The UPC code has been a reliable fixture in the retail world for decades. Since the 1970s, these black-and-white bars have helped streamline checkout, manage inventory, and reduce human error across countless point-of-sale systems. But we’ve entered a new era.
As mobile devices become universal and consumer expectations evolve, QR codes are stepping up with features the old guard can’t match.
So what’s the real difference in the debate of UPC vs QR code? Is one replacing the other? Let’s dig into the details and see how barcodes and QR codes compare, and which one brands should adopt moving forward.
What is a UPC code?
The Universal Product Code (UPC) is a type of one-dimensional barcode consisting of a 12-digit numeric code. It’s found on nearly every product label worldwide and is primarily used for retail checkout, inventory management, and supply chain efficiency. Vendors track products using this simple tool.
Each UPC code contains a unique identifier for a specific product, making it machine-readable by standard barcode scanners.
However, despite its widespread use, the UPC barcode has limitations. It encodes only a static number, meaning there is no room for dynamic content, additional product information, or digital experiences.
A quick history of the UPC
The UPC was born in the early 1970s, when George Laurer of IBM designed the system in response to a growing need for faster checkout processes. The first retail scan occurred in 1974 at a Marsh supermarket in Ohio (on a pack of Wrigley’s gum, no less). That iconic item now sits in the Smithsonian.
Why UPC barcodes became so important
Over time, UPC barcodes became the industry standard across North America. Internationally, they were joined by EAN codes (European Article Numbers), allowing global trade partners to speak the same language. Retailers embraced them because they simplified:
- Check out at the point of sale
- Inventory management systems
- Tracking products through the supply chain
But today, their role is evolving.
The limits of UPC codes
While UPC labels are great at identifying products, they fall short in several key areas:
- Static data only: The information encoded is fixed at the time of printing.
- No engagement: There’s no ability to store web links, promotional material, or marketing campaign content.
- No traceability features: You won’t find batch numbers, expiration dates, or serial numbers embedded in UPC barcodes.
That’s where two-dimensional barcodes, like QR codes, come into play.
What is a QR code?
A QR code (short for Quick Response code) is a two-dimensional barcode that can store vastly more data than traditional one-dimensional barcodes like the UPC.
These machine-readable barcodes are designed in a matrix format and can hold hundreds of characters, including URLs, alphanumeric strings, or encoded product details.
Using a smartphone camera or a QR code reader, they’re easily scannable from any angle, offering more data in a smaller footprint. Unlike UPC barcodes, QR codes enable:
- Instant access to product pages or digital content
- Batch tracking and expiry information
- Custom links for region-specific data
- Consumer engagement via video, social media links, or offers
The invention—and reinvention—of QR codes
Initially developed by Denso Wave in 1994 for tracking automotive parts, QR codes found new life with the rise of mobile devices in the 2000s.
But the real turning point came in 2009, when QR Code KIT, our sister company, introduced dynamic QR codes. A game-changer that allowed the information behind a code to be updated even after printing.
Dynamic QR codes made it possible to manage product data, change campaign messaging, and track analytics, all using the same code.
What is a GS1 QR code?
GS1 QR codes are built using the GS1 Digital Link standard. Instead of just storing a Global Trade Item Number (GTIN), these two-dimensional codes embed that GTIN into a URL structure, making them readable by barcode scanners and mobile devices.
With a single scan, the GS1 QR code can:
- Direct consumers to digital product passports
- Store information for inventory management systems
- Serve product recalls or regulatory notices
- Deliver region-specific marketing
All of this can be achieved using the same code, without needing multiple barcodes.
The power behind the scan: how the resolver works
A resolver is at the heart of a GS1 QR code: an innovative cloud-based system that recognizes the GTIN in the link and routes the user to the appropriate destination. Whether scanned at a warehouse or by an end consumer, the resolver tailors the response based on context, language, and device.
Even better? It works offline for industrial systems and online for consumer-facing experiences.
