One QR code for every product journey.
By 2027, every retail barcode becomes a resolvable URL. SmartLinks is built on GS1 Digital Link from the ground up — so your product identities are standardised, future-proof and ready for retail, regulator and consumer.
Built on GS1 Digital Link from day one.
One QR, many destinations
A single GS1 Digital Link QR resolves to different content depending on who scans it — consumer, retailer, regulator or machine.
Standardised URLs
GS1-compliant URL structure means your product identities work across every system, marketplace and supply chain partner.
Consumer-ready scanning
No special app required. Any phone camera reads the QR and lands on the right experience — authentication, registration, content or commerce.
Multi-market by design
Same GS1 identifier, localised destination. Route consumers to the right language, regulatory context and retailer by geography.
Scan analytics
Track where, when and how often your products are scanned. Map engagement by region, channel and audience.
Sunrise 2027 ready
Built on GS1 Digital Link from day one. No migration needed when 2D barcodes replace linear codes at retail.
A resolver that speaks the global language of trade.
SmartLinks works with GS1 member organisations to ensure your Digital Link URLs resolve correctly across every market. Whether you need GTIN, SSCC or GRAI identifiers, the platform handles encoding, redirection and analytics.
For brands already using GS1 standards, onboarding is a matter of days. For brands new to GS1, our team guides you through identifier allocation and link registration.
What you get
- GS1 Digital Link URL generation and management
- Redirect rules by audience (consumer, retailer, regulator)
- Analytics on scan location, device and time
- Integration with GS1 registry services
- Support for GTIN, SSCC, GRAI and other identifiers
- Migration guidance from legacy QR and barcode systems
SmartLinks is a GS1 UK approved partner.
As an approved GS1 UK partner, SmartLinks meets the highest industry standards for product identification and data sharing. Our solutions are built on globally recognised standards that ensure interoperability and trust.
- Certified standards compliance — full compliance with GS1 standards for global product identification.
- Trusted partnership — verified relationship with GS1 UK, the standards body behind the barcode.
- Global interoperability — solutions that work seamlessly across international markets.
“The global transition from the trusty barcode to QR codes powered by GS1 marks the beginning of a new era of transparency, connecting products with consumers, supply chains and regulators like never before. SmartLinks is playing a vital role in making adoption simple and scalable — enabling brands of all sizes to future-proof their product strategies, enhance consumer engagement and meet evolving regulatory requirements with confidence.”
Related reading on connected identity.
Digital Link is the standard. These pages show what you build on top of it.
ESPR & DPP
How the EU's Digital Product Passport regulation sits on top of GS1 Digital Link.
Read ESPR & DPPPlatform DPP
Mint, manage and serve DPP records at scale — anchored to Digital Link identifiers.
Read Platform DPPSmartLinks Hub
What sits behind every Digital Link QR — the connected-identity platform.
Read SmartLinks HubDPP timeline
Sunrise 2027 in context — how identifiers got to where they are today.
Read DPP timelinePrint partners
How printers and label converters add Digital Link QRs to existing artwork.
Read Print partnersSmartLinks Start
Self-serve Digital Link QR codes for small brands — from £0/month.
Read SmartLinks StartPrepare for Sunrise 2027 with SmartLinks.
Book a walkthrough with our GS1 team. We will audit your current identifiers and show you a migration plan to Digital Link.