One Thing You Absolutely Need to Go from Side Hustle to Retail Powerhouse Learn how a simple barcode can take your side hustle to the next level by streamlining operations, protecting your brand, and getting your products into major retailers.

There's a lot that goes into starting a business and growing it into something that exceeds your expectations. You need to develop or source products that people need. You need branding and marketing that effectively communicates to customers.

In addition to all of this, one element that can help you grow from a side hustle to a retail powerhouse, whether you sell online, in stores, or both: an authentic barcode. Having the right barcodes on your product packaging is essential for operating efficiently, attracting new customers, and getting your products onto the shelves of some of the biggest stores and marketplaces.

Why barcodes matter.

Barcodes, specifically the Universal Product Code (UPC) and the Global Trade Item Number® (GTIN®), play an essential role in the retail ecosystem. "Most retailers require a UPC barcode which has a unique identifier (a GTIN) encoded into it," says Reid Jackson, Vice President of Business Development at GS1 US. GS1 is a global not-for-profit organization that develops and maintains standards for barcodes and company prefixes, the first several numbers in a barcode that identify which company owns the barcode.

"These codes provide a unique identification number to each product and company, enabling ubiquitous and unique tracking," Jackson says.

For one, barcodes significantly improve inventory management. "Barcodes were originally created to improve speed at checkout, but they quickly recognized that they also help with item-level accuracy and inventory management," Jackson says. Modern barcodes can also include logistics information, expiration dates, and more, providing comprehensive supply chain visibility.

Barcodes are not simply about tracking, however. They offer speed, accuracy, and interoperability—critical factors for any business aiming to scale. "Retailers can check the GS1 registry to verify the authenticity of a company and its products, which helps fight fraud and counterfeits," Jackson explains.

How barcodes help small businesses establish legitimacy.

"Barcodes are the single most protective factor we have to demonstrate our product is our product," says Dr. Jennifer Ash, Director of MAX'IS Creations. Her son, Max, founded the sports-themed mug company when he was just 8 years old. Since then, the business has flourished, now selling in brick-and-mortar stores and major online retailers. Dr. Ash highlights the importance of trademarks, copyrights, and securing a GS1 Company Prefix to protect their original idea for long-term growth.

Dr. Ash emphasizes that legitimacy is vital for small businesses, especially for those that are operating on a part-time basis. "UPCs help to establish legitimacy, safeguard your business, and enable entry into retail outlets," she explains.

Max Ash, the Founder & Chief Creator of MAX'IS Creations, reflects on his company's journey with its unique sports-themed mugs. "Selling on Amazon significantly boosted our visibility and sales, playing a key role in accelerating our growth," he shares. This initial success set a solid foundation for MAX'IS Creations, enabling it to find its place in a competitive marketplace and successfully safeguard against counterfeits.

Not all barcodes are created equal.

A common mistake among entrepreneurs is assuming any barcode will suffice. Jackson points out that many businesses don't realize the difference between proprietary and universal barcodes. "The biggest mistake with barcoding usually happens when a brand starts out with a direct-to-consumer model. They don't need barcodes because they're going directly from a warehouse to a home. But then, they start to attract the attention of a CVS or Target," he says. These buyers require not just any UPC—most often they need it to be a unique number assigned by GS1. If a business only has a proprietary numbering system or if they have purchased recycled barcodes from a third party, they may need to redo all their packaging, which can be costly and time-consuming.

The earlier business owners learn about how barcodes work, the better chance they have of saving a lot of supply chain headaches down the road. "When UPCs are correctly aligned with your brand, you can ebb and flow in and out of any market. They can be at Target, Walmart, or Kroger. They can go overseas," Jackson notes.

How to get a UPC.

Acquiring a UPC is straightforward and nearly instantaneous: Enter your company and product information, and you receive a unique identification number immediately.

For larger companies, GS1 US also offers prefixes that allow businesses to create multiple unique identification numbers as they expand their product lines. "You might buy a prefix that has a capacity of 100 products or 1,000 products, depending on your needs," Jackson explains.

It's also important to thoroughly understand your retail or distribution partners' vendor guidelines, as the UPC is not the only type of identification number used in the supply chain. "The barcode is just the beginning of how a company builds their supply chain. Brands need to understand things like product traceability if they ever have a safety issue or recall, for example. That prefix will give brands the ability to identify locations and other parts of their supply chain as they grow," said Jackson.

Taking the next step.

To leverage the power of barcodes, Jackson suggests that entrepreneurs start with GS1US.org. "There's education there, there are how-tos, FAQs, and a partner community that can help with everything from printing and labeling with barcodes to adopting RFID technology," he says.

By understanding the critical role of barcodes and starting with the right systems, entrepreneurs can set their businesses up for success. As Jackson puts it, "The real smart people in the room know there are things they don't know, and the GS1 community helps with that."

Dr. Ash of MAX'IS Creations praises the benefits of using GS1 saying, "It's really wonderful to have partners like GS1. This is how we're able to do what we do because there are people out there creating these systems that we can then benefit from."

Taking your business from a side hustle to a retail powerhouse is a journey. With the right tools and knowledge, you can navigate it successfully. And it all starts with the right barcodes.

Click here to learn more about GS1 US and the numerous ways barcodes can help take your business to the next level.