Retailers often verify the authenticity of your barcodes by checking in the GS1 Database before they allow you to sell on their site. If your company is not listed in the database as the brand owner of that barcode, your account might be suspended, or you might need to relabel your products. Both will cost you time and money!
Why you should choose GS1 US over the other options:
GS1 Barcodes give you better search results! Barcodes with good product data help search engines like Google and Bing link your product to their product catalog and with what users are searching.