For many retailers and brands, the barcode has traditionally served one primary purpose: identifying a product at checkout. But under Project Sunrise 2027, 2D barcodes are opening the door to something much bigger.
By enabling more data to be carried directly within the barcode, retailers and brands can begin supporting product-level traceability, serialization, authentication, and enhanced consumer experiences, all while maintaining compatibility with evolving retail systems.
For general merchandise categories such as apparel, footwear, electronics, toys, home goods, and hardlines, serialization may become one of the most valuable capabilities enabled by 2D barcodes.
What Makes 2D Barcodes Different?
Traditional 1D barcodes such as UPC and EAN primarily identify a product type using a GTIN.
2D barcodes such as QR Codes and GS1 DataMatrix can also carry additional data, including:
- Serial numbers
- Batch or lot numbers
- Manufacturing information
- URLs and digital experiences
- Product authentication data
This creates opportunities for item-level visibility across the supply chain and throughout the product lifecycle.
Benefits of Serialization
Serialization assigns a unique serial number to each individual instance of a product. For example:
- Every black medium T-shirt could share the same GTIN
- But each physical item could carry its own unique serial number
This can help support several operational and consumer-facing benefits.
In most Sunrise 2027 serialization scenarios, the barcode contains both the GTIN (to identify the product type) and a serial number (to identify the individual item).
Inventory Accuracy and Visibility
Serialized products can improve inventory tracking by helping retailers identify individual items more precisely across stores, distribution centers, and returns processes.
Combined with technologies such as RFID, serialization can support:
- Improved inventory accuracy
- Faster cycle counts
- Better product traceability
- Reduced shrink and loss
Proof of Purchase and Returns
Serialization can also help validate proof of purchase and improve returns management.
Instead of relying only on receipts or product type, retailers may eventually be able to verify:
- Whether a specific serialized item was previously sold
- When it was sold
- Whether it was previously returned
- Whether the item matches the original transaction
This can help reduce fraudulent returns while improving operational visibility.
Product Authentication and Consumer Trust
Brands are also increasingly exploring serialization as a tool for authenticity verification and counterfeit protection.
Consumers can scan a product’s 2D barcode to access authentication services or brand-controlled verification pages.
This creates a more connected post-purchase experience while helping brands protect their products in the marketplace.
Types of GS1 Data Carriers for 2D Barcodes
As brands prepare for Sunrise 2027, choosing the right GS1 data carrier is an important step. A data carrier is the barcode or technology that stores and communicates product information. Common GS1 data carriers for 2D barcodes include GS1 DataMatrix and GS1 QR Code, each designed to support different packaging formats, product data needs, and scanning environments.
GS1 DataMatrix and GS1 QR Codes can carry GS1 identifiers and attributes such as GTINs, serial numbers, lot numbers, expiration dates, and other GS1-defined data elements.
Why GS1 Digital Link Matters for General Merchandise
For general merchandise brands, a common option is using the GS1 Digital Link. A GS1 Digital Link works as a web link that connects a product’s physical barcode to digital information while also carrying GS1 identifiers used across retail POS and supply chain systems. Unlike a standard URL that simply sends a shopper to a webpage, a GS1 Digital Link can include structured product data, such as a GTIN, lot number, expiration date, or serial number, in a format that scanning systems can recognize and use.
Instead of serving only as a checkout or inventory code, a QR Code with GS1 Digital Link can connect shoppers to digital content such as product details, usage instructions, care information, sustainability information, promotions, loyalty experiences, or brand-controlled product pages.
Learn more about best practices for setting up a QR code with GS1 Digital Link Syntax at https://ref.gs1.org/docs/2023/QR-Code_powered-by-GS1-best-practices
What Is the Structure of a GS1 Digital Link?
A GS1 Digital Link uses a web address structure to connect a physical product to digital information while also carrying standardized GS1 product data. The link is typically made up of a scheme, domain, GS1 Application Identifiers (AI), product data values, and optional query parameters.
A simplified GS1 Digital Link may look like this:
https://finelinetech.com/01/09506000134376/10/560274/21/123456?15=250801
In this example:
- https:// is the scheme, which tells the browser or scanning system how to access the link.
- finelinetech.com is the domain or resolver controlled by the brand or solution provider.
- /01/09506000134376 uses AI (01) to identify the product GTIN.
- /10/560274 uses AI (10) to include the batch or lot number.
- /21/123456 uses AI (21) to include a serial number
- ?15=250801 uses AI (15) to include the best before date in YYMMDD format.
