GS1 is the not-for-profit standards organisation behind the barcode. A GTIN (Global Trade Item Number) uniquely identifies each trade item, GDSN (Global Data Synchronisation Network) shares the attributes behind that GTIN between trading partners through certified data pools, and GS1 Digital Link turns the identifier into a web address for QR codes.
GS1 standards give every product a globally unique identity and a shared language for describing it. The GTIN (Global Trade Item Number) identifies the trade item, GDSN (Global Data Synchronisation Network) shares the master data attached to that GTIN between suppliers and retailers, and GS1 Digital Link encodes the GTIN as a web address so one QR code can serve checkout scanners and consumers. For a PIM (product information management) team, the GTIN is the key that connects internal records to every external system.
What is a GTIN and how is it structured?
A GTIN is a number that identifies any trade item that can be priced, ordered or invoiced at any point in the supply chain. The brand owner assigns it, using capacity licensed from a GS1 member organisation, and GS1 GTIN Management Rules govern when a change to a product requires a new number.
| Format | Length | Typical use |
|---|---|---|
| GTIN-8 | 8 digits | Very small consumer packs (EAN-8 barcode) |
| GTIN-12 | 12 digits | Consumer units in North America (UPC-A barcode) |
| GTIN-13 | 13 digits | Consumer units in most other markets (EAN-13 barcode) |
| GTIN-14 | 14 digits | Cases and other non-retail trade units |
In the product data model, the GTIN belongs at the level that is actually traded: each variant, pack size and case level needs its own number. Storing GTINs as text with leading zeros preserved, and validating the check digit on entry, prevents common integration errors.
How does GDSN work?
GDSN is a network of certified data pools that synchronise product master data between trading partners. GS1 describes five steps: the supplier loads its item data into a data pool, registers the items, the recipient subscribes, the supplier publishes the data and the recipient confirms receipt. The content follows the GS1 Global Data Model, a globally consistent set of core attributes needed to list, store, move and sell products, extended by local market requirements.
For suppliers, GDSN replaces many retailer-specific spreadsheets with one publication route. The practical work sits in the PIM: modelling the packaging hierarchy, holding logistics attributes such as dimensions and weights per level, and mapping attributes to the target market's code lists. GDSN is one route within broader product data syndication, and many grocery, health and beauty and DIY retailers require it.
What are GS1 Digital Link and Sunrise 2027?
GS1 Digital Link is the GS1 standard for expressing identifiers such as GTINs, GLNs and SSCCs as web URIs. GS1 lists URI syntax version 1.5.0 (June 2024) and a conformant resolver standard version 1.0.0 (February 2024). A QR code carrying a Digital Link URI can be scanned at the till to extract the GTIN, and by a consumer's phone to reach online information; the destination can be changed online without reprinting packaging.
Sunrise 2027 is the GS1 industry ambition that, by the end of 2027, QR codes with GS1 standards are widely adopted, with retailers able to scan them at point of sale. The GS1 global endorsement statement notes that point-of-sale systems must read both 1D and 2D barcodes during the transition, and GS1 US advises retailers that the first step is installing scanners that can read 2D codes and extract the GTIN. Both QR codes and GS1 DataMatrix can carry a GTIN with attributes such as expiry date or serial number.
Why does this matter for PIM and regulation?
Three developments raise the importance of clean GS1 data in the PIM:
- 2D barcodes and batch data: encoding expiry dates or serial numbers requires the PIM and packaging workflow to manage more than the GTIN.
- Consumer information via QR: a Digital Link destination needs product content, such as ingredients, allergens or instructions, that is complete and current. Online food content must still meet Regulation (EU) No 1169/2011.
- Digital Product Passport: product identifiers and data carriers are central to the EU Digital Product Passport under Regulation (EU) 2024/1781, and GTINs are one of the identifier schemes discussed in its standardisation work.
Vendors such as Syndigo and Salsify operate GDSN-certified services; buyers should confirm certification status and supported target markets directly with each provider.
Key takeaways
- The GTIN identifies each traded item and packaging level; the brand owner assigns it under GS1 rules.
- GDSN synchronises master data through certified data pools using the GS1 Global Data Model.
- GS1 Digital Link turns identifiers into web URIs so one QR code can serve checkout and consumers.
- Sunrise 2027 targets wide adoption of QR codes with GS1 standards at retail point of sale by the end of 2027.
- The PIM should own GTIN allocation, packaging hierarchies and the content that 2D codes link to.
Frequently asked questions
Who assigns a GTIN to a product?
The brand owner, meaning the organisation that owns the product specification, normally assigns the GTIN, wherever the item is made. It does so from a numbering capacity licensed by its local GS1 member organisation. GS1 GTIN Management Rules define when a product change requires a new GTIN, so allocation should be governed centrally, often in the PIM or ERP.
Is the EAN barcode being replaced by QR codes in 2027?
GS1's Sunrise 2027 ambition is that QR codes and other 2D barcodes carrying GS1 identifiers are widely adopted by the end of 2027, with retail point-of-sale systems able to read both 1D and 2D codes. The transition is gradual, so linear barcodes continue to be scanned while brands add 2D codes to packaging.
What is a GDSN data pool?
A GDSN data pool is a service certified against GS1 standards that stores a supplier's product data and synchronises it with subscribing trading partners. Suppliers load and register their items in their chosen pool, publish them to subscribing recipients and receive confirmations. One publication can then reach all subscribing trading partners, which reduces the number of retailer-specific templates a supplier maintains.
For coverage of PXM, PLM and product compliance, including PPWR and DPP, see the independent resource PXM Atlas.