GS1 Digital Link 2025 – Guide, QR Code Examples & Setup Tips

Part 1: From Black Lines to Smart Links – How Consumer Expectations Are Transforming the Barcode

84% of German consumers show interest in using smartphones to access food information via QR codes or barcodes – 40% already do, and another 44% are open to it (Bitkom, 2025)

A New Consumer Reality

What if scanning a product with your smartphone instantly revealed its entire story – from its journey through the supply chain to personalized dietary information or recycling instructions? For today’s consumers, this isn’t a futuristic fantasy; it’s an emerging, often unmet, expectation. Shoppers, regulators, and even retailers increasingly demand immediate, trustworthy access to product information with a simple scan. From allergen details to recycling instructions, reward programs to authenticity checks, the need for accurate, brand-verified information is pushing packaging into the digital era.

This shift is fueled by two major forces:

1. The smartphone revolution, which turned every camera into a scanner.
2. The internet’s promise of real-time, comprehensive, and personalized data access.

But the ubiquitous black-and-white lines that have dominated product packaging since 1974 – the familiar 1D barcodes like UPC or EAN – were never designed for this new, digitally-driven world.

Why the 1D Barcode Can’t Keep Up

Since 1974, most products have relied on 1D barcodes like UPC (Universal Product Code) or EAN (European Article Number). These workhorses were designed to help cashiers scan items quickly and support supply chain logistics – not to deliver consumer experiences.

The problem?

• Limited data capacity: These codes can identify a type of product, but not which specific item (e.g., batch, lot, or expiry).
• Single-purpose only: They’re hard-wired for retail checkout – nothing else.
• Packaging clutter: To work around the limitations, companies often add multiple barcodes and QR codes for promotions, recycling, ingredients, etc.
• Poor interoperability: Many current QR codes use proprietary web addresses that break when content changes or lead to dead ends, creating frustratingly inconsistent and unreliable experiences for consumers.

This creates confusion for consumers, inefficiencies for businesses, and even scanner errors at checkout. In a world where the expectation is that everything is instantly knowable and accessible, these limitations are no longer acceptable.

Enter the QR Code – and a Rising Standard

Unlike 1D barcodes, 2D codes like QR Codes can hold much more data, including links to dynamic digital content. This opens new possibilities: a single scan can reveal everything from allergens to sustainability data to user manuals.

Yet, the mere capacity for more data isn't synonymous with better structure.

To avoid a messy future of incompatible QR formats and inconsistent experiences, GS1, the global standards body behind the barcode, launched an ambitious vision: Sunrise 2027 – a global mandate to move from legacy 1D codes to standardized 2D codes on product packaging.

These new codes won’t just work at checkout. They’ll also:

• Deliver rich content to consumers.
• Support traceability in supply chains.
• Meet evolving regulatory demands.
• Help companies future-proof packaging – without redesigning it every time something changes.

Globally, 93% of consumers say it’s important to know what’s in their food and how it’s made, and 64% say they would switch brands for more comprehensive product information (Omnivore, 2024; Progressive Grocer, 2022).

The backbone of this transformation? GS1 Digital Link.

GS1 Digital Link: A Smart Bridge Between the Physical and Digital Worlds

At its core, GS1 Digital Link is a web address (URL) that contains structured product information based on GS1 identifiers. It’s like giving every product a smart web passport.

This link can be encoded into any modern data carrier, such as a QR Code, Data Matrix, NFC tag, or even RFID. When scanned:

• Retail systems extract the same GTINs or serial numbers they already use.
• Consumers are directed to brand-controlled digital experiences – from sustainability claims to how-to videos.

No apps needed. No new hardware. No more confusion.

GS1 Digital Link is the HTML of packaging – a universal language that connects products to information, regardless of who scans it or why.

Key Takeaways

• 84% of German consumers are already using or open to using QR codes to access product data via smartphones.
• 93% of global consumers say transparency about what’s in their food and how it’s made is important.
• 64% would switch brands for deeper, more detailed product information.
• Traditional barcodes are not equipped to meet these expectations – GS1 Digital Link is designed to do exactly that.

Part 2: What Is GS1 Digital Link? A New Era for Smarter Products

What if every product could have its own website – built right into the packaging?

