Online retailers are facing a security nightmare on a daily basis. GS1 UK has thus responded by launching a secret weapon in the fight against online counterfeit goods. This new online weapon, which will ensure all goods have accurate Global Trade Item Numbers (GTINs), could save ecommerce sellers a huge amount of time and money.

The sale of counterfeit goods is a huge problem worldwide; according to the International Trademark Association it is a £460 billion annual market. Amazon and Google have been leading the way in combating this online by mandating the presence of product identifiers in order to sell on their platforms.

One of the key challenges facing online retailers, marketplaces, brands and customers is missing, inaccurate or false GTINs the unique number commonly found within a barcode. GTINs perform an essential role in identifying and classifying the millions of consumer products that are manufactured annually. Manufacturers create unique GTINs for each product they make via GS1 globally, making the management and tracking of inventory an accurate, up to date and automated process. Through using the correct GTIN, retailers are easily able to validate the authenticity of the goods they sell online, ensuring that consumers can buy with absolute confidence.

GS1 now believes it has come up with a solution to combat this problem. It has announced a partnership with ecommerce security expert Optiseller which will enable online retailers to simply and quickly check their GTINs across all eBay listings.

This process will be done via the Optiseller eBay dashboard, which automatically identifies and displays any listings that do not include a GTIN as well as listings that include an incorrect GTIN. Users can then simply export the fake listing for further analysis and resolution.

Craig MacCallum, CEO, Optiseller comments: “Up until now dealing with missing or incorrect GTINs has been a major challenge for online retailers. This tool can save ecommerce sellers huge amounts of time and money by automating the process of ensuring their GTIN data is accurate and up to date. By making that data accessible to every marketplace, brand and retailer interested in ensuring an authentic and appealing online sale, it’s another push back against a counterfeit world and provides a much better customer experience.”