By the end of 2027, most major retailers want their point-of-sale systems able to scan 2D barcodes — including QR codes — alongside the familiar UPC stripes. The transition is called GS1 Sunrise 2027, and it represents the biggest change to product packaging barcodes in decades.

For brands and small businesses printing their own packaging, Sunrise 2027 is both an opportunity and a logistics puzzle. This post explains what's happening, why it matters, and what you can do now to prepare.

What is GS1 Sunrise 2027?

GS1 — the organization that issues UPC barcodes — has set an industry goal: by the end of 2027, retail POS scanners should be capable of reading 2D barcodes (QR codes and Data Matrix) at checkout, not just the traditional 1D UPC stripes.

According to Packaging Dive (Oct 27, 2026), as of Pack Expo, approximately 2,000 retailers and 1,900 brands have participated in 2D pilots or implementations. The goal is retail POS readiness by the end of 2027.

This is "a sunrise, not a sunset" — UPC barcodes aren't going away. As NACS Magazine (Oct 2026) explains, brands will co-locate UPC and 2D codes on packaging until retailer readiness reaches approximately 90–95%.

What is a GS1 Digital Link QR code?

A standard QR code can encode any URL. A GS1 Digital Link QR code encodes a URL in a specific format that includes the product's GTIN (the number from your UPC barcode) plus optional data like expiry date, batch number, and a product page URL.

The result is a single QR code that can be read by a retail scanner at checkout (extracting the GTIN for the sale) and by a consumer's phone (opening a product landing page). According to IGD (Oct 13, 2026), GS1-powered QR codes can carry the GTIN plus expiry, batch, and product URL in a single code.

This dual function is the key shift: the QR on your packaging isn't just a marketing link anymore — it can also be the checkout barcode.

Why retailers are adopting 2D codes

The traditional UPC barcode encodes only a GTIN — a product identifier. A 2D code can encode far more data in the same space. Retailers see several benefits:

Expiry and batch tracking: IGD reports that 7-Eleven Thailand uses QR codes to flag expired products at checkout, preventing spoiled items from being sold.
Inventory management: Woolworths Australia saw up to 21% productivity improvement managing inventory by expiry date using GS1 QR codes, according to IGD.
Consumer engagement: The same code that scans at POS can link consumers to product information, recipes, sustainability data, or promotional offers.

Tesco became the first UK chain to put QR codes across an entire private-label core sausage range in 2026 (IGD), demonstrating that large-scale rollout is practical.

The transition: dual-coding your packaging

During the transition, brands need to print both a UPC barcode and a 2D code on packaging. Per Packaging Dive, this dual-coding squeezes packaging real estate — you're adding a QR code without removing the UPC, at least until retailer readiness is high enough.

NACS Magazine recommends that retailers review all their scanners — POS, self-checkout, inventory — to ensure 2D readiness. For brands, the implication is clear: don't assume the QR will replace the UPC yet, but do plan for where both will fit on your pack.

Making the consumer scan worth it

A GS1 Digital Link QR code can scan at checkout, but most consumers won't scan your package QR unless there's a reason. As Packaging Dive notes, "there has to be value in even performing the scan" — and incentives like discounts can help.

Research backs this up. According to Retail Brew (Oct 9, 2026) citing Scanova's 2026 QR Code Benchmarks, purpose-built product pages averaged 28,914 scans per code versus just 4,017 for codes pointing to a generic website. How-to videos averaged 19,181 scans. And customized QR codes got 2.4× more scans than plain black-and-white ones.

For deeper data on what drives QR engagement, see our post on what 46.9 million scans reveal about logo QR codes.

Practical steps for brands and small businesses

1. Get your GTIN from GS1

GS1 Digital Link QR codes require a GS1-licensed GTIN — the same number in your UPC barcode. If you're already selling at retail, you have this. If not, you'll need to join GS1 and obtain GTINs for your products. Vyntrix QR does not issue GTINs — you get those directly from GS1.

2. Work with a Digital Link resolver

A GS1 Digital Link URL must be hosted on a resolver that can parse the GTIN and route requests appropriately — one response for a retail scanner, another for a consumer's browser. GS1 itself provides resolver services, and there are third-party options. Vyntrix QR is a static, in-browser QR generator — it does not host Digital Link resolvers. We can generate the QR code image once you have the Digital Link URL, but the URL itself comes from your resolver.

3. Plan dual-code placement on packaging

Until retailer 2D readiness hits 90–95%, you'll need both UPC and QR. Work with your packaging designer to allocate space for both. Consider:

Primary display panel for the QR (visible, consumer-facing)
Traditional UPC placement on back or side panel
Quiet zone requirements for both codes (see our print checklist)

4. Design for scannability

The same print rules apply to packaging QR codes:

Size: At least 1 cm × 1 cm absolute minimum; larger is better. Use the ~10:1 rule for expected scan distance. See QR code size for print.
Quiet zone: At least 4 modules (ideally more) of clear space around the code.
Contrast: Dark modules on a light background. Avoid metallic or reflective substrates.
Logo: If you add a logo inside the QR, keep it under 30% of the code area and use high error correction. See logo design best practices and why pretty QR codes fail.

5. Build a landing page that delivers value

A packaging QR that opens your homepage wastes the scan. Build a purpose-specific landing page with product details, how-to videos, or an incentive. As the Scanova data shows, purpose-built pages dramatically outperform generic destinations.

If your Digital Link resolver supports it, you can serve different content based on the scanning context — richer info for consumers, structured data for B2B partners.

6. Consider dynamic vs static for non-GS1 codes

A GS1 Digital Link code is essentially static — the URL encodes the GTIN and doesn't change. But if you're adding a separate marketing QR (not the Digital Link), you may want a dynamic QR code so you can update the destination without reprinting. Our static vs dynamic cost analysis explains when each makes sense.

What Vyntrix QRdoes and doesn't do

To be clear about what we offer:

Vyntrix QR generates QR code images — static PNG/SVG for any URL, including a GS1 Digital Link URL you provide.
We do not issue GTINs — get those from GS1.
We do not host a Digital Link resolver — that requires a GS1-conformant resolver service.
We offer dynamic QR codes for marketing use cases where you need editable destinations and scan analytics, but these are separate from GS1 Digital Link.

If you have a Digital Link URL ready, you can paste it into the Studio, add your logo, and export a print-ready file. For the full workflow, see our small-business QR playbook.

Timeline and what to watch

The 2027 deadline is about scanner readiness, not a mandate. Brands won't be forced to switch overnight. But if you're designing new packaging or planning a refresh in the next year, now is the time to:

Confirm your GTINs are in order with GS1
Research Digital Link resolver options
Audit your packaging real estate for dual-code placement
Build landing pages that make the consumer scan worthwhile

For brands already in retail, talk to your retail partners about their 2D scanner rollout timeline. For small businesses selling direct, you have more flexibility — but the same principles apply if you eventually want shelf placement.

GS1 Sunrise 2027: What the Switch to QR Codes on Packaging Means for Your Brand