Some websites are made fixed size, including Google's Mobile site. So you can never zoom in our out on the phone.
Barcode scanners are designed to read at a range of distances (which appear as different sizes to them - further away appears smaller). However, what the problem most likely is will be that barcode scanners are nearly always laser based (if you see red lights coming out of them, they're laser based). These rely on the barcode being made from a white reflective material (e.g. white paper) with black lines printed on it. The laser scans over the barcode and reflects off the white parts, and doesn't reflect off the black parts. These reflections appear as pulses of red laser light to the reader, and the pulses are converted into data.
This is completely different from an LCD screen. An LCD screen is shining a white light through liquid crystal filters which produce different colours. The laser will not reflect off the white parts of the screen any more or less than the black parts. It will reflect off the glass all the time, hence it won't work as there are no pulses to read being reflected back.
Some readers are optical in nature, and they do work. But the vast majority are laser based.