The Digital Product Passport (DPP) is becoming a mandatory requirement for many products placed on the European market. As part of the European Union’s Ecodesign for Sustainable Products Regulation (ESPR), the DPP is designed to improve transparency, sustainability, and traceability across the product lifecycle. The Digital Product Passport is far more than another compliance initiative. It becomes a true test of their product data capabilities. Without a reliable data foundation, meeting Digital Product Passport requirements becomes extremely difficult. Structured, accurate, traceable, and scalable product information is therefore essential. Manufacturers, brand owners, retailers, and distributors should begin their Digital Product Passport preparation as early as possible by identifying data sources, adapting business processes, involving suppliers, and defining clear responsibilities. Much of the information required for a Digital Product Passport originates outside the enterprise, making supplier collaboration and data exchange just as important as internal product data management.
The real opportunity goes far beyond DPP compliance. Preparing for the Digital Product Passport enables companies to improve product transparency, strengthen sustainability communication and create new product and brand experiences. It also lays the foundation for higher data quality, more efficient processes, and new digital services. Depending on the business model, the DPP can even create new touchpoints with end customers and generate additional insights into customer needs. This can be especially valuable for manufacturers that have not previously operated a direct-to-consumer (D2C) business. The DPP is one of the very few channels to distribute unfiltered brand content directly to the consumer. Companies that invest in data quality today are not only preparing for future regulations—they are also strengthening their competitive position.
Key Takeaways
- The Digital Product Passport is designed to improve product transparency across the European market.
- The greatest challenge is not the technical implementation of the DPP, but the collection, quality, structure, and availability of product information.
- Companies need sufficient lead time to prepare data sources, business processes, systems, and supplier collaboration.
- PIM, MDM, and PXM provide the technological foundation for managing DPP-related data at scale.
- When implemented correctly, the Digital Product Passport can strengthen DPP compliance, customer trust, brand reputation, and product experiences.
At a Glance: What Is a Digital Product Passport?
The Digital Product Passport (DPP) is a key requirement introduced under the European Union’s Ecodesign for Sustainable Products Regulation (ESPR). It is a digital record that provides relevant product information about a product’s origin, materials, sustainability, repairability, recycling, and regulatory compliance.
Its purpose is to make essential product data available throughout the entire product lifecycle, supporting transparency, traceability, and the circular economy. However, the Digital Product Passport is much more than a product page, or the QR code that provides access to it. Its real value lies in the structured, machine-readable, and reliable product data behind it.
What Information Does a Digital Product Passport Contain?
The exact content of a DPP depends on the respective product category. Typical information includes:
- Unique product identifiers (such as GTIN, serial number, or product ID)
- Product origin and manufacturing location
- Materials and substances
- Sustainability data
- Carbon footprint and resource consumption data
- Repairability information
- Reuse and recycling information
- Disposal instructions
- Certificates and compliance documentation
- Safety and quality information
- Supply chain documentation and traceability data
For businesses, this means that much of the required product data already exists somewhere within the organization or across the supply chain. The real challenge is bringing this information together, validating it, maintaining high data quality, and keeping it up to date.
What Role Do 2D Codes Play in the Digital Product Passport?
In the context of the Digital Product Passport (DPP), 2D codes are becoming increasingly important. These modern identifiers can provide access to significantly more information than traditional barcodes. They can be scanned using both smartphones and point-of-sale (POS) scanners.
One Code – Different Content
Depending on the user and the specific use case, the same 2D code can provide access to different types of information. Consumers, for example, can view details about a product’s origin, materials, repair options, sustainability, or recycling. Retailers and logistics providers, on the other hand, can access batch or serial numbers, traceability data, inventory information, or product recall notices.
| Component | Purpose |
| 2D Code / QR Code | Provides digital access |
| Product Page | Displays information |
| Digital Product Passport | Structured lifecycle information |
| PIM & MDM | Manage and govern source data |
2D Codes as the Foundation for the DPP
The Digital Product Passport is just one of many applications that can be enabled through a 2D code. Tools such as the Syndigo Link Manager make it easy to flexibly connect the Digital Product Passport, product information, rich media, and other digital content through a single 2D code and deliver the right content to the right audience. GS1 is driving this development through its Sunrise 2027 initiative, which aims to establish 2D codes as the new standard for product identification in retail.
Which Companies Are Affected by the Digital Product Passport?
The Digital Product Passport affects companies in certain industries that place products on the EU market or participate in related value chains. This includes not only manufacturers, but also brand owners, retailers, online marketplaces, importers, distributors, suppliers, and companies—even those based outside the European Union, provided they sell products in Europe.
Who Is Responsible for What?
Manufacturers and brand owners are generally responsible for ensuring that product information is complete and accurate.
