No barcode, no sale
Every new Bol.com seller eventually hits the same wall: you want to list a product and the system asks for an EAN code. No valid code means you simply can't publish your product.
Yet there's a lot of confusion here. What exactly is an EAN? Where do you get one? Can you buy them cheaply somewhere? And what happens if you do it wrong? This article answers it all.
What is an EAN code?
EAN stands for European Article Number — the barcode you see on virtually every product in a shop. It's a unique number, usually 13 digits, that identifies one specific product.
GTIN (Global Trade Item Number) is the international umbrella term. An EAN-13 is effectively a form of GTIN. In practice the terms are used interchangeably; for Bol.com you supply an EAN-13 or GTIN.
Why does Bol.com need this?
- Unique identification — so every product is unambiguously recognisable
- Linking product pages — multiple sellers of the same product share one product page (the basis of the Buy Box)
- Inventory and logistics — scannability in the FBB warehouse
One product, one EAN: the golden rule
Each unique product variant needs its own EAN. This is where beginners go wrong.
| Situation | EANs needed | |-----------|-------------| | One product, one version | 1 | | T-shirt in 3 colours | 3 | | T-shirt in 3 colours × 4 sizes | 12 | | Bundle of 2 products | 1 new EAN for the bundle |
A bundle or set is a "new product" in the system's eyes and therefore needs its own separate code — independent of the EANs of the individual components.
How to get EAN codes legally
There are three routes, with major differences in reliability.
Route 1: GS1 — the official issuer (recommended)
GS1 is the global organisation that issues barcodes. In the Netherlands that's GS1 Nederland. This is the only route that is 100% legitimate and future-proof.
- You become the owner of a unique number range linked to your company
- No risk of duplicates or conflicts
- Recognised by all major platforms (Bol.com, Amazon, retailers)
Cost: GS1 works with an annual subscription based on the number of codes you need and your turnover. For small sellers this starts with an entry package; you'll find exact rates on the GS1 Nederland website. Expect a one-time registration plus an annual fee.
Route 2: EANs "resold" by third parties (risky)
Online you'll find sellers offering individual EANs for a few euros each. These are often codes from old GS1 ranges issued before a rule change and resold.
The risks:
- Bol.com and other platforms may reject them
- The code may already be used by another product/company → conflict
- Not linked to your company, causing problems with brand registration
- Amazon no longer accepts these codes
Possibly acceptable for a hobby test, but not advisable for a serious business.
Route 3: The manufacturer provides the EAN
Selling products from an existing brand (wholesale, distribution)? Then the product almost always already has an EAN from the manufacturer. You simply use it — no need to request one yourself. Explicitly ask your supplier for the EAN list.
Which route suits you?
| Your situation | Best route | |----------------|------------| | Own brand / private label | GS1 (essential for serious growth) | | Reselling an existing brand | EAN from the manufacturer | | One-off test with 1 product | Possibly route 2, with risk | | Planning to also sell on Amazon | GS1 (Amazon requires it) |
Listing a product on Bol.com with your EAN
- In your seller account, go to Add offer
- Enter the EAN code
- Does the product already exist on Bol.com? Then you link your offer to the existing product page — you only fill in price, stock and delivery time
- Doesn't it exist yet? Then you create the full product page: title, description, category, attributes and images
With a new product page, you determine the title and content — a huge opportunity to rank from the start. Check how strong your listing scores →
Common mistakes
- Using one EAN for multiple variants — leads to rejection or a chaotic product page
- Re-listing an existing EAN as a new product — clashes with the existing page
- Using cheap resold codes for a brand you want to build
- Not asking the manufacturer for the EAN and needlessly buying codes yourself
- Forgetting to create a separate EAN for bundles
Frequently asked questions
Do I need to print a physical barcode on my product? For self-fulfilment not strictly necessary, but for FBB (Fulfilment by Bol.com) the product must be scannable — a printed barcode on the packaging is then required.
Can I use the same EAN across multiple platforms? Yes. A GS1 EAN is valid worldwide and can be used on Bol.com, Amazon, your own webshop, and so on.
What if my supplier has no EAN? Then you must create them via GS1 — you effectively become the "brand owner" for that product on the platform.
Checklist
- [ ] Determined which route suits your situation (GS1 / manufacturer / test)
- [ ] For own brand: GS1 Nederland account requested
- [ ] Separate EAN per unique variant (colour/size) arranged
- [ ] Separate EAN for any bundles created
- [ ] For FBB: barcode physically printed on packaging
- [ ] EAN list requested from supplier (when reselling)
Conclusion
The EAN code may seem like an administrative detail, but it's the gateway to Bol.com. Choose the right route — GS1 for your own brand, the manufacturer's code when reselling — and avoid the trap of cheap, unreliable codes. Once set up properly, you'll never get stuck listing new products again.
With your EAN sorted, the next step is a listing that stands out and converts. Take the free Listing Health Check →