Google Shopping drops EAN search – what does this mean for manufacturers and retailers?
The EAN search was stopped by Google. Find out how AI-based market analysis is filling the gap in product search.
Without prior notice, Google Shopping has removed a key feature: Product search by European Article Number (EAN) no longer provides reliable results. This has far-reaching implications for retailers and manufacturers who rely on unambiguous product identification for market analysis, price comparisons and competitive intelligence. But there are solutions – and artificial intelligence is playing a key role.
Why is EAN search so important?
The EAN (European Article Number) used to be the most reliable way to find a specific product on Google Shopping. It enabled retailers and brands to
- Accurately compare prices by uniquely associating products
- Analyse competition by identifying competing offers
- Check assortment and availability to optimise their own inventory
- Monitor the market efficiently through structured data and automated processes
Retailers, brand manufacturers and data providers are facing new challenges as a result of the discontinuation of EAN searches. Without this unique identifier, many of the existing methods of market analysis will become useless.
What is behind Google’s decision?
The reasons for Google’s move remain unclear. However, the EAN remains a component of the platform – only the search function no longer recognises it. This could indicate that Google is developing its own product search solutions. One thing is clear, however: retailers and brands will have to adapt their strategies to continue to get reliable results in the long term. The use of intelligent technology will be a critical success factor.
XPLN has already identified the first changes in EAN search in 2023 and analysed the impact on market analysis. Current developments confirm the need for companies to move quickly to alternative technologies.
Redefining market insights: AI-driven analysis without EAN
The solution lies in advanced multimodal AI models. Instead of relying solely on unique identifiers such as the EAN, XPLN’s AI-powered systems analyse product data using text and image comparisons. This enables not only the identification of identical products, but also the recognition of similar items – a key benefit for:
- Private label retailers who want to analyse comparable competitor products
- Brand manufacturers who need to keep an eye on counterfeiters and new competitors
- Data providers who want to continue to provide accurate market and pricing information
This new type of market analysis even offers advantages over the classic EAN search: it enables a broader, more intelligent coverage of market activity and recognises not only exact but also functionally similar products.
Strategy change required: independence through AI
Companies that embrace AI-assisted market analysis early on can reap long-term benefits. The technology makes it possible to analyse text and image data more accurately and more quickly – far more comprehensively than with conventional methods.
The discontinuation of the EAN search shows once again the importance of looking at alternative solutions. Those who do not rethink in time risk being left behind. Retailers and brands need to act now and adopt advanced AI technologies to remain independent and continue to provide in-depth market analysis.
The bottom line: Switch to AI now
Google’s sudden change shows how quickly digital platforms can change. Companies that fail to adapt in time will lose valuable market insight. With AI-powered market analysis, you can stay competitive regardless of external changes.
The use of modern AI technology is therefore not just an option, but a necessity. Now is the time to act if you want to continue to engage in accurate market analysis and price monitoring.
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