This page describes QR (Quick Response) codes and their new found use within global trade as a substitute to 1 dimensional linear barcode symbologies that encode GTINs via GS1 Digital Links.
QR codes have moved far beyond their industrial origins to become a universal symbology for encoding information. A new GS1 standard known as ‘Digital Links’ is poised to enable QR codes to bridge between physical products and digital experiences, allowing a QR code to encode a GTIN that can be scanned at retail checkout while also linking end users to additional product information. Moving into the future it will be importart to understand the role of the QR Code in retail.
What QR codes are
QR codes are two-dimensional matrix barcodes capable of storing a sequence of alphanumeric characters. Unlike linear GTIN barcodes such as EAN-13 or UPC-A, which encode only a product identifier, QR codes can embed URLs, contact details, Wi-Fi credentials, abritrary character sequneces, or structured data for applications.
Their ability to be decoded via optical scanning, readability from high skew angles and error-correction capability make them forgiving on curved packaging or when partially damaged. Most modern smartphones scan QR codes natively through the camera app, eliminating the need for dedicated hardware in consumer-facing scenarios.
GS1 Digital Link: connecting identity to the web
GS1 Digital Link represents a significant evolution in how product identity interacts with online information. It embeds a GTIN and optional additional data (batch, serial number, expiry) into a web-resolvable URL format, typically encoded in a QR code or Data Matrix.
The same barcode can therefore serve dual purposes: scanned by a consumer, it resolves to a product webpage; scanned by a compliant retail system, it extracts the GTIN for checkout. This convergence is central to GS1’s strategy for 2D barcodes at point-of-sale.
However, universal retail adoption of 2D POS scanning remains uneven. Major retailers in some markets are piloting or rolling out 2D barcode acceptance, but the infrastructure transition—upgrading scanners, POS software, and backend systems—is substantial and ongoing, and it will be a long time still before the products themselves are expected to adopt the new standard and phase out 1 dimensional symbologies.
GS1 targets the end of 2027 as the year retailers will reach mass adoption of scanning hardware capable of reading Digital Link QR codes. 1
The International Barocde Network’s Link Service offers an introductory page on the GS1 Digital Link Standard and how it works.
Retail reality: linear codes still dominate checkout
Despite the promise of 2D, retail checkout still commonly requires linear EAN or UPC unless the retailer explicitly accepts 2D POS scanning. This is not a regulatory limitation but an operational one: legacy laser scanners remain in widespread use and they cannot read QR codes, and even imaging scanners require software configuration to parse GS1 Digital Link structures correctly.
| Scenario | Typical requirement |
|---|---|
| Supermarket checkout (most markets) | EAN-13 or UPC-A linear barcode symbols |
| Pharmacy or healthcare (regulated) | Data Matrix or GS1-128 symbols often required |
| Direct-to-consumer shipping | QR for tracking; GTIN label for inventory |
| Marketing campaign on packaging | QR code supplementary to GTIN barcode symbol |
| Retailers with modern 2D POS (pilot markets) | GS1 Digital Link QR code may be accepted |
QR marketing codes should not replace required retail GTIN labels without explicit confirmation from each retailer or market authority. A QR code that resolves to a product page does not automatically function as a scannable product identifier at checkout.
Practical implementation guidance
For marketing and consumer engagement
QR codes excel as a means of directing customers to additional product information and engagement. Consider:
- URL management: Use redirect services or GS1 Digital Link resolvers so destinations remain updatable after printing
- Testing: Verify scannability on actual packaging materials, not just screen mockups
- Analytics: Track scans by region, time, or campaign through URL parameters or resolver platforms
Members of the International Barcodes Network can offer assistance with QR code generation and their use on product packaging for brands exploring using QR codes as a marketing supplement.
For retail supply chains
Before replacing a linear GTIN barcode with a 2D barcode:
- Confirm retailer 2D acceptance, preferably in writing
- Verify your code structure complies with GS1 Digital Link URI syntax
2.1. The IBN Link service can generate compliant GS1 Digital Links for a fee. - Test with the actual scanner models used in-store
- Maintain linear barcode backup during transition periods
Scanner compatibility for 2D barcodes varies significantly; see scanner compatibility page for differences between red light laser scanners and optical scanners.
Possible pitfalls
| Pitfall | Consequence | Prevention |
|---|---|---|
| Replacing GTIN barcode with QR only | Product cannot scan at checkout | Prefer keeping a linear barcode until mass acceptance of 2D barcodes is achieved by retailers |
| Using non-GS1 Digital Link conformant QR code for retail identity | Rejected by systems implementing the GS1 Digital Link Standard | Use GS1 Digital Link structure for dual use |
| Excessive data density in QR code | Reduced scan reliability | Minimize data; use short URLs; consider compressed Digital Link URL format |
| Poor colour contrast | Failed scans in low light | Test with colour legibility tools, prefer black on white colors for maximum contast |
Regulatory and standards context
GS1 standards govern the data structures within 2D barcodes but do not mandate retailer acceptance timelines. Regional regulators (such as EU 2018/574 for tobacco traceability) may specify particular 2D formats for specific industries. Always verify sector-specific requirements separately from general retail practice.
Summary
QR codes and GS1 Digital Link offer genuine value for connecting products to digital ecosystems. For retail, however, they currently complement rather than replace linear GTIN barcodes in most environments. There remains a lengthy adoption period before 2D barcodes will begin replacing linear GTIN barcodes. Brands should implement 2D codes enthusiastically for consumer engagement while maintaining proven checkout-compatible labeling until retailer infrastructure catches up.
Footnotes
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GS1, “Sunrise 2027” — https://www.gs1us.org/industries-and-insights/by-topic/sunrise-2027 ↩