EU customs product identifiers due 1 November 2026: many Shopify stores lack SKUs

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From 1 November 2026, EU customs declarations for online consumer sales will require identifiers for each item, including a product code, a supplier code and a standard code such as a GTIN where available. For Shopify merchants, the variant SKU serves as the product code, so variants without a SKU or with duplicate SKUs are a problem. An analysis of public data from 1,071 live Shopify stores found that 50.3% of products had at least one variant without a SKU, and 79.6% of stores had at least one such product. Only 8.4% of stores printed a GTIN in their product structured data, though this figure is a lower bound because public feeds do not reveal barcodes. The author describes an Apify audit tool that can check SKU coverage across many stores in one run at low cost.

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