Imagine this: You scan a bottle of shampoo with your phone. Instantly, you see what’s in it, how to recycle it, where it was made, and even how to claim loyalty points. That’s the power of GS1 Digital Link.

At its core, GS1 Digital Link turns every product into a digital touchpoint – using the humble barcode.

From Barcode to Web Address

GS1 Digital Link is a standardized web address (URL) that contains official GS1 identifiers – the same ones used globally to track products. These include:

• GTIN (Global Trade Item Number) – identifies the product
• GLN (Global Location Number) – identifies a place (e.g., a warehouse or store)
• SSCC (Serial Shipping Container Code) – identifies logistics units

A basic GS1 Digital Link might look like this:

https://info.link/01/09507000009060

This web address isn’t just a pointer to a website. It’s an intelligent code that both humans and machines can read.

It offers dual functionality:

1. Offline: At checkout, a store’s scanner reads the product’s ID as usual.
2. Online: A smartphone browser opens brand-controlled content – like recipes, promotions, or how-to videos.

Nearly one in four German consumers already search for product information on company websites, and another 26% say they would consider doing so (Bitkom, 2025). GS1 Digital Link brings this behavior directly to the product – without requiring consumers to search manually.

How It Works: Structured and Smart

Unlike most QR Codes that link to hardcoded URLs (which can break or become outdated), GS1 Digital Link follows strict formatting rules – a global standard.

The structure works like this:

• The base URL is where the data is hosted, such as https://info.link
• The identifier path represents the product's unique ID (GTIN), e.g., /01/09507000009060
• Optional attributes like batch or lot number might be represented as /10/AB12 or /21/12345
• Query parameters, such as expiry dates, are added as ?17=240101

GS1 Application Identifiers (AIs) like /01/ (for GTIN) or /10/ (for lot numbers) help computers understand what kind of data they’re reading. They ensure that one system’s “batch number” doesn’t get misread by another.

It’s like putting a product’s full identity and backstory into a single web link – searchable, scannable, and structured.

Built on the Web – Not Reinventing It

One reason GS1 Digital Link is so powerful is because it doesn’t invent new technology – it uses the internet’s existing tools, like:

• URLs – the same kind used in any web browser
• HTTP – the same protocol your phone uses to open websites
• QR Codes, NFC, RFID – modern carriers that can encode URLs

This means:

• No new scanning apps are needed – a phone camera or standard POS scanner will do
• No need to rewrite backend systems – existing GS1 identifiers are already in use globally
• It works across industries – from cosmetics to food, electronics to fashion

While many food traceability platforms today rely on blockchain (used in 85% of cases), adoption often stalls due to high costs and integration complexity (KPMG, 2020). By building on simple, well-supported web standards, GS1 Digital Link avoids those barriers and makes implementation far more accessible.

By aligning with web protocols and link structures already understood by every device, GS1 Digital Link ensures your product’s barcode isn’t a dead end – it’s a gateway to a living, evolving experience.

GS1 Digital Link Milestones: A Single Code, Infinite Possibilities

The true power of GS1 Digital Link unfolds across progressive milestones of implementation, showcasing how a single code with infinite possibilities can accommodate multiple uses. Unlike traditional QR codes that often contain only a simple, static URL, GS1 Digital Link follows a standardized format that embeds critical product information directly in the URL structure, making it both machine-readable and human-readable. This progressive approach allows brands to scale their digital transformation, building from simple web redirects to comprehensive item-level traceability and consumer engagement.

Let's explore these increasing milestones of capability and the benefits they unlock:

Milestone 1: Dynamic URL Redirect

This entry-level implementation allows a GS1 Digital Link to act as a smart redirect. It simply connects a product's Global Trade Item Number (GTIN) to an existing web page.

• Illustrative URL Example: https://id.brand.com/01/01234567890128
• Key Capabilities & Use Cases:
• • Redirect to existing product or information pages.
  • Replace traditional marketing QR codes with a standardized, future-proof link.
  • Track and analyze basic scan rates and location data.
  • Enable contextual redirects based on scan location or device.

