GS1 Digital Link QR Code Implementation for Brand Owners
GS1 is a global, not-for-profit organization that defines barcode and data exchange standards to help businesses track products, manage inventory, and share data efficiently.
To meet rising demands for transparency and traceability, the GS1 Sunrise 2027 initiative supports the shift from 1D barcodes to advanced 2D formats like GS1 QR codes and DataMatrix.
The goal is that by 2027, retailers can scan 2D barcodes at point of sale. Because of this, brand owners can take advantage of richer data within the codes, such as batch numbers, expiry dates, and web links. Pilot programs are underway in 48 different countries, led by GS1 Member Organizations and industry partners.
To keep up with the changes in the retail standards, brand owners should start planning their GS1 QR code implementation now, so it follows the GS1 Digital Link Standards These codes embed the Global Trade Item Number (GTIN) within a structured URL, ensuring accurate product identification across supply chains and digital platforms.
This guide outlines the key resources and steps for successful implementation.
Table of Contents
What you need for GS1 QR Code Implementation
The implementation involves using the right tools, following the global standards, and reliable processes. Here are key resources that brand owners need to keep their QR code system accurate, scalable, and easy to use across platforms.GS1 Digital Link Standard
The first resource a brand needs is a GS1 Digital Link QR code generator that follows GS1 standards.
It must create properly structured URIs, apply Application Identifiers correctly (for example, AI (01) for GTIN, AI (10) for batch/lot), and comply with the GS1 General Specifications for symbol size, encoding, placement, and quality checks.
Most GS1 Member Organizations only provide the guidelines, not the actual QR code generation. Brands must either develop their own solution based on these specifications or work with third-party partners that offer certified QR code generation services.
Printing Technology
The next critical resource is reliable printing technology. QR codes must be printed with precision, so they remain scannable at checkout and across the supply chain.
Printers must support the required resolution and contrast, ensuring the quiet zone (the clear space around the symbol) is respected. Print methods vary depending on packaging type, flexographic, digital, offset, or laser coding, but all must align with GS1 General Specifications.
Verification and Testing Tools
To ensure QR codes meet both compliance and performance requirements, brands need the right tools.
- Verification tools: These are ISO/IEC-compliant verifiers that grade barcodes on parameters like contrast, modulation, defects, and quiet zones.
They provide an A–F or 4.0–0.0 score, ensuring the symbol meets GS1 General Specifications and is point of sale (POS)-ready. Verification devices are calibrated and used in controlled conditions, often by packaging suppliers or in-house QA teams.
- Testing tools: They measure how barcodes perform in real-world scenarios. They include retail-grade scanners, mobile devices, conveyor line readers, and simulation software.
Testing tools evaluate first-pass read rate, time to decode, maximum range, depth of field, motion tolerance, and field of view. Together, they show how codes behave at checkout counters, in warehouses, and on automated packaging lines.
In addition to in-house tools, there are also third-party companies that provide both verification and testing services. These partners can offer independent quality checks, certify results, and reduce the burden on internal QA teams.
Data Quality Tools
A barcode is only as good as the data behind it. The GS1 Data Quality Framework helps brands keep their product data accurate and consistent.
- Data Quality Framework: A guide that explains best practices for managing and checking product data.
- Implementation Guide: Step-by-step support to help apply the framework inside your company.
- Self-Assessment Scorecard: A review tool to check the strengths and gaps in your current Data Quality Management System (DQMS).
- KPI Checklist: A checklist to track whether changes you’ve made improve data quality.
These tools give brands a clear way to manage, measure, and improve their product data, making sure the codes carry reliable information everywhere they are used.
Implementation Steps
Step 1: Define business goals and project plan
Pick your main goals, such as engaging consumers, tracking products, meeting regulations, or supporting sustainability. Then set clear KPIs (Key Performance Indicators). A KPI is a measurable target that shows if your project is successful. Examples include scan rates, waste reduction, or consumer interaction numbers.
Decide how to start: with a small pilot with a few products, a step-by-step rollout, or a full launch. Bring together a team from packaging, marketing, IT, supply chain, and regulatory. Working as one group from the start makes the rollout smoother.
Step 2: Check Current Equipment and Software
Before moving ahead, review the tools you already use. Look at your printers, packaging lines, and scanners to see if they can handle 2D barcodes. Some older equipment may need upgrades or replacement to meet GS1 standards.
Do the same for your software. Make sure your data systems, QR code generators, and packaging design tools can create and manage QR codes powered by GS1 Digital Link. If they can’t, plan for updates or work with providers that support GS1-compliant solutions.
Step 3: Cost Analysis
Work out the total cost, including software, hardware upgrades, training, and partner coordination.
Think about the return you’ll get, like better traceability, less waste, smoother operations, or stronger consumer trust.
Also, watch out for risks such as missing retail listings or failing to meet compliance rules. Make sure your team and partners understand the benefits and back the plan.
QR code generation
Step 4: QR Code Generation and Printing
The GS1 QR code generator must follow the correct Digital Link format and use Application Identifiers. This ensures that the data inside the code is structured properly and works across retail systems.
When moving to production, follow the GS1 QR Code Printing Guide. Printers must deliver the right size, resolution, and contrast so the codes remain easy to scan. Always keep a clear, quiet zone (white border) around the symbol and follow GS1 General Specifications for placement and quality.
During the transition period, which may extend beyond 2027, brands should use dual marking (1D + 2D) to ensure products remain scannable at all checkout systems.
Before large-scale printing, test small batches on actual packaging to confirm readability across devices and conditions. This helps avoid costly reprints or rejected products at retail.
