The GS1 QR code is replacing the barcode - what you need to know about Sunrise 2027

The barcode turned 50 in 2024. Since that first pack of Wrigley’s chewing gum was scanned in an Ohio supermarket in 1974, the one-dimensional barcode has become one of the most widely used symbols in global commerce. Over six billion barcodes are scanned every single day. Yet the technology behind them has barely changed in half a century.

Retail, logistics, and consumer expectations have changed dramatically. Products now need to carry far more information than a single numeric identifier. Sustainability regulations demand transparency. Consumers want to scan a product and instantly learn where it was made, what it contains, and how to recycle it. The traditional barcode simply cannot deliver that.

This is why GS1, the global standards organisation behind the barcode, launched the Sunrise 2027 initiative. By the end of 2027, retailers worldwide should be able to accept two-dimensional (2D) codes at the point of sale. The familiar striped barcode will not disappear overnight, but its replacement is already underway.

This article explains what Sunrise 2027 means, why 1D barcodes are no longer sufficient, and how manufacturers and retailers can prepare for the transition. If you want to understand the technical differences between a plain QR code and a GS1 Digital Link, read our companion article: QR code vs GS1 Digital Link - key differences for Digital Product Passports.

What is GS1 Sunrise 2027

GS1 Sunrise 2027 is a global industry initiative coordinated by GS1, the organisation that manages product identification standards used in over 100 countries. The core commitment is straightforward: by the end of 2027, point-of-sale systems in retail should be capable of processing 2D codes (such as QR codes and Data Matrix) in addition to traditional 1D barcodes.

This does not mean that 1D barcodes will be banned in 2027. The transition is designed as a parallel period. Products can carry both a 1D barcode and a 2D code simultaneously. Over time, as scanners, software, and supply chain systems are updated, the 2D code becomes the primary identifier, and the 1D barcode is phased out.

GS1 has been preparing for this since 2018 through pilot programmes with major retailers including Woolworths (Australia), Carrefour (France), and Wegmans (USA). More than 40 GS1 member organisations across the world are actively supporting local adoption.

The initiative is not a suggestion. Leading retail associations in Europe, North America, and Asia-Pacific have endorsed Sunrise 2027. For manufacturers, this means the shift from 1D to 2D is not a question of “if” but “when.”

Why 1D barcodes are no longer enough

The EAN-13 barcode (or its North American counterpart, UPC-A) can encode exactly one thing: a 13-digit Global Trade Item Number (GTIN). That is all. No batch number, no serial number, no expiration date, no URL, no link to sustainability data.

Here is what makes that limitation critical today:

Limited data capacity. A 1D barcode holds up to 20-25 numeric characters. In contrast, a QR code can store over 4,000 alphanumeric characters. When regulations require traceability down to the batch or serial number level, 1D codes simply cannot carry the information.

No consumer interaction. A 1D barcode was designed for machines at checkout counters. Consumers cannot scan it with a standard smartphone camera and get useful information. The 2D QR code, on the other hand, can link directly to a web page with product details, recycling instructions, or a Digital Product Passport.

One code, one purpose. The traditional barcode serves a single function: identifying the product at the point of sale. Modern supply chains need codes that work across multiple touchpoints, from the factory floor to the retail shelf to the consumer’s home.

No support for serialisation. Many new regulations, including the EU’s Digital Product Passport requirements, demand identification at the individual item level. Serialisation requires encoding both a GTIN and a unique serial number. That is impossible in a standard EAN-13.

Counterfeiting vulnerability. A 1D barcode is trivially easy to copy. A GS1 Digital Link encoded in a QR code, combined with serialisation, makes verification and authentication significantly more robust.

What the 2D GS1 QR code contains

The 2D code at the centre of Sunrise 2027 is not just any QR code. It is a QR code that encodes a GS1 Digital Link - a structured URL containing standardised product identifiers.

A typical GS1 Digital Link URL looks like this:

https://example.com/01/05901234123457/10/LOT2026A/21/SN00042

Breaking it down:

/01/05901234123457 - the GTIN (the same number in your current barcode)
/10/LOT2026A - the batch or lot number
/21/SN00042 - the serial number of the individual item
The domain (example.com) can be the brand’s own domain or a GS1 resolver

This single code carries four layers of identification: product (GTIN), batch (lot), item (serial number), and a web address. The URL is both human-readable (anyone can type it into a browser) and machine-readable (scanners and systems can extract the GS1 Application Identifiers automatically).

