The GS1 Digital Link standard strengthens the power and flexibility of the GS1 identification keys, like the GTIN, by linking them to the digital world. Using a "resolver", the identification key is converted to a web address and linked to various web pages (on product information, traceability, etc.). This inseparably connects the physical product to its digital twin on the web, opening new doors for B2B and B2C information exchange. By bridging the digital and physical worlds, consumers or patients for instance can gain more and faster access to up-to-date information that contributes to more transparency, safety and sustainability in the chain.