UPC vs. GS1 QR Code

The UPC has been around for a long time. Shortly after its launch, its international counterpart, the EAN, followed. For decades, these barcodes have been the backbone of product identification in the supply chain, making checkout lanes and inventory tracking seamless.

But a contender is ready to throw its hat in the ring. Enter QR codes–a barcode format that offers more than just product identification. Will it outshine the long-standing UPC, or will tradition hold strong? Let’s break it down: UPC vs. GS1 QR Code.

What is a UPC?

The Universal Product Code (UPC) is the barcode we’ve all seen on product packaging—a 1D linear barcode with a 12-digit numeric code used for product identification. It’s been a staple in retail, ensuring smooth checkout, inventory tracking, and supply chain efficiency. 

But for all its usefulness, it has one major flaw: it’s just an ID. No extra details, no dynamic updates—just a static product number tied to a database.

Birth of the UPC

Rewind to the early 1970s—retailers wanted a way to speed up transactions and reduce errors at checkout. That’s when George Laurer at IBM developed the UPC, inspired by the barcode concept invented by Norman Joseph Woodland.

Then came a historic moment: June 26, 1974. A Marsh supermarket in Ohio scanned the first UPC on a 10-pack of Wrigley’s Juicy Fruit gum—a moment so iconic, the gum pack now sits in the Smithsonian Museum.

Barcode global expansion 

By the 1980s, major U.S. retailers made UPCs mandatory. But what about the rest of the world? In 1976, the EAN-13 (European Article Number) was introduced as an international extension of UPC. 

Today, both coexist—UPC dominates in North America, while EANs are used globally, and most modern scanners read both.

• Retail checkout – The classic use case. Scan, beep, pay.
• Inventory management – Helps retailers track stock levels.
• Supply chain tracking – Ensures smooth movement of goods from warehouse to store.

The limits of UPC

Fixed data: A UPC is just a number. It doesn’t carry batch info, expiry dates, or marketing links.

No dynamic content: Once printed, the data is set in stone. You can’t update or customize it.

What is a QR Code?

The QR (Quick Response) code is a 2D matrix barcode, a square grid of black and white squares, designed to store significantly more data than traditional 1D barcodes. 

Unlike the UPC, it can hold various types of data, including alphanumeric characters, URLs, and Kanji, and offers quick, omnidirectional scanning. It has evolved from simple industrial tracking to a versatile tool for information sharing..

Birth of the QR Code

In 1994, Denso Wave, a subsidiary of Toyota, needed a barcode that could efficiently track automobile parts during manufacturing. 

Masahiro Hara and his team developed the QR code to address the limitations of Code 39(a type of 1D barcode like UPC), which couldn't store enough data or be scanned quickly from multiple angles. 

This invention was aimed at speeding up industrial processes and enhancing data management.

QR code’s global expansion

Initially used in the automotive industry, the QR code's versatility led to widespread adoption across various sectors. Its ability to store URLs and other complex data made it particularly useful with the rise of the internet and mobile devices. 

With the spread of mobile phones with cameras in the late 1990s and early 2000s, the QR code expanded beyond industrial applications.

Development of Digital Link

Recognizing the limitations of 1D barcodes, GS1 developed the GS1 Digital Link standard in the 2010s to expand QR code functionality beyond basic product identification. This allowed for richer product information, improved traceability, and regulatory compliance.

A key component of this was the GS1 Resolver, which enables GS1 QR Codes to dynamically direct users to relevant data based on context. 

By encoding application identifiers into web-based URLs, this system connects physical products to real-time digital information for consumers, retailers, and supply chain partners.

How the GS1 Resolver Works (Simplified)

The Digital Link Resolver is a smart, cloud-based routing system. Here’s a simple explanation of how it functions:

1. What’s Inside the QR Code?

The GS1 QR code contains a standardized web link (URL) formatted like this:

https://your.brand.com/01/09506000134312

• 01 = GTIN identifier
• 09506000134312 = the product’s unique barcode number.

2. What Happens When You Scan It?

Smartphones:

1. The phone opens the URL in a web browser.
2. The GS1 Resolver reads the GTIN from the URL (e.g., 09506000134312).
3. It checks a global database to find where the brand owner wants to send users (e.g., a product page, video, or recall notice).
4. You’re instantly redirected to the correct page.

Industrial Scanners (Warehouses/Stores):

• Most industrial scanners only extract the details in the URL organized by Application Identifiers (AI) from the QR code.
• They ignore the URL and use the GTIN to look up product details in their local database (e.g., inventory system).
• No internet or Resolver is needed—it works offline.

Key differences between UPC vs. GS1 QR Codes in the supply chain

*Note: More embedded data (excluding links) equals a larger QR code.

Upgrading to QR Codes

Like any upgrade, switching to GS1 Digital Link QR Codes comes with costs. But the benefits—enhanced product information, better traceability, and direct consumer engagement—far outweigh them. If you decide to make the switch, here’s what you need to do:

Ensure System Compatibility

Before anything else, confirm that your scanners, databases, and software can process the new barcode format. Some older systems may require upgrades or configuration changes.

Register with GS1

If you don’t already have a GS1 Company Prefix or are entering the manufacturing industry, you must register to generate GS1-compliant QR codes. You can assign Global Trade Item Numbers (GTINs) to your products.

Generate QR Codes

GS1 provides the guidelines, but they don’t generate the codes for you. You’ll need in-house software or a third-party generator to create compliant QR codes. 

Here’s a complete and simple guide: How to generate GS1 QR codes

Update Packaging

Transition from UPC/EAN barcodes to the new format on product labeling. To avoid disruptions, consider a phased rollout where both barcode types are used until full adoption.

Test & Validate

Before full deployment, test scanning in different environments—point-of-sale, logistics, and consumer apps—to ensure smooth functionality.

Monitor & Optimize

Once live, track scan rates, consumer interactions, and operational impact. Adjust links and embedded data as needed to maximize value.

The Winner and Successor

With everything considered, it’s easy to see who comes out on top in the UPC vs. GS1 QR Code matchup.

Businesses appreciate the decades-long contribution of UPC and its variations in shaping modern retail. It revolutionized checkout speeds and inventory tracking. But technology moves forward, and so must product identification.

In the coming years, we’ll see both barcodes coexist on packaging. However, the QR code is the true successor—offering dynamic data, enhanced traceability, and deeper consumer engagement. 

Eventually, it will stand alone as the new standard, leaving the UPC as a legacy of modern retail’s past.