SKU, EAN, UPC, what exactly are they?
SKU, EAN, UPC… These unattractive acronyms nevertheless hide essential cogs in the ecommerce machine. We come across them in product listings, stock management systems or marketplace platforms, without necessarily understanding them. However, behind these three letters hides the same function: to identify each product in a unique way. This article decodes their logic and their essential role in product management.
One product, one code: understanding the logic behind the acronyms
A product code is used to uniquely identify an item within a system. Each product needs a unique identifier to be managed, tracked or sold.
Among the most used are the SKU (Stock Keeping Unit), the EAN (European Article Number) and the UPC (Universal Product Code).
These codes all have the same purpose: to allow a product to exist in a digital environment where everything must be tracked, synchronized and managed without error.
SKU: the custom code that speaks the language of your catalog
The SKU is an identifier that you define according to a logic specific to your organization. Not subject to a standard, the SKU allows you to structure your catalog in your own way.
It is up to you to define a structure that encodes the SKU information: category, color, size, season, supplier, etc., and thus quickly identify the product without consulting its listing.
EAN: the official passport of your products on marketplaces
The EAN is assigned by the global organization GS1 and guarantees that a product is uniquely identifiable at European level. The EAN code is also essential for selling on certain marketplaces like Amazon or Cdiscount.
Much more than just a number, the EAN is:
- scannable by all logistics tools
- recognized by POS software, ERP, and databases
- used to synchronize your product listings with external catalogs
UPC: the Americas’ version of EAN
The UPC works just like the EAN, but follows a different standard used in North America. If you’re selling internationally, it’s up to you to check whether your product needs an EAN or a UPC based on your target market.
In most cases, both are considered compatible standards and can be used interchangeably.
No code, no control: The crucial role of product identifiers
Without a clear identifier, managing your products quickly turns chaotic: duplicates, stock errors, inability to sync data. A strong product code is the foundation of a well-organized catalog and enables you to:
- Simplify inventory management
- Automate tasks (imports, exports, synchronizations)
- Access marketplaces
- Automatically generate or enrich product pages
These product codes also save valuable time as your catalog grows.
Creating product pages with AI: It all starts with the right code
More and more merchants are using artificial intelligence to generate or supplement their product pages. And in most cases, the identifier is the first data point AI leverages.
If the product has an EAN, AI can pull pre-existing information: dimensions, weight, materials, or even a standard description from an open database.
The SKU can also act as a trigger in your AI tools. For instance, if the code contains “BIO,” you can automatically generate copy that highlights your eco-friendly commitment. A well-structured SKU can enrich your product pages with no manual effort.
SKU: The cornerstone of a well-structured catalog
Here’s a simple example: you’re selling a t-shirt in six sizes and eight colors (48 variants). With a thoughtfully designed SKU (for example, TSH23-BL-M), you can:
- Quickly identify each combination
- Organize your products by collection, supplier, or season
- Analyze sales for each variant in detail
The SKU then becomes as powerful a management tool as any dashboard.
When the product code becomes your logistics ally
As your online store grows, product codes become crucial for logistics. At receiving and shipping, these codes let you:
- Scan products easily
- Avoid picking errors
- Track quantities in real time
- Trigger automatic restocking
A poorly identified product can go unnoticed—a solid code ensures traceability.
Conclusion
Whether it’s SKU, EAN, or UPC, these identifiers are more than just obscure codes: they’re the backbone of product organization. They enable automation, multichannel exports, smooth logistics, and even content generation with AI. By putting them in place from the start, you’ll make every stage of your store’s growth smoother.
