As retailers and businesses prepare for GS1's Sunrise 2027 milestone, companies already working with 2D barcodes say the biggest challenges lie not in the technology itself, but in the systems, processes and people that surround it.
The discussion around 2D barcodes often focuses on the opportunities they create – better traceability, richer product information and stronger supply chain visibility. For businesses that have already begun the transition, however, the conversation is increasingly centred on implementation.
[Here's a recent case study on Superpop's connected packaging using GS1 2D barcodes]
Insights shared by industry leaders at the 2025 CeMAT Industrial Transformation Expo panel session highlighted several practical lessons for organisations preparing their own 2D barcode strategies. As this year's CeMAT event approaches in a few weeks (23-25 June), we revisit some of the top take-outs from that panel session.
Lesson 1: The barcode is the easy part
According to Mark Dingley, CEO of Matthews Australasia, printing a 2D barcode on a label is often the simplest element of a project.
“Printing the barcode was the easy part. The complexity came with scanning hardware inconsistencies, poor data quality from suppliers, and the need for end-to-end training,” Dingley said.
Early retail implementations revealed significant variations in scanner performance across store networks, often due to differences in legacy hardware and software. Delivering consistent results required equipment upgrades, system integration and workforce training.
Lesson 2: Data quality matters more than data quantity
One of the key advantages of 2D barcodes is the amount of information they can carry. But that benefit quickly disappears if the underlying data is incomplete, inconsistent or poorly managed.
Dingley noted that supplier data quality became one of the biggest challenges during early deployments. The experience highlighted the need for robust data governance and consistent standards across supply chains.
The lesson for businesses is straightforward: richer data creates value only when that data can be trusted.
Lesson 3: Legacy systems are not going away overnight
For many manufacturers, growers and distributors, the challenge is not adopting new technology but integrating it with existing infrastructure.
Michael Dossor, general manager of Result Group, said businesses often require practical solutions that bridge old and new systems without forcing a complete technology overhaul.
“We've had to create middleware to bridge old and new systems, without asking businesses to reinvent the wheel,” Dossor said. “It's about lowering the barrier to participation.”
That reality is likely to shape the pace of adoption over the coming decade, particularly among smaller businesses operating with limited resources.
Lesson 4: ROI comes from the data
Questions around implementation costs remain common, particularly when new scanners, software and integration work are required.
For Dossor, the value proposition extends well beyond compliance requirements.
“Yes, there are costs. But if implemented well, 2D barcodes don't become a cost – they become a cost saving,” he said.
Improved inventory management, faster recalls, reduced manual intervention and better supply chain visibility all contribute to the return on investment. The quality of operational decisions enabled by better data may ultimately prove more valuable than the barcode itself.
Lesson 5: There is no single technology answer
While 2D barcodes are attracting significant industry attention, they are unlikely to replace every other identification technology.
Praveen Kannan, head of Asia Pacific market product management at SICK, expects 2D barcodes and RFID to coexist for many years.
“It's not a binary choice. RFID and 2D barcodes will coexist, each serving different needs,” Kannan said.
Different industries, supply chains and applications will continue to require different approaches, with businesses selecting the technologies that best suit their operational requirements.
A long-term transition
The panel agreed that widespread adoption will take time. Dingley estimates it could take between five and 10 years before 2D barcodes become more prevalent than traditional linear codes.
For businesses beginning the journey, the message was not to wait for perfect conditions. The technology may be mature, but the competitive advantage will come from building the systems, skills and processes needed to make the most of the data it delivers.