Step 5: Verify and Test Samples
- Verification first: Use a calibrated verifier to confirm the code is printed correctly and the data is structured the right way. Make sure it meets GS1 standards and achieves an acceptable grade.
- Then move to testing: Scan the samples with different devices, retail scanners, mobile phones, and line readers. Check how quickly the code is read, how well it scans on the first try, and how it performs under motion or at different distances.
Step 6: Coordinate then Launch
Before going live, coordinate with stakeholders to make sure your 2D barcode is POS-scannable and correctly applied to product packaging.
- If your QR code only carries the GTIN (and optionally the CPV), there’s no need to align extra data with partners since the change is mainly in the barcode format.
- If you’ve added more data, such as batch numbers, expiry dates, or web links, inform retailers so they know how this information can support their processes.
- Use the launch as an opportunity to partner with retailers or brands on promotions, competitions, or consumer engagement activities linked to the QR code.
Once everything is aligned, launch with confidence knowing your products are ready for checkout and beyond.
Step 7: Track results and scale
Monitor your KPIs and ROI (return on investment) to see how the rollout matches your plan. Measure things like scan rates, consumer engagement, process improvements, and savings.
Share the wins with your team so they can repeat what works. Once you’ve proven success, expand the use of QR codes to more products or other business needs.
For small brands and manufacturers
For small businesses, the focus should be on essentials. Start by making sure your QR codes follow GS1 standards, so they scan correctly at checkout. Use third-party partners or solution providers if in-house tools are limited.
Keep costs under control by beginning with a small pilot instead of a full rollout. Prioritize clear printing, correct sizes, and proper testing before launch. Most importantly, choose use cases that bring real value, like consumer engagement or easier product tracking.
Success Stories
These success stories indicate how companies have benefited from the GS1 Digital Link QR code implementation.
Improved traceability for Durian exports
GS1s China and Thailand used QR codes powered by GS1 Digital URI for durians imported from Thailand. The objective is to prove product authenticity and quality while reducing supply chain vulnerabilities. By applying GS1 standards, the pilot supports cross-border trade and scalable digital solutions for all stakeholders, including small-scale producers.
To enable full traceability, the GS1-powered QR codes are attached to each durian’s stem. They link to detailed product data like GTIN, grower location, harvest date, and transport records.
By scanning the code, stakeholders (from farmers to consumers) can instantly access the full journey of each fruit, ensuring authenticity, transparency, and compliance throughout the export process to China.
Parla Deli enhanced consumer engagement
Parla Deli aimed to optimize its operations and reduce errors caused by manual stock and order tracking. The store often faced issues like expired products and unexpected shortages due to mismatched production and sales.
To solve these concerns, the store partnered with GS1 Brazil to introduce QR codes powered by GS1 Digital URI.
By scanning these next-generation barcodes, customers and store staff could instantly access accurate product data, including expiry dates and stock levels. This helped the store reduce waste, improve inventory control, and provide a more reliable shopping experience.
Interloop Europe and the SockLab®
Interloop Europe partnered with GS1 and global supply chain collaborators to pilot a Digital Product Passport (DPP) for biodegradable socks from SockLab®. Each pair had a QR code powered by GS1 woven directly onto the fabric, linking directly to trusted product data.
This included traceability from cotton sourced in Pakistan to manufacturing and distribution across borders. It is structured using GS1 standards like GTIN and GLN. By embedding these QR codes into the product itself, the brand enabled consumers to access real-time insights into sourcing, sustainability, and production.
Why this guide matter for brands
This guide is for brands and manufacturers exploring GS1 Digital Link QR code implementation. The process is different for retail and distribution, which we explain in another post.
By following these steps, brands ensure their packaging stays compliant with global standards while also opening new opportunities.
A well-implemented GS1 Digital Link QR code supports traceability and product safety and improves data accuracy across the supply chain. At the same time, it creates a direct channel for consumer engagement, offering transparency and value at the point of scan.
In short, adopting QR codes today prepares your business for the 2027 retail shift, reduces costly errors, and builds stronger trust with partners and customers. It’s a practical move, making packaging work harder and simultaneously serving business needs and consumer expectations.
FAQs
1. Do I require special software or hardware to create QR codes powered by GS1 Digital URI?
To support the GS1 Digital Link syntax, you will require barcode creation software. It can be developed in-house or outsourced to GS1-certified solution providers.
If you are developing in-house, make sure your printing equipment meets the quality standards for QR code resolution and contrast. GS1 provides guidelines and verification tools to help you make sure everything is set up right and ensure global compliance.
2. How to ensure that my QR codes meet GS1 standards?
GS1 recommends following its Verification Process Implementation Guide to test barcode quality, scannability, and resolver accuracy. You must:
- Follow GS1 Digital Link syntax.
- Verify print quality using grading tools
- Test scanning across POS systems and the supply chain.
- Make sure the Digital Link URI redirects correctly to relevant content
Proper verification helps avoid scanning issues and keeps these codes working well.
3. Can GS1-compliant QR codes work for both supply chain traceability and consumer engagement?
Yes, these codes are designed to serve multiple purposes. They can direct consumers to product pages, sustainability info, or recipes, while also carrying structured data like batch number, GTIN, and expiry date for traceability and optimize inventory management. This versatility means that these codes support both operational and marketing goals.
DISCLAIMER: We acknowledge that GS1, as well as the materials, proprietary items, and all related patents, copyright, trademark, and other intellectual property (collectively, “intellectual property”) relating to its use, are the property of GS1 Global, and that our use of the same shall be in accordance with the conditions provided by GS1 Global.
