GS1 Digital Link & QR Codes Powered by GS1
The complete knowledge base on how GS1 identifiers, 2D barcodes, and Digital Link URIs are replacing traditional barcodes — connecting every product to trusted data, full traceability, and rich consumer experiences. Everything you need to prepare for Sunrise 2027.
In this guide
What is GS1 Digital Link?
GS1 Digital Link is an international standard maintained by GS1 that transforms traditional product identifiers — GTINs, GLNs, SSCCs, and more — into web-native URIs. A single QR code can simultaneously serve point-of-sale scanning, supply chain traceability, regulatory compliance, and direct consumer engagement.
Think of GS1 Digital Link as the bridge between the physical and digital worlds of product identification. Traditional barcodes (EAN-13, UPC-A) only carry a numeric identifier. GS1 Digital Link encodes the same GTIN as a web address that can resolve to different content depending on who scans it — a cashier's scanner sees a product lookup, a warehouse scanner sees logistics data, and a consumer's smartphone opens a product page, recipe, or recall notice. This multi-resolution capability is what makes it the backbone of the global transition to 2D barcodes.
Anatomy of a GS1 Digital Link URI
01GTIN — Global Trade Item Number (product identifier)10Batch/Lot number (production tracking)21Serial number (unique item identification)17Expiry date in YYMMDD formatThe domain can be your own brand domain (e.g., products.yourbrand.com) or the GS1 resolver (id.gs1.org). Application Identifiers (AI) are the two-digit codes that identify each data element.
Ready to generate your first GS1 Digital Link QR code? Use the free GS1 QR code generator with automatic GTIN validation, or explore the dedicated GS1 Digital Link tool page for a step-by-step walkthrough. For general QR code creation, visit the QR code creator.
How GS1 Digital Link works
From encoding to resolution — the four-phase journey of a GS1 Digital Link QR code.
Encode product data
Your GTIN and optional qualifiers (batch, serial, expiry) are structured into a standardized URI path following the GS1 Digital Link syntax. QR-Verse automatically validates the check digit and formats the URI correctly.
Generate the QR code
The URI is encoded into a QR code (2D matrix barcode). This QR code replaces or supplements the traditional 1D barcode on your packaging. It contains all the data that was previously spread across multiple barcodes.
Resolver routes the scan
When scanned, the URI hits a GS1 resolver service that determines what content to serve. A POS terminal receives product data. A supply chain system gets logistics info. A consumer gets a landing page — all from the same scan.
Consumer experiences
End consumers scanning with their smartphone camera are directed to rich product pages — ingredients, allergens, sustainability info, how-to videos, recipes, or promotional offers. No app download needed.
Why GS1 Digital Link matters for your business
Six strategic advantages that make GS1 Digital Link essential for modern product identification.
Future-proof compliance
Meet upcoming Sunrise 2027 requirements, EU Digital Product Passport regulations, FDA FSMA 204 food traceability rules, and DSCSA pharmaceutical serialization mandates — all with a single barcode system.
End-to-end traceability
Track products from manufacturing through distribution to end consumer with item-level serial numbers. Enable instant recalls, authenticate products against counterfeiting, and prove chain of custody.
Consumer engagement
Turn every product into a digital touchpoint. Consumers scan with their smartphone camera — no app needed — and access product stories, sustainability data, usage instructions, recipes, or loyalty programs.
Global interoperability
GS1 is the world's most widely used supply chain standards organization, operating in over 100 countries. GS1 Digital Link ensures your product data is universally readable across borders, languages, and systems.
Reduced packaging clutter
Replace multiple barcodes, QR codes, and data carriers with a single 2D barcode. Cleaner packaging design, lower printing costs, and less room for errors during scanning.
Data-rich analytics
Understand where, when, and how consumers interact with your products. GS1 Digital Link scans provide geographic, temporal, and device data that traditional barcodes simply cannot capture.
