The global retail and manufacturing industries are preparing for one of the most important transformations in decades: the transition from traditional barcodes to next-generation 2D barcodes. Known as Sunrise 2027, this milestone marks the deadline set by GS1 for businesses worldwide to begin using 2D barcodes at point of sale. But the transition is about more than replacing a symbol — it’s about unlocking a smarter, more connected product ecosystem where a single scan delivers significantly more data and unprecedented value.
What is Sunrise 2027?
Sunrise 2027 is the global initiative led by GS1 that calls on retailers and manufacturers to ensure point of sale systems can read 2D barcodes by the year 2027. Unlike traditional barcodes, which carry only a Global Trade Item Number (GTIN) for price lookup, 2D barcodes — including QR codes and Data Matrix codes — can encode much more information.
This means a single scan at the register, in a warehouse, or by a customer’s phone can reveal everything from expiration dates and batch numbers to product authentication, safety information, and promotional content. For supply chains and consumers alike, this is a huge leap forward.
Why the manufacturing industry can’t afford to wait
For manufacturers, the move to 2D barcodes offers a chance to streamline operations, improve quality control measures, and meet new regulatory compliance standards. With more countries adopting digital labeling requirements, especially in sectors like food, pharmaceuticals, and cosmetics, Sunrise 2027 isn’t just a suggestion — it’s a ticking clock.
The manufacturing floor is already seeing 2D barcodes integrated across production lines, helping track products with lot codes and expiration dates while enhancing inventory control in real-time. These codes ensure data integrity and traceability from production through to the point of care, reducing errors and increasing patient safety.
From supply chain efficiency to customer engagement
The beauty of the Sunrise 2027 initiative lies in its ability to connect internal efficiency with external engagement. On one hand, 2D barcodes improve supply chain management by enabling better tracking, faster recalls, and more precise logistics. On the other, they enhance consumer engagement by delivering branded product pages, usage instructions, nutritional information, or loyalty programs directly to a customer’s device.
This connection is only possible because QR codes and Data Matrix codes can hold significantly more data than linear barcodes — and link to additional resources in real time. It’s no longer just about tracking, but about telling a story at every touchpoint.
The power of a single scan
Imagine this: a shopper picks up a product in-store and scans its 2D barcode with their phone. Instantly, they see verified product details, allergen info, and promotional offers tailored to their location or loyalty status. At the same time, the retailer’s point of sale system scans the same code and retrieves the GTIN for pricing.
This is the vision of Sunrise 2027 — a world where a single scan serves both backend logistics and frontend customer interaction without compromise. That’s why POS systems need to ensure compatibility now, not later.
QR codes, Data Matrix, and the flexibility of 2D formats
There’s no single 2D barcode to rule them all. QR codes are highly versatile and familiar to consumers, making them ideal for packaging and marketing. Data Matrix codes, on the other hand, are compact and durable, well-suited for industrial use and small labels — particularly in pharmaceuticals, electronics, and parts manufacturing.
Both formats offer built-in error correction, enabling fast and reliable scanning even when damaged or partially obscured. That’s critical in warehouse environments, on product packaging, or in rugged inventory management settings.
Key advantages of transitioning to 2D barcodes
Making the shift to 2D is not just a matter of compliance — it’s a strategic upgrade. Brands that embrace this change early will:
- Enhance operational efficiency across logistics, warehousing, and fulfillment
- Ensure regulatory compliance with evolving global labeling regulations
- Improve product transparency and earn trust through better product data
- Support augmented reality and dynamic content experiences
- Enable real-time inventory control and reduce out-of-stock issues
- Authenticate products and protect brand reputation through unique identifiers
How 2D barcodes impact global trade
For companies involved in international commerce, the move to 2D barcodes and the GS1 Digital Link standard can simplify cross-border operations. These barcodes carry detailed product data, which helps meet local regulatory requirements and ensures smoother customs processing.
This is especially valuable in sectors with strict quality control measures and safety standards. By embedding information like batch numbers, expiration dates, and lot codes, businesses can guarantee traceability and demonstrate accountability — a growing requirement in global supply chain agreements.
Building trust through product transparency
Today’s consumers demand more from brands. They want to know not just what a product is, but where it came from, how it was made, and how to use it responsibly. With 2D barcodes, brands can offer this product authenticity without cluttering the label.
Whether it’s safety information, sourcing certifications, or disposal instructions, 2D barcodes give packaging a digital dimension — one that builds trust and influences consumer behavior at the shelf.
The role of Digital Link in a smooth transition
Platforms like Digital Link exist to make the transition to 2D barcodes easier and more powerful. With built-in support for the GS1 Sunrise 2027 standard, Digital Link helps brands, retailers, and manufacturers create QR codes that integrate seamlessly into existing systems and workflows.
Users can generate smart codes in bulk, connect them to dynamic landing pages, track performance, and update destinations over time — all without changing the printed code. This flexibility is essential for a successful transition and to stay competitive in a fast-evolving marketplace.
Ensuring data capacity and future-proofing product labels
Linear barcodes were never designed to handle modern demands. They carry a single number, with no built-in intelligence. 2D barcodes, by contrast, offer the data capacity to carry the Global Trade Item Number and much more — from serial numbers and price lookup values to language-specific product information and usage videos.
This richness means that one label can serve multiple audiences, in multiple countries, with additional data accessible on demand. It also means fewer multiple barcodes on a package, reducing confusion and improving design flexibility.
Why now is the time to act
The timeline for Sunrise 2027 might seem generous, but the systems and processes required to support 2D barcodes take time to build and test. Retailers must update point of sale systems, manufacturers must adapt labeling lines, and brands must rethink how they deliver product details and storytelling through packaging.
Early adopters will not only avoid bottlenecks — they’ll also unlock opportunities to innovate, increase efficiency, and deliver richer customer interaction. Delaying this shift risks being left behind in both compliance and competitiveness.
From production lines to loyalty programs: real-world impact
2D barcodes are already proving their value in the real world. On production lines, they enable fast scanning and verification. In pharmacies, they help ensure correct medication administration. At checkout, they allow faster processing while linking to loyalty programs. And for logistics teams, they offer precise tracking that supports smarter inventory management.
This isn’t just a new symbol — it’s a new process. One that can transform the way data flows between systems, brands, partners, and people.
How to prepare for Sunrise 2027
To get ready for the transition:
- Audit your current barcode usage across products and packaging
- Identify where more data can improve operations or compliance
- Choose a platform that supports the GS1 Digital Link standard
- Update your point of sale and backend systems for 2D compatibility
- Test your codes across all POS systems, warehouse scanners, and consumer apps
Most importantly, treat Sunrise 2027 as a chance to modernize, not just a deadline to meet. The brands that embrace this change fully will gain a long-term advantage.
Unlocking endless possibilities with next-gen barcodes
The promise of Sunrise 2027 is more than a technical upgrade. It’s about enabling global supply chain transparency, engaging consumers with rich content, improving patient safety, and driving efficiency from the warehouse to the checkout.
As businesses prepare for this transformation, those who embrace the power of 2D barcodes now will lead the charge toward a smarter, safer, more connected future.
The countdown has already begun. Will you be ready?
