Why Brands Are Switching From Barcodes to 2D Codes

Author: Danny
October 7, 2025

4 min read

Barcodes have been the workhorse of global retail for over 50 years. They’re cheap, easy to print, and have helped build the modern supply chain as we know it. But in 2025, more and more brands are choosing to move away from the traditional one-dimensional barcode in favor of something smarter: 2D codes, like QR codes based on the GS1 Digital Link standard.

This shift isn’t just a design change. It’s a strategic move driven by new consumer expectations, regulatory requirements, and the demand for better digital integration.

So why exactly are brands switching to 2D codes and what benefits are they unlocking?

Barcodes Were Built for Stores, Not for People

The original barcode was created to help speed up the checkout process and automate inventory. But it was never designed with the end consumer in mind. A traditional EAN barcode holds a product ID nothing more and it requires a specialized scanner to read.

Today’s shoppers, on the other hand, expect instant digital access to:

Nutritional info
Allergen warnings
Sustainability claims
Country-specific labeling
How-to guides or videos

2D codes allow brands to meet this expectation by linking the physical product directly to digital content via a smartphone scan.

One Code, Many Uses

With a traditional barcode, you often need to add extra labels or QR codes for:

Marketing campaigns
Product manuals
Warranty registrations
Recall information
Country-specific compliance

With a Barcode QR Code (GS1 Digital Link), one scan can do all of the above and more. Different audiences (consumers, retailers, regulators) can be shown different content based on device, language, location, or role.

This not only saves packaging space, it simplifies your entire labeling strategy.

Regulations Are Changing Fast

Governments around the world are introducing new requirements for product transparency and traceability:

In the EU, the upcoming Digital Product Passport will require products to carry scannable digital records.
Food and healthcare products increasingly need real-time data access for recalls and safety info.
Counterfeit prevention is driving the need for serialization and product-level verification.

2D codes make it easy to comply with these requirements and stay ahead of them.

Consumers Expect Transparency

From ingredient sourcing to carbon footprints, shoppers want to know more about what they’re buying. A 2D code gives brands a powerful tool to:

Share detailed product origin stories
Prove sustainability credentials
Offer tips on recycling or reuse
Invite customers to register products or join loyalty programs

And unlike static packaging, this content can be updated in real time.

Supply Chain Benefits

2D codes don’t just help consumers they also benefit every step of the supply chain:

Manufacturers can add batch numbers and expiry dates
Distributors can scan goods with mobile devices
Retailers can streamline inventory and automate receiving

All without adding new labels or complex systems. The code stays the same, but the value increases dramatically.

The World Is Going Mobile

Smartphone cameras can’t read barcodes but they can read QR codes. As mobile-first behavior becomes the norm, the need for scannable, digital-ready packaging has never been greater.

Switching to 2D codes is part of being future-ready. And with more POS systems being upgraded to read 2D codes, even checkout compatibility is no longer a limitation.

Quick Comparison: Barcode vs. 2D Code

Feature	Traditional Barcode (EAN)	2D Code (QR with GS1 Digital Link)
Holds product ID	✅	✅
Scannable by smartphones	❌	✅
Links to digital content	❌	✅
Custom content per user/location	❌	✅
Supports serialization & traceability	❌	✅
POS compatibility	✅	✅ (in transition)
Supports marketing & compliance	❌	✅

Real Brands, Real Results

Nestlé uses 2D codes to educate consumers on nutrition and recycling.
Unilever applies QR codes to connect shoppers to sustainability data.
Carrefour enables full traceability of fresh produce via GS1-powered QR codes.
Walmart and Woolworths are preparing to scan 2D codes at checkout by 2027.

This isn’t just theory. The shift to 2D codes is happening right now.

The Bottom Line

Brands are moving to 2D codes because the world is demanding it. Consumers want transparency. Retailers want efficiency. Governments want traceability. And smartphones have become the default interface for product engagement.

With a Barcode QR Code powered by GS1 Digital Link, brands can meet all of these needs with a single, scannable code.

The future isn’t 1D. It’s dynamic, digital, and two-dimensional.

Danny

Danny van der Ham is the Co-Founder of Trueqrcode, a SaaS platform that helps businesses create, manage, and track dynamic QR codes. Since 2022, he has led the platform’s growth to millions of scans worldwide, with a focus on innovation in Multi-Link, PDF, vCard, WiFi, and GS1 Barcode QR Codes.

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