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From Lines to Links: A U.S. Guide to GS1, Digital Link, and 2D by 2027 

Updated: 5 days ago

by: Zofia Józefkowicz 


As of December 2025, U.S. retailers and brands are preparing for GS1’s Sunrise 2027 (2D at POS); timelines and capabilities vary by retailer and category. This article is informational and not legal, technical, or packaging advice. 


Most people do not wake up thinking about barcodes. Yet by the end of 2027, U.S. checkout lanes are moving toward reading 2D barcodes as easily as today’s UPCs. GS1 calls this milestone Sunrise 2027. The change sounds technical; the impact is human. One symbol can ring up cleanly at the register and unlock better product content, coupons, and support on a phone. If you read our earlier post on moving from black box to glass box, this is the next practical step toward that future.  

What GS1 Is: The One-Minute Version 


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GS1 is the shared rulebook that gives every product a unique ID and defines how that ID travels. 

  • GTIN is the product’s license plate. 

  • 2D barcode is the square code that can carry the GTIN and optional details for checkout and operations. 

  • GS1 Digital Link is a web-friendly format inside the QR that routes scans to the right experience. 

  • EPCIS is a simple event history such as packed, shipped, or received. 

You do not need every feature on day one. Sunrise is about accepting 2D at point of sale and at least reading the GTIN from that symbol [1][3][4]. 

Sunrise 2027 In The U.S.: What Actually Changes 

  • Retailers enable 2D scanning at POS and parse the GTIN from the symbol so the item rings up like normal [1][2]. 

  • Brands dual-mark during the transition; keep the UPC and add a 2D symbol to packs and labels [2][3]. 

  • IT teams run GS1 test kits and test suites to verify scanners, data capture, and storage. Normalize to GTIN-14 internally for consistency [4][5]. 

Consumer Value First: Content, Coupons, Loyalty 

Always-on content. One scan at the shelf opens brand-controlled facts that stay current: ingredients, allergens, how-to, materials, care, and local recycling. The same code at home supports warranty, parts, and repair paths. Choosing QR with GS1 Digital Link makes this work with default phone cameras and retail scanners [6][7]. 


Coupons that actually work. The U.S. AI 8112 universal digital coupon standard enables serialized offers that redeem across participating retailers. Pair it with the on-pack QR: scan the code, land on your brand page, add the offer to wallet, and redeem at checkout. Results: less fraud; better attribution; happier shoppers [8].  


Safer experiences. When 2D includes the GTIN and, when needed, lot or expiry, stores can block affected items while keeping the rest on shelves. That protects customers and reduces waste during recalls [3][5]. 


Proof From Australia: Food And Beverage Results 

Early movers in Australia show what happens when perishables use 2D at scale. 

Outcome 

What changed 

Why it matters in the U.S. 

Food waste down 

Woolworths reported up to 40% reduction by using batch and use-by data to automate markdowns and withdrawals [10][11]. 

Perishables ROI is immediate; better date data means fewer bins. 

Productivity up 

Stores saw up to 21% productivity gains from system-driven expiry management and faster markdowns [11]. 

Labor savings help fund the rollout. 

Safer checkouts 

POS blocks the sale of expired or recalled lots, not whole ranges [10]. 

Narrow, targeted actions protect shoppers and margin. 

Richer content 

The same on-pack QR opens provenance and product details on mobile [10]. 

Matches the consumer promise of QR with Digital Link in the U.S. 

What To Do This Quarter: 

  1. Run a barcode readiness test. Use the GS1 test kit and test suite to confirm 2D scanning, GTIN parsing, and proper GTIN-14 storage [4][5]. 

  2. Pick your on-pack pattern. Default to QR with GS1 Digital Link when you want one symbol for shopper and POS; reserve Data Matrix for purely operational contexts [3][6]. 

  3. Stand up link governance. Own the Digital Link domain and redirects; set analytics rules and uptime targets so scans are reliable at scale [6][7]. 

  4. Pilot dual-marking and a coupon. Start with one high-velocity category; track scans per 1,000 units; launch a single AI 8112 offer to prove redemption across retailers [2][8]. 

The Path Ahead 

Build a small, repeatable playbook: label specs; resolver rules; QA for print and scan; analytics for scan rate, add to wallet, and redemption. Expand from one category to many; involve suppliers with a short checklist that covers identifiers, artwork, and packaging windows. Place a single call to action at the end of this section to channel momentum. 


The Horizon 

Sunrise lays the groundwork for Digital Product Passports. GTIN becomes the stable key that ties your product facts together; QR with Digital Link becomes the doorway to trustworthy pages; optional EPCIS events give your claims evidence. The European Union’s Ecodesign for Sustainable Products Regulation defines the framework as of December 2025; product-group rules follow in delegated acts. We will show why DPP outperforms QR-only for trust and compliance in the next poaxf.QD:e’54 =st [12]. 


The Takeaway  

One code; better shopper experience; cleaner data; faster safety actions. Start at checkout and content; the rest gets easier. 

 

References 

[1] GS1 US — “What is GS1 Sunrise 2027?” (Overview). https://www.gs1us.org/industries-and-insights/by-topic/sunrise-2027 

[2] GS1 US — “A New Dimension in Barcodes” (Sunrise 2027 One-Pager, Mar 24, 2025). https://documents.gs1us.org/adobe/assets/deliver/urn%3Aaaid%3Aaem%3A24e150cc-390c-482b-b7d2-0bc277adcfb8/GS1-US-Sunrise-2027-One-Pager.pdf 

[3] GS1 — “2D Barcodes at Retail Point-of-Sale Implementation Guideline.” https://ref.gs1.org/guidelines/2d-in-retail/ 

[4] GS1 — “2D Barcodes in Retail Test Suite.” https://ref.gs1.org/test-suites/2d-barcodes-in-retail/ 

[6] GS1 — “GS1 Digital Link Standard: URI Syntax 1.6.0.” https://ref.gs1.org/standards/digital-link/uri-syntax/ 

[7] GS1 — “GS1 Digital Link” (Standard landing page). https://www.gs1.org/standards/gs1-digital-link 

[8] The Coupon Bureau — “Universal Coupon (AI 8112).” https://www.thecouponbureau.org/ 

[10] GS1 UK — “Woolworths Australia: Reducing waste and boosting productivity with 2D barcodes.” https://www.gs1uk.org/insights/news/WoolworthsAustralia-reducing-waste-and-boosting-productivity-with-2D-barcodes 

[11] GS1 and GS1 Australia — “Woolworths Australia seeing multiple benefits from 2D barcodes” (Case study PDF). https://www.gs1.org/system/files/case-study-woolworths-gs1australia.pdf 

 

 
 
 

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