Data Matrix with GS1 Digital Link
These barcodes are multifunctional: they contain valuable information that can simultaneously power Point-of-sale and many other business processes, while also connecting consumers to the website of choice for the brand. It cannot be scanned by most native phone cameras but requires an app to scan them. When using this on a retail trade item a linear barcode is also still required until there is a pervasive adoption to scan 2D barcodes at Point-of-sale.
Native Data Matrix are not part of GS1 standard but when using the GS1 Digital Link URI syntax it can encode all application identifiers. Currently it is approved for use for retail POS (in conjunction with a linear barcode). You can encode GTIN only or GTIN plus additional attributes based on your use case.GS1 Digital Link Standard