Both are 2D barcodes made of small square modules, and both are international standards: QR Code is ISO/IEC 18004 and Data Matrix is ISO/IEC 16022. For retail, GS1 lists both as options, so the choice comes down to how the code will be scanned and how much room there is on the pack.
Side by side
| QR code | Data Matrix | |
|---|---|---|
| Standard | ISO/IEC 18004 | ISO/IEC 16022 |
| Scanned by a phone camera | Read by the camera app on current phones | Support varies; some phones need a scanning app |
| Typical use | Links for consumers: packaging, print, menus | Small items and industrial or healthcare marking |
| Small sizes | Larger for the same data | Stays readable at small sizes |
| Quiet zone (retail POS) | 4 modules on all four sides | 1 module on all four sides |
| Error correction | You choose the level: L, M, Q or H | Automatic, about 30% |
| Shape | Square, three corner finder squares | Square or rectangular, solid L-shaped edge |
| GS1 for retail point of sale | QR Code with a GS1 Digital Link URI | GS1 DataMatrix, or Data Matrix with a GS1 Digital Link URI |
The quiet zone, error correction and POS rows come from GS1's 2D retail implementation guideline. At a module size of 0.495 mm, the guideline's own example, a QR code needs a 1.98 mm blank border and a Data Matrix needs 0.495 mm.
How to choose
- You want customers to scan it with their phone and land on a page: QR code with a GS1 Digital Link. It opens like any QR code, and the till can read the GTIN from the same address.
- The item is very small or your industry already uses Data Matrix: Data Matrix is designed for that, so follow your sector's practice.
- Your customers or retailers ask for one: ask them. Their scanners and rules decide.
Whichever you pick
Print contrast, size and the blank border around the code matter as much as the symbology. GS1's colour and quality guide recommends black and white for the most reliable reading. Use the print size guide and the health report for QR codes. BestQR makes QR codes; it does not make Data Matrix.
Sources
Last updated and checked against the sources on 13 October 2026. Standards change, so check the source for the current wording.
- GS1: 2D Barcodes at Retail Point-of-Sale Implementation Guideline
- GS1: 2D Barcode Colour & Quality Guide
- GS1 Canada: Retail 2D FAQ
Frequently asked questions
Is a QR code allowed at the checkout?
GS1's retail guideline lists a QR code carrying a GS1 Digital Link URI as one of the supported 2D options for point of sale. It has to meet the print specification, and the retailer's software has to be set up for it. Check the current GS1 guidance for your country and sector.
Is Data Matrix better than a QR code?
Neither is better in general. Data Matrix suits small marking areas and industrial use; QR suits consumer phone scanning.
Can BestQR make a Data Matrix code?
Not at the moment. BestQR makes QR codes and linear barcodes.