Retail business owners have been using GTIN, UPC on the 1D barcodes for decades now and they work great. Now, the need is felt to link the barcode data to a multipurpose URL, one that not only is used at POS, but by consumers as well where they can see not just product information, but recipes, expiry dates, marketing contents crated for that product, etc.
GS1, the global standards firm (nonprofit), has come up with the most useful solution to this in the form of digital link which converts your 1D barcode information into a Digital URL, like you see with a URL QR Code. Just click on the link and you are directed to a plethora of information.
Let’s see in detail how the GS1 digital link can be useful to consumers as well as business owners, turning the 1D barcode into a 2D barcode or data matrix code/QR Code.
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What is GS1 Digital Link?
Traditionally, a barcode (like the one on your product packaging) simply encodes a number, usually a GTIN (Global Trade Item Number), that retailers scan at checkout.
GS1 Digital Link changes that completely.
https://id.gs1.org/01/00614141000000/10/ABC1234
It transforms that same barcode data into a web URL, allowing products to connect directly to online information, services, and experiences. A traditional barcode encodes something like:
1.GTIN → identifies the product
2. Batch/Lot number → identifies production batch
3. Serial number → identifies a unique item
4. Expiry date → product validity
With GS1 Digital Link, this data is embedded into a structured URL like:
https://example.com/01/09506000134369/10/123456/21/192837?17=191031
Each segment has meaning:
1.01 → GTIN
2. 10 → batch/lot
3. 21 → serial number
4. 17 → expiry date
As a business owner that wants to use GS1 digital link, you still keep your existing 1D barcode for backward compatibility (cashiers, old scanners, point-of-sale systems can continue using it normally).
1.Add a new 2D code (usually a QR code, sometimes GS1 DataMatrix) on the packaging or label.
2. This QR code contains the full GS1 Digital Link URL (e.g., https://yourbrand.com/01/GTIN/10/batch/21/serial?...).
3. When a consumer scans the QR code with their smartphone camera (no special app needed in most cases):
4. The phone reads the URL directly.
5. It opens the webpage (or the resolver redirects to the right page; product info, expiry, traceability, instructions, etc.).
The GS1 Digital Link Layers Explained
GS1 describes Digital Link as a layer cake, a stack of technologies built on top of each other for maximum flexibility.
GS1 Digital Link works like a stack of layers:
1.GS1 Digital Link URI (Foundation)
The structured web address containing product identifiers.
2. Link Types
Define what kind of information is being requested (e.g., ingredients, instructions, certification).
3. Resolvers
Many uses, one simple infrastructure. Smart services that redirect users to the right destination based on context (location, device, role).
4. Apps
Third-party applications that use the data (retail apps, healthcare systems, logistics tools).
5. Linked Data
Standardized, shareable data across the web for interoperability.
How 1D Barcode Data Becomes a Real Web URL?
Look at this product from Dalgiardino dot com The 1D barcode here contains standard GS1 data.
The URL generated is:
https://dalgiardino.com/01/09506000134369/10/123456/21/192837?17=191031
Breakdown of the URL (every part comes from your existing barcode data):
1.https:// → Secure protocol (HTTP)
2. example.com/ → Your own brand domain (you choose it!)
3. /01/09506000134369 → GTIN (Global Trade Item Number) — identifies the product
4. /10/123456 → Batch/lot number — for traceability
5. /21/192837 → Serial number — identifies a specific item
6. ?17=191031 → Expiration date — critical for food, pharma, cosmetics
This digital link, thus can be used on all product packaging where consumers can scan it to access the encoded information, apart from the GTIN, batch no, expiry, etc. A companion QR code can be printed for consumers to scan. It may redirect elsewhere, giving you even more flexibility.
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One URL, Multiple “Things” - Thanks to Resolvers
The real power comes when you add a resolver as explained above in the GS1 digital link layer cake.
How a resolver works
One single URL can intelligently point to many different resources at the same time using “typed links”.
