Fruugo aims to simplify cross-border trading


Online marketplace Fruugo has endorsed GS1 as a primary provider of Global Trade Item Numbers (GTINs).

It says the move will further simplify international trading for merchants using the platform, which works across over 40 countries.

GTINs – a unique identifier which helps shoppers search for the items they want around the world, have been mandatory for most product categories on Fruugo since 2016.

Hakan Thyr, chief revenue officer at Fruugo, said: “Since Fruugo made the use of GTINs mandatory five years ago, we have seen the important role they have played in simplifying the customer journey and boosting sales for our sellers.

“GS1 has played a leading role in ensuring the use of GTINs becomes an industry practice – not only in the UK but internationally – and is, by far, the most commonly used standard for merchants using our platform.

“As online selling continues to expand, with more and more merchants trading not only across multiple product categories but also different international markets, the use of standardised GTINs is only growing in importance and acts as a guarantor for continuity throughout the supply chain.”

Anne Godfrey, CEO at GS1 UK, said: “Harnessing the power of product identifiers – like GS1 GTINs – not only helps platforms, like Fruugo, to maintain rich product catalogues, but also improves online search and the gathering of product reviews – a critical way for brands to build long-term product trust.”

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