What is GS1 Digital Link? 

Built on global GS1 standards, GS1 Digital Link shows how GS1 identifiers — such as the Global Trade Item Number (GTIN) — can be combined with a web domain to create a powerful digital link for each product. Instead of being just a number, the GTIN becomes a gateway to rich digital content.

This means products can be linked to consumer‑facing information such as product details, sustainability information, usage instructions or videos — helping to build trust, strengthen brand loyalty and improve safety.

Unlike a traditional URL, which usually points to one fixed webpage, the GS1 Digital Link URI syntax allows a single link to connect to multiple types of information, across both business‑to‑business and business‑to‑consumer use cases. The destination can also be updated over time, without changing the barcode on the product.

In practice, GS1 Digital Link is most commonly encoded in a QR code powered by GS1 Digital Link. QR codes are easy to scan using a smartphone’s native camera, making them an ideal way to access web‑based content.

But the benefits don’t stop online. Because GS1 Digital Link incorporates GS1 identifiers like the GTIN, it also works offline. QR codes powered by GS1 Digital Link can be scanned at point of sale and used throughout the supply chain — supporting traceability today and enabling future retail scanning as systems evolve.