Milestone 2: A Native Digital Label

Building on the basic GTIN identifier, this milestone focuses on delivering a wealth of engaging and informative content to consumers via a native Digital Label such as info.link. A Digital Label is not just a product detail page. It’s a dynamic, modular experience directly linked to the product itself – designed to deliver region-specific content, 30+ languages, regulatory disclosures, and real-time campaign updates. Unlike a product detail page, it operates as a brand-owned, cookie-free media channel that turns every pack into an intelligent, measurable touchpoint.

• Illustrative URL Example: https://info.link/01/01234567890128
• Key Capabilities & Use Cases:
• • Display comprehensive brand and product information.
  • Provide health, nutrition, allergen, and ingredient details.
  • Share inspiring recipes or usage ideas.
  • Drive offers, promotions, and marketing engagement.
  • Present in-depth sustainability, recycling, and basic traceability information.
  • Ensure accessibility through multi-language and screen-reader support (WCAG 2.0).
  • Comply with specific regulations like EU Empowering Consumers Directive, Digital Product Passport, etc.

Milestone 3: Batch & Production Transparency

Increasing in data granularity, this milestone embeds secondary identifiers like batch/lot numbers or expiry dates directly into the Digital Link URL and Digital Label, providing deeper visibility into specific production runs.

• Illustrative URL Example: https://info.link/01/01234567890128/10/ABCD?17=260808
• Key Capabilities & Use Cases:
• • Deliver precise batch and expiry information.
  • Facilitate rapid recalls, alerts, and ingredient change notifications.
  • Aid in detailed stock management and supply chain inventory tracking.
  • Enable grey market traceability for groups of products.
  • Provide enhanced provenance and sustainability information linked to specific production batches.
  • Support basic authentication and anti-counterfeiting for batch verification.

Milestone 4: Item-Level Digital Identity

At the pinnacle of detail and power, this milestone assigns a unique GS1 Digital Link and Digital Label to every single item by including a serial identifier in the URL.

• Illustrative URL Example: https://info.link/01/01234567890128/10/ABCD/21/097HKIU97Y?17=260808
• Key Capabilities & Use Cases:
• • Enable Digital Deposit Return Schemes.
  • Support individualized loyalty points, games, and rewards.
  • Provide robust product authentication and advanced anti-counterfeiting measures.
  • Streamline warranty registration for individual items.
  • Allow precise shipping, tracking, and item-level grey market identification.
  • Facilitate compliance with Digital Product Passports (DPPs) and General Product Safety Regulation (GSPR) requirements.

Key Takeaways

• GS1 Digital Link transforms barcodes into structured, web-native URLs, embedding official GS1 identifiers like GTIN, batch, and serial numbers.
• It enables dual functionality: powering point-of-sale scanning and unlocking rich, contextual content via smartphones.
• Brands can start simple – and scale: from basic redirects to batch-level traceability and item-level authentication, all through one evolving link.
• Unlike proprietary QR codes, it uses a global syntax standard that is both machine-readable and future-proof.
• Built on existing internet infrastructure – URLs, HTTP, and QR/NFC carriers – it avoids the costs and friction of complex systems like blockchain.
• With up to 50+ use cases enabled across industries, platforms like info.link offer a practical path toward compliance, engagement, and smarter digital product experiences.

Part 3: The Business Case – How GS1 Digital Link Transforms Brands

One barcode to engage consumers, streamline logistics, support sustainability, and power analytics? That’s GS1 Digital Link.

For consumer brands, packaging is no longer just about shelf appeal – it’s about connection, intelligence, and compliance. With growing demand for transparency and personalization, GS1 Digital Link becomes more than just a barcode format – it becomes a strategic asset.

Here’s how.

1. Enhanced Consumer Engagement

The moment a consumer scans a GS1 Digital Link QR Code, they’re not just opening a webpage – they’re starting a direct relationship with your brand.

Brands can deliver:

• Allergen alerts for shoppers with dietary needs
• Recipes and usage ideas tailored to local tastes
• Loyalty rewards, coupons, or digital receipts
• Product registration and warranty info
• Social media follow-ups or sustainability pledges

And all of it can be:

• Localized to region or language
• Personalized based on behavior or login
• Contextualized – e.g., showing different messages after purchase vs. in-store

2. Next-Level Business & Supply Chain Efficiencies

GS1 Digital Link doesn’t just engage consumers – it powers smarter business operations.

