Baidu: Making product information more searchable, scannable and trusted

GS1 standards give Baidu a consistent way to identify products and companies across its platforms. That means users can scan or search with confidence and get reliable results.

Working with GS1 China, Baidu integrated GS1 identifiers across the Baidu App (for scanning/search), Aiqicha (for enterprise profiles) and Baidu Health. Using GTINs and other GS1 keys, these services now resolve to verified product data and richer company information.

This improves scan and search performance, reduces reliance on third-party sources and builds user trust by surfacing accurate details, images and specifications. It also supports business verification and a more consistent experience across channels.

The collaboration included standards training, a dedicated working group and search optimisation so GS1 content is easier to find on Baidu.

With GS1 standards in place, Baidu is delivering a more transparent, user-friendly digital experience at scale.