What Barcode Do You Need for Exporting Into Europe?

This guide is general advice for New Zealand exporters. For specialist advice contact MFAT.

To import retail goods into Europe, a barcode number GTIN (Global Trade Item Number)  EAN-13 (European Article Number) is standard. However, under the EU Product Identifier (PID) regulations enforced on 1 November 2026, the compliance focus has shifted from what barcode is printed on the physical box to what tracking codes you must declare in your digital customs data prior to shipment.

Exporting B2C (Business to Consumer) Requirements

If you are shipping B2C retail orders directly to European consumers via your e-commerce store or online marketplaces, you must digitally declare up to three Product Identifiers (PIDs) in your electronic customs documentation (via your postal carrier, freight forwarder, or shipping platform)

• Standardised Manufacturer PID (S-PID): This is your standard TGIN (EAN, UPC, or ISBN) retail barcode number. If the product has a barcode, providing this GTIN in your digital customs data is mandatory. If your product does not have a barcode, you must explicitly declare the EU exception code Y081. Leaving this field completely blank or silent will cause European customs to automatically reject the package

• Merchant PID (M-PID): Your internal inventory SKU number used to track the online product listing.

• Non-Standardised Manufacturer PID (NS-PID): The supplier or factory’s unique part, style, or model number.

Physical Traceability Information (GPSR Compliance)

Digital data alone is not enough. Under the European General Product Safety Regulation (GPSR), physical retail product packaging entering the EU must clearly and permanently display:

  1. The product’s specific model, variant, or manufacturing batch number.
  2. The New Zealander’s manufacturer’s business name and physical postal address.
  3. The physical contact details of an EU Responsible Person (EU RP) if the manufacturer is based outside Europe. The Responsible Person can be your EU importer, an Authorized Representative, or a fulfillment service provider operating within the EU border.

Exporting B2B (Business to Business) Requirements

For New Zealand businesses exporting commercial goods, raw materials, or components directly to other businesses (B2B) in Europe, standard retail barcodes (EAN or UPC) are completely exempt from physical packaging and digital customs mandates. B2B transactions are not bound by the EU’s B2C Product Identifier (PID) digital tracking rules. Instead, clearing European customs smoothly on a commercial scale relies on physical manufacturing traceability markers, precise tariff classification, and legal safety paperwork:

• Physical Traceability Plates: While an EAN-13 barcode (GTIN) isn’t required, European market surveillance authorities demand permanent, unambiguous physical identification directly on commercial gear or its industrial packaging. This includes the registered commercial name, model number, batch code, unique unit serial number, and the New Zealand manufacturer’s corporate address.

• CE Marking & Conformity (DoC): If your commercial goods fall under European technical safety frameworks (e.g., electronics, industrial tools, medical equipment, safety gear), the CE mark must be permanently stamped onto the product. Freight must be accompanied by a signed, legally binding EU Declaration of Conformity (DoC) detailing the exact directives met. User instruction manuals must be translated into the native language of the destination country.

Essential Customs & Tariff Coding (B2C & B2B)

Whether you are shipping B2C or B2B, every product entering Europe must feature a precise TARIC Code on the commercial invoice

A TARIC code is a 10-digit number. It is used by the European Union to classify imported goods, calculate exact customs duties, and apply trade rules:

• 6-Digit HS Code: This universal Harmonized System (HS) code identifies the core, global category of your goods. To find your product’s code, use the New Zealand Ministry of Foreign Affairs and Trade Online Tariff Finder (https://www.tariff-finder.govt.nz/)

• 8-to-10 Digit CN/TARIC Code: Expand your global 6-digit code into the European 8-digit Combined Nomenclature (CN) string or the full 10-digit TARIC code. This precise sequence dictates local import duty rates, localised VAT calculations, and triggers country-specific inspection policies. You can look up specific European codes directly using the European Commission TARIC Consultation Database.

NZ Ministry of Foreign Affairs and Trade

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NZ Ministry of Foreign Affairs and Trade Export Helpdesk has a dedicated team to assist with any export issues.

Get answers to export questions by filling out a simple form.

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