Congratulations, your product has been listed. Then comes the email with the retailer's delivery requirements: dozens of pages about labels, pallets, EDI and time slots. For anyone who has mostly shipped parcels until now, it's a different world. In this article we set out the key concepts, so you know what's expected of you.
Why retailers are so strict
A major retailer's distribution centre handles hundreds of deliveries every day. That only works if every pallet arrives predictably: announced in advance, at the right moment and with a label the scanner can read immediately. If something doesn't match, someone has to sort it out manually. That's why a retailer can refuse a delivery or pass on costs if you don't follow the agreements.
GTIN: the barcode on your product
It all starts with the GTIN (Global Trade Item Number), the number behind the barcode on your product. In Belgium you apply for it through GS1 Belgium & Luxembourg. You don't just need a GTIN for the consumer unit, the item scanned at the till, but often also for the case: the carton of, say, 6 or 12 items that the retailer orders in.
Make sure your master data is correct: dimensions, weight and quantity per carton and per pallet. Retailers load this data into their systems, and discrepancies cause problems at receiving later on.
SSCC: the unique number of every pallet
Where the GTIN identifies a product, the SSCC (Serial Shipping Container Code) identifies one specific logistics unit: this one pallet or this one carton. It's an 18-digit code made up of your GS1 company prefix, a serial number and a check digit. You only ever use each SSCC once.
The distribution centre scans the SSCC on receipt and links it to the contents you sent in advance. That way they know what's on the pallet without opening it.
The GS1 logistics label
The SSCC appears on the GS1 logistics label, together with the other data the retailer requires, such as GTIN, quantity or batch number. The label has a human-readable part and a GS1-128 barcode. A few points to watch:
- Apply the label to two adjacent sides of the pallet, so it can be scanned from more than one side.
- GS1 recommends placing the barcode between 400 and 800 mm high.
- Print with enough contrast. A faint print or a creased label won't scan.
- Don't wrap stretch film over the label if that makes the barcode unreadable.
EDI: announcing your delivery in advance
With large retailers, communication runs through EDI (Electronic Data Interchange): structured messages between your system and the retailer's. The most important ones:
- ORDERS: the retailer's purchase order.
- ORDRSP: your order response, if the retailer asks for one.
- DESADV: the despatch advice, also called ASN. In it you announce what's on its way: which pallets with which SSCC, which products, quantities and batch numbers.
- INVOIC: the invoice.
The DESADV message is crucial. If the pallet arrives without a despatch advice, or the contents don't match what you announced, receiving grinds to a halt. For EDI you usually need an EDI provider, or a fulfilment partner that creates the messages based on what was actually picked.
Good to know: since 1 January 2026, electronic invoicing via Peppol has been mandatory between Belgian companies. That's separate from the EDI arrangements with your retailer, but check that your accounting software and your retailer are aligned.
Time slots and lead times
You can't just drive into a distribution centre. You usually book a time slot in advance through the retailer's portal. Late often means refused, but early can be a problem too. Build in a margin for the carrier and only book the slot once the pallet is actually ready.
Checklist for your first delivery
- 1Read your retailer's delivery requirements in full, including the pallet specifications.
- 2Apply for GTINs for the product and the case, and check your master data.
- 3Get a GS1 company prefix, so you can create SSCCs.
- 4Set up your EDI connection and test the messages with the retailer before the first order.
- 5Build the pallet according to the requirements: dimensions, maximum height and weight, securely wrapped.
- 6Apply the GS1 label correctly and send the DESADV message before departure.
- 7Book the time slot and give the carrier the right references.
Or: have it done for you
For an SME, this is a lot to set up yourself, especially alongside a webshop that also has to keep running. At Sendwit we do it every day: building pallets to your retailer's requirements, GS1 labels with SSCC, EDI despatch advice and time slots. You can read more on our page about e-commerce and retail fulfilment.