GS1 Sunrise 2027: A Practical Guide for Brands

By the end of 2027, retail checkouts are meant to be able to scan 2D barcodes such as QR codes as well as the traditional 1D barcode. GS1 US calls this Sunrise 2027 and describes it as "a global transition from 1D UPC barcodes to 2D barcodes, like QR codes". It affects any brand, retailer or manufacturer whose products pass through a checkout.

GS1 is the standards body that manages the GTIN, the number behind every UPC barcode. Its 2D Barcode Playbook for Retail POS Host and Backend Systems (May 2026) states the industry goal: by the end of 2027, "all retail POS systems should be capable of reading and processing a defined set of 2D barcodes with GS1 standards, in addition to existing linear barcodes." Those 2D barcodes, QR codes or GS1 DataMatrix, can carry more than the product's identity.

What is GS1 Sunrise 2027

GS1 Sunrise 2027 is the industry's target date, the end of 2027, for retailers to be able to scan 2D barcodes (QR codes with GS1 Digital Link, or GS1 DataMatrix) at the point of sale, in addition to traditional 1D UPC barcodes.

The date is about retail systems being ready to read the new format. It does not retire the old one. According to the GS1 playbook, during the transition a product carries both its current linear barcode and a 2D barcode.

Why the industry is making this change

• Richer product data at scan. A linear barcode typically contains only the GTIN. According to GS1, a 2D barcode can also encode attributes such as batch/lot number, expiration date, serial number and product version.
• Consumer engagement. Consumers can scan the same QR code with their phone and reach the brand's product page, with whatever the brand puts there: recipes, recall notices, sustainability information. One code serves both the checkout and the consumer.
• Recall efficiency. With the batch/lot number in the code, a retailer can block a recalled batch at the checkout instead of pulling the whole product line.
• Counterfeit reduction. A unique serial number per unit gives brands and retailers something to check a product against.
• Regulatory compliance. Food traceability rules increasingly work at lot level. The FDA's Food Traceability Rule requires a traceability lot code for foods on its Food Traceability List, and the FDA has been directed not to enforce it before July 20, 2028. A UPC barcode has no room for a lot code.

What is GS1 Digital Link

GS1 Digital Link is the standard that defines how a QR code carries GS1 data as a web address. In GS1 US's words, it "helps barcodes, and other data carriers, become web links". It uses standard URL syntax with GS1 application identifiers (AIs) as URL path segments.

A GS1 Digital Link QR code looks like: https://example.com/01/09506000134352/10/A1B2C3

Here 01 is the GTIN application identifier, 09506000134352 is the GTIN written as 14 digits, 10 is the batch/lot AI, and A1B2C3 is the batch number. A checkout scanner extracts the GS1 data. A phone treats the same code as a URL and opens the product page.

Timeline and adoption

• 2026 (now). The transition is under way and, in GS1's words, is unfolding "progressively on different timelines across the globe". GS1 advises brand owners to already be exploring and implementing a 2D barcode for their products.
• End of 2027 (Sunrise target). Retail POS systems should be able to read and process 2D barcodes with GS1 standards alongside linear barcodes. GS1 US adds that "it is not necessary to implement all the capabilities of 2D by that date".
• During the transition. Packs carry both the existing linear barcode and a 2D barcode.
• Post-2027. GS1 has set no end date for 1D barcodes. Its playbook says linear barcodes "will not go away and will coexist with 2D barcodes for as long as there are uses for them".

What this means for your brand

If you sell consumer products that go through retail checkouts, there are three decisions to make:

• Packaging refresh cycles. The simplest time to add a 2D barcode is when the artwork is already being changed. Plan to include a GS1 Digital Link QR code in your next packaging refresh.
• Data infrastructure. Decide what data to encode beyond GTIN. Batch numbers, expiration dates, and serial numbers require connecting your QR generation pipeline to your manufacturing/ERP systems.
• Consumer-facing landing pages. Decide what consumers see when they scan. The same QR code that retail systems read can show consumers a branded product page, allergen information or recall notices.

Steps to take in 2026

1. Inventory your SKUs. List every product you make, where it's sold, and which retailers carry it. Prioritize the highest-volume SKUs for early conversion.
2. Engage your major retail buyers. Ask each retailer what its 2D barcode requirements and timelines are. They differ from retailer to retailer.
3. Audit your packaging artwork process. Confirm your printers can produce QR codes at the required print quality.
4. Choose a QR code generation platform that supports GS1 Digital Link format. Both static (per-SKU) and dynamic (per-batch) approaches are viable.
5. Connect your manufacturing systems if you need batch-level or serialized QR codes. This is usually the largest piece of work, so start it early.
6. Design the consumer experience. Decide which page consumers land on when they scan: a general product page, allergen information, recipes.
7. Pilot with one SKU. Launch GS1 QR codes on a single product line, monitor scan data and retailer feedback, refine before rolling out across the catalog.
8. Track your timeline against retailer milestones. Retailers set their own dates, so plan against the earliest one that applies to you.

Static vs dynamic GS1 QR codes

For products without batch-specific data, a static GS1 QR code per SKU works fine. The QR is generated once with the GTIN and never needs updating.

For products with batch-level data (food, pharmaceuticals, cosmetics with expiration dates), each batch needs its own QR code. This requires either:

• Print-on-demand QR generation integrated with your manufacturing line, so each unit gets a unique QR with its serial/batch encoded.
• Dynamic QR codes where one printed QR redirects to a database lookup based on the production batch. This is more flexible but needs backend infrastructure.

How QRCodeStack helps

QRCodeStack has a GS1 Digital Link QR type for retail packaging. You enter the GTIN and, optionally, the batch/lot, serial number and expiry date, and the code opens a hosted product page with the details you add (ingredients, nutrition, certifications, a video). GS1 codes are dynamic. The API is available on the Pro and Business plans, and bulk creation through the API is on Business.

QRCodeStack's analytics count the scans consumers make with their phones, per product. Checkout scans are read by the retailer's own system and do not appear. City-level location is included during the trial and on the Business plan.

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