For over 50 years, the classic barcode has played a central role in retail and logistics. That simple pattern of black lines known as the EAN or GTIN has powered inventory systems, checkout counters, and global supply chains. But today, a new type of code is emerging that does everything the barcode does… and much more.
It’s called the Barcode QR Code, based on the GS1 Digital Link standard. And it’s not just a better barcode. It’s a smarter, more connected way to bring your product to life both in-store and online.
So, what exactly is a Barcode QR Code? And why are brands, retailers, and manufacturers around the world preparing to make the switch?
The Sudden Shift from Antiquated Barcodes to GS1 Digital Links
A Barcode QR Code is a 2D code that stores encoded data in a square with pixels that used to just be black and white, but can now use beautifully contrasted colors for brand recognition and awareness.
A barcode QR code includes the same product identifier you’d find in a traditional EAN barcode, which is 1D.
This means the product ID now has the ability to hold significantly more product information than the former and can provide a gateway to digital experiences, like ingredient and allergen information, traceability standards to prove sustainability measures, tutorials, certifications, and even medicinal information for the pharmaceutical industry.
The QR code use cases are expanding every day. However, possibilities are now extending beyond traditional QR code marketing and integrating with the supply chain in a new, fast, and effective way; and it’s all enabled through a global standard: the GS1 Digital Link.
What Is the GS1 Digital Link?
The GS1 Digital Link is a specification developed by GS1, the nonprofit organization behind the global barcode system. It transforms the GTIN (Global Trade Item Number) into a scannable URL allowing brands to store their product data in the cloud, and customers to access that data through a single QR code on the packaging.
For example, instead of encoding just the GTIN 0123456789012, you encode this:
That link can point to a webpage, but it can also work with resolver services, which detect who is scanning and where, and return tailored content:
A retailer might get logistics data
A consumer sees a recipe or allergen info
A customs agent receives compliance documentation
It’s a universal product passport in one scan.
The GS1 QR Code Turns Static Data into Dynamic Information
One-dimensional barcodes told the system, “This is product X,” and nothing more. The Barcode QR Code, by contrast, becomes a living source of product truth. It has evolved over time, redirecting the person who scans to content for that specific audience, personalizing the user experience.
Here are some examples of what can be delivered to the end user with a barcode QR code:
- Ingredients and allergens
- Certifications and sustainability evidence
- Product manuals or how-to videos
- Country-specific information
- Real-time promotions
- Consumer feedback surveys
With one single QR code, brands can communicate everything that won’t fit on the packaging.
How It Works in the Real World
Let’s say a yogurt brand sells their products in multiple countries. The traditional approach? Create different labels for each market, with localized ingredients and regulations. GS1 QR codes empower you to bring a common system to the entire world. But how?
With a GS1 QR code, the brand can use fewer packaging formats globally. There will always be packaging more appealing to the eyes of different cultures. However, the GS1 QR code detects the user’s region and serves the right content dynamically. Less printing. Lower costs. Higher accuracy. And a more sustainable packaging process.
Or consider a toy manufacturer. Instead of a separate manual in 12 languages, the product has a single QR code that links to an interactive instruction video customized by region, language, and age. This also mitigates lost or tossed paper manuals.
Or consider a toy manufacturer. Instead of a separate manual in 12 languages, the product has a single QR code that links to an interactive instruction video customized by region, language, and age.
Why GS1 QR Codes Are Gaining Momentum
The GS1 has set an international milestone, deemed “Sunrise 2027,” meaning we should look forward to transitioning from 1D barcodes to the GS1 Digital Link by 2027. You can do this with a few different GS1 barcode types, but we suggest using a barcode QR code due to its versatility, flexibility, reliability, and capabilities on every modern device. Not to mention, most people worldwide own a smartphone now, so if you have a phone, you can scan a code.
Several key trends are driving adoption:
- Regulatory pressure for transparency (e.g., EU Digital Product Passport)
- Consumer demand for traceability and authenticity
- Retailers requiring digital product data for supply chain automation
- Sustainability goals for reducing packaging waste
- Mobile-first behavior from modern shoppers
Tech giants like Nestlé, Unilever, and Procter & Gamble are already testing GS1 Digital Link codes in real-world scenarios, and the results are promising: more data, better insights, and stronger consumer engagement.
Is the Barcode QR Code a Replacement for the Traditional EAN?
Yes and no. The GS1 Digital Link is designed to replace the traditional barcode in the long term. But during the transition phase, both codes can be used. QR codes are becoming more familiar and scannable by smartphones, but checkout systems are still catching up. However, retailers like Walmart, Carrefour, and Woolworths are already preparing for the future by updating POS systems to support the GS1 QR code. Eventually, this will be the code that does it all: supply chain, point-of-sale, and consumer engagement.
The Benefits of Barcode QR Codes with a GS1 Digital Link
Future-Proofing Your Product with a GS1 Digital Link
The shift toward smarter packaging isn’t a passing trend; it’s a complete transformation in the packaging and supply chain industry. As technology, regulation, and consumer behavior evolve, products need to be digitally accessible by default.
The Barcode QR Code powered by the GS1 Digital Link, is that bridge between physical packaging and digital information. One scan is all it takes to deliver the transparency, trust, and tech-driven experience your customers expect.
Whether you’re a global brand or a small manufacturer, now is the time to explore how the GS1 QR code can future-proof your product. Make your first GS1 QR code with our QR code generator and discover how simple it is to streamline a few products’ information in preparation for Sunrise 2027.
