Oh, it is. GS1 are driving it and by 2027 all retailers around the world are expected to be able to scan the QR code at checkout instead of a traditional barcode image.
GS1 call it 2D Barcode. It’s a QR code that embeds a GTIN https://www.gs1.org/industries/retail/2D-barcodes
the embedded link goes to a resolver, the functionality of which they have released so anyone can build their own resolver system.
They’re replacing the ol’ EAN / UPC barcode on products too starting in 2027. IBN Link
2027 is a sunrise date, meaning retailers are expected to have updated their checkouts to support scanning the 2D Barcodes.
https://www.gs1us.org/industries-and-insights/by-topic/sunrise-2027
I sell GTINs in multiple countries that are already trialing 2D barcodes.