GS1 Digital Link is a global standard that connects GS1 product identifiers to the web, enabling barcodes to carry both identity and actionable data. This article provides a technical overview of the GS1 Digital Link standard—how it is structured, how it works, and why it is foundational to the industry’s transition from traditional linear barcodes to 2D barcodes.
We’ll examine the core components of a GS1 Digital Link, how data is encoded and interpreted, and how the standard enables consistent, interoperable use across retail, supply chain, healthcare, and regulatory systems.
A GS1 Digital Link is a structured web address that connects a product’s GTIN (Global Trade Item Number) to digital information. It begins with a domain, uses GS1 Application Identifiers (AIs) to define the data, and can include key attributes such as batch, lot, or serial numbers. Together, these elements allow product information to be accessed through a single scan.
When encoded in a 2D barcode—such as a QR Code—a GS1 Digital Link enables one symbol to support multiple use cases, including product identification, supply-chain traceability, regulatory compliance, and access to digital content. Unlike traditional barcodes, this structure supports over 7,000 characters of data and more than 300 standardized GS1 data attributes, allowing the same barcode to be customized for different industries, products, and regulatory requirements while remaining interoperable.
This combination of high data capacity and standardized interpretation is what makes GS1 Digital Link central to the industry’s transition to 2D barcodes.
GS1 (Global Standards Organization) developed GS1 Digital Link to support the evolving needs of the marketplace. Consumers, retailers, and supply-chain stakeholders require more information than the Global Trade Item Number (GTIN) alone can convey.
To meet this need, GS1 formed an industry workgroup—which included members of our team—to create and publish the GS1 Digital Link Standard. This standard enables QR Codes and Data Matrix codes to be powered by GS1 Digital Link, allowing them to:
As with all GS1 standards, the GS1 Digital Link Standard is subject to ongoing review and updates to support changing market requirements. GS1 Digital Link represents an important step toward multi-purpose 2D barcodes, enabling both operational efficiency and consumer engagement from a single scan.
Download the full GS1 Digital Link Standard here.
A GS1 Digital Link may appear similar to a typical URL, but its structure follows specific rules defined in the GS1 Digital Link standard.
Default Domain, id.gs1.org takes user to GS1 Data Hub - 'Verified by GS1'. Consumer is able to verify both company and product information
Product Page on Company website *Requires DNS redirect rules, *contact us for assistance.
Many third-party platforms offer GS1 Digital Link services, including Link management, analytics, and hosting. While they often provide domain options, GS1 recommends using a domain you own to ensure long-term control and brand consistency.
By combining GS1 identifiers with a web-based structure, a single GS1 Digital Link QR Code can operate across multiple environments, including:
The same barcode can support operational processes, regulatory requirements, or consumer engagement—depending on how the data is interpreted by the system processing the scan.
GS1 Digital Link enables organizations to connect physical products to digital information in a standardized, maintainable way. Brands can update or expand digital content over time without changing the printed QR Code on packaging. Its GS1-defined structure ensures consistent interpretation across supply-chain systems while supporting different platforms and digital experiences.
As a GS1 US Channel Partner, OB maintains a team of AutoID professionals trained and certified by GS1 US. Through this blog, our team will share their expertise and highlight real-world applications of GS1 standards—covering UPC vs QR Codes, GS1 Digital Link, Sunrise 2027, and RFID technology.
There’s nothing you need to change today — the most important step right now is simply understanding what’s coming. OB will continue to be a clear, reliable resource as the industry moves toward 2D barcodes and GS1 Digital Link.
Follow along as we explore the next dimension of barcoding and help prepare your business for the future. Or reach out to us any time with questions or to place a new order!
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