For over 50 years, the classic barcode has played a central role in retail and logistics. That simple pattern of black lines known as the EAN or GTIN has powered inventory systems, checkout counters, and global supply chains. But today, a new type of code is emerging that does everything the barcode does… and much more.
It’s called the Barcode QR Code, based on the GS1 Digital Link standard. And it’s not just a better barcode. It’s a smarter, more connected way to bring your product to life both in-store and online.
So, what exactly is a Barcode QR Code? And why are brands, retailers, and manufacturers around the world preparing to make the switch?
A Quick Shift from Barcodes to Digital Links
Let’s start with the basics.
A Barcode QR Code is a 2D code (typically a QR code) that includes the same product identifier you’d find in a traditional EAN barcode but instead of simply being scanned at a checkout, it points to a web address. This means the product can now be a gateway to digital experiences: detailed product info, ingredient transparency, traceability, tutorials, certifications, and even dynamic offers.
It’s all enabled through a global standard: the GS1 Digital Link.
Did you know? The world’s first product ever scanned with a barcode was a pack of Wrigley’s chewing gum in 1974. Today, the same product could carry a dynamic QR code linking to its full ingredient list, origin, and sustainability info.
What Is the GS1 Digital Link?
The GS1 Digital Link is a specification developed by GS1, the nonprofit organization behind the global barcode system. It transforms the GTIN (Global Trade Item Number) into a scannable URL allowing brands to store their product data in the cloud, and customers to access that data through a single QR code on the packaging.
For example, instead of encoding just the GTIN 0123456789012, you encode this:
That link can point to a webpage, but it can also work with resolver services, which detect who is scanning and where, and return tailored content:
A retailer might get logistics data
A consumer sees a recipe or allergen info
A customs agent receives compliance documentation
It’s a universal product passport in one scan.
From Static Data to Dynamic Information
The old barcode was efficient but static. It told a system, “this is product X,” and nothing more. The Barcode QR Code, by contrast, becomes a living source of product truth. It can evolve over time, redirect to different content, and even personalize the user experience.
Some examples of what can be delivered with a Barcode QR Code:
Ingredients and allergens
Certifications and sustainability claims
Product manuals or how-to videos
Country-specific information
Real-time promotions
Consumer feedback surveys
With one single QR code, brands can communicate everything that won’t fit on the packaging.
Here’s a wild stat: Over 5 billion barcodes are scanned worldwide every single day. With the rise of 2D codes like GS1 Digital Links, that number is set to increase dramatically—and smartphones, not just checkout scanners, will do most of the scanning.
How It Works in the Real World
Let’s say a yogurt brand sells in multiple countries. The traditional approach? Create different labels for each market, with localized ingredients and regulations.
With a GS1 Digital Link QR code, the brand can use a single packaging format globally. The code detects the user’s region and serves the right content dynamically. Less printing. Lower costs. Higher accuracy. And a more sustainable packaging process.
Or consider a toy manufacturer. Instead of a separate manual in 12 languages, the product has a single QR code that links to an interactive instruction video customized by region, language, and age.
Why It’s Gaining Momentum
Several key trends are driving adoption:
Regulatory pressure for transparency (e.g., EU Digital Product Passport)
Consumer demand for traceability and authenticity
Retailers requiring digital product data for supply chain automation
Sustainability goals reducing packaging waste
Mobile-first behavior from modern shoppers
Tech giants like Nestlé, Unilever, and Procter & Gamble are already testing GS1 Digital Link codes in real-world scenarios, and the results are promising: more data, better insights, and stronger consumer engagement.
Is It a Replacement for the Traditional EAN?
Yes and no.
The GS1 Digital Link is designed to replace the traditional barcode in the long term. But during the transition phase, both codes can be used side by side. QR codes are becoming more familiar and scannable by smartphones, but checkout systems are still catching up. However, retailers like Walmart, Carrefour, and Woolworths are already preparing for a 2D barcode future by updating POS systems to support these smarter codes.
Eventually, one code will do it all: supply chain, point-of-sale, and consumer engagement.
The Benefits of Barcode QR Codes (GS1 Digital Link)
Future-Proofing Your Product
The shift toward smarter packaging isn’t a passing trend it’s an infrastructure change. As technology, regulation, and consumer behavior evolve, products need to be digitally accessible by default.
The Barcode QR Code powered by GS1 Digital Link is that bridge between physical packaging and digital information. One scan is all it takes to deliver the transparency, trust, and tech-driven experience your customers expect.
Whether you’re a global brand or a small manufacturer, now is the time to explore how this smart code can future-proof your product.