The Application Identifiers (AI) included in a GS1 Digital Link will vary based on the product, category, and intended use case.
GS1 Element String vs GS1 Digital Link
There are two common ways GS1 data can be structured within a 2D barcode.
GS1 Element String Syntax uses Application Identifiers (AIs) to define each piece of encoded data. For example:
(01)09506000134376(21)123456789
In this example:
- AI (01) identifies the GTIN
- AI (21) identifies the serial number
This format is commonly used in supply chain, inventory, and operational workflows where systems need to process structured GS1 data directly from the barcode.
GS1 Digital Link, by contrast, uses a web-based format that can support both retail systems and consumer-facing digital experiences through a single barcode.
Both approaches are compatible with GS1 standards and can support Sunrise 2027 objectives. The appropriate choice depends on retailer requirements, operational goals, packaging constraints, and consumer engagement strategies.
The Transition to Sunrise 2027
The transition to 2D barcodes will not happen overnight. Many brands are beginning by introducing 2D barcodes alongside traditional UPCs while retailers continue upgrading POS infrastructure.
The key is developing a strategy early:
- Determine what data should be encoded
- Decide whether serialization is needed
- Evaluate packaging space and print requirements
- Align barcode structure with operational goals
Simplify Sunrise 2027 Readiness with FineLine
At FineLine, we work with brands and retailers to support evolving barcode, RFID, and labeling requirements as the industry moves toward Sunrise 2027. Our team helps brands evaluate the right data carrier for their products, packaging formats, and operational needs, whether that means a GS1 DataMatrix, a QR Code with GS1 Digital Link, or another standards-aligned solution.
From there, the data, print quality, scan performance, and system alignment all need to work together. The 2D code must contain the right data, scan reliably at POS, connect consumers to an accurate digital experience, and align with other item-level identification systems, including RFID.
From GS1 Application Identifiers and GTINs to serial numbers, lot information, expiration dates, and unique item identifiers, FineLine helps ensure labels are accurate, readable, and aligned with retailer and operational requirements.
Whether your priority is POS readiness, traceability, serialization, consumer engagement, or item-level identification, FineLine can help simplify the path toward Sunrise 2027 readiness.
Contact FineLine to discuss your 2D barcode and RFID strategy.
Frequently Asked Questions
What is serialization?
Serialization means assigning a unique identifier to each individual product rather than only identifying the product type. This allows every item to carry its own unique identity.
Why are retailers interested in serialized products?
Serialization can help support:
- Improved inventory visibility
- Faster recalls and traceability
- Fraud reduction
- Product authentication
- More accurate returns validation
Can 2D barcodes work together with RFID?
Yes. Many retailers and brands are exploring the use of both technologies together. RFID enables fast, non-line-of-sight inventory tracking, while 2D barcodes provide a visible and scannable backup for POS systems, consumers, and operational workflows.
How can serialization help with returns?
Serialized products may allow retailers to verify whether a returned item matches the original sale transaction, helping reduce fraudulent returns and improving inventory accuracy.
Will Sunrise 2027 require all products to use QR Codes?
No. Sunrise 2027 is focused on enabling standards-based 2D barcodes at retail point-of-sale systems. Different barcode symbologies may be used depending on the product and use case, including QR Codes and GS1 DataMatrix.
Can consumers scan these barcodes too?
Yes. Many brands are using 2D barcodes to connect consumers to:
- Product information
- Care instructions
- Warranty registration
- Sustainability details
- Authentication experiences
- Loyalty programs
This creates a more interactive post-purchase experience.
How should brands begin preparing?
A good starting point is evaluating:
- Current barcode and labeling processes
- POS and retailer requirements
- Packaging space limitations
- Whether additional data such as serial numbers or lot codes will be needed
Starting early allows brands to test and scale implementation gradually as retailer readiness evolves.
How does the GS1 Digital Link work?
When a GS1 Digital Link is encoded in a 2D barcode, such as a QR Code or GS1 DataMatrix, the scan can answer different questions for different users. A shopper may want to know what ingredients are in a product, how to use it, where it came from, or whether it is authentic. A retailer or supply chain system may need product identification, traceability data, expiration information, or inventory details. Learn more here.
How can FineLine help brands prepare for Sunrise 2027?
FineLine helps brands evaluate the right data carrier, encode the correct data, and integrate GS1 compliant 2D barcodes into labels and packaging. For brands also using RFID, FineLine can help align both technologies to support item-level identification, traceability, and operational readiness.