Retailers and marketplaces must make DPP information available wherever products are offered or sold—whether in physical stores, online shops, or digital product pages.
Suppliers, component manufacturers, producers, and logistics partners often provide material information, origin data, certificates, and additional documentation required throughout the supply chain.
How Is the Digital Product Passport Developing in Europe?
The regulatory framework for the DPP is being established at the European Union level. However, implementation is progressing at different speeds across industries. Certain product groups are being prioritized. The first Digital Product Passport requirements are expected to take effect for certain battery categories from 2027, while additional requirements for product categories such as textiles and furniture are expected from 2028 and in the years that follow.
As a result, some industries are already investing heavily in Digital Product Passport preparation, launching pilot projects and developing practical implementation initiatives. At the same time, cross-industry data ecosystems are emerging to facilitate the exchange of product information and sustainability data throughout the value chain.
While some industries are already taking action, many companies are still waiting for further clarification of the Digital Product Passport requirements. However, even though not all details have been finalized for every product category, there is little reason to delay Digital Product Passport preparation. Although implementation may still seem several years away for many products, companies should not underestimate the lead time required. Building a reliable data foundation, engaging suppliers, and adapting business processes all take time. At the same time, organizations can benefit from improved data quality, greater transparency, and more effective product communication long before compliance becomes mandatory.
Companies operating internationally, in particular, should avoid taking a wait-and-see approach until the final deadlines are announced. Instead, they should already be monitoring which markets, industries, and partner ecosystems are moving ahead more quickly. Businesses operating across multiple European countries need a data strategy that can adapt to different levels of market readiness and evolving regulatory requirements.
Why Is Product Data the Biggest Challenge for the Digital Product Passport?
When companies first hear about the Digital Product Passport, they often think of QR codes, product labels, or digital product pages. While these elements are important because they provide access to DPP information, they are only the visible layer of the solution. The real challenge lies elsewhere: data quality.
Without reliable, up-to-date product data, it becomes difficult to provide consistent information required for the DPP. Incomplete material information, outdated certificates, or inconsistently maintained product attributes can create risks for DPP compliance, transparency, and customer experience.
This is where many organizations face their biggest obstacle. Critical product data is often scattered across multiple systems, suppliers, and departments. In practice, relevant data may reside in:
- ERP systems
- PIM systems
- PLM systems
- MDM platforms
- Excel spreadsheets
- Supplier portals
- Document management systems
- Sustainability and ESG platforms
- E-commerce platforms
- Marketplace feeds
Bringing all of this information together—and ensuring consistent data quality—is one of the greatest challenges in Digital Product Passport preparation.
The Digital Product Passport reveals how well an organization has structured its processes, systems, product data, and responsibilities
Why DPP Readiness Also Supports AI Readiness
Organizations investing in Digital Product Passport preparation are often improving the same data foundations required for successful AI initiatives.
- AI depends on accurate, structured, and trusted product data.
- DPP initiatives help expose data gaps and governance weaknesses.
- Consolidated product information improves consistency across channels and systems.
- The same product data foundation can support both regulatory compliance and AI-powered product experiences.
For many organizations, Digital Product Passport preparation becomes an opportunity to improve the overall quality, accessibility, and governance of product information.
Why Companies Should Start Preparing Now
Organizations that want to successfully implement the DPP should begin their preparation as early as possible. Building a reliable data foundation, establishing efficient processes, and defining clear governance structures cannot be accomplished overnight.
The effort also increases significantly with the size of the product portfolio and the complexity of the supply chain. The more products, suppliers, and business partners involved, the more important structured data models, automation, clear responsibilities, and effective data governance become.
Reason 1: Implementing the Digital Product Passport Takes Time
- Implementing a DPP requires substantial preparation.
- Companies first need to determine:
- Which information is required?
- Which systems already contain this information?
- How can data from different sources be consolidated?
- How should information be validated?
- Who is responsible for maintaining each data set?
While these tasks may seem manageable for small product portfolios, they quickly become challenging when organizations manage thousands—or even millions—of products. Manual processes, one-off data requests, and spreadsheet-based workflows simply do not scale.
Reason 2: Data Gaps Must Be Identified Early
Many organizations already possess much of the information required for the DPP. However, they often lack visibility into whether that information is complete, current, or correctly linked to individual products. A comprehensive data assessment should therefore be one of the first steps in Digital Product Passport preparation.
- Key questions include:
- Which information is already available?
- Which data is still missing?
- How reliable and up to date is the existing information?
- Which certificates or supporting documents need to be added or updated?
- Which information must be provided by suppliers?
- Which data must ultimately be made publicly accessible?
The earlier companies gain transparency into their existing data, the easier it becomes to close gaps and avoid costly workarounds later.
