Next generation barcodes. One scan. Infinite possibilities.

2D barcodes in retail

Retail is moving towards the next generation of barcodes. One simple scan, but unlimited possibilities for more product information for companies, regulatory authorities and consumers.

About 2D barcodes

The demand for product information is growing rapidly. Businesses, public authorities, and consumers are increasingly seeking more detailed information about the products they buy, sell, or use. However, the information available on packaging and labels is limited. That is why the retail industry has set a global ambition: by the end of 2027, point-of-sale (POS) systems should be capable of reading 2D barcodes powered by GS1 – in addition to today’s linear barcodes.

Retailers have identified 2D barcodes powered by GS1 as the solution. These codes can be scanned both at the checkout and by smartphones – unlocking capabilities far beyond what traditional barcodes can offer. Brand owners will be able to link a product’s unique GTIN (Global Trade Item Number) to a wealth of personalised information accessible via the packaging. Retailers, in turn, can easily retrieve this data by upgrading their POS systems.

The global transition to 2D barcode scanning at the POS is already underway. Brand owners should therefore begin implementing the most suitable type of 2D code now, to support their key use cases and business needs.

GS1 DataMatrix

  • Takes up little space on the packaging
  • Requires an app to be scanned with a mobile phone

Start your 2D journey

Benefits of 2D barcodes

Inventory management
Apply “first in, first out”, improve inventory management, reduce administration, increase availability, and minimise waste.
Traceability
Verify product authenticity, ingredient and origin information, ensure transparency in the supply chain, and enhance consumer trust.
Safety
Protect your brand integrity, prevent the sale of expired or recalled products, and stop counterfeit goods.
Sustainability
Get information about recycling, enable circular economy, counter waste and view original information.
Consumer engagement
Get access to approved brand information, promotions, recipes and brand engagement.
Improved packaging
On-pack marketing, better ability to comply with legislation and improved consumer experience.

Discover 2D barcodes

Resource Library

Read about industry initiatives, work and case studies from the retail and grocery sectors.

Standards and implementation guides

Here you will find shortcuts to standards, specifications and open source code for implementation.

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GS1 and 2D barcodes

Frequently asked questions

Here are frequently asked questions about 2D barcodes and much more you might want to know about GS1.
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A global 2D program

A global shift is underway, with brand owners and retailers working together to label packaging with barcodes and 2D barcodes. The initiative to move to the next generation barcodes comes from industry-leading global players and covers all retail and FMCG product categories, including variable weight goods.

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