Counterfeit　and　low-quality　products　pose　huge　challenges　to　brand　owners.　Consumer　trust　in　brands　requires　facilitation　from　product　information　disclosure.　A　traceability　system　enabled　by　blockchain　technology　(BCT)　presents　one　of　the　most　promising　solutions　to　these　issues　and　contributes　to　two　effects:　total　market　potential　improvement　(TMPI)　effect　and　market　share　adjustment　(MSA)　effect.　As　an　initial　attempt　to　consider　the　impacts　of　BCT　on　market　share,　we　focus　on　whether　the　powerful　brand　owner　in　a　dual-channel　supply　chain　should　adopt　BCT.　Specifically,　we　consider　two　scenarios:　without　BCT　adoption　(Scenario　N)　and　with　BCT　adoption　(Scenario　B).　By　modeling　the　two　effects,　this　study　investigates　the　impact　of　BCT　on　equilibrium　strategies　and　the　boundary　conditions　under　which　the　brand　owner　is　motivated　to　implement　BCT.　Our　analysis　indicates　that　the　adoption　of　BCT　is　always　beneficial　to　the　retailer,　which　creates　a　“free-rider”　problem.　However,　the　brand　owner　does　not　always　benefit　from　BCT　adoption.　The　brand　owner　should　adopt　BCT　when　the　MSA　effect　is　small　and　the　retailer＇s　market　share　in　Scenario　B　exceeds　a　certain　threshold,　even　if　there　is　no　TMPI　effect.　Otherwise,　it　is　wise　for　the　brand　owner　to　adopt　BCT　only　when　the　TMPI　effect　is　sufficiently　large.　Interestingly,　we　also　find　that　the　MSA　effect　plays　a　role　in　alleviating　channel　conflict　and　partially　coordinating　the　dual-channel　supply　chain.　The　results　provide　managerial　insights　into　whether　brand　owners　should　adopt　BCT　to　improve　product　traceability.　©　2023　Elsevier　B.V.