Sunrise 2027 is an industry readiness target: GS1's goal is that by the end of 2027, retail point-of-sale systems worldwide can scan and process 2D barcodes, including QR codes carrying GS1 Digital Link syntax and GS1 DataMatrix, alongside the linear UPC and EAN barcodes they already read.
It is not a law, and UPC barcodes do not stop working. No regulator set this date. GS1 expects 1D and 2D codes to coexist through a long transition. The industry target alone does not make existing inventory unsellable in 2028.
Retailer requirements and scanner rollout create the commercial pressure. Retailers upgrade their scanners and POS software on multi-year cycles. As individual retailers finish, some begin asking suppliers for 2D codes. Confirm each trading partner's requirement instead of treating the industry target as a legal deadline.
GS1 US describes a staged transition. Its guidance uses a “crawl-walk-run” adoption path and states plainly that “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.” Early preparation gives the catalog and packaging teams time to test the change during a scheduled revision.
A 2025 GS1 US consumer survey also found demand for accessible product information. In that survey, 79% of consumers said they are more likely to purchase a product with a scannable QR code providing additional product information, 77% said product information matters when purchasing, and 62% said they would spend more on a product that offers detailed information. (Source: GS1 US, Sunrise 2027, retrieved 27 July 2026.)
| Step | Why it comes first |
|---|---|
| Validate your GTINs | URL generation, resolver routes, and artwork all rely on the identifier. Correct failed check digits before those steps. |
| Remove duplicate GTINs | Each distinct sellable item needs its own GTIN. A reused identifier can connect the wrong product to inventory or traceability records. |
| Decide identification level | Product-level is enough for most. Batch or item-level only if you need traceability, recalls, or expiry data. |
| Choose a resolver domain | The URL in the code must resolve for the life of the packaging. Prefer a domain you own. |
| Update artwork with dual marking | Keep the UPC and 2D code on the same pack during the transition. Add the 2D code during a planned artwork revision when possible. |
| Verify printed samples | Digital preflight cannot predict ink spread, substrate, or curvature. Scan a real printed sample. |
Packaging often remains in circulation longer than a software contract. If the printed URL uses a vendor's domain, leaving that vendor may affect inventory already in stores or warehouses. Use a brand-owned domain when possible and confirm how every product and route can be exported.
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