What is GS1 Digital Link?
The next generation of product identification that connects physical products to the digital world.
The Evolution of the Barcode
For over 50 years, the traditional UPC barcode has been the backbone of retail. But it was designed for a simpler time — when all you needed was a beep at checkout. Today's consumers, retailers, and regulators demand more.
GS1 Digital Link is the next evolution. It embeds a web URL directly into a 2D barcode (like a QR code), allowing the same code to work at point-of-sale AND connect consumers to rich digital experiences.
How It Works
A GS1 Digital Link is a standardized URL structure that contains product identification data. For example:
This URL contains the GTIN (Global Trade Item Number) and can be encoded into a QR code. When scanned:
- At checkout: The POS system extracts the GTIN for pricing and inventory
- By a consumer: They're taken to product information, manuals, or promotions
- By a regulator: They can access compliance and traceability data
Why It Matters
One Code, Many Uses
Replace multiple barcodes with a single 2D code that serves retail, consumers, and supply chain needs.
Dynamic Content
Update where the code leads without reprinting packaging. Change campaigns, add recalls, or update information instantly.
Regulatory Ready
Meet emerging requirements for traceability, Digital Product Passports, and food safety regulations.
Consumer Connection
Open a direct channel to every customer who scans your product — no app required.
The 2027 Deadline
GS1, the organization behind the barcode, has set 2027 as the target date for retailers worldwide to accept 2D codes at point-of-sale. This initiative, known as Sunrise 2027, means brands need to start preparing now.
Try It Live
Scan this QR code to see a GS1 Digital Link in action:
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