For example, the same scan could serve:
1.Consumer-friendly product info
2. Retailer traceability data
3. Regulatory compliance documents
4. Marketing videos or AR experiences
Key Reminder: You Don’t Always Need a Resolver
GS1 Digital Link URIs do not have to point to a resolver.
You can keep it simple with direct links or basic redirects — perfect for small businesses.
How to set up a your GS1 digital Link Resolver?
A resolver is the smart server (or service) that receives the GS1 Digital Link URI when someone scans your product's barcode/QR code. It then intelligently redirects the user (or system) to the right content such as product info, expiry details, traceability data, marketing pages, or batch-specific records, based on link types, context (language, location, device), or query parameters.
Important Options Before Setting Up Your Own Resolver
You don't always need to build everything yourself. GS1 offers flexible paths:
1.Use GS1's Free/Public Resolver (easiest for beginners)
a.GS1 Global: id.gs1.org
b.Local GS1 Member Organisations (e.g., GS1 India, GS1 US, GS1 UK, etc.) often provide free or low-cost resolver services.
c. You register your GTINs/links through their portal, and they handle redirection.
2. Use a Third-Party Resolver Service
a. Platforms like Orca Scan, BL.INK, Qliktag, or other GS1 solution providers offer managed resolvers with dashboards, analytics, and easy link management.
3. Build/Host Your Own Custom Resolver
a. Ideal if you want complete customization for complex traceability, multiple link types, or high-volume scans.
GS1 Digital Link URIs do not have to point to a resolver, you can use simple direct redirects from your domain. But adding a resolver unlocks the full power (typed links, context-aware responses, fallback logic).
Step-by-Step Guide to Resolver Setup
There are two options to setup the resolver which allows you to direct consumers to multiple category of information via one web URL.
Option 1: Quick Start with GS1 or Third-Party Resolver (Recommended for Most Businesses)
1.Allocate GS1 Identifiers
a. Ensure you have GS1 Company Prefix and GTINs (Global Trade Item Numbers) for your products.
b. Add optional elements like batch/lot (10/), serial (21/), or expiry (17/) as in the dalgiardino.com example.
2. Sign Up with a Resolver Service
a. Contact your local GS1 Member Organisation (in India: gs1india.org) for their resolver service.
b. Or use global options like id.gs1.org.
c. Many provide a portal or API key.
3. Create and Manage Links
a.Log into the resolver dashboard.
b. For each GTIN (or GTIN + batch/serial), define link types (e.g., gs1:productInformation, gs1:traceability, gs1:expiryInformation, gs1:marketing).
c. Point each link type to your actual web pages, APIs, PDFs, or content.
d. Set rules for context (language, geography, consumer vs. retailer).
4. Generate the GS1 Digital Link URI
a. Example: https://id.gs1.org/01/09506000134369/10/123456?17=191031
b. Or use your own domain with a redirect to the resolver (best practice for branding).
5. Print/Update Barcodes
a. Encode the URI into a QR code (or DataMatrix) alongside or instead of your traditional 1D barcode.
b. Test scans with smartphone cameras.
6. Test & Monitor
a.Scan and verify redirects.
b. Most services provide analytics on scan volume, locations, and outcomes.
Option 2: Setting Up Your Own Custom Resolver (Technical Steps)
This follows the GS1-Conformant Resolver Standard. It's more involved but gives full control.
1.Choose Your Tech Stack
a.Use Node.js, Python (Flask/Django), PHP, or any web framework.
b. Host on a reliable server with HTTPS (TLS) support and high availability.
2. Parse the GS1 Digital Link URI
a.Extract identifiers from the path (e.g., /01/{gtin}/10/{batch}/21/{serial}).
b. Handle query parameters (e.g., ?17=expiry).
c. Example parsing logic (simplified Node.js style): Split the URI by / and map Application Identifiers (AIs) like 01 = GTIN, 10 = Batch, etc.
