Questions · Evaluate

Do missing GTINs stop an agent buying, or only finding us?

Mostly the second, which is why it sits in the evaluate stage rather than the buy stage. It changes whether you are in the comparison at all, not whether the checkout completes for somebody who has already chosen you. That is not a reason to deprioritise it: a purchase you were never considered for looks exactly like no purchase, and it leaves no trace in your analytics that anything happened.

Why it happens

Identifiers are how a product becomes the same product across sites. A shopper who names a model, or who saw the item elsewhere, gives the agent a string it must resolve to something in your catalogue. With an identifier that resolution is exact. Without one it is fuzzy text matching against your merchandising titles.

This is quietly decisive in comparison, because a store that can be matched exactly is a store that can be included in a price comparison at all.

Run a free scan and find out which of these your store actually hits.