GS1 Sunrise 2027: Why QR Codes Are Replacing the Barcode on Your Products

Introduction

For more than fifty years, the striped UPC/EAN barcode has been the silent workhorse of retail. It tells the checkout what the product is, and that is about it. That era is ending. Under the industry initiative known as GS1 Sunrise 2027, retail point-of-sale systems are expected to be able to read and process a product’s GTIN from a 2D barcode, specifically a QR code encoded with a GS1 Digital Link URI or a GS1 DataMatrix, by December 31, 2027.

With roughly fifteen months to go, the transition has moved from slide decks to production lines. Brands are redesigning labels, retailers are upgrading scanners, and packaging teams are asking the same question: what exactly do we need to do, and when?

This guide explains Sunrise 2027 in plain language, why the QR code won, and a practical plan to get your products ready without disrupting your supply chain.

What Is GS1 Sunrise 2027?

GS1 is the global, non-profit organization behind the barcode standards used on virtually every retail product. Sunrise 2027 is its coordinated industry goal for retailers to accept 2D barcodes at checkout.

A few key points are often misunderstood:

• It is not a switch that flips overnight. Nothing stops working on January 1, 2028. The date is a readiness target for point-of-sale systems.
• The classic barcode does not disappear immediately. During the transition, many retailers will expect both the linear UPC/EAN and a 2D code on pack, so every store and warehouse can keep scanning.
• It is a one-code-for-everything strategy. The goal is a single 2D code that works for the cashier, the warehouse, the regulator, and the shopper’s phone.

Why the QR Code Won

A linear barcode stores a short number. A QR code with GS1 Digital Link can store a web address that also carries structured product data, for example:

https://brand.example/01/09506000134352/10/LOT42/17/271231

In that single URL:

• 01 is the GTIN (the product identifier the checkout needs)
• 10 is the batch or lot number
• 17 is the expiry date

That means the same printed square can be:

1. Scanned at the till to ring up the product
2. Scanned in the warehouse for traceability, stock rotation, and recalls
3. Scanned by a consumer’s phone to open ingredients, allergens, instructions, sustainability data, or a promotion

One code, many audiences. That is why the industry chose QR codes with GS1 Digital Link as the consumer-friendly option: every modern smartphone camera already reads them natively.

What Changes for Brands and Manufacturers

Packaging Artwork

Your packaging needs space for a 2D code in addition to the existing barcode during the dual-marking period. Plan for a clear quiet zone around the code and a size that scans reliably on curved or glossy surfaces. Our QR code size guide covers minimum dimensions and print tips.

Data Behind the Code

The QR code is only as useful as the page it opens. You will need a resolver, a web service that reads the GS1 Digital Link URL and sends each audience to the right content. Consumers might land on a product page, while a pharmacist or retailer app might receive structured data.

Variable Data on the Line

The biggest operational shift is printing variable information such as lot and expiry. That usually means upgrading coders on the production line, not just redesigning static artwork.

Governance

Decide who owns the domain in the QR code, who approves the destination pages, and how URLs are kept alive for the product’s lifetime. A QR code on a can of tomatoes might be scanned years after it was printed.

What Changes for Retailers

Retailers must make sure their scanners and point-of-sale software can decode 2D symbols and extract the GTIN from a Digital Link URL. Many modern imaging scanners already can; older laser scanners cannot. The payoff is significant: expiry-aware pricing, faster recalls, and less shrink from expired stock.

The Business Case Beyond Compliance

Treating Sunrise 2027 as a box-ticking exercise misses the opportunity. A consumer-facing QR code on every product can become a valuable owned channel to reach shoppers directly.

• Richer product information: Ingredients, allergens, nutrition, and usage videos without cramming the label.
• Regulatory readiness: The same infrastructure supports the EU Digital Product Passport. Read our Digital Product Passport guide for the timeline.
• Sustainability and recycling: Tell shoppers exactly how to dispose of packaging in their region.
• First-party data: Registrations, reviews, loyalty sign-ups, and reorders directly from the pack.
• Anti-counterfeit signals: Serialized codes help verify authenticity.

A Practical 5-Step Plan to Get Ready

Step 1: Audit Your SKUs

List every product, its GTIN, and which retailers you ship to. Ask your key retail partners what they require and when.

Step 2: Choose Your URL Structure

Register or reserve a domain you control, and define the GS1 Digital Link format you will use. Avoid third-party short links that you could lose access to.

Step 3: Build the Destination Pages

Start simple: a clean, mobile-first page per product with the essentials. You can enrich it over time.

Step 4: Generate and Test Codes at Scale

This is where most teams hit friction. Hundreds or thousands of SKUs means hundreds or thousands of unique QR codes. Put your GS1 Digital Link URLs in a spreadsheet and use a bulk QR code generator such as MultipleQR to create every code at once and download them in a single ZIP, ready for your artwork or print vendor. Test a random sample on iOS and Android and on actual printed material.

Step 5: Pilot, Then Roll Out

Launch on a few high-volume products, measure scans, fix issues, and then extend across the range as packaging is naturally refreshed. Aligning with scheduled artwork updates keeps costs down.

Common Mistakes to Avoid

• Removing the linear barcode too early: Keep dual marking until your retail partners confirm they no longer need it.
• Encoding a temporary campaign URL: Packaging outlives campaigns. Use a stable product URL and change the content behind it.
• Printing too small: A code that does not scan at the till is worse than no code.
• Forgetting accessibility: Destination pages must be readable, fast, and usable with screen readers.
• No owner: Without clear governance, broken links pile up quietly on shelves.

Conclusion

GS1 Sunrise 2027 is a major change to how products are identified at checkout. The QR code is becoming the single link between a physical product, the checkout, the supply chain, and the shopper. Brands that start now can spread the work across natural packaging refresh cycles and use the new code as a real customer channel, not just a compliance requirement.

When you are ready to turn your SKU list into print-ready codes, MultipleQR lets you paste or import all your URLs and generate every QR code in one batch, free and directly in your browser. Get your packaging ready for 2027 today.