Barcode to Digital: Transitioning to DPP-Ready Identifiers

The Great Barcode Transition: From Lines to Links

For over fifty years, the humble barcode has served as the universal language of product identification. The familiar pattern of black and white lines, the EAN-13 or UPC barcode, has enabled billions of transactions daily, powering point-of-sale systems, inventory management, and supply chain logistics worldwide. Yet this venerable technology is approaching the limits of what it can deliver in an era that demands richer, more connected product information.

The convergence of Digital Product Passport requirements under the ESPR regulation, the GS1 Sunrise 2027 initiative to transition global retail to 2D barcodes, and evolving consumer expectations for product transparency is driving the most significant transformation in product identification since the first barcode was scanned in 1974.

This transition is not about abandoning barcodes, it is about evolving them. The GS1 system of identification remains at the core, but the way identifiers are encoded, carried, and resolved is changing fundamentally. Products are moving from carrying simple numeric codes readable only by dedicated scanners to carrying web-addressable identifiers accessible to any smartphone. This article guides businesses through this transition, explaining what is changing, why, and how to prepare.

What Is Changing and Why

Traditional linear (1D) barcodes encode a single GS1 identifier, typically a GTIN, in a pattern of varying-width lines. This 13-digit number tells a point-of-sale system what the product is, enabling price lookup and inventory deduction. It does not connect to the web, cannot carry additional attributes like serial numbers or batch codes, and requires a dedicated barcode scanner with line-of-sight and close proximity.

The limitations of 1D barcodes are becoming increasingly apparent:

• No web connectivity, a 1D barcode is a dead-end identifier that does not link to online information
• Limited data capacity, only a single GTIN can be encoded, with no room for serial numbers, expiry dates, or other attributes
• No consumer accessibility, consumers cannot scan traditional barcodes with standard smartphone cameras
• No serialisation support, individual products cannot be uniquely identified at the item level
• Single purpose, the barcode serves the point of sale but cannot simultaneously serve consumers, regulators, or recyclers

Digital Product Passports require identifiers that overcome all of these limitations. The DPP data carrier must be scannable by consumers using smartphones, must encode a unique product identifier (including serialisation where required), and must link to web-hosted passport data. These requirements effectively mandate a transition from 1D barcodes to 2D data carriers, specifically, GS1 Digital Link QR codes.

The GS1 Sunrise 2027 initiative provides additional momentum. GS1 has announced that from 2027, retailers worldwide should be ready to accept 2D barcodes (QR codes and Data Matrix codes) at point of sale alongside or instead of traditional 1D barcodes. This retail readiness enables brands to replace their 1D barcodes with QR codes that serve both the point of sale and the Digital Product Passport simultaneously.

Understanding GS1 Digital Link QR Codes

The GS1 Digital Link standard defines how GS1 identifiers can be encoded as web URIs and carried in QR codes. A GS1 Digital Link QR code is fundamentally different from a traditional barcode or a standard QR code in several important ways.

Unlike a traditional barcode that encodes only a number, a Digital Link QR code encodes a web URI, a URL that can be navigated to in a web browser. This URI contains the product's GS1 identifier within its path structure, making it both machine-readable (for point-of-sale and supply chain systems) and web-resolvable (for accessing Digital Product Passport data).

Unlike a standard marketing QR code that points to a fixed web page, a Digital Link QR code follows the GS1 Digital Link URI syntax and resolves through a resolver service that can direct requests to different information resources based on context. The same QR code can lead a consumer to a product passport, a point-of-sale system to pricing data, and a recycler to end-of-life instructions.

A GS1 Digital Link QR code can encode multiple GS1 Application Identifiers simultaneously. A single QR code can carry the GTIN, serial number, batch/lot number, expiry date, and additional attributes, information that would require multiple traditional barcodes or supplementary symbols. This data density enables a single 2D symbol to serve all the identification needs of a Digital Product Passport.

The dual function of GS1 Digital Link QR codes, serving as both the retail barcode and the DPP data carrier, is a key enabler of the transition. Brands do not need to add a separate QR code for the DPP; they can replace their existing barcode with a Digital Link QR code that serves both purposes.

Adding Serialisation to Your Identification System

The most significant operational change in the transition to DPP-ready identifiers is the move from product-level identification (GTIN only) to item-level identification (GTIN plus serial number). This serialisation requirement transforms the identifier from a product type code into a unique item identity.

Serialisation has cascading implications across manufacturing, logistics, and data management:

• Manufacturing: production lines must be capable of generating, assigning, and printing unique serial numbers on every individual product, requiring dynamic printing systems rather than pre-printed labels
• Verification: each serial number must be verified for uniqueness and correct encoding immediately after application, requiring inline vision inspection or scanning systems
• Data management: master data systems must expand from managing thousands of GTINs to managing potentially millions of GTIN-serial combinations, requiring scalable database infrastructure
• Supply chain: downstream partners must be equipped to scan and process serialised identifiers, updating their receiving and inventory systems accordingly

For businesses new to serialisation, the pharmaceutical industry offers valuable lessons. The EU Falsified Medicines Directive has required item-level serialisation of prescription medicines since 2019, and the implementation patterns established by pharmaceutical companies, including central serial number management, production line upgrades, and end-to-end verification, are directly applicable to DPP serialisation requirements.

The serial number itself can be numeric, alphanumeric, or follow any pattern that ensures uniqueness within the scope of its parent GTIN. Many businesses use random or semi-random serial numbers rather than sequential ones, as sequential numbers reveal production volume information that some consider commercially sensitive.

