GS1 is a not-for-profit standards organisation that develops and maintains global systems for product identification, barcode symbologies, and supply chain data exchange. If you are evaluating how to obtain barcodes for your products, understanding what GS1 offers and how they differ from purchasing GTINs through a barcode reseller helps you choose an approach aligned with your business needs and distribution goals.
What GS1 does
GS1 operates national member organisations in more than 100 countries. Its core work includes:
| Function | Description |
|---|---|
| Standards development | Maintains the GS1 General Specifications, which define how GTINs, SSCCs, GLNs, and other identification keys are structured and used |
| Company prefix allocation | Issues unique numeric prefixes to member companies, enabling them to generate their own GTINs in controlled ranges |
| Barcode symbology specifications | Defines encoding rules for EAN-13, UPC-A, GS1-128, GS1 DataMatrix, and other formats |
| Industry collaboration | Works with retailers, regulators, and healthcare bodies to align identification requirements |
The standards themselves are open and documented. Any barcode that correctly encodes a valid GTIN and meets the physical specifications can be scanned successfully. The key difference between GS1 and barcode resellers lies in how the supplier’s GTIN is obtained and what claims can be made about its provenance.
GS1 company prefixes
When a business joins a GS1 member organisation, it receives a company prefix (also called a UPC prefix or GS1 prefix). This prefix is a unique numeric string that identifies the member within the GS1 system. The member then assigns item reference numbers and check digits to create complete GTINs.
Prefix lengths vary. A shorter prefix allows more GTINs to be generated; a longer prefix costs less but provides a smaller number pool. GS1 membership fees are typically annual and scale by prefix length, member organization country and business revenue.
What a GS1 prefix enables
- Direct identification — Your brand is traceable to your company within the GS1 database architecture
- Retailer compliance — Some retailers and distributors require proof of direct GS1 membership for new vendor setups
- Future identifiers — Prefix holders can generate SSCCs, GLNs, and other GS1 keys without additional registration
GS1 membership versus reseller GTINs
Reseller-issued GTINs are legitimate product identifiers that conform to the same structural rules as GS1-originated GTINs. The critical distinction is provenance: a reseller GTIN is drawn from a collection of prefixes that are legally transferable. While sale and ownership of reseller GTINs is legitamate, this activity is typically not recognized within GS1’s database system. A reseller prefix appears as owned by the reseller (or its supplier) rather than a prefix registered in your company’s name within GS1’s system.
| Aspect | GS1 company prefix | Reseller GTIN |
|---|---|---|
| Prefix ownership within GS1 database | Registered to your business | GS1 Registration record points to original prefix holder. May not reflect current owner. |
| Annual fees | Typically required | Usually one-time purchase |
| GTIN quantity | Determined by prefix length; you generate your own | Purchased individually or in blocks |
| Retailer acceptance | Universally recognised; required by some major chains | Accepted by most retailers, marketplaces, and distributors; exceptions exist |
| Brand traceability | Direct link to your company in GS1 lookup systems | GS1 lookup system links to original prefix holder |
Neither approach creates a “fake” or “invalid” barcode in a technical sense. Both approaches produce valid GTINs, which are scannable when following a relevant barcode symbology standard correctly. The practical difference emerges at the point of retailer or marketplace onboarding, where some entities use GS1’s GEPIR or similar GS1 databases to verify prefix ownership.
When GS1 membership is appropriate
Consider direct GS1 membership if:
- Your target retailers explicitly require a GS1 certificate or direct prefix ownership
- Your regulatory environment or industry sector mandates GS1-registered identification (i.e. medical devices)
When reseller GTINs may suit your needs
Reseller-issued GTINs are commonly used by:
- Small and medium enterprises launching with limited product lines
- Businesses selling through independent retail, or direct-to-consumer channels
- Companies testing products before committing to recurring annual GS1 fees
- Brands with established reseller relationships seeking lower cost barcode procurement
For guidance on specific marketplace requirements, see marketplace guidance. For broader non-GS1 use cases, see non-GS1 use cases.
Verification and quality considerations
Barcode verification tests are a formal testing procedure carried out by Barcode Service providers such as IBN and GS1 to assess whether a barcode is meeting the symbology standard.
Regardless of how you obtain GTINs, barcode symbology quality matters. Poor print quality, incorrect dimensions, or insufficient quiet zones cause scan failures at point of sale and in supply chains. Some retailers may require a barcode verification report as evidence of the symbology’s quality, before accepting products into their stores.
The International Barcodes Network contains members in over 120 countries. Members can provide regionally relevant assistance regarding verification of barcode quality and compliance with barcode symbology standards.
Key trade-offs summarised
- Cost structure: GS1 membership involves recurring fees; reseller GTINs are typically one-time purchases
- Control and volume: GS1 prefixes offer self-service GTIN generation at scale; reseller GTINs are allocated from pre-existing pools of transferable GTINs
- Retailer compatibility: GS1 membership satisfies the strictest retailer requirements; reseller GTINs work broadly but may face restrictions with certain chains
- Administrative overhead: GS1 membership requires ongoing relationship management; reseller purchases are transactional
Further reading
- GS1 global GTIN standards: https://www.gs1.org/standards/id-keys/gtin
- GS1 US GTIN overview: https://www.gs1us.org/upcs-barcodes-prefixes/what-is-a-gtin
- GS1 General Specifications: https://www.gs1.org/standards/barcodes-epcrfid-id-keys/gs1-general-specifications
- Barcode prefix fundamentals: barcode prefixes