Last updated: October 2024
GS1 Digital Link is a contemporary barcoding standard that transforms product and logistics identifiers into web addresses, effectively “web-enabling” traditional barcodes. This technology acts as a gateway to supplementary digital information, typically encoded in 2D formats like QR codes. The standard permits conventional scanning applications — such as point-of-sale systems — to extract identifiers without internet connectivity, while smartphones can access web addresses through browsers. The web addresses also function as APIs, enabling specialised systems to retrieve targeted information subsets.
Representing the retail barcode as a Digital Link
Traditional retail barcodes, such as 13-digit EAN codes, can be converted into Digital Links through a systematic process. First, the barcode is transformed into a 14-digit GTIN by prepending zeros: 09501101420014.
The conversion requires adding a qualifier to denote the identifier type. For GTINs, the qualifier is /01/ (matching the GS1 Application Identifier). This produces: /01/09501101420014
Finally, a protocol and domain are added to create a complete web address: https://example.com/01/09501101420014
How is a Digital Link printed onto packaging?
The Digital Link string is encoded into scannable symbols — typically QR codes — due to widespread smartphone support. Once encoded, the QR code can be scanned by both traditional supply chain systems and consumer devices.
Digital Links representing product batches/lots
Digital Links accommodate multiple product identifiers, enabling distinction at greater granularity levels. A batch-level Digital Link combines GTIN and lot number:
- GTIN component: /01/00020357122682
- Lot number qualifier: /10/ (Application Identifier for Batch/Lot)
- Complete Digital Link: https://example.com/01/00020357122682/10/10280
Digital Links including additional attributes
Attributes like expiration dates can be incorporated using URL parameters. After the primary identifier path, a question mark signals parameter inclusion:
https://example.com/01/00020357122682/10/10280?17=190401
The “17” represents the Application Identifier for expiration date, formatted as YYMMDD.
Digital Links representing unique serialised products
Serialised GTINs (SGTINs) enable unique identification of individual items. The serial number qualifier is /21/:
https://example.com/01/00020357122682/21/9TX1C557
Serial identifiers can be alphanumeric, providing expanded identification possibilities.
Digital Links representing logistic units
Serial Shipping Container Codes (SSCCs) identify logistic units such as pallets. The SSCC qualifier is /00/:
https://example.com/00/006141411234567890
This enables supply chain participants to quickly access information about contained products, batches, manufacturers, and quality reports.
What happens when a Digital Link is scanned at checkout?
By 2027, retail environments will support 2D code scanning through the GS1 “Sunrise 2027” initiative. Digital Links maintain compatibility with existing supply chain processes. When scanned at checkout, the application extracts the GTIN identifier following the /01/ qualifier and performs standard product and price lookups, functioning normally even without internet connectivity.
What happens when a Digital Link is scanned with a smartphone?
Smartphone scanning enables users to access associated digital content through their browser. The browser communicates with a Digital Link Resolver, which determines the appropriate web destination based on various factors. The resolver then directs the browser to the final website.
What is a Digital Link Resolver? What is a Link Type?
A Digital Link Resolver is software that accepts web requests to Digital Link addresses and determines appropriate responses based on multiple factors: the scanned identifiers (such as GTIN), user preferences (browser language), and request parameters. This architecture enables one Digital Link to potentially connect to unlimited digital destinations.
When consumers scan with mobile devices, they access the default link defined in the resolver. However, applications can request specific information through the linkType parameter. GS1 has defined standard Link Types at https://ref.gs1.org/voc/?show=linktypes.
For example, the “Allergen Information” linkType is gs1:allergenInfo. To request allergen information:
https://example.com/01/09501101420014?linkType=gs1:allergenInfo
While manual URL manipulation is impractical for consumers, applications automatically append linkType parameters to fetch specific data subsets. This functionality essentially grants every product and supply chain object its own API — a powerful capability often underappreciated in Digital Link discussions.
Conclusion
GS1 Digital Link represents an exciting evolution in barcode technology, “web-enabling” traditional barcodes while maintaining backward compatibility with existing scanning infrastructure. Though foundational concepts are straightforward, the technological possibilities are substantial. For a deeper look at the resolver, content negotiation, and Sunrise 2027 requirements, see our post demystifying GS1 Digital Link. To understand how Digital Link works alongside EPCIS 2.0 for full supply chain traceability, see our guide to the anatomy of a DPP solution based on GS1 standards. Aura provides Digital Link resolver services and QR code generation for businesses implementing this standard.