The GS1 Digital Link standard provides a method of encoding GS1 ID keys like GTIN, SSCC, GLN, etc. such that industries/organisations achieve multiple business objectives in one data carrier. The standard makes it possible for users to access detailed information such as USP (marketing information), certifications, nutritional data, usage instructions, etc., on products, through smartphones by directing them to online information. It provides a standard way of expressing GS1 ID keys and attribute data in a format that is compatible with the World Wide Web.
To meet the stringent regulatory requirements and rising consumer expectations for detailed and authentic information on products, various businesses are switching to GS1 Digital Link. GS1 Digital Link can be encoded in 2D barcodes like QR codes to facilitate the sharing of detailed product data.
A product carrying a GS1 Digital Link-based QR code has a GS1 identifier (ID key) in the link and has other details such as batch number, expiry date, manufacturing details, etc., each separated with their respective AI (Application Identifier), empowering both consumers and businesses.
A GS1 Digital Link-based QR code directs the user to online information through the specific link encoded in it. Businesses can link multiple information sources in a single QR code. This QR code can then also be scanned by supply chain stakeholders or at retail checkouts through scanners, thus serving the same purpose as traditional barcodes. GS1 has defined different links based on the type of information a business wants to share with its consumers/stakeholders through GS1 Digital Link.
Access all link types supported by GS1| Sl. No. | Basis | Traditional/1D Barcode | GS1 Digital Link-based QR Code |
|---|---|---|---|
| 1 | Composition | Black and white parallel lines of varying widths with spaces in between. | Patterns of squares, dots, and matrices arranged in a grid format. |
| 2 | Type | One-dimensional (1D) | Two-dimensional (2D) |
| 3 | Data capacity | Maximum 48 characters | 2335 alphanumeric data or 3116 digits (numeric data) |
| 4 | Readability | Line-of-sight, fixed reading | Omni-directional scanning |
| 5 | Information | Can hold identification keys like GTIN, SSCC, GRAI, etc. | Can hold variable data like marketing information (USP), nutritional information, ingredient information, product licences, batch/lot number, expiry date, manufacturing details, etc. apart from product’s identification key. |
| 6 | Real-time data | Data updates depend on third-party systems, making real-time data access slower or less dynamic. | Since it links to online resources (website/product page), data can be updated and accessed in real-time. |
Both the GS1 QR code and GS1 DataMatrix barcode empower businesses by providing detailed product information and still being able to be scanned throughout the supply chain.
With detailed data, organisations can minimise the risk of incorrect or delayed orders and speed up their shipping processes, ultimately reducing the likelihood of product returns.
Having visibility to detailed product data attributes fosters trust and confidence among stakeholders on the products supplied to or received by them.
Details like expiration or best-before dates enable quicker identification of expired products, streamlining the decision-making process for consumers.
Providing detailed product information such as the brand’s website/product page URL, reinforces brand credibility and strengthens its image in the market.
Data such as batch numbers, serial numbers, and product locations, can help in monitoring inventory in real-time. This helps track the movement of goods through the supply chain, ensuring accurate stock levels.
For industries with strict regulatory requirements (e.g., pharmaceuticals, food), detailed product data ensures compliance with safety and labelling guidelines.