GS1 Application Identifiers — Quick Reference
The building blocks of every GS1 Digital Link URI. These standardized codes identify each data element in the barcode.
| AI Code | Identifier Name | Format | Example |
|---|---|---|---|
01 | GTIN (Global Trade Item Number) | 14 digits | 09506000134352 |
10 | Batch/Lot Number | up to 20 alphanumeric | ABC123 |
21 | Serial Number | up to 20 alphanumeric | 987654321 |
17 | Expiry Date | YYMMDD | 261231 |
11 | Production Date | YYMMDD | 260115 |
22 | Consumer Product Variant | up to 20 alphanumeric | VANILLA |
253 | GDTI (Document Type) | up to 30 digits | 4012345000014 |
414 | GLN (Physical Location) | 13 digits | 5412345000013 |
QR-Verse supports AI 01 (GTIN), 10 (Batch), 21 (Serial), and 17 (Expiry) in our GS1 Digital Link generator. Additional AIs can be added via custom URI input.
Want to see these Application Identifiers in action? Try the GS1 Digital Link QR code generator — enter a GTIN and optional qualifiers to generate a compliant URI instantly.
Industry use cases — GS1 Digital Link in action
From retail shelves to hospital beds, GS1 Digital Link QR codes are transforming how industries identify, track, and communicate about products.
Retail & E-commerce
Replace traditional EAN/UPC barcodes with GS1 Digital Link QR codes that work at checkout AND provide consumers with product information, reviews, and promotions.
Food & Beverage
Meet FDA FSMA 204 traceability requirements and give consumers transparency about where their food comes from, how it was produced, and when it expires.
Pharmaceuticals & Healthcare
Comply with EU Falsified Medicines Directive (FMD) and US DSCSA serialization requirements. Combat counterfeiting with item-level authentication.
Logistics & Warehousing
Streamline receiving, putaway, and picking processes with GS1 Digital Link QR codes that carry SSCC, GTIN, batch, and destination data in a single scan.
Manufacturing
Embed production data directly into product identification. Track components through assembly, link to quality certificates, and enable warranty registration.
Construction & Building
Identify building materials, link to safety data sheets, and create digital twins of physical assets with GS1 Digital Link QR codes on every component.
Sunrise 2027 — The global transition to 2D barcodes
The retail industry has committed to accepting 2D barcodes (including QR codes with GS1 Digital Link) at point of sale by the end of 2027. This is the largest change to product identification since the introduction of the barcode in 1974.
GS1 Digital Link standard ratified
GS1 formally published the Digital Link standard (version 1.1), establishing the URI syntax for encoding GS1 identifiers in web-compatible format.
Sunrise 2027 announced
GS1's Global Migration to 2D initiative set the 2027 deadline. Major retailers including Walmart, Carrefour, and Woolworths committed to 2D barcode acceptance at POS.
Pilot programs and early adoption
Large-scale pilots across retail, healthcare, and food industries. POS system vendors began shipping 2D-capable scanners as default hardware.
Full 2D barcode acceptance at retail POS
Target date for global retail POS systems to accept GS1 Digital Link QR codes alongside traditional barcodes. Early adopters gain competitive advantage.
- 2D barcodes carry GTIN plus batch, serial, and expiry data in a single symbol — replacing multiple 1D barcodes.
- Retailers worldwide are upgrading POS scanners to read both 1D (EAN/UPC) and 2D (QR/DataMatrix) symbols.
- The EU Digital Product Passport (DPP) regulation will require QR codes on textiles, batteries, and electronics from 2027.
- Brands that adopt early gain a competitive edge in consumer engagement, traceability, and regulatory compliance.
- GS1 Digital Link is the recommended encoding standard for 2D barcodes at retail POS.
Why this matters for your brand
GS1 Digital Link lets one barcode serve POS scanning, supply chain traceability, regulatory compliance, and consumer engagement simultaneously — reducing packaging clutter while dramatically improving data quality. Brands that start now have 18+ months to test, iterate, and perfect their implementation before the 2027 deadline.
The clock is ticking — are you prepared?
With less than two years until Sunrise 2027, leading brands are already generating GS1 Digital Link QR codes for new product launches. Early adoption means smoother transitions, fewer last-minute scrambles, and the ability to start collecting consumer engagement data today. QR-Verse makes it free to get started.
