GS1 DataMatrix VS GS1 QR code

The retail industry is undergoing a major shift from traditional 1D barcodes to next‑generation 2D barcodes. This shift is driven by consumer demand for transparency, regulatory requirements, and the need for richer product information.

Unlike linear barcodes, 2D symbols such as GS1 DataMatrix and GS1 QR code can encode far more data (such as batch numbers, expiry dates, web links, etc.) while remaining scannable at point‑of‑sale (POS) and by smartphones.

GS1 standards provide a universal framework that lets businesses and partners exchange product data smoothly. They ensure interoperability across industries and global supply chains. When choosing between GS1 DataMatrix vs GS1 QR code, industries focus on efficiency, compliance, and consumer engagement.

Within GS1’s framework, both these are barcodes, but they serve distinct purposes. Comparing them is essential because businesses must choose the right symbol based on industry needs, packaging constraints, and whether the priority is traceability or digital interaction.

Table of Contents

• What is a GS1 DataMatrix?
• What is a GS1 QR Code?
• What do the codes contain?
  • GS1 Element String
  • GS1 Digital Link
• Key Differences between GS1 DataMatrix and QR Codes
• Why are businesses transitioning to these next-generation barcodes?
• Which one to choose?
• Conclusion
• FAQs
  • 1. Will GS1 DataMatrix replace GS1-compliant QR codes or vice versa?
  • 2. Which one is more secure, GS1 DataMatrix or QR code?

What is a GS1 DataMatrix?

A GS1 DataMatrix appears as a square or rectangular grid made up of small black and white squares called modules. Two adjacent sides form a solid L-shaped border (the finder pattern), while the opposite sides have an alternating dark and light pattern (the timing pattern). The remaining space inside is filled with data modules arranged in a precise pattern.

When more data needs to be encoded and the symbol becomes larger, the code is split into multiple grid regions. Each region has its own finder and timing patterns. Visually, it can look like several smaller DataMatrix codes joined together. That’s essentially what they are.

Each region works somewhat independently, with its own borders, while the data is spread across all regions. This design helps keep the code readable as it scales.

What is a GS1 QR Code?

A GS1 QR Code appears only as a square grid, primarily made of black and white modules. It is easy to recognize by the three large square markers located in three corners of the code. These markers help scanners detect the code’s position and orientation.

Between the corner markers are timing patterns, shown modules. For larger symbols, a smaller alignment pattern appears near the remaining corner to keep the grid readable. The rest of the square is filled with data modules arranged in a defined pattern.

As more data is added, the QR code grows evenly outward, increasing the number of modules while keeping a single, continuous grid.

GS1 QR Codes also allow minor visual customization. This may include changes to the pattern style, background color, or foreground color, as long as the design follows ISO/IEC guidelines. Think of these guidelines as a universal rule book for barcode scannability. The core structure must remain unchanged to ensure reliable scanning.

What do the codes contain?

Before comparing the 2D barcodes, we need to understand the data encoded in them.

Both store standardized product and supply chain information. The content is structured according to GS1 specifications to ensure accurate tracking, identification, and regulatory compliance. This information is organized using Application Identifiers (AIs).

AIs are short codes, usually 2 to 4 digits, that tell what type of data follows.

Examples of Common GS1 Data and corresponding AI:

A crucial feature of AIs is the length of the data values:

• Fixed Length: Some AIs require a data element to always have a specific number of characters.

• Variable Length: Other AIs allow data elements to have different lengths within a defined range.

Understanding whether a data element is fixed or variable length is important. It affects how the data is encoded into the 2D barcode and read by scanners.

GS1 Element String

The GS1 Element String is the traditional way to encode GS1 data in barcodes. It starts with an FNC1 character, signaling to scanners that the data follows the GS1 standards. Each data element is stored immediately after its corresponding Application Identifier.

Key Points:

• Works with scanners: Made for supply chain and industrial use.

• FNC1 separator: Variable-length fields are separated by a special character, meaning this is where its value ends (except the last variable).

• Suggested order: Start with the main ID, then fixed-length data, then variable-length data to keep the barcode small.

The GS1 Element String remains widely used for industrial and supply chain applications, where traditional scanning systems are standard.

Encoded Data Sample and Explanation: 

FNC10109521234567890132412011725063010LOT456FNC121ABC123

1. Starts with FNC1: Signals that the barcode contains GS1 data.
2. Primary identifier first: Here it is the GTIN (01) 09521234567890.
3. Packaging (13) 241201 and Expiration (17) 250630 dates are fixed lengths, so no FNC1 separator is needed.
4. Batch number: (10) LOT456 is variable length, so it has an FNC1 after it.
5. 
   Last is serial number: (21) ABC123, also variable length, but it is the last element, so no FNC1.

GS1 Digital Link

The GS1 Digital Link encodes the same GS1 data, but in a web link (URL) format. Instead of placing data directly after AIs, it organizes the data into a readable link that can open on a web browser.

Key Points:

1. Works for both dedicated scanners and smartphones.

2. Uses URL formatting rules for structure and readability.

3. Data is separated and ordered like so:

• Domain (Brand website)
• Primary identifier first (e.g., GTIN)
• Key qualifiers based on specificity (product variant, then batch, then serial)
• Query parameters can appear in any order (e.g, packaging and expiry date)

This format allows scanners to dynamically link directly to web pages with product info, authentication, recalls, or other dynamic content, while keeping all GS1 data intact

Sample and Explanation: 

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

1. Domain: https://your.brand – the website where the data points.
2. Primary identifier: 01/09521234567890/ – the GTIN comes first.
3. Key qualifier: 10/LOT456/ – batch number appears before the serial number 21/ABC123.
4. Query parameters: The ? means that the following is additional, non-primary information and can be in any order.
5. Expiry: 17=250630 – parameter AI and value are separated by =.
6. Additional data: each extra field is separated by &.
7. Last is the packaging date: 13=241201

Key Differences between GS1 DataMatrix and QR Codes

The GS1 Digital Link QR code and DataMatrix differ in terms of data capacity, size efficiency and consumer usability.