The result is one code that serves multiple purposes simultaneously. It replaces the barcode at the checkout scanner, identifies the batch for logistics and recall management, links consumers to product information, and connects to the Digital Product Passport for regulatory compliance.

One code replaces many

Today, a typical product might carry three or more codes: an EAN-13 barcode for the point of sale, a separate batch code for traceability, and a marketing QR code linking to a campaign page. Each code requires space on the packaging, and none of them talk to each other.

The GS1 Digital Link in a 2D QR code consolidates these into a single data carrier:

Point of sale. The scanner reads the GTIN from the QR code and processes the transaction exactly as it does with a barcode today. No change for the cashier or the consumer.

Logistics and supply chain. The batch number and serial number are available for warehouse management, recall traceability, and anti-counterfeiting checks.

Consumer engagement. When a consumer scans the same code with a smartphone, the GS1 resolver directs them to a product page with ingredients, origin, sustainability data, or loyalty programme content.

Digital Product Passport. The code links directly to the product’s DPP, providing EU regulators, market surveillance authorities, and recyclers with the information they need.

Regulatory compliance. The serialised identifier satisfies the traceability and identification requirements of ESPR, the Batteries Regulation, and other EU frameworks.

This convergence saves packaging space, reduces printing complexity, and eliminates the risk of mismatched codes.

What changes for manufacturers

For manufacturers, Sunrise 2027 touches packaging, labelling, IT systems, and supply chain processes. Here is what to expect:

Packaging and labelling. The 2D QR code requires a minimum size of roughly 15 x 15 mm to be reliably scanned. It needs a quiet zone (clear space around it) and sufficient contrast. Packaging designs may need to be adjusted, especially for small products. The good news: if you are already printing a barcode, replacing it with a QR code of similar dimensions is often feasible without major layout changes.

Data infrastructure. A GS1 Digital Link requires you to associate each GTIN with a web-accessible URL. This means setting up or connecting to a resolver service. Product master data (batch numbers, serial numbers, product descriptions) must be available in a system that the resolver can query. Companies with mature ERP or PIM systems are well positioned for this.

Serial number assignment. If your products will need serialisation (which DPP regulations increasingly require), you need a process for generating and managing unique serial numbers for each item. This is standard practice in pharmaceuticals and is now expanding to other sectors.

GS1 membership and identifiers. If you already have GTINs, you are ready. The same GTIN in your current barcode goes into the 2D code. If you do not yet have a GS1 company prefix, you will need to register with your local GS1 member organisation.

Testing and validation. Before rolling out new packaging, verify that your QR codes scan correctly at retail POS systems, in logistics environments, and on consumer smartphones. GS1 offers verification tools and guidelines for print quality.

What changes for retailers

Retailers are on the receiving end of Sunrise 2027, and they have a critical role to play.

POS scanner upgrades. Many modern barcode scanners already support 2D code reading. However, older laser scanners (which only read 1D codes) will need to be replaced with imaging scanners. The hardware investment varies by store size, but imaging scanners are now similarly priced to laser models.

POS software updates. The scanner hardware is only part of the equation. POS software needs to extract the GTIN from a GS1 Digital Link URL, not just from a traditional barcode symbology. GS1 has published specifications for parsing Digital Link URIs, and most major POS software vendors are updating their systems.

Product database integration. With 2D codes carrying batch and serial numbers, retailers gain new capabilities: automated recall management, better shelf-life tracking, and real-time inventory at the item level. These benefits require database and middleware updates to store and process the additional data.

Staff training. Checkout staff and store managers need to understand that both 1D and 2D codes will coexist during the transition period and that scanning either should produce the same result at the register.

Timeline pressure. GS1 recommends that retailers complete POS readiness by the end of 2027. In practice, early adopters are already accepting 2D codes. Retailers who wait risk being unable to process products from manufacturers who have moved to 2D-only packaging.

The connection to DPP - why EU regulations make 2D codes practically mandatory

The EU Digital Product Passport, introduced through the Ecodesign for Sustainable Products Regulation (ESPR), requires every covered product to carry a data carrier that links to its passport. The regulation specifies that this data carrier must be:

Machine-readable
Globally interoperable
Capable of identifying the product at the model, batch, or item level (depending on the product category)
Accessible to consumers, regulators, and supply chain partners

A traditional 1D barcode meets none of these requirements beyond basic product identification. It cannot link to a web resource. It cannot carry batch or serial data. It is not designed for consumer scanning.

