Online stores use QR codes in the places the website cannot reach: inside the parcel, on the packing slip, on the product itself. The best placements send the customer to something specific: a how-to video, a return label, a review form, a reorder page.
Where do QR codes fit in an e-commerce flow?
| Moment | Where the code goes | What it opens |
|---|---|---|
| Unboxing | Packing slip or insert card | Setup video, care guide, warranty registration |
| After delivery | Thank-you card | Review form; see Google review QR codes |
| Returns | Packing slip or box flap | Return request with order number pre-filled |
| Repeat purchase | Product label or refill pouch | Reorder page with the item selected |
| Cross-sell | Insert card | Matching products, discount; see coupon QR codes |
| Pop-up shop or market stall | Sign or table tent | Online store, mailing list signup |
| Product itself | Hang tag or packaging | Details, authenticity page; see packaging |
What should the destination do?
- Be specific. A return code should open the return form for that order, not the help centre homepage. A reorder code should open the exact product page.
- Be mobile-first. The scanner is holding a phone. Avoid long forms and logins that require a desktop password manager.
- Carry a reference, not personal data. Put an order or product reference in the URL, never a name, email or address.
- Send one action. An insert card with five codes performs worse than one clear code and a line saying what it does.
How do you track each insert?
Give each insert type, product line or campaign its own dynamic QR code. Compare scans from the thank-you card, the packing slip and the product label to see which placement customers actually use, and add UTM parameters so your analytics attributes the resulting orders. QR code tracking shows how to set this up. Treat scan counts as engagement, not as sales proof, since a scan is not a purchase.
How do you print inserts and labels well?
- Print at least 2 cm wide on a plain, light area with the full quiet zone; see the print size guide.
- Use matt paper or labels. Glossy shipping labels reflect scanner lights.
- Avoid placing the code on the shipping label itself; carriers' scanners need that space for their own barcodes.
- Test on the printer you will use. Thermal printers produce coarser dots than offset presses.
- Check each destination on mobile before every print run.
Related: retail, merchandise, labels, all placements.