Key benefits include:

• Improved traceability with detailed product IDs
• Simplified recalls – batch or serial numbers can link directly to safety notices
• Sustainability tracking – link to end-of-life instructions or carbon data
• Expiry-aware pricing – markdowns for near-expiry items at checkout
• B2B integrations – easier data sharing with suppliers and retailers

This aligns with a fast-growing market: the global food traceability sector is projected to expand from $21.6–23.8 billion in 2024 to $38.5–44.2 billion by 2029–2033, at a compound annual growth rate between 7.85% and 10.1% (GlobeNewswire, 2025; RFgen, 2025).

3. One Barcode, Many Functions

For decades, packaging has had to juggle multiple barcodes, each doing one job:

• UPC for checkout
• QR Code for consumers
• DataMatrix for traceability
• Custom symbols for logistics or compliance

This clutters packaging, eats up design space, and creates real risks:

• Scanning interference
• Wrong code scanned at checkout
• Inconsistent or broken consumer experiences

GS1 Digital Link replaces all that with a single, multi-purpose barcode – readable by any scanner, useful to any stakeholder.

Fewer barcodes. Fewer errors. One clear message.

4. Dynamic & Future-Proof

One of the most powerful aspects of GS1 Digital Link is its flexibility.

• Content linked to the barcode via the Digital Label can be updated at any time – no need to change the packaging
• Brands can roll out seasonal offers, regulatory updates, or new product claims without a redesign
• As regulations evolve, GS1 Digital Link’s structured data model is ready to accommodate new fields and metadata

GS1 UK has identified GS1 Digital Link as a perfect solution for enabling electronic access to Digital Product Passport (DPP) data (EIT Food Trust Report, 2024).

Furthermore, 92% of consumers globally say sustainability is important when choosing brands, making the GS1 Digital Link and the Digital Label an ideal candidate to share details and evidence to back up green claims, simultaneously satisfying EU regulation such as the EU Empowering Consumers Directive. (NielsenIQ, 2024; EIT Food, 2024).

5. Actionable Data Insights

Every scan of a GS1 Digital Link-enabled code generates first-party data:

• Where was it scanned?
• On what device?
• How often?
• Was it a consumer, retailer, or auditor?

This gives brands direct visibility into product interactions – no more relying on third-party cookies or siloed CRM tools.

In a cookieless future, the barcode becomes your new analytics engine.

Case Study: How a Leading German Brand Turned Packaging into a Scalable Owned Media Channel

A leading German food brand used info.link to roll out a Digital Label across their packaging – and achieved significant measurable impact:

• 100,000+ QR code scans in just a few weeks
• 53 % click-through rate post-scan (vs. 37 % market average)
• Multi-module Digital Label with content on promotions, product lines, and brand stories
• Real-time updates during the campaign, with no relabeling or redeployment
• First-party engagement data, tracked via UTM and fed into CRM systems

Achieving comparable reach and interaction through paid media would have required five-figure spend, complex targeting, and multiple landing pages – each with their own compliance and maintenance burdens. Instead, this brand activated its Digital Label as an owned media channel: cookie-free, always-on, and directly measurable.

The next step? Expanding the Digital Label to support multiple languages and region-specific content delivery – enabling personalized experiences at scale and preparing brands for international rollout, local promotions, and EU regulatory demands like the Digital Product Passport.

Key Takeaways

• GS1 Digital Link enables a single barcode to serve checkout, consumer engagement, compliance, and analytics.
• The global traceability market is growing rapidly, reflecting strategic importance for brands.
• It supports future regulatory frameworks like the Digital Product Passport.
• It aligns with growing consumer demand for sustainability and data access.
• Brands gain real-time data insights with every scan – powering smarter campaigns and operations.

Part 4: Under the Hood – How GS1 Digital Link Actually Works

It’s like giving every product its own structured website – readable by people and machines alike.

To unlock the full value of GS1 Digital Link, it helps to understand what’s going on beneath the surface. While it looks like a simple QR Code on the outside, the system behind it is a smart combination of structured data, flexible infrastructure, and web-native logic.

