WooCommerce has no barcode mandate
Because WooCommerce is your own WordPress store, there's no mandatory GTIN field. Most WooCommerce stores use plugins like WooCommerce Product GTIN (UPC, EAN, ISBN) or similar to store and display barcodes — but the plugin is optional unless you're feeding data to a channel that requires it.
Google Shopping and WooCommerce
If you run Google Shopping ads through a WooCommerce integration (Automattic's Google Listings & Ads plugin, or a third-party feed tool), Google requires GTIN for most product categories. Your product feed needs to include a valid UPC or EAN. Without it, those products are excluded from Shopping campaigns.
Multi-channel selling from WooCommerce
Plugins like Codisto or WP-Lister let you list WooCommerce products directly to Amazon, eBay, or Etsy. Each destination marketplace applies its own GTIN rules. Amazon requires one; eBay strongly prefers one; Etsy only requires it for manufactured goods. Having a UPC stored in WooCommerce makes all of these connections smoother.
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