How to Use QR Codes in Retail (2025 Guide with Examples)

QR codes are quickly replacing the traditional barcode as the new essential tool shaping modern retail. 

A decade ago, they were just a simple way to connect in-store and online shopping, but now they can be used for everything from contactless payments to supply chain transparency.. 

This shift is accelerating under global initiatives like Sunrise 2027, which will require all retail point-of-sale (POS) systems to support scannable 2D barcodes by the end of 2027. Customers, meanwhile, increasingly want more information about product details like ingredients and origin, which they could find just by scanning a QR code. 

For many retailers today, QR codes are effective for marketing, payments, and overall operations. Ahead, you’ll learn how to make them work for your business in 2025 and beyond. 

What are QR codes?

A QR code, which stands for quick response, is a 2D barcode that cameras and scanners can easily read. It was invented by DENSO WAVE in 1994 to make scanning faster and more reliable for tracking parts in factories. 

The code stores information in a square grid of black and white modules. It has built-in error correction, which means you can still scan it even if it's slightly smudged or damaged. That’s why QR codes are reliable for use on packaging, retail signage, and receipts. 

There are two types of QR codes:

1. Static QR codes contain fixed data. Once you create and print one, you cannot change the information it links to.
2. Dynamic QR codes point to a URL that you manage. You can update the link to anything without regenerating the QR code. It’s perfect for marketing campaigns or menus, and you can track analytics to see how many people scan your code. 

Organizations like GS1 are leading a global shift toward using 2D barcodes at the point of sale. The goal is to use a single code on a product for multiple purposes through a standard called GS1 Digital Link.

Why QR codes are essential for retail in 2025

QR codes are a retail technology that has universal appeal for everyone. For businesses, one QR code can do all of this:

• Launch a product page
• Enroll a customer in a loyalty program
• Track marketing attribution to see where customers are coming from
• Show rich content like care instructions or a brand’s ”About Us” page
• Help streamline the returns process.

QR codes are also easy for in-store shoppers to use. Smartphones can scan them right from the camera app. A customer can scan a code on a shelf or a receipt and instantly get to a product page, schedule a pickup, or start a return.

They also help you understand how your physical store and marketing lead to online sales, a practice known as omnichannel retail. When you put a dynamic QR code on a store sign, a package, or a printed ad, you can track how many people scan it and then visit your site.

Six ways to use QR codes in your retail marketing strategy

1. Direct customers to your website
2. Gather first-party data
3. Encourage customers to leave product reviews
4. Digitize store window displays
5. Simplify repeat orders and reengagement
6. Recapture interest in out-of-stock items

Marketers are using QR codes to create measurable customer journeys, and shoppers are embracing them. In fact, 64% of shoppers have scanned a product QR code while in a store, and 42% say it significantly improves their experience.

Here are six simple ways to use them in your in-store marketing:

1. Direct customers to your website

Place QR codes on your shelves and packaging to provide customers with quick access to additional product information online. 

Since most shoppers are already scanning codes, a clear instruction like "Scan to learn more" is an effective way to connect your physical store to your online presence. Beauty brand The Quick Flick does this by integrating QR codes into product packaging and display units:

2. Gather first-party data

QR codes are a great way to collect first-party data—data given to you directly by customers—from items like posters and flyers. 

For example, Coca-Cola's Innocent Drinks campaign used QR codes in ads to direct people to a website where they could enter their names and emails. This is a popular method, as reports indicate that 95% of businesses leverage QR codes to collect customer data.

3. Encourage customers to leave product reviews

The perfect time to ask for a review is right after someone buys a product. A recent survey found that 61% of people have scanned a QR code after making a purchase. You can encourage customers to leave a review by putting QR codes on your receipts or packaging that link straight to a review page.

4. Digitize store window displays

With a "Scan to shop" QR code, your window display can make sales even when you're closed. Retailers use this to make sales from people looking in their windows and turn people walking by into customers, even after hours.

Apply the same concept to non-permantent retail spaces you’re occupying. Here’s an example from illustrator Majukooo, who placed a QR code on the table of their shop-in-shop display. Visitors could stay in touch with the brand post-event by scanning the code to follow them on social media.

Pro tip: Use short, easy-to-read URLs under the code to build trust, and add a UTM tag (like utm_source=window) to track how well it's working compared to your in-store codes.

5. Simplify repeat orders and reengagement

Convenience is one of the biggest factors that create recurring orders for your brand. QR codes can help boost customer loyalty and retention by simplifying frustrating or time-consuming tasks, such as:

• Reordering frequent-use products
• Quickly paying for products 
• Sharing instructional insights or how-to material
• Giving detailed product information to shoppers who prefer researching products in-store

Allbirds, for instance, hands out small flyers to people who attend its popup shop. They can scan the QR code to shop online or find their nearest store, then redeem a 10% discount on their next purchase.

6. Recapture interest in out-of-stock items

Do you have items that sold out before you could restock? Place a QR code in front of any product that’s temporarily out of stock with a CTA to “Scan to view similar items.” 