GS1 Digital Link QR vs. traditional barcodes
See exactly how GS1 Digital Link QR codes improve on every dimension of traditional 1D barcodes.
| Feature | Traditional 1D Barcode | GS1 Digital Link QR Code |
|---|---|---|
| Data capacity | 13–14 digits (GTIN only) | Unlimited — GTIN + batch + serial + expiry + custom data |
| Consumer scannable | No — requires POS hardware | Yes — any smartphone camera |
| Web-resolvable | No — static numeric identifier | Yes — resolves to dynamic web content |
| Multi-audience | POS only | POS + supply chain + consumer + regulator |
| Traceability | Product-level (GTIN only) | Item-level (GTIN + serial + batch) |
| Regulatory compliance | Basic product ID | Meets FMD, FSMA, DSCSA, DPP requirements |
| Content updates | Static — printed data never changes | Dynamic — resolver content can be updated anytime |
| Analytics | None — no scan tracking possible | Full analytics — location, time, device, frequency |
How to create GS1 Digital Link QR codes — step by step
From GTIN to printed QR code in five straightforward steps. No technical expertise required.
Get your GTIN from GS1
If you don't already have a GTIN, register with your local GS1 Member Organization. They'll assign you a GS1 Company Prefix from which you can generate GTINs for all your products.
Already have a GTIN? Great — you can skip this step. QR-Verse automatically validates your GTIN format (GTIN-8, GTIN-12, GTIN-13, or GTIN-14) and verifies the check digit.
Enter your product data
Open QR-Verse's GS1 Digital Link generator and enter your GTIN. Optionally add batch/lot number (AI 10), serial number (AI 21), and expiry date (AI 17).
The batch number is essential for food and pharmaceuticals for recall management. Serial numbers enable item-level tracking required by regulations like the EU Falsified Medicines Directive.
Customize your QR design
Choose from QR-Verse's design options: add your brand logo to the center, select colors that match your packaging, adjust error correction level, and pick a pattern style.
For GS1 Digital Link QR codes on product packaging, we recommend High error correction (H) to ensure reliability even if the code is slightly damaged or printed on curved surfaces.
Test across devices and scanners
Before printing, test your GS1 Digital Link QR code with consumer smartphones (iOS and Android), POS barcode scanners, and warehouse handheld devices.
QR-Verse provides a unique dashboard URL for each QR code where you can monitor test scans in real time. We recommend testing at the actual size you'll print — minimum 15mm × 15mm.
Print, apply, and go live
Download your GS1 Digital Link QR code in SVG (for print) or PNG (for digital). Apply it to product packaging, shelf labels, shipping cartons, or marketing materials.
For packaging, export as SVG for the highest print quality at any size. Ensure adequate quiet zone around the QR code — at least 4 modules wide.
Who needs GS1 Digital Link?
If you make, move, or sell physical products, GS1 Digital Link is likely in your near future.
Brand owners & manufacturers
Create GS1 Digital Link QR codes for product packaging, connect consumers to product information, and meet regulatory requirements.
Retailers & supermarkets
Accept 2D barcodes at POS, reduce checkout friction, and offer enhanced product data to shoppers.
Food & beverage companies
Comply with FDA FSMA 204 traceability rules, provide allergen transparency, and reduce food waste through expiry tracking.
Pharmaceutical companies
Meet EU FMD and US DSCSA serialization mandates, combat counterfeiting, and enable patient-facing medication information.
Logistics & 3PL providers
Streamline receiving and shipping with 2D barcodes that carry more data than traditional shipping labels.
E-commerce & D2C brands
Bridge the physical-digital gap with QR codes that link unboxing moments to digital experiences, warranty registration, and loyalty programs.
Healthcare & medical devices
Implement UDI (Unique Device Identification) requirements with GS1 Digital Link QR codes on medical device packaging.
Marketing & packaging agencies
Offer clients GS1-compliant QR codes as part of packaging design services — a growing client demand as Sunrise 2027 approaches.
Sustainability & compliance teams
Prepare for EU Digital Product Passport requirements with QR codes linking to environmental impact data and circularity information.
