Why manufacturers and retailers should start using GS1 Digital Link 2D barcodes now

Manufacturers and retailers are under constant pressure: retaining customers, attracting people to physical stores, making product recalls more efficient, responding to changing consumer behavior, reducing waste and minimizing theft. The introduction of advanced 2D product codes through the global GS1 Digital Link standard may offer an answer to all these challenges.

The Digital Link barcode is an initiative of GS1, the international standards institute, which is moving from traditional 1D barcodes to 2D codes. The global rollout will officially begin in 2027: from then on, cash registers must be able to scan 2D codes. At the same time, the classic UPC/EAN barcode will be phased out. Many companies will even switch completely to 2D.

What will change?

Bar codes are getting an upgrade: from the familiar 1D version with 14-digit GTIN to a unique 2D code that can contain a bunch of additional product and production data in addition to the GTIN. For the first time, 'digital twins' of physical products will become the standard. An important evolution: products are not only identified, but also enriched with digital data. This offers new opportunities in the entire chain.

By the way, GS1 Digital Link is not the only standard with impact. Starting in 2026, the EU will start rolling out the Digital Product Passport (DPP), which will radically change the way we share product information, with a clear focus on sustainability. This pass - linked to the physical product via QR or RFID - will contain, among other things, a unique ID, certificates, instructions and environmental information. DPP will be mandatory first for car batteries (2026), then for textiles, clothing and shoes (2028) and by 2030 for just about all products (except food and medicine).

Why is this so important?

Both standards make it possible to put more variable product data into one global bar code. Think price info for checkouts, batch information, traceability or usage instructions. Thanks to scannability via smartphones and POS systems, every stakeholder - from producer to consumer - can easily access relevant data.

What does this mean for FMCG?

For food and fresh produce, the added value is great. Consider:

• Dynamic pricing in the face of changing demand
• Less waste through smart inventory management
• Faster recalls for quality problems
• Ingredients and nutritional values in multiple languages
• Accurate expiration dates
• Information that moves with the product and adapts to wine, for example

Brands can also use 2D codes to rethink their packaging: less text, more space for design and storytelling.

A revolution in data flows

2D codes can combine multiple functions in a single label. They simplify inventory management, optimize logistics, speed the flow of data in the supply chain and make information transparent, accurate and multilingual. Think real-time inventory levels, traceability, production and delivery info - all with a single scan.

Suppliers can make certificates, specifications and warranty information available via QR. At the same time, this is a strong asset in the fight against counterfeiting: thanks to unique identifiers and production information, companies can much better control what goes on in their supply chain.

Faster recalls

With additional information and traceability, 2D codes help comply with new legislation, such as the U.S. Food Traceability Rule. QR codes can reduce the time to initiate a recall from days to hours, preventing outbreaks and lawsuits. Consumers also benefit: They can immediately check whether a product is being recalled.

2D codes outperform serialized 1D barcodes:

• More info on smaller area
• Remain scannable even in the event of damage
• Access to data without direct linkage to internal systems

Opportunities for brand perception

2D codes strengthen brand trust as well as engagement. They connect the physical product with digital content: promos, loyalty programs, recipes, social media... Brands can offer personalized content per target group.

Moreover, 2D codes provide a bridge between online and offline. Interactive content, discounts, experiences - these are all ways to engage customers.

Ready for the future?

Retailers must upgrade their checkout and POS systems by 2028 so that they can read and process 2D codes. Printing capacity must also be adequate, especially for private label products. Finally, good data quality in the ERP system is crucial to really exploit the potential of 2D codes.

The rollout has begun. Don't wait until it's too late.