Let’s walk through the key components that make GS1 Digital Link work.

1. The GS1 Digital Link URI: Smart, Structured, Scannable

At the center of it all is the GS1 Digital Link URI – a special type of web address that embeds official GS1 identifiers like:

• GTIN (Global Trade Item Number)
• GLN (Global Location Number)
• SSCC (Serial Shipping Container Code)

This URI supports both machine-readable and human-readable use. It can also be directly mapped from existing GS1 Application Identifiers such as:

(01)09506000134376(17)211200(10)ABC(21)123456

...to a structured URL like:

https://info.link/01/09506000134376/10/ABC/21/123456?17=211200

2. Data Carriers: QR Codes and Beyond

You can encode a GS1 Digital Link into:

• QR Codes (ideal for consumers)
• DataMatrix (for very small items, currently often used in healthcare)
• NFC tags (tap-to-access content)
• RFID (ideal for logistics and non-line-of-sight scanning)

GS1’s Sunrise 2027 standards update aims to make GS1 Digital Link 2D barcodes the new default at point-of-sale. Consequently, most industries, including healthcare, are now building on the GS1 Digital Link standard.

3. Resolvers: The Intelligent Signposts

When someone scans a GS1 Digital Link QR Code, their device is often routed through a resolver – a smart web server that knows how to handle the code.

Resolvers:

• Decode the identifiers
• Tailor responses based on context (e.g., location, device, language)
• Redirect to the most relevant destination – such as a product page, allergen info, or video

Resolvers also support fallback logic – if content is missing at the serial level, they can serve batch- or GTIN-level content instead.

This logic supports growing consumer expectations for contextual visibility. In Germany, for example, 50% of consumers are interested in livestream access to livestock facilities, 54% in cultivation monitoring, and 30% in seeing food processing (Bitkom, 2025).

This signals a strong demand for interactive, real-time transparency – something resolvers help enable.

4. Link Types: Like Navigation Tabs for Products

Link types are labels that specify the kind of content an application should fetch. Some common examples include:

• gs1:pip for product info
• gs1:traceability
• gs1:allergenInfo
• gs1:recallStatus
• gs1:recipeInfo
• gs1:registerProduct

Applications can request specific content by appending a linkType query, such as:

https://info.link/01/09501101420014?linkType=gs1:allergenInfo

This structure makes every product its own API endpoint.

Key Takeaways

• GS1 Digital Link uses structured URLs to encode identifiers like GTINs, lots, and serial numbers.
• It works with multiple data carriers – including QR, DataMatrix, NFC, and RFID.
• Resolvers customize the scan result based on context and content availability.
• Consumers increasingly want real-time transparency – e.g., livestreams, production insights.
• Link types standardize data access, making product data universally queryable and scalable.

Part 5: Your Brand's Journey to GS1 Digital Link

The leap to GS1 Digital Link isn't a monumental overhaul, but rather an incremental journey toward a more intelligent and connected future for your products. It's a journey that can even begin with zero-cost actions, yet promises profound dividends in consumer engagement, operational efficiency, and future compliance. Start simple with a GTIN-based QR Code and scale toward serialized data, live product experiences, and regulatory integration as needed.

The shift is already underway. By 2027, 2D barcodes will be the new default at point-of-sale, and brands that prepare early will be better positioned to connect, comply, and compete.

Here’s a clear roadmap to get started.

Step 1: Select a Web-Enabled Data Carrier

Once you have digital identifiers, you need a data carrier – the visible symbol that will be printed or tagged on products.

GS1 Digital Link supports:

• QR Codes (ideal for most consumer-facing packaging)
• DataMatrix (great for very small products or pharmaceuticals)
• NFC and RFID (for tap-to-connect or logistics use cases where a QR code is impractical or not desired)

For brands targeting sustainability or transparency goals, QR Codes offer the ideal entry point: 84% of German consumers are either already using or interested in scanning QR codes for product information (Bitkom, 2025).

The QR Code becomes the universal symbol for both physical identification and digital activation.

Step 2: Work With Experts

You don’t need to navigate this alone.

