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2D Barcodes for Small Business Owners

Looking to protect your brand, reassure customers, or prepare your products for export? Here’s what you need to know about 2D barcodes.

Do you need 2D barcodes?

For many New Zealand small businesses, 2D barcodes offer a smart, scalable way to build trust and demonstrate product authenticity.

However, implementing 2D barcodes can be a significant investment, particularly if in-line printing systems are required. But if your products are high value or export-ready, the benefits can outweigh the cost.

As a small business in New Zealand, you should consider 2D barcodes if:

  • You sell high-value or premium products and want to prove authenticity and provenance
  • You plan to export and want to protect your brand from counterfeit versions of your product
 

Benefits of 2D barcodes for small businesses

2D barcodes can hold much more data than traditional barcodes and they can be scanned by smartphones and POS systems alike. This opens the door to a wide range of business benefits:

  • Brand protection and anti-counterfeiting: Let customers and trading partners verify product authenticity with detailed information like origin, ingredients, or certifications.
  • Improved customer engagement: Link to product manuals, video guides, stories from your growers or makers, or promotional content via a simple scan.
  • Stronger traceability and recall management: Identify products at the item level to help manage recalls quickly and safely while also reducing business risk.

Want to learn more about the benefits for brands? See how 2D barcodes support brand protection.

How to transition to 2D barcodes

 

Step 1: Evaluate existing on-pack barcodes

Start by talking to your retail and export partners. Do they need more information in the code, like origin, expiry date or batch number?

If you're already using QR codes for consumer engagement, transitioning to GS1-compliant 2D barcodes lets you include your GTIN and unlock greater functionality for both retail and supply chain use.

Step 2: Select the right data

Include your GTIN, then add other key data fields that support your business goals or meet retailer/importer requirements, like use-by date, weight or batch/lot number.

Step 3: Choose your 2D barcode type

Decide whether you’ll use a GS1 DataMatrix or GS1 QR Code, depending on your packaging format and use case.

Step 4: Update your equipment and software

You may need to update your in-line printers, labellers or coding software, especially if you’re printing variable data.

Talk to Reynolds about equipment options suited to your production line and label format.

2D barcode implementation checklist for small businesses

To make sure your 2D barcodes scan every time, follow these best practices:

  • Print high-quality barcodes:
    • Use high-speed digital printers and non-glossy (matte) label stock, especially for refrigerated or high-moisture environments.
  • Print at the right size:
    • Barcode size should suit your packaging and be compatible with your printer’s DPI (300+ DPI recommended).
    • Standard size: 0.625 or 0.750 X-dimension, 22 x 22 symbol.
  • Adopt a barcode verification program:
    • Barcode verification helps ensure your barcodes meet GS1 global standards. Verification reports are mandatory if you’re supplying to major retailers like Woolworths.
    • For help with verification and quality checks, contact GS1 New Zealand.

FAQs

Do I need 2D barcodes?

It depends on the type of information you want to share on your product packaging. If you don’t need to add machine-readable data (like batch numbers, expiry dates or product origin), you may not need to switch to 2D barcodes right now.

However, all products that are scanned at retail or by consumers must include, at a minimum, a Global Trade Item Number (GTIN) in the barcode.

What is the cost of moving to 2D barcodes?

For small businesses, the main cost is upgrading your in-line printing systems or labelling equipment to support 2D codes. The actual cost will depend on your production environment, packaging, and existing setup.

Think beyond just the upfront cost:

  • Are you exporting products?
  • Is your brand vulnerable to counterfeiters?
  • Would increased traceability or product authentication help you build customer trust?

If the answer is yes to any of these, the investment in 2D barcodes could be worthwhile.

How do I get started with 2D barcodes?

Start by speaking with a solution provider like Reynolds. They can help you assess your current systems and recommend the right printing, labelling or coding equipment to support a smooth transition to 2D barcodes.

Does the 2D barcode replace the current 1D barcode on my products?

Not yet. Most retail checkouts still rely on linear scanners, which can’t read 2D barcodes.

Until retailers fully adopt optical (camera-based) scanners, it’s best to include both a 1D and 2D barcode on your packaging to ensure compatibility across all sales channels.