Clarifying GS1 QR Codes: Those With and Without Links

A GS1 QR Code with digital link is designed with two primary goals in mind:

First, to deliver excellent supply chain and retail efficiency by providing accurate product identification (such as GTIN, batch, and expiry data) that works offline with existing point-of-sale scanners and logistics systems.

Second, to create meaningful consumer engagement by turning every product into a gateway to rich, dynamic digital content, including ingredients, instructions, and sustainability information, simply by scanning with a smartphone.

This dual-purpose approach is changing traditional barcodes from static identifiers into powerful, intelligent links between the physical and digital worlds.

GS1, the global not-for-profit organization behind standards like the GTIN (Global Trade Item Number) used in UPC and EAN barcodes, introduced GS1 Digital Link to bridge the physical and digital worlds. 

What is a GS1 QR Code?

It’s a QR code (the square scannable pattern you see on packaging, ads, or tickets) that is specifically formatted to carry GS1-structured data. 

Important Note: A QR code does not automatically link to a webpage. It simply stores data. Whether it opens a link depends on the type of data it contains.

This new-generation QR code encodes official GS1 identifiers: Most importantly, the GTIN, the unique product ID you already know from traditional barcodes, plus extra details like batch/lot number, serial number, expiry date, or weight.

The data is formatted and organized using GS1 Application Identifiers. These are standardized numeric prefixes defined by GS1 that tell computers, scanners, and software exactly what kind of information follows in a barcode. 

Think of them as universal “labels” or “tags” that give meaning to raw numbers and letters so everyone in the world (retailers, manufacturers, hospitals, apps, etc.) interprets the data the same way.

The data is then organized in a string. The code format you see below is called an Element String. 

Sample encoded data: 0109521234567890132412011725063010LOT456<GS>21ABC123

How it is structured:

Primary identifier comes first — (01) 09521234567890 → This is the GTIN. It identifies the specific product.

• Fixed-length dates follow — (13) 241201 → Packaging date / (17) 250630 → Expiration date. These have predefined lengths, so no separator is needed between them.
• Batch or lot number — (10) LOT456 → This is variable in length. A <GS> character (ASCII 29) is placed after it to signal the end of this field. The QR Code uses <GS> as the separator.
• Serial number comes last — (21) ABC123 → This is also variable in length. Since it is the final element, no separator is required after it.

Scanners can tell a GS1 QR Code apart from a regular QR code using a special mode built into its structure, known as “FNC1 in first position.” This acts like a built-in signal that the data follows GS1 standards.

Human-Readable Interpretation (HRI):

 (01)09521234567890(13)241201(17)250630(10)LOT456(21)ABC123

This format is written for people below the 2d barcode. It uses brackets to clearly show each Application Identifier and its value.

So to clarify, the encoded barcode data is a continuous string designed for machines. It includes control characters like <GS> (the separator between variable-length fields) and does not use brackets. 

The HRI version adds brackets around each Application Identifier to make the data easy for people to read.

GS1 Element Strings are the traditional way of structuring data inside GS1-compliant barcodes. As is it is not yet  capable of online linking

How does a GS1 QR code connect online?

The QR code connects online by converting product identifiers into a web address, known as a GS1 Digital Link URI. These codes are then called Digital Link QR codes or QR codes powered by GS1.

This makes every product or logistics item a direct gateway to online information while preserving full backward compatibility with existing supply-chain scanning.

Using the same data as the previous sample, here is what a GS1 Digital Link URL sample looks like:

https://example.com/01/09521234567890/10/LOT456/21/ABC123?17=250630&13=241201

/01/09521234567890 - The main GS1 identification key (GTIN) always comes first in the path.

/10/LOT456 and /21/ABC123 - Qualifiers (batch and serial) go in the path using /AI/value/ format.

?17=250630&13=241201 - These are data attributes (additional information about the item). Attributes are placed in the query string (after the ?), separated by &.

A GS1 Digital Link QR Code serves two critical purposes simultaneously:

1. Offline identification: Retail scanners or supply chain systems can extract the GS1 identifier (e.g., the GTIN) directly from the code without needing an internet connection.
2. Online connectivity: When scanned by a smartphone, the code resolves to rich, updatable digital content hosted by the brand or a resolver service.