While one item may not be available, you can promote related products that are in stock.

If you don’t have any similar offerings, consider using a QR code that invites the shopper to share an email address or phone number so you can notify them when the item is in stock again.

GET STARTED: Use trusted Shopify apps like Back In Stock to send shoppers email or SMS updates when you restock a product.

Beyond marketing: Using QR codes for payments and operations

Streamline checkout with QR code payments

Businesses are offering a lower-cost, card-free alternative for payments via QR codes at mass scale. 

Retailers are adding pay-by-bank QR codes at checkout to bypass traditional card network fees and surcharges. A good example is Chemist Warehouse, which rolled out QR payments across their nearly 600 stores in early 2025.

In India, the UPI payment system, which relies heavily on QR codes, processed over 20 billion transactions in August 2025 alone. In other markets like the UK, momentum is building for pay-by-bank QR options that slash fees and speed up payment settlements. 

Read: Top Ecommerce Payment Trends for 2025 (and Beyond)

Enhance transparency in your supply chain

QR codes are also making a splash in the supply chain industry, thanks to new standards and regulations. 

Brands are migrating to 2D barcodes at the point of sale by 2027. This initiative designates a single GS1 Digital Link QR code to serve both checkout scanners and consumers, who can scan it for detailed information like product origin, allergens, or recall notices.

In the EU, the Ecodesign for Sustainable Products Regulation introduced the Digital Product Passport (DPP). These will be required for many product categories this decade and will typically be accessed via a QR code on the product. The GS1 Digital Link standard provides the technical foundation to link a product's unique ID to this data.

Shopify Tip: Add a custom QR to POS receipts that routes to a registration form or customer account signup to gather more customer data.

Simplify product registration

You can also leverage QR codes to make post-purchase tasks like product registration and warranty activation much easier for your customers. 

Major brands like Samsung now place QR codes directly on their products or packaging for registration. Footwear brand Schuh even gamifies the experience with a “sneaker hunt.” A quick scan of the QR code takes the customer straight to a mobile-friendly registration page. They must share their data in exchange for a prize to celebrate the brand’s 40th birthday, which the brand can use for retargeting post-event. 

When a customer registers via a QR code, you can tie a product's serial number directly to their profile. This makes it easier to contact them for recalls and offer targeted accessories or extended warranties.

Common pitfalls of using QR codes in retail

Size and placement errors

A QR code that won't scan is a waste of everyone’s time. Most scanning failures come down to four technical mistakes:

• Too small: For use at checkout, GS1 specifies that a typical QR code should be at least 14.6 mm x 14.6 mm. Anything smaller risks a failed scan. 
• No “quiet zone”: Every QR code needs a clear margin on all sides. Do not place logos or text in this border. 
• Poor contrast: Always use dark modules on a light background. Avoid using red or orange for the dark parts, as many scanners use red light and won't be able to read them. 
• Clashing with the UPC: If a QR code is also used at the POS, it should be placed next to the UPC/EAN barcode. If it's for customers only, keep it separate to prevent cashiers from scanning the wrong code.

How to fix it: Follow GS1's technical guidelines for sizing, maintain the full quiet zone, use dark-on-light colors, and place the code correctly to prevent mis-scans at the register.

Linking to a non-mobile-friendly page

A successful scan is only half the battle. The destination page must also be fast and optimized to be mobile-responsive. 

Mobile visitors will leave if a page takes more than three seconds to load. Slow pages are directly tied to lower ecommerce conversion rates.

How to fix it: Send scans to a lightweight, mobile-first landing page with a specific action, like a product page, a review form, or a subscription signup. Hit your Core Web Vitals thresholds to protect conversion from QR traffic.

Ignoring security risks 

As more people use QR codes, security threats like “quishing” (QR phishing) have grown. Authorities have flagged the increasing use of QR codes in phishing scams, which were part of the $16 billion in total cybercrime losses reported in 2024.

Attackers use QR codes because images can sometimes bypass email filters, and users who are cautious about clicking suspicious links might still scan a QR code without thinking. In the real world, criminals have been caught placing malicious QR code stickers over legitimate ones on things like parking meters and in-store signage.

How to fix it:

• Brand the destination: Use your own branded domain and display the human-readable URL near the code so people know where they're going. 
• Encourage verification: Most smartphone cameras show a preview of the URL before opening it. Train your staff and customers to check this link first and to report any suspicious-looking QR stickers in your store.
• Use operational controls: Regularly check your stores for tampered QR codes, use tamper-evident stickers for important signage, and keep an inventory of all your official QR codes and their location.

How to get started with QR codes for your business

QR codes can become incredible assets for your brand if you use them correctly. Start by identifying the functional uses of QR codes you can leverage for your brand, and once you’re clear on how you’ll deploy them, you can use our free QR code generator to get started with creating a digital touchpoint for your brand.

For help with growing your ecommerce store with QR codes, partner with Shopify experts to build the perfect marketing solutions for your business.