When should I use an MPN instead of a GTIN?

Use an MPN when the product has no GTIN — typically: custom/handmade products, private label items, industrial components, or products the manufacturer never registered with GS1. Never use an MPN when a valid GTIN exists.

Is an MPN mandatory for Google Shopping?

Not mandatory by itself, but if you submit identifier_exists:false (meaning no GTIN), Google strongly recommends providing an MPN + brand instead. Without any identifier, your listing gets lower Shopping visibility.

How does Seegea help manage MPNs at scale?

Seegea displays MPN as an editable column in the inline grid. You can bulk-paste MPNs from supplier data sheets, flag products missing both GTIN and MPN, and push all changes to Shopify or PrestaShop in one operation.

MPN management: when and how to use Manufacturer Part Number

MPN management is the less glamorous sibling of GTIN management — but for B2B, industrial and custom-product sellers, it is equally critical. A missing or malformed MPN costs you Google Shopping visibility for products that may not have any other identifier.

GTIN vs MPN: when to use which

Scenario	Identifier to use	Notes
Branded retail product	GTIN (EAN/UPC)	From manufacturer, mandatory if exists
Private label (your brand)	GTIN (GS1-issued)	Buy a GS1 prefix
Custom / handmade	MPN + identifier_exists:false	Your internal reference
Industrial component	MPN + brand	Manufacturer reference
Vintage / used	No GTIN — MPN if available	Set identifier_exists:false
Bundle	Your own GTIN or MPN	One identifier per bundle SKU

The 3 MPN mistakes that cost you Shopping visibility

Using an MPN when a GTIN exists

If the manufacturer has a GS1 barcode, you must use it. Submitting an MPN instead when a GTIN exists signals data quality issues to Google and can lower your Shopping feed trust score.

MPN format inconsistency

The same product with MPN "ABC-1234" on one listing and "ABC1234" on another creates two separate entries in Google's product database. Standardize separator usage across your entire catalog.

Missing brand field alongside MPN

An MPN without a brand is not useful. Google needs both to identify the product. If you submit MPN without brand (or with a generic brand like "Unbranded"), Shopping visibility suffers.

For private label products where you are the manufacturer: you are free to define your own MPN system. Use a consistent format: category-code + variant-number (e.g., "TRO-0012-BLK-M"). Document the convention once and enforce it in Seegea.

Managing MPNs at scale with Seegea

Seegea displays both GTIN and MPN as editable columns side by side in the inline grid. The audit view shows every product that has neither GTIN nor MPN — the ones most at risk of Shopping visibility loss. You can filter, select all, and bulk-paste MPNs from a supplier CSV without touching the Shopify or PrestaShop admin.

Built in France between Annecy and Chantilly, Seegea helps you establish your MPN governance rules on the first onboarding session. Support by email throughout the remediation.

Audit your MPN and GTIN coverage for free

30 min Google Meet · we identify every product at risk

Audit your MPN and GTIN coverage for free

Created in France (Annecy – Chantilly) · Email & Google Meet support

FAQ

An MPN is the reference code assigned to a product by its manufacturer. Unlike a GTIN (which is standardized), MPNs follow no universal format — they can be numeric, alphanumeric or include dashes. Every manufacturer has their own system.

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