What is GS1 Sunrise 2027? | GS1 US

Are you ready to unlock safer, smarter retail?

Sunrise 2027 marks a pivotal shift for the retail industry—a global transition from 1D UPC barcodes to 2D barcodes, like QR codes, that provide greater transparency, stronger traceability, and richer data across every link in the supply chain. This initiative supports retailers to ensure their point-of-sale (POS) systems can read and process these next-generation data-packed codes and brands can share more information with their consumers.

2D Barcodes Are Key to Enhanced Consumer Engagement

of consumers are more likely to purchase products with a scannable QR code (via smartphone) that provides additional product information.

of consumers say product information is important when making a purchase.

of consumers are willing to spend more money on a product that offers detailed product information.

The statistics above are based on a 2025 GS1 US® consumer survey.

Image collage of two people. One person is scanning a product with their phone. Another person is smiling and holding a clipboard.

The Journey to 2D: Fundamentals That Power Smarter Barcodes

The barcode is evolving, and Sunrise 2027 marks a major milestone in that journey. During this free webinar, GS1 US experts will explore what’s changing, why it matters, and how you can prepare. Join us to discover how to deliver seamless consumer experiences, boost supply chain efficiencies, and make 2D a reality for your business.

Get Started: Take a 'Crawl-Walk-Run' Approach to Adoption

While Sunrise 2027 is a milestone in the transition to 2D barcodes, it is not necessary to implement all the capabilities of 2D by that date. But starting your transition now is your chance to get ahead of the curve and be ready to deliver more value for your customers and your business. Here's how you can ramp up the right way.

Crawl

For Brands: Add 2D barcodes to existing packaging; ensure any existing QR codes are updated with GS1 Digital Link standards and include your Global Trade Item Number® (GTIN®).

For Retailers: Install optical scanners that are Sunrise-capable to read 2D barcodes and extract the GTIN at POS.

Walk

For Brands: Optimize packaging by updating 2D barcodes with additional data, such as product variants and production or expiration dates, to support key business processes.

For Retailers: Start adding 2D barcodes to your own private brands.

Run

For Brands: Maximize the power of 2D barcodes by enhancing consumer engagement.

For Retailers: Optimize internal processes including safety, traceability, and inventory management.

Quotation Mark

“Consumers demand more information about the products they’re purchasing, regulators require the disclosure of more information and there’s an ongoing need to more effectively track and trace products through the supply chain. We can resolve this with 2D barcodes with GS1 standards inside – a single barcode that has the power to provide all the information consumers need and desire, improve traceability through the supply chain, and scans at checkout.”

Chairman of the Board, President and Chief Executive Officer, Procter & Gamble

Resources

GS1 US® has information and resources to support brands, retailers, and solution providers on their path to 2D barcode implementation. If you are ready to speak to an expert on how to get started, click here.

For Brand Owners
For Retailers
For Solution Providers

Getting Started for Brand Owners

A step-by-step guide to help brands owners prepare their products to be 2D barcode enabled.

Explore the benefits of 2D barcodes in the apparel and general merchandise industry through definitions, use cases, and guidance.

Best Practices for Creating a QR Code

Get quick guidance on upgrading a traditional QR code to also scan at checkout by adding the same Global Trade Item Number (GTIN) that is in your product’s EAN/UPC.

Powering the Future of Retail

GS1 US, in partnership with VDC Research, conducted a study surveying participants about their plans for system upgrades and their use and evolution of standards-based data carriers.

Mastering 2D Barcodes With Gena Morgan

Hear standards expert, Gena Morgan, explain the differences between 1D and 2D barcodes—such as QR codes and GS1 DataMatrix—and how 2D barcodes offer increased data capacity and a smaller footprint.

2D Implementation Guidance for Brands and Retailers

Hear directly from GS1 US members and industry experts as they walk you through the transition from UPC to 2D barcodes, step by step.

Watch videos, get guidance, and explore information on how GS1 Digital Link connects a product's unique identity to online sources of real-time information that brands can control.

Explore Solution Partners for 2D Implementation

Find GS1 US Solution Partners that can help you prepare for Sunrise 2027 with 2D barcode-ready tools—from point-of-sale systems to GS1 Digital Link integration. 

2D Barcodes and How to Use Them

This learning module covers what 2D barcodes are, what makes them unique, how they compare to 1D barcodes, how to use them, and the use cases they address along the supply chain.

Wegmans Powering Customer Experiences with 2D Barcodes

Hear how Wegmans is exploring 2D barcodes to provide valuable product information for consumers and create greater traceability for enhanced food safety.

Getting Started for Retailers

A step-by-step guide to help retailers prepare their organizations and scanning systems to accept 2D barcodes at point-of-sale.

Retail Point-of-Sale Implementation Guideline

This guideline outlines the requirements needed to implement GTINs, GS1 Application Identifiers (AIs), GS1 DataMatrix, and GS1 Digital Link URI syntax in QR codes or Data Matrix and linear barcodes at point-of-sale and in the manufacture of trade items.

2D Barcodes in Retail Test Suite

This test suite provides GS1-compliant sample 2D barcodes to help determine current scanning capability and how systems interact with 2D barcodes approved for use in the GS1 system and the data they contain.

Get tangible advice on the types of data needed to encode in 2D barcodes on store products in various parts of your store to get ready for Sunrise 2027.

Digital Link for Retailers

Watch videos, get guidance, and explore information on how GS1 Digital Link connects a product's unique identity to online sources of real-time information.

Explore Solution Partners for 2D Implementation

Find GS1 US Solution Partners that can help you prepare for Sunrise 2027 with 2D barcode-ready tools—from point-of-sale systems to GS1 Digital Link integration. 

Compliance for 2D at Point-of-Sale

As retailers transition to accepting 2D barcodes at point-of-sale, this continually updated table lists the readiness status of various scanner models from major manufacturers around the world.

2D Barcodes and How to Use Them

This learning module covers what 2D barcodes are, what makes them unique, how they compare to 1D barcodes, how to use them, and the use cases they address along the supply chain.

2D Implementation Guidance for Brands and Retailers

Hear directly from GS1 US members and industry experts as they walk you through the transition from UPC to 2D barcodes, step by step.

Using 2D Data Carriers for Effective Warehouse Operations

This report from VDC Research, commissioned by GS1 US, explores how intelligent data capture—powered by 2D barcodes and global standards—is transforming logistics operations across industries.

Getting Started for Solution Providers

A technical resources guide for solution providers that outlines readiness criteria for 2D barcode implementation.

1D vs. 2D: What’s the Difference?

1D and 2D barcodes offer users different functionalities and data capacities that can make significant differences in efficient workflow. Learn what makes each different and their practical uses.

Digital Link for Solution Providers