3. Implement Routing & Link Type Logic
a.Check the requested link type (sent via HTTP headers or query params, e.g., Accept or gs1:linktype).
b. Support a default link for every identifier (required for conformance).
c. Add fallback: If serial-level data doesn't exist, fall back to batch or GTIN level.
4. Connect to Your Data Sources
a. Query your database, ERP, or APIs for product info, expiry, traceability records, etc.
b. Support context negotiation (language via Accept-Language, location, etc.).
5. Return Redirects
a.Respond with HTTP 302/307 Temporary Redirect to the final destination URL.
b. Implement CORS for web apps.
c. Optionally return JSON-LD for linked data.
6. Make It Conformant & Secure
a. Follow the official GS1-Conformant Resolver Standard (available on ref.gs1.org).
b. Ensure high uptime, as scans can happen 24/7.
c. Add security: Validate inputs, prevent abuse.
7.Point Your Domain to It
a.Use a subdomain like id.yourbrand.com.
b. Update DNS so scans to your GS1 Digital Link URIs hit your resolver.
How Business Owners in India can use GS1 Digital Link
a.Start simple: Use your local GS1 India's services if available. They often handle setup for members.
b. For food/pharma/cosmetics (common in Delhi/NCR), prioritize expiry (17/), batch traceability, and recall links.
c. Combine with your existing 1D barcodes initially, add QR codes gradually.
d. Test with real consumers: A scan should feel instant and useful (e.g., show expiry + ingredients in Hindi/English).
e. Scale later: Once comfortable, add advanced features like AR experiences or retailer-specific links.
Common Pitfalls to Avoid
a.Forgetting a default link- every identifier must resolve to something.
b. Using insecure HTTP instead of HTTPS.
c. Hard-coding links without easy update mechanisms.
d. Ignoring mobile scan performance (keep redirects fast).
What Can Business Owners Do with It?
This is where GS1 Digital Link becomes powerful. A single barcode can serve multiple purposes simultaneously.
1. Expiry & Safety Information
a.Show real-time expiry status
b. Alert users about recalls
c. Provide safety instructions
Example: A consumer scans a yogurt and sees if it’s still safe to consume.
2. Traceability & Supply Chain Transparency
a.Track product from origin → factory → shelf
b. Provide sourcing details (farm, factory, logistics)
c. Support compliance and audits
Example: Scan coffee → see which farm it came from.
3. Product Information & Digital Content
a. Ingredients, nutrition, certifications
b. User manuals or how-to videos
c. Marketing content or promotions
Example: Scan a skincare product → see usage instructions and reviews.
4. Authentication & Anti-Counterfeiting
a. Verify if a product is genuine
b. Use serial numbers for unique identification
c. Protect brand integrity
Example: Scan a luxury item → confirm authenticity instantly.
5. Consumer Engagement & Marketing
a. Loyalty programs
b. Promotions and campaigns
c. Personalized experiences
Example: Scan a beverage → join a rewards program.
One Barcode, Multiple Experiences
The key innovation is this:
One single barcode (or QR code) can serve many audiences:
a.Consumers → product info & marketing
b. Retailers → pricing & inventory
c. Regulators → compliance data
d. Healthcare → safety & traceability
This is achieved through resolvers, which intelligently direct each user to the right content.
Real-World Example
A GS1 Digital Link (for a GS1 resolver) like:
https://id.gs1.org/01/9506000134352?linkType=all
Can:
a.Return structured JSON data for apps
b. Redirect a consumer to a product webpage
c. Provide regulatory data to authorities
To conclude, the GS1 Digital link is a good way to link any trade product to web, allowing consumers to get more information about the product. By using the GSTN and link types like gs1:productInformation, gs1:traceability, gs1:expiryInformation, gs1:marketing, etc. business onwers can link all this information to their products. And in turns, a customer now not only knows when the product was manufactured, but also, who made it, how, how to use the product, as well as marketing content from the business owner.
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