Guide · for US brands · October 2026
GS1 Sunrise 2027, explained for small brands
Retail checkout is moving from the 1D UPC barcode to 2D codes, including QR codes. GS1, the organization behind the UPC, calls the deadline Sunrise 2027. Here's what it means for your packaging, what you don't need to panic about, and a simple plan.
A plain-English summary of GS1's public guidance, not compliance advice. Follow the links for the full detail.
What's changing
By the end of 2027, retailers aim to have checkout scanners that read 2D barcodes as well as UPCs. A 2D code can carry much more than a product number: batch, expiry, serial, and a web link for shoppers, all in one symbol.
For QR codes, the format is GS1 Digital Link: a normal web address with your GTIN inside it, like yourbrand.com/01/00012345678905. A shopper's phone opens your page; a 2D-ready checkout reads the product number.
GS1 US recommends a step-by-step approach: first add a 2D code to existing packaging (and update any QR codes you already print to the GS1 Digital Link format with your GTIN), then add data such as batch and expiry, then build richer shopper experiences.
What you don't need to do
- Remove your UPC. GS1 US says the linear barcode stays on-pack during the transition, because many retailers can't read 2D yet.
- Reprint everything at once. Add the 2D code at your next packaging run.
- Buy special scanners. Shoppers use their phone cameras; checkout upgrades are the retailer's side.
A five-step plan
- Step 1
Make sure you have GTINs
The number under your UPC barcode is a GTIN. GTINs are licensed from GS1 US; if you're using numbers bought elsewhere, check with your retailers before building on them.
- Step 2
Decide what goes in the code
Most brands start with just the GTIN (one code per product). Add batch/lot and expiry only if you print per batch, which makes recalls and freshness tracking possible.
- Step 3
Create a GS1 Digital Link QR code
A QR code whose link has your GTIN in it, e.g. yourbrand.com/01/00012345678905. Phones open the page; 2D-ready checkouts read the GTIN.
- Step 4
Point it at a real product page
The link lives on your domain, so build a useful page: ingredients, instructions, warranty, reorder.
- Step 5
Print it next to the UPC, and keep the UPC
During the transition you still need the linear barcode, because many retailers can't read 2D at checkout yet. Follow GS1's placement guidance and test with your retailers.
Make a GS1 Digital Link QR code
Enter your GTIN (we check the check digit as you type), add batch, serial or expiry if you print per batch, and point it at your domain. ScanOrbit writes the link in the order the GS1 standard requires and gives you a print-ready file.
Frequently asked questions
What is GS1 Sunrise 2027?
An industry goal, led by GS1, for retail point-of-sale systems to be able to scan 2D barcodes (such as QR codes carrying GS1 Digital Link) by the end of 2027, so products can move beyond the 1D UPC barcode.
Do I have to replace my UPC barcode in 2027?
No. GS1 US says products using a 2D barcode still need the linear barcode during the transition, and that after 2027 brand owners can choose between a UPC/EAN and a 2D barcode. Most brands will print both for some time.
Can any QR code work at checkout?
No. It has to carry your GTIN in the GS1 format (GS1 Digital Link) so the scanner can find the product number. A normal marketing QR code with a short link can't.
Can a GS1 QR code be dynamic and tracked?
Not through a redirect: the GTIN must be inside the code, so GS1 codes are static. Because the link is on your own domain, you can still change the page it opens and track visits with your website analytics.
What does a GS1 QR code cost?
Creating one in ScanOrbit is part of the Pro plan ($9/month, free for 14 days). GTINs themselves are licensed from GS1 US.
Is this legal or compliance advice?
No. It's a plain-English summary of GS1's public guidance. Check GS1 US and your retailers' requirements for your products.