The GTIN remains the global standard for identifying products, and that is unlikely to change. What is changing is the amount of information businesses need to associate with that identifier. Instead of identifying only the product, many supply chains now need the product ID to carry details such as the batch number, expiry date and serial number to support recalls, inventory management and regulatory requirements.

GS1 Digital Link expands the role of the GTIN without replacing it. It keeps the same product identifier while organizing it in a web-friendly format that can also include standardized product attributes. 

GS1 Digital Link Example

A traditional GTIN identifies a product.

GTIN: 9506000134352

A GS1 Digital Link can identify the same product while including additional standardized information.

https://my.brand.com /01/09506000134352/10/DE223?17=260930

In this example, two-digit Application Identifiers (AIs) define the data type, followed immediately by their specific value:

01 identifies the GTIN, 10 identifies the batch number,
and 17 identifies the expiry date (260930 = YYMMDD = September 30, 2026).

The Digital Link is then encoded into a GS1 2D barcode, such as a QR Code or Data Matrix, or stored in an EPC/RFID tag. 

A checkout scanner still reads the GTIN for pricing and inventory updates. A smartphone recognizes the same code as a web address and can open product information, instructions or other online resources.

Businesses will no longer need separate barcodes for product identification and consumer engagement.

Making Product Recalls More Precise

Product recalls are becoming more frequent, making accurate product identification increasingly important.
 
According to Don Mays' "An Analysis of Consumer Product Recalls in 2025", the CPSC announced a record 422 recalls in 2025. Mays notes that including uncooperative companies flagged in the agency's separate Product Safety Warnings would push that total to 541 recalls, or more than 10 per week.
 
 As the number of recall events grows, identifying affected products quickly becomes more difficult. Companies need to determine exactly which products should be removed while avoiding unnecessary disruption to inventory that is safe to sell.

Consider a beverage manufacturer that recalls one production batch because of a packaging defect.

When the barcode identifies only the GTIN, the affected batch must often be verified by reading printed batch numbers or checking separate records. This adds extra steps during a recall, and increases the risk of mistakes, especially when large volumes of inventory are involved.

When the batch number is encoded as part of the product identifier, scanners can distinguish affected products from unaffected ones automatically. Distribution centers can identify which shipments to stop, retailers can quickly locate recalled inventory, and products from other batches can remain available for sale.

If an affected batch is scanned at checkout, a configured POS system can alert the cashier before the sale is completed.

Because a GS1 Digital Link 2D barcode is web-enabled, manufacturers can update the destination of a dynamic barcode to point to a recall notice when needed. Customers who scan the product with a smartphone can immediately see whether the item is affected, and receive instructions to stop using it, return it or request a replacement.

The result is a smaller recall with less disruption across the supply chain.

Supporting Better Inventory Decisions

Inventory accuracy also plays a role in reducing waste, particularly for products with expiration dates. According to the U.S. Food Waste Pact's 2025 Data Report, retailers recorded an unsold food rate of 2.9% in 2024, representing 3.98 million tons of unsold food and an estimated $26.9 billion in lost sales.

Food manufacturers, distributors and retailers commonly follow First Expired, First Out (FEFO) practices to reduce waste. When the expiry date is encoded as part of the product identifier, warehouse systems can automatically identify which products should be picked or shipped first, reducing manual verification and improving inventory rotation.

Dynamic markdowns at the point of sale can also become more efficient. Instead of applying separate discount stickers over barcodes to products nearing their sell-by date, retailers can configure their POS systems to recognize the encoded expiry date and automatically apply a price reduction when the product is scanned. 

This reduces manual relabeling, helps sell inventory before it expires, and keeps pricing decisions consistent across stores.

Preparing for New Supply Chain Requirements and Beyond

Supply chains are also facing growing expectations around product transparency. Food traceability initiatives, Digital Product Passport programs and product authentication requirements all depend on accurate product information being available throughout the supply chain.

Many organizations already collect this information. The challenge is connecting it to the product in a standardized way that manufacturers, distributors, retailers and consumers can all use.

GS1 Digital Link supports that objective by extending an existing identification standard rather than introducing a new one.

This shift reflects a broader change in how product identifiers are being used. Rather than serving only as numbers scanned at checkout, they are becoming a way to connect physical products with the operational and digital information businesses need throughout the supply chain.

Organizations that treat product identification as part of their broader data strategy will be better prepared for more targeted recalls, improved inventory visibility, and evolving regulatory requirements, while continuing to rely on the GTIN as the foundation of product identification. 

Jose Chito Sebastian is product and content specialist for the GS1 2D Barcode Service at QR TIGER.