How Is It Better Than Traditional Barcodes?

GS1 is promoting 2D Barcodes as a better alternative to 1D  because they can do more. The key industry date is "Sunrise 2027" in many markets. It is expected that stores will be able to scan 2D codes at checkout by the end of 2027. 

Key Benefits for Brands, Retailers, and Consumers

• Dynamic Content: Update promotions, recipes, instructions, or allergen info without changing the physical code.

        Note: The link is dynamic, but the code is not. The data affects the QR code image.

• Enhanced Consumer Engagement: Shoppers can gain instant access to product stories, sustainability details, traceability, nutritional info, or authenticity checks.
• Supply Chain Efficiency: Precise batch-level tracking for recalls, expiry management, and returns. POS systems can still read the GTIN offline.
• Compliance and Traceability: Supports regulations around food safety, digital product passports, and product information (e.g., for alcoholic beverages or electronics).
• Cost Savings Over Time: Reduce packaging redesign costs since content (recipes, promotions, allergen info) can be updated digitally.
• Flexibility: One code serves many audiences. It provides information for consumers, retailers, regulators, and business partners.

Real-World Use Cases

Here’s a list of real companies actively using or piloting GS1 Digital Link (DL) QR Codes (as of 2026):

How to Get Started with GS1 DL QR Codes

Getting started with QR code powered by GS1 is easier than it sounds. Here’s a simple step-by-step guide:

1. Get Your GS1 Identifiers. First, obtain a GS1 Company Prefix from your local GS1 organization. Then use it to create GTINs for your products. Only official GS1 Member Organizations can issue valid GTINs. Never buy them from random websites.
2. Build the Digital Link URI. Create a special web link using your GTIN and other product details (like batch number or expiry date). The format must follow GS1’s standard rules. Many tools and services, like QR Tiger, can help you build this link correctly.
3. Generate the GS1 Digital Link QR Code. Turn your Digital Link URI into a QR Code using a generator. Some popular tools also let you add your logo, track scans, and connect to your own website.
4. Print and Test the QR Code. Print the QR Code on your product packaging. Test it thoroughly by scanning with: Regular smartphones (for consumers) and Retail store scanners (for checkout). Make sure the code still works even if it gets slightly damaged.
5. Prepare for 2027. Many retailers will start requiring 2D codes by the end of 2027. It’s smart to start using both traditional barcodes and GS1 2D barcodes (dual marking) during the transition.

Final Thoughts

A GS1 QR Code with Digital Link is a shift towards "smart packaging" where every product has its own digital identity and homepage. 

As retailers upgrade systems for 2D scanning and consumers increasingly scan packs for information, brands that adopt early will gain advantages in engagement, efficiency, and compliance.

Whether you're a global manufacturer or a small brand, GS1 Digital Link QR Codes offer a standardized, scalable way to future-proof your products in an increasingly connected world.

Start today and obtain your GS1 Company Prefix, experiment with a GS1-compliant generator like QR TIGER and begin testing on a few products. 

FAQs

Is a GS1 QR code the same as a regular QR code?

No. A regular QR code can contain any data, while a GS1 QR code contains product identifiers and data that follows standards from GS1, ensuring the data is structured and interoperable across systems.

What is a GS1 Digital Link resolver?

A GS1 Digital Link resolver is an online service that reads a Digital Link URL and sends the request to the appropriate page or data based on what the scanning system is set up to retrieve, such as product details or regulatory information. 

Think of it as a traffic director, it reads the URL and decides where it should take you based on the scanning system. 

For example, a customer, who will scan the QR Code on their phone, will likely be sent to the Product Page. If a regulator scans the same code using handheld scanners or rugged mobile computers, it can link to a different webpage with sustainability info.

It is mainly used for customer engagement and regulatory compliance. At checkout, the link is not needed, since retail systems use the barcode data, like the GTIN, to look up product information in their own database.

Which barcodes can carry GS1 Digital Link?

• QR codes
• DataMatrix
• NFC/RFID in broader implementations