What is GS1 digital link, and why does it matter?
GS1 digital link—often called the 2D barcode standard—is more than just a way to store data. It’s a bridge between the physical and digital worlds, turning a product’s packaging into a gateway to rich, real-time experiences. By embedding web URIs directly into QR codes and barcodes, GS1 digital link connects every product to a world of dynamic digital content.
In simple terms: scan once, access everything.
This isn’t just about data. It’s about creating a direct connection between a physical item and the digital universe behind it—product details, brand experiences, safety information, apps, services, and more. With a single scan, consumers can unlock relevant content tailored to their needs, while businesses gain a smarter way to manage their product data.
What does the GS1 digital link standard make possible?
- Omnichannel experiences: One code, multiple journeys. Whether scanned in-store at the point of sale or online from an e-commerce site, the code adapts to context and device.
- End-to-end traceability: Track every item across the supply chain in real time—from factory floor to final destination.
- Radical transparency: Show what matters to today’s consumers—like ingredients, sustainability practices, and supply chain traceability information—with just one scan.
- Frictionless compliance: Share regulatory data, such as the expiration date or nutrition facts, in a format that’s always current and always accessible.
- Richer consumer engagement: Offer immediate access to loyalty programs, promotions, reviews, and digital content that helps strengthen brand loyalty.
- Extended product experiences: Add value through how-to videos, user guides, recipes, or patient safety information—anything that enhances everyday use.
- Sharper business intelligence: Learn how products are used, where they’re scanned, and what digital content drives action—fueling better decisions across the business.
GS1 digital link gives every product a globally unique digital identity—turning everyday barcodes into smart data carriers. This is the foundation for a connected future where barcodes don’t just identify a product—they activate it.
From retail to healthcare, and from brand owners to supply chain partners, the implications are huge. With digital link GS1, industries are gaining the power to connect, inform, engage, and analyze like never before.
How does GS1 digital link technology work?
At its core, a GS1 digital link is a barcode embedded with a web address. It might look simple, but under the surface, it’s doing something powerful: turning physical products into access points for real-time digital content. To make it all work smoothly, a few key components need to fall into place—starting with how the link is built and how it connects users to online information.
URI structure
Every GS1 digital link begins with a URI—a structured web address that embeds a product’s unique GS1 identifier, like a GTIN (Global Trade Item Number). This isn’t a random string of characters. It follows a precise syntax defined by the GS1 digital link standard to ensure global compatibility.
Here’s a basic example:
https://brand.com/01/01234567890123
Let’s break it down:
- Domain – This is your base: the brand owner’s website or digital platform.
- Primary ID Key – A GS1 Application Identifier (AI) that defines what type of code is being used (GTIN, SSCC, etc.).
- Identifier – The actual identification number, like a UPC barcode or GTIN.
- Qualifiers – Optional extras like a batch number or serial number to track specific units.
- Attributes – Additional data such as weight, dimensions, or expiration date.
Once this URI is encoded into a data carrier (like a QR code) and scanned, it becomes the entry point to that product’s digital identity and connected content.
Resolvers
A resolver is the smart engine behind the scenes. It takes the URI from a scanned GS1 digital link and translates it into something useful: product data, content, services. Think of it as a translator between the barcode and the web.
Resolvers play several key roles:
- Delivering digital content – From product data and attributes to videos, tutorials, or brand messaging.
- Validating identifiers – Making sure the GTIN or related identifier exists and is correct.
- Context-aware redirection – Tailoring the response based on who scans it, where, and with what device.
For instance, when a consumer scans the code at home, they might see a how-to video. At the point of sale, that same scan could pull up inventory or pricing details for the retailer. That’s the power of contextual delivery.
Data carriers
To bring all of this to the physical world, the URI must be encoded into a scannable format—what the industry calls a data carrier. The most common choice? A QR code.
QR codes are easy to scan, flexible to design, and can carry all the encoded data needed to activate a GS1 digital link. With modern printing technology, these codes can be made as small as 5mm while still remaining readable by smartphones and retail scanners. Other options, like Data Matrix, are also used depending on the product and packaging format.
Whether it’s printed on a label, embossed onto a package, or displayed digitally, that code becomes the connective tissue between the physical product and the digital ecosystem behind it.
Why implement GS1 digital link?
Omnichannel flexibility
The GS1 digital link standard lets a single QR code deliver different content depending on the scan context—like location, time, device, or point of sale. This ensures a consistent experience across stores, e-commerce, mobile apps, and more.
Supply chain visibility
GS1 2D barcode technology enables real-time supply chain traceability. Manufacturers, retailers, and logistics providers can track products at the item level, reduce errors, speed up recalls, and make smarter, data-driven decisions.
Shopper engagement
Today’s consumers want transparency. GS1 digital link allows mobile access to rich product data—like origin, expiration date, ingredients, allergens, and sustainability—right from the package.
Regulatory compliance
Digitally sharing required product data simplifies compliance with regulations like FDA labeling rules or EU Digital Product Passports. A single GS1 2D barcode can hold all the necessary certifications and documentation.
Future-proofing
With connected products and traceability mandates on the rise, GS1 digital link sets the foundation for what’s next. The Sunrise 2027 deadline for replacing traditional barcodes makes early adoption a smart move for staying competitive.
GS1 digital link applications and use cases
GS1 digital link helps companies across retail, consumer goods, healthcare, logistics, and tech connect physical products to digital content—unlocking powerful benefits for both consumers and businesses.
Shopper engagement
For marketers, QR codes on packaging become entry points to rich digital experiences. Brands use GS1 digital link to:
- Share videos, tutorials, and product stories
- Offer self-service support and FAQs
- Promote apps, loyalty programs, and coupons
- Drive social sharing and online content discovery
Supply chain operations
GS1 digital link improves traceability and streamlines logistics. Key applications include:
- Real-time inventory and shipment tracking
- Scan-based order picking and returns
- Fast product recalls and automated replenishment
- Quality control based on batch or serial number
Regulatory compliance
Sharing required data digitally simplifies compliance across regions. Brands use it to provide:
- Ingredient lists, allergens, and nutrition facts
- Certifications and sustainability claims
- Expiration dates and digital batch records
These use cases only scratch the surface—GS1 digital link is a flexible, future-ready tool for smarter product interactions across the entire value chain.
Get started with GS1 digital link
Ready to bring your products online? Here’s how to launch a successful GS1 digital link program:
1. Choose a data carrier
Start by selecting how your 2D barcode will appear on packaging. QR codes are the go-to for consumer engagement—they’re easy to scan with any smartphone.
2. Build your digital link URIs
Next, create URIs that follow the GS1 digital link standard. This includes your domain, identifier type (like GTIN), optional qualifiers (batch, serial number), and attributes (like expiration date). Our platform ensures every URI is properly formatted and validated.
3. Set up a resolver
Resolvers are essential. They take the URI from a scan and return the right content or action—whether it’s product data, promotions, or compliance info. Using digital-link.com means you get built-in resolving without the complexity of building it yourself.
4. Connect the experience
Finally, link your codes to the digital content users will see—product pages, apps, videos, promotions, or tools. digital-link.com handles this automatically, turning a simple GTIN into a smart product page and dynamic QR code, ready to go live.
Conclusion
GS1 digital link is reshaping how global trade connects the physical and digital worlds. But success depends on getting the standards and technology right.
That’s where digital-link.com comes in. Our platform makes it easy to create GS1 digital links, launch smart 2D barcodes, and measure performance—all in one place.
Whether you’re starting small or scaling fast, we help brands bridge the gap with confidence.
Want to get started? Reach out to our team at [email protected] or start a chat—we’re here to help.
