How do you propose the shipping address, etc. be encrypted in the blockchain? ECDSA, as used in Bitcoin currently, is only for signing data, not encrypting something that can later be decrypted. You might include an RSA public key in the poster, and encrypt with that.
Including this encrypted data could easily bloat the message to the point that a larger transaction fee is required (not to mention bloating the blockchain). And you have to be online to broadcast your transaction to the network, anyway, so I'm not sure why "enabling shopping directly from a printed poster" is a big deal. I'm not sure this gives you much over BIP 0070. And I'm ok with having the website validate that it understands my details before paying it for its goods/services.
Shopping via any new medium should be interesting to retailers where every sales channel is money in the bank.
There are many forms of encryption which work well. Even plain text is doable - for some users. Blockchain bloat is a big problem because of activity like Satoshi Dice - but OP_Return is prunable. Data carried as an OP_Return field doesn't load up the blockchain.
You do have to be on-line, but the merchant doesn't. A merchant can have a QR code on a poster with the latest Nike shoes - and passers-by can have them delivered to their house tomorrow with just one click.
Besides, the 'shop from poster' idea isn't nearly as important as the 'single-click' shopping (a la Amazon) from web stores. Have another look at the whitepaper.