How to migrate from traditional barcodes to GS1 QR codes
Migrating from EAN-13, UPC-A, or other 1D barcodes to GS1 Digital Link QR codes does not require starting from scratch. Your existing GTIN is the foundation — the same product identifier carries over into the new 2D format.
GTIN barcode to QR code migration checklist
Whether you are a brand owner, packaging agency, or retailer, follow this proven migration path to transition your product identification from 1D barcodes to GS1 Digital Link QR codes before the Sunrise 2027 deadline.
Audit your existing GTIN catalog
Compile all active GTINs (GTIN-8, GTIN-12, GTIN-13, GTIN-14) from your GS1 Company Prefix. Verify check digits and identify products that need new GTINs. QR-Verse validates all GTIN formats automatically.
Plan your dual-marking strategy
During the transition period (now through 2027+), most brands should print both the traditional 1D barcode and the GS1 Digital Link QR code on packaging. Position the QR code where consumers can easily scan it while keeping the 1D barcode in its standard location for legacy POS systems.
Choose your resolver infrastructure
Decide whether to use the global GS1 resolver (id.gs1.org), your own branded domain (e.g., products.yourbrand.com), or a third-party resolver. QR-Verse supports all options via the custom base URL field in our GS1 Digital Link generator.
Enrich with batch, serial, and expiry data
Go beyond the basic GTIN by adding Application Identifiers for batch/lot numbers (AI 10), serial numbers (AI 21), and expiry dates (AI 17). This enables item-level traceability required by pharmaceutical and food regulations.
Test with POS scanners and consumer devices
Verify that your GS1 Digital Link QR codes are readable by both 2D-capable POS scanners (which extract the GTIN) and consumer smartphone cameras (which resolve the web URI). Test at actual print size on curved and flat surfaces.
Roll out progressively
Start with new product launches or packaging refreshes. Gradually migrate existing products as packaging is reprinted. Track scan analytics to measure consumer engagement and optimize landing page content.
What changes (and what stays the same)
Migration tip
You do not need to re-register with GS1 or obtain new GTINs for barcode migration. Your existing GTIN-13 (e.g., from an EAN-13 barcode) is padded to 14 digits and embedded in the GS1 Digital Link URI. The QR-Verse GS1 generator handles this normalization automatically.
GS1 Digital Link QR code vs. DataMatrix vs. standard QR code
Not all 2D barcodes are created equal. Understanding the differences between GS1 Digital Link QR codes, GS1 DataMatrix codes, and standard QR codes is essential for choosing the right solution for your product packaging and supply chain needs.
| Capability | Standard QR Code | GS1 DataMatrix | GS1 Digital Link QR |
|---|---|---|---|
| Contains GS1 identifiers (GTIN) | No | Yes | Yes |
| Web-resolvable URI | Any URL | No | Yes (structured) |
| POS scanner compatible | No | Yes | Yes |
| Consumer smartphone scannable | Yes | Limited | Yes |
| Batch/serial/expiry data | No | Yes | Yes |
| Dynamic content updates | Via redirect | No | Yes (resolver) |
| Sunrise 2027 retail POS ready | No | Yes | Yes |
| EU Digital Product Passport | No | Partial | Full compliance |
| Consumer engagement | Yes (generic) | No | Yes (product-specific) |
| Scan analytics | Via redirect | No | Yes (resolver) |
| Small-size printing | Good | Excellent | Good |
| Healthcare industry adoption | Low | Very high | Growing |
Standard QR code
Best for: marketing campaigns, website links, WiFi sharing, and general-purpose use cases where GS1 product identification is not required. Create a standard QR code.
GS1 DataMatrix
Best for: healthcare and pharmaceutical applications where very small symbol sizes are critical and consumer scanning is not a priority. Commonly used for surgical instruments and medication packaging.
GS1 Digital Link QR
Best for: retail products, food and beverage, consumer goods, and any application where you need POS scanning AND consumer engagement from a single barcode. Create a GS1 Digital Link QR code.
