Goodbye Barcode, Hello GS1 Digital Link: What Brands Need to Know Before 2027

By the end of 2027, all retail checkouts are capable of scanning the GS1 Digital Link QR code, the next generation of barcodes. This marks the official “sunrise” of a new era where one single code can connect packaging, product data, and consumers.

This isn’t just a tech upgrade. It changes how we design packaging, how we show product information, and how brands can use packaging as a digital touchpoint. As the transition begins, hybrid labelling - combining a physical label with a digital label, connected via GS1 Digital Link - helps brands stay compliant while exploring new ways to engage shoppers.

What you will take away:

• What the new 2D code (GS1 Digital Link) is and how it differs from the traditional barcode
• How hybrid labelling can redefine packaging design and how it is best implemented
• Real-world inspiration from brands already using 2D codes for compliance & engagement

Nota bene - title is simplified for catchiness:

1. 1D Barcodes will continue to function beyond 2027
2. The GS1 Digital Link is actually a 2D Barcode and thus still a Barcode