Understand GS1 Sunrise 2027 (Ambition 2027), what the end-of-2027 POS goal means, why UPC/EAN is not disappearing overnight, and how brands and retailers can prepare.
What the end-of-2027 goal actually means
The retail industry’s initial goal is global POS capability to read and process the GTIN from both established linear barcodes and defined GS1-compliant 2D barcodes by the end of 2027. For many installations this requires software changes; older laser-only scanners may also require hardware replacement with image-based equipment.
The approved retail 2D choices include QR Code or Data Matrix carrying GS1 Digital Link URI syntax, plus GS1 DataMatrix carrying GS1 element string syntax. The right carrier depends on the product, sector, consumer use case and trading-partner requirements.
What Sunrise 2027 does not mean
They do not. GS1 guidance says linear barcodes will coexist with 2D barcodes for as long as they remain useful.
Readiness varies by market and retailer. During transition, many products need dual marking until the intended ecosystem can reliably process the 2D code.
A marketing URL is not enough. Retail systems need a conforming carrier, GS1 syntax, valid data and correctly printed symbols.
The POS host, product master data, label software, printers, quality processes and downstream applications all take part.
Why retail is moving beyond the linear barcode
An EAN/UPC barcode normally carries only the GTIN. A 2D symbol has room for more structured data—such as a lot, serial or expiry—and a GS1 Digital Link can connect the physical product to web information. That can support traceability, expiry management, recalls, consumer instructions, sustainability information and authenticated product experiences.
The business value does not appear merely because the symbol is present. Expiry-based markdowns, for example, require accurate date data on each item plus POS and inventory software that can parse AI (17) and act on it.
A practical readiness plan
- Name the use case.Decide whether you need consumer engagement, richer POS data, traceability, inventory improvements or a combination.
- Audit data quality.Confirm GTIN ownership, check digits, product-master records and the source of dynamic lot, serial and date data.
- Select syntax and carrier.Choose among QR Code with GS1 Digital Link, Data Matrix with Digital Link, or GS1 DataMatrix based on sector and partner requirements.
- Update the ecosystem.Include authoring software, printing, verification, scanners, POS host logic, databases and consumer destinations.
- Pilot with real partners.Test production artwork and physical packs with the retailers, distribution sites and devices that will handle them.
- Plan coexistence.Define which products remain dual-marked, who approves removal of a linear code and how exceptions are monitored.
Who owns each part of readiness
| Team | Primary responsibility | Evidence of readiness |
|---|---|---|
| Brand / manufacturer | Data, carrier choice, artwork, printing and destinations | Verified production samples and traceable data sources |
| Retailer | Scanner configuration, POS host and downstream processing | End-to-end transaction tests, including multi-code packs |
| Solution provider | Standards-conformant generation, parsing and validation | GS1 test-suite results and supported-mode documentation |
| Trading partners | Rollout rules and exception handling | Agreed pilot, transition and cutover criteria |
Authoritative references
- GS1 2D Barcodes at Retail Point-of-Sale Implementation Guideline—the detailed implementation and transition guidance.
- GS1 Ambition 2027 for Retail—the capability goal and solution-provider readiness criteria.
- GS1 Digital Link Standard: URI Syntax—the normative syntax for Digital Link carriers.