The humble barcode has served global commerce for decades, but what was once an innovative new technology might soon be old news.

A new era of smart, scannable product information is here, driven by GS1 Digital Link.

This global standard connects every product to rich, real-time digital content via a QR code, revolutionising how manufacturers communicate with customers, meet compliance regulations, and stay ahead of competitors.

In essence, this new technology connects your physical products to a carefully created digital world.

From Static Barcodes to Dynamic QR Codes

The classic barcode that we all know was designed for one purpose, to identify products at the point of sale. It does this efficiently, but that’s all it does.

The 2D barcode, or GS1 Digital Link, acts as a tie between the physical product and a world of online content. With a single scan of a QR code, users can view ingredients, allergen warnings, promotional videos, traceability data, and more.

Importantly, GS1 Digital Link uses the same unique product identifiers (like GTINs - Global Trade Item Numbers).

Rather than being limited to a one-dimensional format, these identifiers are embedded in URLs that point to engaging digital content. The result? A single, scannable QR code can help businesses to deliver information and connect with consumers.

Regulation Or Opportunity?

Regulatory bodies representing the EU and the FDA are already moving towards rulings that require more detailed, accessible product information, especially for sectors such as food, beverages, and pharmaceuticals.

The digital product passport is one of many transparency regulations that product manufacturers need to consider going forward. It requires detailed, scannable data on products’ materials, recycling instructions, and lifecycle, something that is key to the EU’s sustainability vision.

It’s important that any allergen, ingredients or testing information is also widely available, but including all of these essential details on physical packaging is a challenge, particularly for products where aesthetics really matter.

Framing these requirements as red tape misses the bigger picture for 2D barcodes, GS1 Digital Link turns compliance into a real competitive advantage.

By proactively implementing digital links, manufacturers position themselves as transparent, innovative, and consumer-first. They gain a flexible platform for storytelling and value-added services.

As more product manufacturers turn to this new technology, we’ll see increasingly innovative uses, whether that’s through wine e-labels that showcase provenance, or interactive skincare guides tailored to consumer profiles.

Sunrise 2027: What Does It Mean For Manufacturers?

The transition to 2D barcodes, including those that use GS1 Digital Link, is no longer optional. The Sunrise 2027 initiative, spearheaded by GS1, sets a global goal: by 2027, all retailers and supply chains should be ready to scan and process 2D barcodes.

This, for manufacturers, means the time to act is now. Early adopters will benefit from smoother implementation, stronger retail relationships, and a head start in capturing customer attention with smarter packaging. Those who delay may risk falling behind the competition.

How GS1 Digital Link Drives Sales

Following progressions in the roll-out of 2D barcodes, we’re beginning to see new examples of how businesses are crafting unique experiences using GS1 Digital Link.

Wine producers are adopting e-labels powered by GS1 Digital Link. These QR codes unlock content like grape origin, vintage, allergen data, and serving suggestions, all customised by region and language. Producers are able to include all essential information and turn this into an engaging, brand-driven experience for consumers.

When customers are better informed, they buy with greater confidence. GS1 Digital Link builds trust by offering complete transparency in a simple and accessible way.

For example, a parent buying baby formula can instantly scan the packaging to see nutritional information, allergen details, and any relevant recall notices. They can find resources about how to make up the formula and guides about how much their baby will need. They can see everything they need to remove barriers that might be preventing a purchase.

It also supports post-purchase engagement. Imagine scanning your coffee beans and receiving a tailored brewing guide or loyalty offer. That’s the power of turning packaging into an engaging touchpoint, and it’s already being utilised by forward-thinking brands.

Simple and Scalable

You don’t need to be a tech whiz to take advantage of GS1 Digital Link. Implementation can begin with a few key products, integrating dynamic QR codes into packaging, and linking them to cloud-based landing pages.

These links can be managed and updated without changing the printed packaging, offering a flexibility that traditional barcodes never could and a way for marketing teams to continuously optimise consumer experience.

As customers become more familiar with these codes, there will be opportunities to expand on these digital experiences which is why now is the perfect time to get the basics right.

A Full Customer Experience

Those who succeed in adapting their product to this new digital norm will think of GS1 Digital Link not as a barcode replacement, but as a customer experience platform.

They will take advantage of the digital potential and thrive in joining physical and digital experiences to the benefit of the consumer.

For product managers, sales teams, and marketing leaders, this is a golden opportunity. You can enrich your product offering without changing the product itself. QR codes become your frontline sales tool, education channel, and engagement magnet.

Crucially, this is not just about engaging consumers. Retailers and distributors also benefit from richer, faster access to product data, making your product easier to stock, sell, and promote. In a competitive market, that’s a major edge.

Digitise Now to Win Tomorrow

The shift to GS1 Digital Link is more than a technological upgrade, it’s a strategic one. As regulations increase and customers demand more transparency, dynamic product information isn’t just a nice-to-have, it’s an essential.

Brands that act now will lead the pack, both in physical sales and in building a digital audience that trust and engage with the products.