Reason 3: Collecting DPP Data from External Partners Requires Time
For products that are not entirely designed or manufactured in-house, much of the information required for the Digital Product Passport originates from suppliers, material providers, manufacturers, or logistics partners.
- Organizations should therefore begin preparing early by defining:
- Which data external partners must provide
- Which quality standards apply
- Which formats should be used
- How updates will be managed over time
Without this structured collaboration, businesses often end up with manual coordination, duplicate data maintenance, and inconsistent product data
Study Highlights a Significant Readiness Gap
A recent KPMG study1 highlights how much work still lies ahead for many organizations. Although 97% of companies surveyed are already aware of the DPP, only 33% say they fully understand the Digital Product Passport requirements under the ESPR and what they mean for their own business. Even more striking, just 19% consider themselves well prepared for DPP implementation. These findings clearly demonstrate that many organizations are still in the early stages of Digital Product Passport preparation—or have not yet started at all.
Why the Digital Product Passport Is Not Just an IT Project
The Digital Product Passport is far more than a technology initiative. Successful implementation requires close collaboration across multiple business functions. While systems, integrations, and data models are essential, DPP implementation extends well beyond technical considerations.
- Key stakeholders typically include:
- Product Management
- Procurement
- Durabilité
- Mentions Légales
- Supply Chain
- Marketing
- E-commerce
- Service client
- IT
The reason is simple: product information is created, maintained, and used across many parts of the organization. To ensure reliable DPP data, everyone involved must understand their responsibilities within the overall data process.
The Digital Product Passport Requires Cross-Functional Data Governance
Capturing data alone is not enough. Organizations must also define who is responsible for maintaining, approving, updating, and validating information. Effective data governance establishes the rules, ownership, and accountability required to ensure consistent, reliable product data. Without these governance structures, the risk of outdated, conflicting, or inaccurate information increases significantly. Within the context of the Digital Product Passport, these inconsistencies become visible not only internally, but also to customers, business partners, and regulatory authorities.
Successful DPP Implementation Requires Organization-Wide Change Management
New processes and responsibilities cannot be established through technology alone. Employees throughout the organization must understand why specific information is required, how it will be used, and how their work contributes to successful DPP implementation. Without this shared understanding, shadow processes quickly emerge—typically in the form of Excel spreadsheets, manual workarounds, duplicate documentation, or inconsistent approval decisions. A structured change management approach helps organizations embed new ways of working and ensures that the Digital Product Passport becomes part of everyday operations rather than an isolated compliance initiative.
What Role Do PIM, MDM, and PXM Play in the Digital Product Passport?
PIM, MDM, and PXM provide the technological foundation for managing DPP-related product data in a structured, scalable, and consistent way. Together, they help organizations maintain high data quality, support data governance, and meet growing ESPR requirements for the Digital Product Passport.
PIM: The Foundation for Structured Product Information
A Product Information Management (PIM) system enables organizations to centrally manage product attributes, technical specifications, descriptions, digital assets, certificates, and other product-related information. Much of the information required for the Digital Product Passport originates directly from this product data. Without a structured PIM solution, maintaining consistent information and publishing it across multiple channels becomes increasingly difficult. As product portfolios grow, a centralized PIM system also helps organizations standardize product data, reduce manual effort, and ensure that updates are reflected consistently across all customer touchpoints.
MDM: Connecting Data Across Multiple Business Domains
Master Data Management (MDM) extends far beyond product information. It connects data related to products, suppliers, locations, customers, materials, and reference data, creating a consistent master data foundation across the organization.
This capability is especially important for the Digital Product Passport, because information about product origin, manufacturing processes, supply chains, and sustainability data rarely comes from a single system. Instead, these insights emerge only when data from multiple business domains is connected and managed consistently. An effective MDM strategy therefore improves data quality, reduces inconsistencies, and supports reliable DPP compliance.
PXM: Delivering Better Product Experiences
While PIM and MDM focus on managing product data, Product Experience Management (PXM) ensures that this product data is not only accurate, but also easy to understand, relevant, and readily accessible. Customers, retailers, distributors, service partners, and regulatory authorities all require different types of product information. PXM enables organizations to deliver repair instructions, maintenance guidance, sustainability information, recycling details, and other product content in the right context and through the right channels for different audiences. The result is more than regulatory compliance—it creates a better customer experience and increases the overall value of the Digital Product Passport.
ESPR Requirements for the Digital Product Passport at a Glance
| DPP Requirement | What Companies Need | Relevant Systems |
| Product identification | Unique product IDs and digital access to product data | PIM, MDM |
| Material information | Structured material and component data | PIM, PLM, MDM |
| Sustainability data | Carbon footprint, repairability, and recycling information | ESG systems, PIM, MDM |
| Compliance documentation | Certificates, test reports, and regulatory documents | DAM, PIM, MDM |
| Current product information | Clearly defined maintenance, validation, and approval processes | Workflow tools, data governance, PXM |
| Information delivery | Channel-specific and audience-specific publication | PXM, syndication platforms, DPP services |
The table illustrates that different Digital Product Passport requirements rely on different data sources and systems. Only the combined use of PIM, MDM, PXM, and complementary technologies enables organizations to provide reliable, scalable, and consistent DPP information.
