What are QR codes powered by GS1 and why now?
QR codes powered by GS1 are advanced, two-dimensional barcodes that deliver far more information than traditional linear codes, by connecting them to the internet. With a simple smartphone scan, consumers can access rich product details such as provenance, nutritional content, sustainability credentials, usage tips, and more.
By embedding the GTIN in the form of a web address the brand can use redirects to update and change what the customer sees at any point – without having to reprint the barcodes. They can even utilise web landing pages to present multiple links at a time to allow the user to choose the content they want to see.
Several key factors make this shift both timely and essential:
- Evolving consumer expectations: Shoppers want instant, detailed product information at their fingertips.
- Sustainability goals: QR codes reduce packaging waste by moving information online.
- Regulatory changes: New legislation, including DPP, EPR, and PPWR, demands greater transparency and QR codes help businesses comply.
- Digitalisation and interoperability: QR codes enable seamless data sharing, future-proofing businesses for a digital-first economy.
As Iain Walker, GS1 UK’s Director of Industry Engagement, explains:
“The move to QR codes represents the most significant transformation the sector has seen in decades—reshaping the future of retail.”
Globally, GS1 aims for QR codes to be widely scannable at point of sale by 2027. While adoption is voluntary, the benefits—from enhanced consumer engagement to supply chain optimisation—are driving momentum. In fact, 71% of industry professionals expect QR codes to be standard by 2026, with full adoption anticipated by 2030. Already, nearly half of surveyed companies have begun building QR capabilities.
What’s in it for brands?
Integrating QR codes powered by GS1 can transform how brands connect with customers and strengthen their reputation:
- Enhanced customer experience: Deliver instant access to detailed product information from provenance and recipes to promotions and recycling guidance, building trust and loyalty.
- Improved brand reputation: Showcase sustainability initiatives and compliance efforts, reinforcing responsible practices.
- Operational efficiency: Streamline supply chain processes, improve inventory management, and boost product visibility for better service and reduced costs.
Haven't QR codes been around for ages?
Whilst they aren’t new technology, not all QR codes are created equal. Utilising global standards, QR codes powered by GS1 offer a unique advantage. These smarter QR codes are dual-purpose – giving every product the ability to provide users instant access to any online information the brand wants to share, while still going beep at the till.
The time to act is now
By embracing QR codes powered by GS1, brands can stay ahead of the curve, meet evolving consumer expectations, and unlock new opportunities for growth and engagement.
For more information or support with your next steps, visit:
https://www.gs1uk.org/standards-services/get-market-ready/qr-codes-powered-by-gs1
Take a look at one in action:
Scan the QR above to see a real example or click here: https://id.creativenaturesuperfoods.co.uk/01/05060113085177
Who is GS1?
GS1 is a global, not-for-profit organisation that has been setting standards for seamless commerce for over 50 years. Their barcodes have enabled efficient supply chains and billions of transactions daily. Today, GS1 is leading the transition to 2D barcodes particularly QR codes powered by GS1 which is helping businesses embrace a more connected, digital-first future.
Author bio
Lorna Leaver is an Engagement Manager at GS1 UK, where she supports businesses in growing their marketplace presence through the power of global standards. With eCommerce experience from brands including Mothercare, Early Learning Centre, Boohoo and Dune London, she brings practical, hands‑on knowledge to digital transformation and empowering SMEs.