Planning Your Transition: A Phased Approach

Transitioning from traditional barcodes to DPP-ready identifiers is best approached as a phased programme rather than a single big-bang change. The following phased approach reduces risk and allows learning from early implementations before scaling:

Phase 1: Foundation. Obtain or confirm your GS1 Company Prefix. Audit your existing GTIN allocations for correctness and completeness. Establish or upgrade your product master data management system to accommodate additional attributes (serial numbers, batch codes, Digital Link URIs). Begin planning your data carrier strategy (QR code type, size, placement, printing technology).

Phase 2: Pilot. Select one or two product lines for initial implementation. Upgrade the production line marking equipment to print GS1 Digital Link QR codes with serialised identifiers. Implement inline verification scanning. Set up a Digital Link resolver (or configure one through your DPP platform). Create Digital Product Passports for the pilot products and validate end-to-end scanning from production through to consumer access.

Phase 3: Expansion. Roll out QR code marking and serialisation to additional production lines based on pilot learnings. Engage with retail partners to test QR code scanning at point of sale (ahead of GS1 Sunrise 2027). Extend DPP data collection to include supply chain event data (EPCIS) and environmental impact information.

Phase 4: Full Transition. Complete the transition across all product lines subject to DPP requirements. Retire traditional 1D barcodes where retailers confirm readiness for 2D symbols. Optimise processes based on operational data gathered during earlier phases.

Technical Considerations for the Transition

Several technical challenges deserve particular attention during the barcode-to-digital transition.

QR code sizing and placement must balance competing requirements. Larger QR codes are more reliable to scan but consume more packaging real estate. Smaller codes fit more easily but may be difficult to scan in poor lighting or on curved surfaces. GS1 guidelines recommend a minimum X-dimension (module size) and quiet zone (clear space around the code), and these should be treated as hard requirements, not suggestions.

For products that currently carry multiple barcodes (primary retail barcode, case barcode, shipping barcode), the transition provides an opportunity to rationalise. A single GS1 Digital Link QR code encoding GTIN, serial number, and batch information can potentially replace multiple separate symbols, simplifying packaging design and reducing marking costs.

Backwards compatibility is critical during the transition period. Until all retail partners can scan QR codes at point of sale, many products will need to carry both a traditional 1D barcode and a Digital Link QR code. This dual-symbol approach adds temporary complexity but ensures that products remain scannable in all channels during the transition.

Resolver infrastructure must be in place before QR codes are applied to products. There is no point encoding a Digital Link URI in a QR code if scanning that code leads to a dead end. Ensure your resolver is configured, tested, and operational, with appropriate monitoring and uptime guarantees, before products carrying Digital Link QR codes enter the market.

Data carrier quality standards should be enforced from the outset. ISO/IEC 15415 defines grading criteria for 2D symbols including QR codes. Establishing minimum grade requirements (typically Grade C or above) and implementing automated grading on the production line prevents quality issues from reaching consumers.

Working with Retail Partners and Supply Chain

The transition to DPP-ready identifiers does not happen in isolation. Retail partners, distributors, and logistics providers must all be prepared to work with the new 2D data carriers.

Engage with your key retail partners early in the transition process. Major retailers are already participating in GS1 Sunrise 2027 pilots and may be ahead of your own readiness. Understanding their timelines, technical requirements, and testing processes helps align your transition with their capabilities. Some retailers may require specific QR code formats, placements, or companion 1D barcodes during the transition period.

Logistics providers need to be informed about the change in product marking. Warehouse scanning systems that currently read 1D barcodes may need firmware updates or hardware upgrades to read QR codes. Work with your third-party logistics partners to assess their scanning infrastructure and plan any necessary upgrades.

Trading partners who exchange electronic data (EDI, XML, or API-based messages) need to update their data formats to accommodate serialised identifiers and Digital Link URIs. GS1 message standards already support these data elements, but implementation guides and testing are needed to ensure seamless data exchange.

Industry consortia and GS1 member organisations often facilitate multi-party transition programmes, bringing together brands, retailers, and technology providers to coordinate their readiness activities. Participating in these programmes provides access to shared learning, testing environments, and technical support that accelerates individual organisations' transition efforts.

The Opportunity Beyond Compliance

While ESPR compliance is the immediate driver for many businesses, the transition to DPP-ready identifiers unlocks opportunities that extend far beyond regulatory requirements.

Web-connected products enable direct consumer engagement at a scale and depth that was never possible with traditional barcodes. A consumer scanning a product's QR code can access not just passport data but personalised content, loyalty programmes, usage instructions, warranty registration, and sustainability information. This direct-to-consumer channel, mediated by the product itself, is an asset that forward-thinking brands are already exploiting.

Serialised identification enables anti-counterfeiting capabilities that protect both consumers and brand value. Each product's unique identity can be verified against a central registry, and any attempt to duplicate identifiers creates detectable anomalies. For brands affected by counterfeiting, serialisation combined with consumer verification provides a powerful deterrent.

The traceability data generated by serialised, event-tracked products supports operational improvements including more precise recall management, better demand forecasting, and enhanced supply chain optimisation. Products that can be tracked individually provide far richer operational data than products identified only by type.

Tools like MyProductPassport make it straightforward to create Digital Product Passports that leverage these DPP-ready identifiers. By combining identifier management, QR code generation, resolver services, and passport publication in a single platform, they reduce the technical barriers to transition and allow businesses to focus on the strategic value that connected products deliver.

The barcode revolution of the 1970s transformed retail commerce. The digital identifier revolution unfolding now will transform the relationship between products, people, and the planet. Businesses that embrace this transition proactively will be the ones that thrive in the transparent, circular economy that the ESPR envisions.