color, size, bundle) needs its own unique code
- Not linking the EAN to the correct product: a mismatch between EAN and product leads to confusion and returns
- Forgetting annual renewal: GS1 codes are linked to a subscription - if your subscription expires, your codes lose their validity
- No backup of your EAN assignments: keep an overview of which EAN belongs to which product to prevent errors
GS1 EAN codes and optimizing your product listings
A valid EAN is the basis, but for maximum visibility on bol.com, you also need to optimize your product listing. Make sure that:
- The product title is relevant and keyword-rich - use the Boloo Keyword Verkenner to find the right keywords
- The product description is complete and informative - the Boloo Listing Generator AI helps you with this
- Your product images meet the bol.com guidelines
- Your price is competitive - monitor this with the Boloo Ranking Checker
With a combination of valid GS1 EAN codes and optimized listings, you increase your chances of winning the buy block and selling more.
Frequently asked questions about GS1 EAN codes
Can I use EAN codes from another company?
No. GS1 EAN codes are registered to a specific company. Using codes from another company is not allowed and can lead to your products being taken offline on bol.com.
How long does it take to receive GS1 EAN codes?
After registration and payment with GS1 Netherlands, you will usually receive your codes within 1-2 working days. In most cases, you can start working with them immediately after payment.
Do I also need an EAN for products that I purchase from a supplier?
If the supplier or manufacturer has already registered the product with GS1, you do not need to apply for your own EAN. Always check this in advance - for example, use the Boloo Product Database to look up product information.
What if my product does not have a barcode?
You can request an EAN from GS1 and print or have a barcode label printed yourself. This is common with private label products. Make sure the barcode is scannable and placed in a visible spot on the packaging.
Are GS1 EAN codes also valid outside the Netherlands?
Yes. GS1 is a global system. An EAN that you request from GS1 Netherlands is internationally valid and recognized by marketplaces and retailers worldwide.
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