Data Capacity

Physical Size & Space Efficiency

Data Density

Error Correction

Structural Robustness

Scanning Technology Compatibility

Encoding Efficiency

Print Quality Requirements

Industry Standards & Requirements

Data Format Support

Why are businesses transitioning to these next-generation barcodes?

Businesses are shifting from traditional 1D barcodes to these next-generation barcodes to unlock richer data, meet evolving regulations, and prepare supply chains for future upgrades.

Consumer demand for transparency: Consumers demand more information about the products they’re purchasing (such as usage instructions, ingredients, sustainability certification, recycling instructions, traceability, and more).

GS1 DataMatrix and GS1-compliant QR codes can store far more data than traditional 1D barcodes, allowing instant access to these details through a simple scan. This transparency builds loyalty and trust, as consumers feel empowered to make informed choices.

Regulatory requirements: In healthcare and food sectors, regulations mandate that packaging include batch/lot numbers, expiry dates, and serialization for safety and traceability.

GS1 DataMatrix is widely adopted in healthcare as it supports serialization and anti-counterfeiting measures. QR codes powered by GS1 Digital URI are favored in retail for their ability to link to digital product information.

These next-generation barcodes ensure compliance with global standards and cut down risks in supply chains. 

Sunrise 2027 initiative: By 2027, retail will embrace 2D barcodes, offering more data than traditional 1D barcodes.  The change is part of the GS1 Sunrise 2027 initiative, a global initiative to improve shopping experiences.

Many businesses are preparing with dual marking, adding both 1D and 2D barcodes to packaging to stay compatible now and ready for the future. Many POS systems still require 1D barcodes until 2D scanning is fully implemented.

To get ready for the Sunrise 2027 initiative, companies can either generate these 2D barcodes in-house by following GS1’s implementation guidelines or use reliable tools like QR Tiger’s GS1 QR code generator.

Which one to choose?

Both these barcodes are globally valid GS1 data carriers, but each is optimized for different business needs. The right choice depends on your industry, use case, and how you want consumers or systems to interact with product data.

When to Choose GS1 DataMatrix?

These 2D barcodes are often the preferred choice in highly regulated and technical environments.

Healthcare & pharmaceuticals: GS1 DataMatrix is mandated by regulations such as EU FMD and US DSCSA. These laws require serialization, batch/lot numbers, and expiry dates to be encoded for patient safety and anti-counterfeiting.

Hospitals, pharmacies, and regulators rely on these 2D barcodes for traceability and compliance.

Small packaging: The symbol’s compact size makes it ideal for products with limited label space, such as blister packs, vials, or medical devices.

Despite its small footprint, GS1 DataMatrix can encode large amounts of data. This ensures critical information is always accessible.

Direct-to-part marking: GS1 DataMatrix can be laser-etched or engraved directly onto products or components. They are suitable for industries like medical devices, aerospace, and electronics. This ensures permanent identification even when packaging is removed.

Traceability focus: These barcodes encode data using GS1 AIs in the GS1 Element String format. This allows serialization, batch/lot numbers, and expiry dates to be captured in a standardized way, supporting end-to-end traceability across global supply chains.

Key takeaway: Choose GS1 DataMatrix when regulatory compliance, compact packaging, direct marking, or advanced traceability are priorities. It is the preferred choice for industries that need precise, permanent product identification.

When to choose GS1 QR codes?

These 2D barcodes are usually a preferred choice when the goal is consumer engagement and digital connectivity.

Retail & FMCG (Fast-Moving Consumer Goods): These QR codes are easy to scan at POS by smartphones or compatible scanners. Retailers benefit from these codes’ ability to work at POS while also allowing consumers to access product details instantly.

They are ideal for consumer-facing products, where visibility and recognition matter. 

Digital engagement: Powered by the GS1 Digital URI, these codes connect packaging directly to web-based data for accessing detailed product information. This enhances transparency and brand trust, making the codes suitable for marketing and consumer interaction.

Large packaging: They are printed on bottles, boxes, or consumer goods with bigger labels, where the size of the QR code is not a limitation.

Key takeaway: Choose these barcodes when your priority is consumer engagement, digital connectivity, and packaging space is not limited. They are especially effective in retail and FMCG, where connecting products to digital experiences builds transparency and loyalty. 

Conclusion

The choice between GS1 DataMatrix vs GS1 QR code depends largely on industry requirements and packaging constraints. GS1 DataMatrix is the preferred option in healthcare and pharmaceuticals, where regulations demand product information in a compact symbol.

On the other hand, GS1-compliant QR codes are widely used in retail and FMCG, offering consumer engagement and improved digital connectivity through GS1 Digital URI. Both barcodes are part of GS1’s global standards and are designed to complement each other rather than compete.

FAQs

1. Will GS1 DataMatrix replace GS1-compliant QR codes or vice versa?

No, these barcodes are complementary, not competing. Each serves different needs. DataMatrix is for regulated industries and small packaging, whereas QR codes are for retail and consumer engagement. GS1’s global standards recognize both. Businesses can choose based on their requirements or even use both together.

2. Which one is more secure, GS1 DataMatrix or QR code?

The security depends on the use case. GS1 DataMatrix is commonly used in healthcare because it supports serialization and anti-counterfeiting measures.  These capabilities make it critical for patient safety.

GS1-compliant QR codes, while secure, are more focused on consumer transparency and engagement rather than regulatory enforcement. Note that both are reliable within GS1’s standards.

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