Product adoption is the difference between a product that grows and one that fades. 

When people immediately recognize the product’s value and experience it firsthand, they become loyal consumers. And when they don’t, they simply move on.

Read also: The Regulatory Reality of Selling Products Internationally

The key to product adoption is guiding people from discovery to the product’s actual use in their routines. 

Today, there are quite a few new methods to do this. The use of GS1 QR codes is one of them. 

They are a new-gen barcode solution, still created using a special QR code generator,  that the Global Standards organization recommends to businesses to connect consumers to rich digital content before and after a purchase.

The missing link between physical products and actual adoption

Product packaging has a major impact on the early stages of marketing, as it’s a brand’s first physical impression. It not only protects the products but also provides information about them. 

But consumer behavior is changing. People want to know about how to use the product, what others think, and what else it can do. Before they actually enjoy a product, they look it up online to find answers to these questions. 

They no longer settle on what’s printed on the packaging; they have moved to the digital world—websites, tutorials, reviews, and the chronically online community. 

Together with the physical product, this became the beginning of conversion. Yet these two experiences are treated separately. This is why people fail to complete the onboarding process upon product discovery. 

GS1 QR codes: The bridge that closes the gap

According to LETA Capital’s State of Phygital Report, connecting physical and digital experiences is a major business priority, as people expect digital information to be integrated into products. 

Companies like Amazon, Apple, ByteDance, Meta, and Microsoft are investing over $160 billion in phygital initiatives to make this happen. 

As industries move in this direction, GS1’s Sunrise 2027 initiatives call for businesses to use GS1-powered QR codes on their products and for retailers to upgrade their point-of-sale (POS) systems to scan GS1 2D codes by the end of 2027. 

They open new opportunities for:

• Comprehensive product information
• Batch tracking
• Expiration management
• Dynamic promotions
• Product authentication
• Sustainability reports
• Customer engagement 

GS1 UK research shows that these transitions are gaining real momentum, where 11% of UK retailers have already implemented QR codes powered by GS1, with another 33% planning to do so within the next 12 months. Nearly half the market could be using the technology by 2026. 

How do QR codes with GS1 standards actually work?

GS1-compliant codes encode the Global Trade Item Number (GTIN) in a website-friendly URL format, in accordance with GS1 Digital Link Standard.

It’s kind of the same as with standard barcodes, but it adds a digital layer that lets companies change where the code points without updating their packaging. 

It also includes product data such as its batch number, serial number, and expiry dates. And whenever someone scans it, they can be routed to different content based on what they want to explore more. 

Why GS1 digital link codes are built differently

GS1 QR codes can include multiple product features, such as live tracking, technical support, payment details, and more, within a single code. 

• How it handles recall: QR codes powered by GS1 can identify the exact variant, batches, serial numbers, and other product information. Companies can recall specific batches and send alerts to customers who scanned them whenever quality issues arise. 
• How it handles updates: Companies can change the code’s destination without reprinting. Whether the purpose is to update product information or to promote seasonal content, the codes remain the same, while customers receive the latest information.
• How it personalizes experiences: It uses a GS1 Conformant Resolver that acts as a redirection service, connecting the product identifier to the right information based on who’s scanning and why. It checks details such as language, location, and the type of information requested, then routes the user to the most relevant content for that specific scan.
• How it builds trust: GS1 is the standard organization behind the barcodes used to track products worldwide. Since it is recognized globally, businesses and consumers trust their scan and rely on its security.
• How it scales globally: Major retailers and consumer goods manufacturers, including Alibaba, Carrefour, Procter & Gamble, Walmart, Amazon, PepsiCo, and L’Oréal, have signed a joint statement supporting the adoption of these codes.

What role do GS1-compliant QR codes play in the product adoption process?

The transition from linear barcodes to GS1 matrix codes doesn’t just handle internal retail logistics; it also fuels customer engagement by reducing friction. 

Carolin Duerkop, Technology Transformation Partner at SharkNinja, simply describes the QR code on boxes as the new instruction manual. Customers can get a conversation that knows their product when a QR code is scanned.

As industries are replacing traditional barcodes ahead of the Sunrise 2027 global mandate, QR codes powered by GS1 are reshaping the product’s journey by breaking down three critical barriers:

1. Complexity

As products today get smarter, they get more complex features that can become barriers for average users and people with disabilities, regardless of whether those features offer them any value.

A 2025 University of Washington usability study evaluated wireless earbuds and found that users who could easily locate QR codes for setup tutorials completed it faster with less frustration. This was especially true for people with dexterity challenges or visual impairments. 

They simply scanned the code, watched the tutorial, and finished the setup instead of digging through app stores or searching it up on YouTube. 

2. Trust and transparency

Consumers hesitate to adopt new products if they don’t trust the source or its authenticity. A GS1 UK survey found that 81% of shoppers wanted more information than they currently see on product packaging.

Trust has depended on packaging branding, but with counterfeits increasing, it’s no longer enough to verify authenticity. 

GS1 QR codes solve this by carrying data that links not just to websites but also to the product’s digital identity, such as batch numbers, serial numbers, expiry date, and authenticity code—data that proves the product is real and safe.

Australian retail Woolworths demonstrates this by implementing the GS1 2D code across its fresh food sectors. The company ensured the customer’s safety at checkout by encoding expiration dates directly into the point-of-sale data, automatically blocking an item from being scanned if it’s past its expiry date. 

3. Perceived advantage

Even if the product is easy to use and comes from a trusted brand, customers will still ask for an obvious, tangible, and immediate advantage over what they currently use.

QR codes approved by GS1 can turn these physical products into an ongoing portal, turning a one-time transaction into an entry point that gives customers a reason to stay connected to the brand.

One example is L’Oréal’s Augmented Product Program, in partnership with Capgemini, in which they implemented a product digital twin system across 7 billion products sold each year. They used this digital connectivity to optimize their global supply chain and manage global inventory.

With dynamic QR codes that link to a digital system added on every physical product, L’Oréal allows customers to verify its sources, ingredients, usage tips, and personalization based on their skin types.

The whole point is that people don’t think of physical and digital as separate experiences anymore.

Start building journeys that go beyond the box

Customers will still go through the same steps of purchasing a product. But this time, they want the experience to keep going even after purchase.

GS1 QR codes change that dynamic by turning your product into a gateway. From onboarding content to supporting resources and even upsell opportunities that encourage customers to become advocates.

Now that the digital thread exists, start weaving your solution. Choose the right QR code generator that meets the GS1 standards.

Jose Chito Sebastian is Product and Content Specialist for the GS1 2D Barcode Service at QR TIGER.