Problem with "you need to add a GTIN or MPN"

Start a Business

Topic summary

Sellers are encountering Google Shopping feed rejections requiring GTIN (Global Trade Item Number) or MPN (Manufacturer Part Number) identifiers, even when products are marked as “custom” in Shopify.

Core Issue:

  • Google requires unique product identifiers to approve listings
  • Custom/handmade products typically lack these standardized codes
  • Even with “custom” designation, Google may still reject products it recognizes from other sellers

Available Solutions:

For Custom Products:

  • Set identifier_exists field to false under Products > More Actions > Google Shopping
  • Request a GTIN exemption directly from Google Merchant Center
  • Contact Google Support to verify handmade/unique product status

For Standard Products:

  • Purchase official GTINs/barcodes from GS1 (each variant needs its own code)
  • Use manufacturer-provided codes when available
  • For bundles, use the GTIN from one component product

Variant Display Problem:
Multiple users report that despite setting item_group_id correctly, Google shows individual variants separately rather than grouped under parent products. This appears to be a Google algorithm decision that sellers cannot directly control—contacting Google Support is recommended for specific cases.

Additional Requirements:
Apparel/accessories categories require: size, color, condition, age group, and gender attributes. The Bulk Product Editor app can streamline adding these fields across multiple products.

Dropshipping Note:
AliExpress products typically don’t include GTINs—sellers must purchase codes separately or apply for exemptions.

Summarized with AI on November 23. AI used: claude-sonnet-4-5-20250929.
16

@Grace_01

I found another post on Google forums where a few people are having the exact same problem:

Google decides the format and display of all submitted data. Currently, there is a method to force items to be shown individually, or as a group, or in any other grouping, format, or display.

  • There are likely many internal and external factors that may help determine how submitted items are formatted and displayed by Google’s automated systems such as submitted data rules, a user’s search behavior, how users search, especially over time, etc. So far, Google has not published any such details.

  • Parent-products, representative products, sets of product categories, or similar items that are not physically in stock and can be shipped to the user, are not allowed to be submitted, at all.

My suggestion from here is to try reaching out to Google Support as they will be able to directly access your products and provide an explanation as to why the variants are displaying separately. You can find their contact details below:

All the best,