The GS1 Digital Link in a 2D QR code, by contrast, satisfies every requirement. It carries the GTIN, batch, and serial number in a globally standardised format. It links to a resolver that can direct different stakeholders to different data views. It is scannable by any smartphone.

While the ESPR does not explicitly name “GS1 Digital Link” as the mandatory standard, the technical requirements align so closely that GS1-based 2D codes are the de facto solution. The EU Battery Regulation, which enters into force earlier, already references GS1 standards in its technical specifications.

This convergence is significant. Companies that adopt 2D GS1 QR codes for Sunrise 2027 simultaneously prepare for DPP compliance. A platform like myDPP connects these dots by generating Digital Product Passports that are accessible through GS1 Digital Link URLs, so the same code that works at the checkout also serves as the entry point to the DPP.

For a broader introduction to DPP, see: Digital Product Passport in 15 minutes.

Migration path - step by step

The transition from 1D to 2D does not have to happen in a single leap. Here is a practical roadmap:

Step 1: Audit your current state. Identify which products carry barcodes, which GTINs are in use, and whether your POS or logistics partners can already scan 2D codes. Review your GS1 membership status and company prefix.

Step 2: Set up your data foundation. Ensure your product master data is clean and accessible. Each GTIN should be linked to a complete product record including batch and (where needed) serial number data. Your ERP or PIM system is the source of truth here.

Step 3: Start with dual encoding. Add a 2D QR code to your packaging alongside the existing barcode. The QR code encodes the GS1 Digital Link with the same GTIN. Retail scanners continue reading the 1D code while the 2D code is available for logistics, consumer engagement, and DPP.

Step 4: Connect to a resolver. Set up or subscribe to a GS1 Digital Link resolver service. This service routes requests from the QR code to the appropriate destination: product page, DPP, regulatory data, or marketing content.

Step 5: Test across the chain. Verify that your 2D codes scan correctly at retail POS terminals, in warehouse management systems, and on consumer smartphones. Address any print quality or encoding issues.

Step 6: Communicate with your partners. Inform your retail customers, distributors, and logistics providers about the transition timeline. Alignment across the supply chain is essential.

Step 7: Phase out the 1D barcode. Once your key retail partners confirm 2D readiness (targeted by end of 2027), you can begin removing the 1D barcode from packaging. The QR code becomes the sole data carrier.

Frequently asked questions

Will all barcodes disappear in 2027? No. Sunrise 2027 sets the deadline for retailers to accept 2D codes at the point of sale. The 1D barcode will not be banned. During the transition period, most products will carry both codes. Over time, as the entire supply chain upgrades, manufacturers will move to 2D-only packaging. The timeline depends on the industry and region.

Do I need a new GTIN for the 2D code? No. The same GTIN that is in your current EAN-13 barcode goes into the GS1 Digital Link URL. You do not need to register new numbers. The identifier stays the same. Only the carrier changes, from a 1D barcode to a 2D QR code.

Is a GS1 Digital Link QR code the same as a marketing QR code? Not exactly. A marketing QR code typically points to any URL the brand chooses. A GS1 Digital Link QR code contains a structured URL with standardised product identifiers (GTIN, batch, serial) and connects to a resolver that routes different users to different information. It can serve marketing purposes too, but it also works for checkout, logistics, regulation, and DPP compliance.

How does Sunrise 2027 relate to the Digital Product Passport? They are separate initiatives that converge in practice. Sunrise 2027 (led by GS1) prepares retail infrastructure for 2D codes. The DPP (required by the EU) demands a data carrier on every covered product that links to its passport. The GS1 Digital Link in a 2D QR code satisfies both requirements. Companies that prepare for Sunrise 2027 are simultaneously building the foundation for DPP compliance.

Sources

GS1 - Sunrise 2027: Transition to 2D barcodes at the point of sale. https://www.gs1.org/industries/retail/sunrise-2027
GS1 - GS1 Digital Link Standard. https://www.gs1.org/standards/gs1-digital-link
European Commission - Ecodesign for Sustainable Products Regulation (ESPR). https://environment.ec.europa.eu/topics/circular-economy/ecodesign-sustainable-products-regulation_en
European Commission - EU Battery Regulation (2023/1542). https://eur-lex.europa.eu/eli/reg/2023/1542/oj
GS1 - Application Identifiers. https://www.gs1.org/standards/barcodes/application-identifiers