EU Digital Product Passport & GS1 QR code compliance
The European Union's Digital Product Passport (DPP) regulation is driving a massive shift toward QR code-based product identification. GS1 Digital Link is the recommended standard for DPP data carriers, making it critical for any brand selling products in the EU.
What is the Digital Product Passport?
The Digital Product Passport (DPP) is a mandatory regulation under the EU's Ecodesign for Sustainable Products Regulation (ESPR), part of the European Green Deal. It requires products sold in the EU to carry a data carrier — typically a QR code — that links to comprehensive sustainability and circularity information including materials, environmental impact, repairability, and recycling instructions.
GS1 has published a provisional standard for DPP implementation that aligns with GS1 Digital Link URI syntax. This means brands that adopt GS1 Digital Link QR codes today are building on the same infrastructure required for DPP compliance tomorrow.
DPP timeline by product category
Batteries & electric vehicles
EU Battery Regulation
Textiles & apparel
ESPR prioritized category
Electronics & ICT equipment
ESPR prioritized category
Furniture
ESPR prioritized category
Iron, steel & aluminum products
ESPR prioritized category
All products under ESPR scope
Phased rollout
Why GS1 Digital Link is the DPP standard
Key regulations driving GS1 QR code adoption
GS1 QR code best practices for packaging and scanning
Follow these GS1-recommended best practices to ensure your GS1 Digital Link QR codes scan reliably across POS systems, warehouse scanners, and consumer smartphones.
Minimum size: 15mm x 15mm
For reliable scanning across all devices and environments, GS1 recommends a minimum QR code size of 15mm x 15mm. For curved surfaces like bottles, increase to at least 20mm x 20mm. Always test at actual print size.
Maintain quiet zones
Keep at least 4 modules of clear space (quiet zone) around the QR code. This white space is essential for scanners to detect the code boundaries. Do not place text, graphics, or other barcodes too close.
High contrast colors
Use dark modules on a light background for maximum readability. The minimum contrast ratio should be 40%. While colored QR codes are possible, always prioritize scannability over aesthetics for product packaging.
Error correction level H
For packaging applications, use High (H) error correction which can recover up to 30% damage. This ensures scanning even if the code is partially obscured, scratched, or printed on curved surfaces.
Use SVG for print
Always export as SVG for print production. SVG is a vector format that scales to any size without pixelation. PNG and JPEG can appear blurry at larger print sizes and may cause scanning failures.
Dual-mark during transition
Until Sunrise 2027 is fully implemented, print both a traditional 1D barcode and the GS1 Digital Link QR code on packaging. This ensures backward compatibility with legacy POS systems that have not yet upgraded.
Common GS1 QR code mistakes to avoid
Frequently asked questions about GS1 Digital Link
Everything brands, retailers, and supply chain professionals need to know.
What is the difference between a regular QR code and a GS1 Digital Link QR code?
Do I need a GS1 membership to create GS1 Digital Link QR codes?
What is Sunrise 2027 and why should I care?
Can GS1 Digital Link QR codes replace traditional EAN/UPC barcodes?
How is GS1 Digital Link different from GS1 DataMatrix?
What data can I encode in a GS1 Digital Link?
Is GS1 Digital Link required by law?
Can I use my own domain for GS1 Digital Link?
How small can I print a GS1 Digital Link QR code?
Does QR-Verse validate my GTIN?
How do I migrate from traditional barcodes to GS1 QR codes?
What is the EU Digital Product Passport and how does it relate to GS1 QR codes?
What is the difference between GS1 Digital Link, GS1 DataMatrix, and a standard QR code?
What are the minimum printing requirements for GS1 QR codes?
Can GS1 Digital Link QR codes work with existing POS systems?
Ready to build GS1 Digital Link QR codes?
Generate GS1-compliant QR codes with automatic GTIN validation, optional batch/lot numbers, serial identifiers, and expiry dates — all in seconds. No GS1 membership required to get started. Join thousands of brands already preparing for 2027.
QR-Verse is not affiliated with GS1 AISBL. GS1 and GS1 Digital Link are trademarks of GS1 AISBL. QR codes generated follow the GS1 Digital Link URI syntax standard.