For decades, the familiar EAN barcode has been the backbone of global retail. Whether you’re scanning a soda can at the checkout or managing logistics in a warehouse, the simple black-and-white barcode has served one key purpose: identifying products quickly and reliably.
But the retail world is evolving fast. And today’s consumers, retailers, and regulators demand more than just a product ID. That’s where the Barcode QR Code, based on the GS1 Digital Link standard, steps in.
This next-generation code doesn’t just complement the traditional EAN it’s designed to replace it.
The Role of the Traditional EAN Barcode
Before we look at what’s changing, let’s quickly revisit what the EAN barcode actually does.
It holds a GTIN (Global Trade Item Number), usually a 13-digit number
It’s scanned by point-of-sale (POS) systems to identify the product
It requires dedicated barcode scanners
It’s static once printed, it can’t be changed
This has worked well for decades. But as packaging space gets smaller, supply chains more complex, and consumers more curious, a static code just isn’t enough anymore.
Did you know? A traditional EAN barcode can only hold 13 digits of product information, while a Barcode QR Code can store thousands of characters enough to fit a full product story, usage instructions, or even interactive content.
What’s Different About the Barcode QR Code?
The Barcode QR Code, based on the GS1 Digital Link, goes beyond simple identification. It encodes the GTIN within a web address, such as:
With this approach, the code can:
Be scanned by smartphones and POS systems alike
Direct different users to different content
Be updated over time without changing the printed code
Contain more than just a product ID, including batch numbers, expiry dates, and serial numbers
So, while the EAN is static and one-dimensional, the GS1 Digital Link is dynamic, flexible, and connected.
One Code for Everything
Traditionally, brands have needed multiple codes for different audiences:
A barcode for checkout
A separate QR code for marketing
A logistics label for warehouses
A printed URL for support or documentation
With a Barcode QR Code, all of that can be streamlined into one code that serves every purpose:
The POS system still reads the GTIN
Consumers get redirected to product pages, videos, recipes, or safety info
Retailers can access logistics data
Regulators can check compliance information
This isn’t just more efficient it’s smarter packaging.
Here’s something cool: Japan is one of the first countries to adopt 2D barcode-only retail systems. Some stores already scan nothing but QR codes at checkout no more barcodes needed.
The Transition: EAN + QR, Then QR Only
Right now, most companies are in a transition phase. Many brands are printing both the EAN barcode and a separate QR code on their packaging. This dual approach helps bridge the gap while POS systems and supply chain infrastructure catch up.
But over time, the QR code will become the sole code on-pack. In fact, GS1 and major retailers have announced plans to phase out traditional barcodes in favor of 2D codes by 2027.
To do this successfully, brands will need to:
Register GTINs and structure their GS1 Digital Link URLs
Ensure QR codes are printed at a scannable size and quality
Set up redirect logic for different types of users
Work with retailers and tech providers to update POS compatibility
Why This Matters for Brands
Replacing a traditional EAN barcode with a Barcode QR Code isn’t just a tech upgrade it’s a strategic shift. It allows you to:
Digitize your product at the packaging level
Engage consumers directly from physical products
Stay compliant with new regulations (such as EU Digital Product Passports)
Track product lifecycle data more accurately
Reduce packaging clutter by removing multiple symbols and links
The result? Greater agility, lower costs, and a more connected relationship with your end users.
Real-World Examples
Nestlé is using Barcode QR Codes to link consumers to nutrition information and recycling instructions.
Walmart is working toward scanning 2D barcodes at all checkout points by 2027.
Luxury brands are embedding serialized QR codes to combat counterfeiting and enhance product authentication.
The replacement is already underway it’s no longer a question of if, but when.
Summary: From One-Dimensional to Fully Connected
The Bottom Line
The Barcode QR Code doesn’t just replace the EAN barcode it elevates it.
It’s a modern solution for a modern world, giving your products a digital identity that can evolve, adapt, and inform. And in an era where transparency, traceability, and engagement are critical, it’s a change that’s not just welcome it’s necessary.
