FabioCapela: For the other platforms, the serial / key is a multipurpose code that activates the game on Steam, Humble Store, and Chrome.
(Can't post links. for more info go to the official game page, get into the forums, [Don't Starve] General Discussion subforum, and read the "How Keys Work - Post Launch" sticky.)
Can anyone confirm if the same is true for the GOG key? If it's the same I will be purchasing my copy here, as it's both my favorite store and the one with the currently cheapest price :) ; otherwise, I will purchase from one of the other stores for the multiplatform (Windows+Linux+Chrome) benefit.
Unfortunately I think the code is solely for the updater. Tried to use mine for steam activation but it was not accepted.