The Digital Product Passport: Your Next Headache—or Your Biggest Opportunity

Repetition. Repetition. Repetition. ♻️

More regulations, more data to manage, more rules to follow. Just what everyone was hoping for, right? But let’s talk about something that’s not just another bureaucratic headache: the Digital Product Passport (DPP).

Whether you’re a mono-brand business with full control over your products or a multibrand store trying to herd a thousand suppliers into compliance, the DPP will change how you operate. It’s daunting, sure—but it’s also a golden opportunity (yes, really).

What is the DPP, and Why Does It Matter?

The DPP is essentially a digital ID for products, packed with information about sustainability, materials, and lifecycle impact.

For a mono-brand, this might mean giving detailed insights into the sourcing, production, and recyclability of your goods. For multibrand stores, it’s about ensuring this data is readily available across an array of suppliers and brands.

The upside? It empowers consumers with transparent, actionable information about what they’re buying and how to extend the life of their purchases. Customers will love it. You? Well, you’ll get there eventually 🥲

What Do Brands and Stores Need to Do?

Both mono-brands and multibrand stores will need to:

1. Display Key Data: Sustainability metrics, material details, repair guides, and recycling instructions must be visible—because nothing says “fun product page design” like an essay on recycling polyester.

2. Provide Accessible Information: Whether on product pages or via QR codes, the data must be easy to find and understand.

3. Stay Legally Compliant: And don’t forget—you’re responsible if anything goes wrong, even if the data came from someone else. Enjoy that little extra dose of accountability.

Unique Challenges for Mono-Brands and Multibrand Stores

For mono-brands, the challenge lies in diving deep into your supply chain to collect and enrich product data. You’re responsible for creating a full-on documentary about your products, complete with the “behind-the-scenes” footage.

For multibrand stores, the complexities multiply. You’re not just responsible for your own data—you’re relying on suppliers and brands to provide accurate, DPP-compliant information. And if they don’t? Surprise! It’s still your problem.

Here’s the kicker:

• Mono-brands may struggle with supply chain transparency or adapting existing data systems.

• Multibrand stores face the added hurdle of managing and consolidating data from diverse sources, often in inconsistent formats. (Oh, the joy of chasing suppliers for Excel files that look like they were typed by a person...who just discovered their keyboard has a "randomize everything" button.)

Why the DPP is a Good Thing

Here’s the silver lining: the DPP isn’t just about ticking boxes. It’s about setting yourself apart—and yes, that is a good thing.

• For Mono-Brands: This is your chance to tell your story. Customers love a brand that’s transparent and trustworthy—bonus points if you throw in a heartwarming sustainability angle.

• For Multibrand Stores: You can curate brands that meet these standards and present the information in a way that excites and educates customers. Look at you, the sustainability hero 🙌

Consumers genuinely care. They want to know if their jacket is sustainable or if their sneakers can be repaired instead of tossed. By embracing the DPP, you’re not just complying—you’re building loyalty (and maybe even racking up some good karma).

How to Make the DPP Work for You

1. Adopt Flexible Tools Handling DPP requirements means having the right tech. Mono-brands and multibrand stores alike need tools that adapt to their needs. A flexible PIM solution like Geins is a perfect fit. Why? Because it lets you build your products exactly as needed—with any data model—and manage it all seamlessly across brands or categories. No rigid structures, no limits—just a system that works for you (and keeps you sane).

2. Collaborate Effectively

   • For mono-brands: Work closely with your suppliers to ensure full transparency. (I never said that this would be easy #1)

   • For multibrand stores: Push suppliers for standardized, accurate data and enforce clear deadlines.(I never said that this would be easy #2)

3. Put the Customer Experience First

Whether it’s detailed product descriptions or an engaging QR code experience, make sure the information isn’t just accessible—it’s inspiring. Let customers feel like they’re making informed, sustainable choices. (Because nothing screams “future-ready” like a QR code that tells you how to recycle your jeans.)

4. Tackle Your Backlogs

Both mono-brands and multibrand stores often have data enrichment tasks sitting on the back burner. Now’s the time to prioritize high-impact products and start chipping away at that backlog. (Because everybody loves backlogs)

The Ripple Effect: DPP’s Impact on the Ecosystem

Here’s the twist: the DPP isn’t just shaking up how brands and stores operate—it’s reshaping the entire e-commerce ecosystem.

Commerce platforms, PIM systems, and the agencies designing storefronts are all feeling the ripple effect. For platforms like Geins, it’s an opportunity to lead with innovation, offering tools that simplify DPP compliance while enabling businesses to scale. For agencies, it’s a chance to build creative, visually stunning ways to present this data—because who doesn’t love turning product compliance into an art form?

This is where things get exciting. The DPP isn’t just about compliance—it’s about storytelling. And when done right, it opens the door to new, immersive customer experiences that connect on a deeper level.

Why the DPP is Bigger Than Compliance

At its heart, the DPP is about reshaping how we think about the products we sell. Every product has a story—where it came from, how it was made, and what happens next. Mono-brands have the chance to tell this story with precision and passion. Multibrand stores can curate these stories, making them accessible and engaging. Together, these efforts create a more transparent, sustainable future for retail.

Now, let’s be real—this isn’t going to be a walk in the park. For many brands and stores, the DPP will feel like an extra burden. And honestly? That’s understandable. When you’re drowning in product data, chasing down suppliers for specifics, and revamping your systems just to meet compliance, it’s hard not to lean into a little irony or sarcasm. (Consider this article Exhibit A.)

But it’s going to be worth it.

The effort you put in now will pay off in the long run—building trust, loyalty, and a stronger connection with your customers. The DPP isn’t just about rules; it’s about giving every product a story and every business a voice. And while it may feel like an uphill climb, it’s a climb toward something better.

So, sure, let’s groan, joke, and roll our eyes while we adapt. But let’s also embrace the challenge. Because at the end of the day, the DPP isn’t just about compliance—it’s about progress.