How GS1 Digital Link Changes RFID Label Encoding for Retail Suppliers

For years, RFID labels have primarily served one purpose: enabling automatic identification through EPC (Electronic Product Code) encoding. Retail suppliers would program a serial number into an RFID chip, attach the label to a product, and rely on inventory management systems to track it throughout the supply chain.

However, the retail industry is entering a new era of connected products.

With the rapid adoption of GS1 Digital Link, brands are beginning to transform ordinary RFID labels into digital gateways that connect physical products with online information, consumer experiences, regulatory compliance data, and Digital Product Passports (DPP).

For retail suppliers, this shift changes not only how labels are printed but also how RFID tags are encoded and managed.

In this article, we’ll explore what GS1 Digital Link is, why major retailers are adopting it, and how RFID manufacturers and suppliers should prepare for the next generation of smart product identification.

What Is GS1 Digital Link?

GS1 Digital Link is a global standard developed by GS1 that converts traditional product identifiers into web-based URLs.

Instead of storing only a static barcode number, products can be represented by a standardized web address, such as:

Where:

• 01 = GTIN (Global Trade Item Number)
• 21 = Serial Number

When scanned by a smartphone or industrial reader, this URL can direct users or systems to different digital resources.

Examples include:

• Product authenticity verification
• Warranty registration
• User manuals
• Sustainability information
• Recycling instructions
• Product recalls
• Digital Product Passports
• Supply chain traceability records

Rather than treating RFID and QR codes as separate technologies, GS1 Digital Link allows them to share the same product identity.

Traditional RFID Label Encoding

Most UHF RFID labels today follow the EPCglobal Gen2 standard.

A typical encoded memory structure includes:

Memory Bank	Purpose
Reserved	Passwords
EPC	Product identifier
TID	Chip unique ID
User Memory	Optional custom data

The EPC field often contains:

• Company Prefix
• Item Reference
• Serialized Number

For example:

Warehouse systems, POS terminals, and inventory software interpret this EPC value internally.

Consumers, however, cannot directly access or understand it.

The Problem with Traditional EPC Encoding

Modern retailers require much more than inventory visibility.

A single product may need to provide information to multiple stakeholders:

Consumers

• Product origin
• Care instructions
• Authentication
• Loyalty programs

Retailers

• Inventory tracking
• Omnichannel fulfillment
• Return management

Regulators

• Sustainability reporting
• Carbon footprint data
• Material composition
• Digital Product Passport compliance

Traditional EPC encoding was never designed to handle these expanding digital interactions.

How GS1 Digital Link Works with RFID

The key concept is identity unification.

An RFID tag and a QR code can reference exactly the same product identifier.

For example:

RFID Chip

EPC Memory:

QR Code

Both identifiers point to the same serialized product.

Backend software resolves the Digital Link URL and determines what information should be displayed based on:

• User location
• Device type
• Language
• Supply chain role
• Authentication status

This creates a single digital identity for every physical product.

Why Retail Suppliers Need to Care

1. Sunrise 2027 Initiative

GS1’s Sunrise 2027 initiative encourages retailers to adopt 2D barcodes capable of carrying Digital Link data.

Many global retailers are already upgrading their scanning infrastructure to support QR codes alongside traditional UPC barcodes.

For suppliers, RFID labels increasingly need to coexist with these next-generation identifiers.

2. Digital Product Passport (DPP) Requirements

The European Union is introducing Digital Product Passports across multiple industries, including:

• Apparel
• Footwear
• Electronics
• Batteries
• Textiles

Each product will require accessible digital information throughout its lifecycle.

RFID labels encoded with serialized GS1 identifiers provide an ideal foundation for DPP implementation.

3. Anti-Counterfeiting

Luxury brands and premium retailers are combining RFID and Digital Link to create secure authentication systems.

A customer can scan the QR code.

A warehouse can read the RFID chip.

Both access the same authenticated product record.

Counterfeiters must now replicate both the physical label and the backend digital identity.

How RFID Label Encoding Will Change

Retail suppliers should expect several workflow changes.

Serialization Becomes Mandatory

Instead of encoding only SKU-level information, every individual item receives a unique serial number.

Example:

Product	Serial Number
Blue Shirt M	100000001
Blue Shirt M	100000002
Blue Shirt M	100000003

This supports item-level traceability.

RFID and QR Production Must Be Synchronized

The printed QR code and RFID EPC must correspond to the same product identity.

Encoding software must ensure:

• Correct GTIN
• Correct serial number
• Proper EPC conversion
• Matching Digital Link URL

Any mismatch could break downstream tracking systems.

Backend Databases Become Critical

The RFID chip itself does not store the entire Digital Link URL.

Instead, it stores standardized identifiers that backend systems translate into digital experiences.

Manufacturers need robust serialization databases capable of handling millions of unique products.

Best Practices for RFID Manufacturers

Support GS1-Compliant EPC Encoding

Ensure your encoding software follows GS1 EPC Tag Data Standards.

Offer QR + RFID Combined Labels

Many retail customers now request labels that integrate:

• UHF RFID inlay
• Printed QR code
• Human-readable serial number
• Brand graphics

Hybrid labels reduce production complexity.

Build Flexible Encoding Platforms

Customers increasingly require:

• Batch serialization
• CSV imports
• ERP integration
• MES connectivity
• API-based encoding

Cloud-connected encoding systems offer significant competitive advantages.

Prepare for Digital Product Passports

RFID factories that understand DPP implementation today will be well positioned as regulations expand globally.

Providing consulting around serialization and GS1 standards can become an additional value-added service.

Example: Apparel Supply Chain

A fashion brand manufactures 500,000 jackets.

Each jacket receives:

RFID EPC

Printed QR Code

During manufacturing:

• RFID readers automate packing.
• Warehouse portals track shipments.

At retail:

• Inventory counts occur in seconds.
• Self-checkout systems identify products instantly.

After purchase:

The customer scans the QR code and accesses:

• Product authenticity
• Care instructions
• Sustainability certificate
• Recycling program
• Warranty registration

One serialized identity powers the entire product lifecycle.

The Future of RFID Is Digital Identity

RFID technology is evolving beyond simple inventory tracking.

GS1 Digital Link creates a bridge between physical products and digital information, enabling smarter supply chains, enhanced consumer engagement, and future regulatory compliance.

For retail suppliers, the question is no longer whether to adopt serialization and Digital Link standards—but how quickly they can integrate them into existing RFID labeling workflows.

Manufacturers that prepare now will be better positioned to support Sunrise 2027 initiatives, Digital Product Passports, and the next generation of connected retail.

Conclusion

GS1 Digital Link does not replace RFID. Instead, it makes RFID labels significantly more valuable by connecting them to a universal digital identity.

As retailers move toward fully traceable, serialized products, RFID label encoding will become increasingly integrated with QR codes, cloud databases, and Digital Product Passport ecosystems.

Suppliers that understand this transformation today can help customers build future-ready supply chains while gaining a competitive advantage in the rapidly evolving RFID market.