UPC and QR code: Key differences
| Feature | UPC Code (1D) | GS1 QR Code (2D) |
|---|---|---|
| Data capacity | Up to 12 digits | Thousands of characters |
| Scan method | Barcode scanner only | Smartphone & scanner |
| Scannability | One-directional | Omnidirectional |
| Data type | Static only | Dynamic & static |
| Packaging | Requires multiple labels | Combines into one code |
| Engagement | None | Direct to product pages, social media links, or CTAs |
| Traceability | Limited | Includes batch numbers, expiration dates, and serial numbers |
| Use case | Point of sale | Marketing, compliance, supply chain, e-labels |
Are UPC codes being replaced?
Yes and no. UPC barcodes are still valid, especially in North American retail systems. But we’re seeing a shift toward two-dimensional codes serving multiple purposes. Retailers, regulators, and consumers alike want more data, better engagement, and easier access.
Many brands are now adopting GS1 QR codes to power both inventory management and digital experiences from the same barcode label.
Why are brands making the switch?
A new generation of product labels is emerging: interactive, multilingual, and fully customizable. Brands are turning to Digital Link to:
- Consolidate barcodes and QR codes into a single matrix barcode
- Create high-resolution artwork for compliance
- Run personalized marketing campaigns through product packaging
- Track analytics and scan data from a single scan
With the help of a modern QR code generator like Digital Link, brands gain the power to update product information on the fly and store information in the cloud.
How QR codes transform consumer packaging
As packaging evolves beyond static branding and nutritional facts, it’s becoming a key channel for digital engagement. Today’s packaging must do more than look good on a shelf; it must interact, inform, and connect.
QR codes, especially GS1-compliant ones, are enabling exactly that.
With a single scan, brands can turn a product’s physical exterior into a digital gateway, linking to sustainability stories, product origins, social media campaigns, and more. This shift transforms packaging from a cost center into a dynamic, value-driving asset.
The ability to deliver region-specific content, update messaging post-production, and collect scan data also makes QR-enhanced packaging more strategic.
It aligns with rising expectations for transparency, accessibility, and personalized experiences, all directly through the packaging consumers already hold in their hands.
Modern label design for QR-enabled products
As brands adopt QR codes, they must also rethink their label design. A well-placed, clearly visible QR code is only effective if users are enticed to scan it, and the surrounding design reinforces trust and usability.
Modern label design now considers QR code visibility, white space for scanability, and cues like calls to action or visual framing. High resolution artwork and proper contrast are essential to avoid scanning errors. But more than that, designers must balance aesthetics with function, blending brand identity with digital utility.
A single label may now need to satisfy regulatory requirements, support marketing goals, and provide a seamless mobile experience.
With the right QR code generator, teams can easily create high-resolution artwork and integrate dynamic links without sacrificing visual appeal. The result is smarter packaging design that elevates the product and the experience.
How to upgrade from UPC to GS1 QR codes
If you’re ready to embrace the next generation of barcodes and elevate your product packaging, here’s where to start:
- Evaluate your systems: Ensure your barcode scanner and inventory management tools can handle two-dimensional codes.
- Register with GS1: You’ll need a GS1 company prefix to generate a global trade item number.
- Choose a QR code generator: Use Digital Link to create smart GS1 QR codes that meet regulatory and marketing needs.
- Update your packaging: Replace or complement existing UPC labels with modern two-dimensional codes.
- Test & track: Scan barcodes in retail and industrial environments to validate the printing process, proper colors, and functionality.
The future of product labeling
The retail industry is at a turning point. Traditional barcodes like UPC codes served us well for decades, but they’re no longer enough.
With consumers demanding transparency, regulators requiring more product data, and marketers needing new ways to engage, the case for two dimensional QR codes is stronger than ever.
GS1 QR codes powered by Digital Link are more than just barcodes—they’re data hubs, marketing tools, and compliance solutions rolled into one.
In the end, the answer is clear: The GS1 QR code is not just a replacement. It’s an upgrade.
