Google officially pointed out that since September 15, 2015, the list of product information provided by all sellers who conduct transactions on its official website must include GTIN.

A Google spokesperson said: "We found that adding a GTIN to seller data provided a better match to Google's buy listings. Early tests have shown that buy listings that include GTINs match up to 40 percent of the time, and are more Multiple users click on items with GTINs."

This move by Google requires all sellers in Australia, Brazil, Czechoslovakia, France, Germany, Italy, Japan, the Netherlands, Spain, Switzerland, the United Kingdom and the United States to submit a true and accurate list of GTINs and new product brands when providing listings .

Google clearly states that it will firmly boycott sellers who do not provide GTIN information, or provide incorrect GTIN information.

Mark Fuller, Chief Operating Officer of GS1 Australia, believes: "As the times change, businesses need to be more proactive in embracing the digital transformation of the times. Similarly, in order to improve online and mobile search results and improve the quality of product data, Amazon and eBay will also be Sellers request a GTIN to weed out sellers who don't use a GTIN."