Official GS1 Solution Partners such as info.link can help scale deployments across:

• Packaging design and reprint cycles
• Generation and Management of GS1 Digital Link QR codes, future-proofing for the 2D barcode migration
• Creation and management of Digital Labels, including
• • Modular content blocks for use cases like promotions, Green Claims, Digital Product Passports, recycling information, and many more
  • Automatic translation into 30+ languages with region- or even city-specific content delivery
  • Real-time analytics dashboards with AI-driven insights on user engagement
  • Compliance with EU regulations, including the DPP, Empowering Consumers Directive, and PPWD
• Integration with ERP, CRM, or PIM systems

The GS1 ecosystem is designed to scale, with enterprise-ready support for both global brands and local producers.

Step 3: Create Digital Identifiers

Every GS1 Digital Link begins with identifiers – the unique codes that describe your product.

Start by mapping:

• GTINs (Global Trade Item Numbers)
• SKUs
• Serialized product numbers (if used)

Convert them into GS1 Digital Link URIs. For example:

GTIN: 09501101420014

Becomes: https://info.link/01/09501101420014

For batch-level or serialized products, you can layer in additional qualifiers:

https://info.link/01/09501101420014/10/LOT123/21/SERIAL456

This replaces the barcode's content with a fully structured web address – compatible with web infrastructure and standardized across your systems. Official GS1 partner platforms like info.link automatically create compliant GS1 Digital Link URIs and QR codes for you.

Step 4: Enhance Experiences

With the technical foundation in place, it’s time to make your packaging smart – by connecting it to digital experiences.

For Consumers:

• Access product manuals, instructions, or how-to videos
• See allergen, origin, or sustainability details
• Participate in promotions or loyalty programs
• Receive discounts for near-expiry products
• View supply chain or materials information in Digital Product Passports
• View details and evidence backing up green claims
• Get notified of product recalls

64% of global consumers would switch brands to gain deeper product transparency beyond nutrition labels, underscoring the importance of these features (Progressive Grocer, 2022).

For Retailers:

• POS systems can flag expired or recalled items
• Inventory can be managed with richer data
• Digital codes support expiration-based pricing, enabling automated markdowns for nearly expired products
• Store associates can access manuals or traceability info via scan

This delivers value across the lifecycle of every product – from shelf to sale to service.

Step 5: Prepare for Sunrise 2027

GS1’s Sunrise 2027 initiative marks a global migration: by 2027, 2D barcodes – especially those using GS1 Digital Link – should be scannable at all retail POS systems.

This doesn’t mean 1D barcodes will disappear overnight. But it does mean that:

• Retailers must upgrade infrastructure to support 2D
• Brands must start introducing 2D codes and educate partners
• The industry needs to test real-world performance

Behind the scenes, retailers like Walmart and Carrefour are already preparing. The brands who get ahead will benefit not just from compliance, but competitive advantage.

Key Takeaways

• You can start simple: GTIN + QR Code is enough to begin.
• GS1 Digital Link turns your packaging into a dynamic information portal.
• Consumers expect and reward transparency – many will switch brands to get it.
• Official GS1 solution partners like info.link are available to help at every stage.
• Sunrise 2027 sets a clear, time-bound industry milestone – and the transition is already underway.

The Future is Scannable: Embrace GS1 Digital Link

The shift from static black lines to dynamic, smart links isn't just an upgrade; it's a fundamental transformation of product packaging. As this article has explored, today's consumers demand unprecedented transparency and engagement, rendering traditional 1D barcodes obsolete. GS1 Digital Link emerges as the essential bridge, empowering a single barcode to unlock rich consumer experiences, streamline complex supply chains, and future-proof your brand against evolving regulatory landscapes.

With the Sunrise 2027 mandate on the horizon, the move to standardized 2D codes is no longer a question of if, but when. Brands that proactively adopt GS1 Digital Link will not only meet this industry-wide evolution but also gain a powerful competitive edge – transforming every product into an interactive gateway for data insights, brand loyalty, and operational excellence. It's time to equip your products with the digital intelligence they need to thrive in the connected economy.

Ready to Future-Proof Your Product Packaging?

Don't wait for 2027 to catch up. Schedule a consultation with our experts today to explore how seamlessly integrating GS1 Digital Link can revolutionize your consumer engagement, optimize your operations, and secure your brand's place in the digital future.