79%
Are you ready to unlock safer, smarter retail?
Sunrise 2027 marks a pivotal shift for the retail industry—a global transition from 1D UPC barcodes to 2D barcodes, like QR codes, that provide greater transparency, stronger traceability, and richer data across every link in the supply chain. This initiative supports retailers to ensure their point-of-sale (POS) systems can read and process these next-generation data-packed codes and brands can share more information with their consumers.
2D Barcodes Are Key to Enhanced Consumer Engagement
of consumers are more likely to purchase products with a scannable QR code (via smartphone) that provides additional product information.
77%
of consumers say product information is important when making a purchase.
62%
of consumers are willing to spend more money on a product that offers detailed product information.
The statistics above are based on a 2025 GS1 US® consumer survey.
The Journey to 2D: Fundamentals That Power Smarter Barcodes
The barcode is evolving, and Sunrise 2027 marks a major milestone in that journey. During this free webinar, GS1 US experts will explore what’s changing, why it matters, and how you can prepare. Join us to discover how to deliver seamless consumer experiences, boost supply chain efficiencies, and make 2D a reality for your business.
Get Started: Take a 'Crawl-Walk-Run' Approach to Adoption
While Sunrise 2027 is a milestone in the transition to 2D barcodes, it is not necessary to implement all the capabilities of 2D by that date. But starting your transition now is your chance to get ahead of the curve and be ready to deliver more value for your customers and your business. Here's how you can ramp up the right way.
Crawl
For Brands: Add 2D barcodes to existing packaging; ensure any existing QR codes are updated with GS1 Digital Link standards and include your Global Trade Item Number® (GTIN®).
For Retailers: Install optical scanners that are Sunrise-capable to read 2D barcodes and extract the GTIN at POS.
Walk
For Brands: Optimize packaging by updating 2D barcodes with additional data, such as product variants and production or expiration dates, to support key business processes.
For Retailers: Start adding 2D barcodes to your own private brands.
Run
For Brands: Maximize the power of 2D barcodes by enhancing consumer engagement.
For Retailers: Optimize internal processes including safety, traceability, and inventory management.
“Consumers demand more information about the products they’re purchasing, regulators require the disclosure of more information and there’s an ongoing need to more effectively track and trace products through the supply chain. We can resolve this with 2D barcodes with GS1 standards inside – a single barcode that has the power to provide all the information consumers need and desire, improve traceability through the supply chain, and scans at checkout.”
Chairman of the Board, President and Chief Executive Officer, Procter & Gamble
Resources
GS1 US® has information and resources to support brands, retailers, and solution providers on their path to 2D barcode implementation. If you are ready to speak to an expert on how to get started, click here.
- For Brand Owners
- For Retailers
- For Solution Providers
Guide
Retail Point-of-Sale Implementation Guideline
This guideline outlines the requirements needed to implement GTINs, GS1 Application Identifiers (AIs), GS1 DataMatrix, and GS1 Digital Link URI syntax in QR codes or Data Matrix and linear barcodes at point-of-sale and in the manufacture of trade items.
Guide
Retail Point-of-Sale Implementation Guideline
This guideline outlines the requirements needed to implement GTINs, GS1 Application Identifiers (AIs), GS1 DataMatrix, and GS1 Digital Link URI syntax in QR codes or Data Matrix and linear barcodes at point-of-sale and in the manufacture of trade items.
