What is GS1 Digital Link?

2D barcodes and retail

This is a new approach to barcoding products that GS1 is introducing so that companies can take full advantage of the benefits of 2D barcodes. The barcode being introduced is a conventional QR Code that encodes a web link that uses a GS1 defined data structure; this means it can be used by consumers with their smartphones, as well as by retailers at their points of sale.

QR Code with GS1 Digital Link is an option for manufacturers to consider as an eventual replacement for the existing point of sale barcodes – the linear EAN/UPC and GS1 DataBar barcodes – and all retailers are being encouraged to update their scanning systems so that these 2D symbols can be scanned by the end of 2027.

Why introduce another option for retail barcoding?

2D barcodes can encode more data than simply the product identifying number – the Global Trade Item Number. For example, healthcare products already use GS1 DataMatrix barcodes to encode the GTIN, batch number, serial number, and expiry date.

The big leap forward with QR Code with GS1 Digital Link is that the symbol links the product to the internet far more easily, and allows consumers as well as trading partners (e.g. manufacturers, wholesalers, retailers) to obtain much more detailed information about the product.

Smartphones cannot easily use conventional EAN/UPC barcodes to access extra information about products, but by changing the data carrier to one that all smartphones can use, GS1 is introducing a barcode that provides more information about each product, that can replace the larger EAN/UPC barcodes, and that all consumers can use to access a great range of information about the product.

What type of information is available?

This will be determined by the manufacturer, who will sometimes be the retailer in the case of own-label products. The user will be directed to a manufacturer-controlled website, and from that point onwards, any type of information can be provided. Redirection services will also be used by some companies to provide users with more specific information requirements. Examples include:

  • Product certifications
  • Ingredients and allergy warnings
  • Traceability information
  • Sustainability and recycling information
  • Instructions for use
  • Promotional offers

What is happening to the conventional EAN/UPC barcodes?

EAN/UPC barcodes will continue to be used on products, but manufacturers can add a QR Code with GS1 Digital Link alongside them, so that the product can be scanned by all retailers. It will take some time before all retailers are able to read 2D symbols at their point of sale, but the benefits of using the extra data in the 2D symbols will encourage more to upgrade their systems.

What does a QR Code with GS1 Digital Link look like?

A QR Code with GS1 Digital Link encodes a domain name together with same GTIN as the EAN/UPC barcode. The information is formatted in a consistent way so that the scanning system can find the GTIN easily, and any extra data, while users with a smartphone can access the website that provides extra product information.

The encoded data always has this format for a trade item:

https://domain-name.com/01/05012345678900

where domain-name.com is simply an example, and /01/ specifies that the product GTIN will be shown next in a 14-digit field; the GTIN is 5012345678900.

Products that need to be more precisely identified could have a GS1 Digital Link that looks like this:

https://axicon.com/01/05017550123450/10/ABCD/21/1234?17=261225.

This data encodes the GTIN, 5017550123450, a batch number, ABCD, a serial number, 1234, and an expiry date, 25 December 2026.

Retailers can choose simply to use the GTIN in this barcode at their point of sale, or record the extra data as well to support their business processes.

How Axicon verifiers can help

The Axicon Camera Verifier software which is used with the Axicon 15000 series of barcode verifiers includes plugins that check that the data content and the size of the barcode are correct for particular applications. This software, version 7.0.0 and above, includes a plugin called ‘GS1 Retail 2D’ which will check that the data has been correctly configured (5.12.3 table 1 addendum 2), and that it could plausibly link to an appropriate website. All the GS1 plugins conform to the latest version of the GS1 General Specifications, and are updated each year in line with GS1’s publication cycle.

Click here for the example scan file. This is off by default.

Where to look for more information

The GS1 and GS1 UK’s websites are good sources of information about GS1 Digital Link, and how it can be used not just with QR Code, but in Data Matrix symbols, and RFID