The humble barcode is getting smarter. For decades, linear UPC codes have been the backbone of retail, but the world is outgrowing them. Supply chains have become more complex, consumers want to know what they’re buying, and retailers are looking for ways to improve efficiency and sustainability. Two‑dimensional barcodes are rising to meet those needs. By encoding data both horizontally and vertically, these square codes can carry far more information than their one‑dimensional predecessors.
What are 2D barcodes?
A 2D barcode, such as a QR code or GS1 DataMatrix, stores information in two directions rather than one. That extra dimension means it can hold multiple data elements—product identifiers (GTINs), batch and lot numbers, expiry dates and even web addresses. The GS1 Digital Link standard takes this further by turning a barcode into a link to online resources. In practice, a single printed code can work at the checkout, in the warehouse and on a customer’s smartphone.
Sunrise 2027: a new standard for retail and healthcare
GS1’s Sunrise 2027 aims to make 2D barcodes the new baseline by the end of 2027. Checkout systems and medical scanners must be able to read both linear and 2D codes during the transition. Tests are already happening in 48 countries covering 88 percent of the world’s economy. Major retailers are preparing for the shift, and many will require suppliers to place both a UPC and a 2D code on packaging until scanners are fully upgraded. That means design and print teams need to plan for dual marking now.
Why 2D barcodes matter
Smarter inventory and recall management
By storing batch numbers, serial numbers and expiry dates directly in the code, 2D barcodes improve traceability across the supply chain. A GS1 white paper notes that richer product data—such as batch/lot and country of origin—can speed up recalls and enhance consumer protection. For warehouses, the ability to encode product names, key dates and shipping details enhances inventory management and reduces errors.
Sustainability and ethical sourcing
GS1 highlights that 2D barcodes can support sustainability by carrying detailed sourcing information and lifecycle data. They allow brands to share origin stories, ethical sourcing practices and recycling guidance. Industry experts predict that 2D barcodes will enable improved inventory management, enhanced recall readiness, greater sustainability and ethical sourcing, better product authentication and greater brand trust.
Protecting against counterfeits and building trust
Because 2D barcodes can include serial numbers and authentication data, they help combat counterfeiting. Customers can scan a code to verify authenticity and view product details, which builds trust and loyalty. For high‑value items and regulated products, this added security is invaluable.
Connecting with consumers
Consumers are hungry for information. Research shows that 77 percent of shoppers consider product details important and are willing to pay more for transparency. 2D barcodes give shoppers instant access to nutrition facts, allergen warnings, sustainability notes, how‑to videos and promotions. They also unlock loyalty programs and digital experiences, all from the same code that rings up a purchase.
Preparing your business for 2D barcodes
Plan for dual marking. During the transition, most retailers will require both a UPC and a 2D barcode. Place them close together and maintain a quiet zone around the code to ensure scanners can read both.
Choose the right print process. Static codes can be printed with flexo or offset, but serialized or dynamic QR codes require digital or hybrid printing. McCourt Label’s presses can handle both approaches, and we ensure that digital and flexographic proofs are consistent.
Design for scannability. Contrast matters; use a white backing on clear labels and avoid clutter around the code.
Consider RFID integration. Pairing 2D barcodes with RFID tags offers the best of both worlds—RFID provides bulk scanning and automation, while 2D codes deliver consumer engagement and comply with GS1 standards.
Work with an experienced converter. Formatting data to GS1 specifications is critical. Incorrect structure can result in unreadable or non‑compliant barcodes. At McCourt Label, we guide you through the technical requirements and match the print process to your packaging needs.
Final thoughts
The shift to 2D barcodes is more than a technical update—it’s a transformation of how products are labeled, tracked and experienced. Early adopters will enjoy better supply‑chain visibility, stronger brand trust and richer consumer engagement. As we prepare for Sunrise 2027, our art department at McCourt Label is ready to help you design labels that meet GS1 standards, stand out on the shelf and connect with your customers in new ways.