GS1 Digital Link: Understanding the Standard

How does GS1 digital link technology work?

A GS1 Digital Link is essentially a GS1 2D barcode combined with web addresses. To make this simple yet incredibly powerful technology work, it’s vital to understand how the link must be constructed and how the connected information and content are retrieved and distributed.

Breakdown of a URI structure

A GS1 Digital Link URI is a web address formatted to contain a product’s unique GS1 identifier (like a GTIN number). The URI structure connects physical objects to online digital identities.

For example:

https://brand.com/01/01234567890123

The URI syntax follows a standardized structure defined in the GS1 Digital Link specifications:

• Domain – The brand’s or company’s owned web domain.
• Primary AI – A GS1 Application Identifier (AI) to indicate that the following data is the product's barcode key or GTIN.
• GTIN – The actual product barcode number, in the AI's 14-digit format. For example, a GS1 Malaysia GTIN-13 would be shown as "0955123450000C", where C is the calculated Check Digit.
• Secondary AI – Optional additional data such as batch/lot numbers, serial numbers, etc.
• Attributes – Optional data points like weight, dimensions, and expiration dates.

When encoded and scanned, the URI enables the lookup of the product’s digital identity and associated information.

GS1 Resolvers: The Digital Guides to your Digital Experience 

A server called a GS1 Digital Link Resolver is required to translate a GS1 Digital Link URI into meaningful product data. Such resolving services work tirelessly to bridge the connection between the physical and digital worlds.

When a 2D barcode encoded with GS1 Digital Link is scanned, the resolver receives the URI and looks up the product’s identity based on the identifier contained in the URI structure.
The resolver then perform the following vital functions:

• Fetch associated digital content – Product info, attributes, media, web experiences, etc.
• Check the validity of product identifiers – Confirming the GTIN or SKU is officially registered.
• Routing the user based on context – Redirecting to different experiences based on who, where, and how the code is scanned.

For example, the resolver can return pricing and inventory information when scanned during checkout at a retailer versus providing a product video when scanned by a consumer’s smartphone.

GS1 Data Carriers: The Gateway between Physical and Digital

To attach GS1 Digital Links to physical products, the URI must be encoded into optical data carriers like a GS1 QR code or GS1 2D Datamatrix, which can be printed on the packaging.

While both 2D symbols can hold a URI, QR codes were the first choice—partly due to advancements in printer technology enabling smaller symbols, but also because the 2D Datamatrix, despite being the preferred symbol for healthcare traceability and widely used for medical product tracking, is not natively readable by most smart device cameras.

Why implement GS1 Digital Link?

Omnichannel Flexibility

 

The GS1 Digital Link standard enables seamless consumer experiences across physical and digital touchpoints.

The flexibility of the standard means that a single QR code can adapt and resolve to various destinations depending on the context.

For example, the code may link to different resources depending on the country where it is scanned, the time of day when it is scanned, or other variables like if it’s scanned inside a point of sale, the type of device used, or even tied to the weather.

This context-aware capability provides consistency for consumers across brick-and-mortar stores, e-commerce sites, mobile apps, business partner, grocery store, point of sale, and more.

Supply Chain Visibility

Real-time visibility and connectivity enabled by GS1 Digital Link together with GS1 2D Barcodes improve global trade supply chain operations efficiency.

Manufacturers can gain insights into the raw materials and components used, actors in the retail industry can track inventory across locations, and logistics providers and business partners can pinpoint shipments in real time.

This unprecedented visibility at the individual product level improves traceability, reduces manual errors, speeds up recalls, and enables data-driven decisions to optimize supply chain productivity.

Regulatory Compliance

Digitally sharing required data, certifications, and ingredients simplifies regulatory compliance.

Regulations require more product transparency, especially in the food and beverage and healthcare industries—for example, FDA nutrition labeling requirements in the US or EU regulations mandating Digital Product Passports.

By digitally centralising required compliance assets like documentation, certifications, and ingredients via GS1 Digital Link or 2D barcode, a brand owner can more efficiently fulfill regulatory obligations.

Engagement of the End Consumer

On-demand product data allows a brand owner to interact directly with their end-consumers and provide transparency into products.

Consumers increasingly want to know details like where an item was made, its expiration date, ingredients, allergen information, sustainability credentials, and more.

The GS1 Digital Link Standard and 2D Barcode creates a way to instantly access this product data from the package via standard mobile devices.

Product Future-proofing

The GS1 Digital Link Standard is essential for the future of connected Internet of Things (IoT) products and compliance with track-and-trace regulations.

With the 2027 deadline for migrating from linear to 2D barcodes approaching fast, there is an urgency for brands to adopt this technology now, in order to stay competitive and compliant.

By starting your implementation today, you help your brand to future-proof your operations and ensure they meet upcoming standards.