GS1 Digital Link can help supply chains and consumer links, say coding experts

The GS1 encoding standard is meant to unlock efficiencies and turn new-generation 2D barcodes into data hubs, says Markem-Imaje, connecting brands, retail and consumers.

With questions of data access looming large in the shape of the EU Digital Product Passport, the Digital Deposit Return Scheme and more, the coding company argues that adoption of 2D product codes compatible with GS1 Digital Link will allow businesses to go well beyond straightforward compliance.

"The Digital Link barcode connects brands, retailers and consumers in a powerful ecosystem, unlocking new possibilities," says Cheryl Goodall, marketing manager UK & Benelux at Markem-Imaje.

Rather than starting with a database and looking up an item, GS1 explains, Digital Link starts with the item and identifies one or more places where information about it resides.

“It is expected that the move to GS1 Digital Link – also known as Sunrise 2027 – will happen by 2027, meaning retailers will be able to accept 2D barcodes at point of sale (POS), and manufacturers will print GS1 Digital Link-compliant barcodes on product packaging,” says Goodall.

In fact, most major retailers have already upgraded their POS equipment to handle 2D barcodes since they feature in many businesses’ customer loyalty programmes.

GS1 Digital Link marks a crucial shift towards a single, standardised barcode that serves producers, brands, marketers, retailers and consumers, Markem-Imaje argues. Today’s packaging is cluttered with multiple codes, including a 1D barcode for POS and potentially separate QR codes for engagement, traceability or authentication, creating inefficiencies and limiting scalability.

A single, intelligent barcode future-proofs packaging and enhances efficiency across the supply chain, it adds.

But the impact of Digital Link extends beyond manufacturing and logistics—it creates a direct link between brands and consumers. By scanning a 2D barcode, shoppers can access detailed product information, including sustainability credentials, nutritional information, late-stage production data, serial number, best-before date, expiration date, ingredient origins and certifications, Goodall explains.

“Markem-Imaje customers are working with UK retailers as part of trials to print GS1 Digital Link barcodes to product packaging,” she says. “These products are expected to be in the supply chain or in store by late-Spring 2025.”

A step-by-step approach to adoption means that businesses can start small with just a Global Trade Item Number (GTIN), says Markem-Imaje, to be retail-ready and gradually expand to more advanced use cases over time.

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