From ESPR Compliance Requirement to Brand Opportunity
Many organizations already communicate their sustainability efforts. However, customers, business partners, and regulators increasingly expect verifiable evidence instead of broad sustainability claims. The Digital Product Passport helps organizations provide sustainability data that is more transparent, consistent, and verifiable.
Beyond regulatory compliance, the DPP also improves service and product experiences. Maintenance instructions, repair manuals, spare part information, and recycling guidance can all be made digitally accessible and connected to existing product data. As a result, the Digital Product Passport becomes more than a compliance tool—it also strengthens customer value, brand communication, and long-term trust.
More Than Compliance: The Business Benefits of the DPP
- Demonstrate Sustainability with Verifiable Data
The Digital Product Passport helps reduce greenwashing risks by linking sustainability claims to reliable information about materials, origin, certifications, and product lifecycle data. - Build Trust Through Greater Product Transparency
When customers understand what a product is made of, where it comes from, and how it can be repaired or recycled, transparency becomes tangible—and trust increases. - Make Product Information Available Throughout the Entire Lifecycle
Repair instructions, maintenance information, spare parts documentation, and recycling guidance can all be centrally managed and made available throughout the product’s lifecycle. - Expand Digital Services and Product Experiences
The DPP enables organizations to deliver relevant product data to the right audience, through the right channel, and at the right stage of the customer journey. - Improve Collaboration Across the Entire Value Chain
Standardized, structured product data simplifies information exchange between manufacturers, suppliers, retailers, logistics partners, and other stakeholders. - Strengthen Brand Reputation
Organizations that communicate transparently and support their sustainability claims with reliable data can increase credibility and differentiate themselves from competitors.
Five Steps to Prepare for the Digital Product Passport
Companies can prepare for the Digital Product Passport in a structured way by considering their data strategy, data foundation, technology, collaboration, and business objectives together. The following five steps provide a practical framework for successful Digital Product Passport preparation.
1. Develop a Data Strategy
The first step is to define what the organization wants to achieve with the DPP. Is the primary goal simply DPP compliance? Or should the initiative also improve product transparency, sustainability communication, customer experience, and operational efficiency?
2. Assess Your Existing Data Foundation
Implementing the DPP requires organizations to consolidate information from many different sources. Companies should therefore begin by identifying which product, material, supplier, compliance, and sustainability data already exists—and where gaps remain. This assessment goes beyond simply determining whether data is available. Organizations also need to understand how current the information is, who is responsible for maintaining it, whether it can be reliably linked to the correct products and whether it is complete enough to meet Digital Product Passport requirements. Only organizations that understand their existing data landscape can efficiently close gaps and avoid costly workarounds later.
3. Evaluate Technology and System Architecture
Providing DPP-related information consistently and at scale requires the right technology landscape. Organizations need systems capable of managing, validating, enriching, and distributing product information across multiple channels.
- Key requirements include:
- Flexible data models
- Unique product identifiers
- Interfaces to internal and external systems
- Data validation rules
- Multilingual support (for international organizations)
- Scalability across large product portfolios
PIM, MDM, and PXM play a central role by enabling organizations to manage product data consistently and deliver it for multiple business use cases.
4. Organize Collaboration Across the Supply Chain
The DPP requires not only a reliable data foundation, but also coordinated processes across all companies involved. Organizations must exchange, maintain, and validate information together with suppliers and other business partners. They should therefore define early on which information must be provided by external partners, which quality standards apply, how data should be exchanged, and which technical interfaces are required. Clearly defined standards, standardized processes, and reliable system integrations help eliminate duplicate data maintenance, manual data handling, inconsistent information, and unnecessary data gaps.
5. Define the Business Value
The Digital Product Passport should not be viewed solely as another regulatory requirement.
When implemented strategically, it can increase transparency, strengthen sustainability communication, improve customer experiences, and support new digital services. Organizations should therefore define early how the DPP supports their broader business objectives. Companies that evaluate technology, data quality, and business processes not only from a compliance perspective—but also from a business value perspective—can prioritize investments more effectively and align the Digital Product Passport more closely with their business objectives.
Conclusion: The Success of the Digital Product Passport Depends on Data and Governance
Although the rollout of the Digital Product Passport will take place gradually, organizations should begin preparing today. The reason is simple: The DPP reveals how well a company manages its product information, business processes, and organizational responsibilities. Businesses with a reliable data foundation are well positioned to achieve DPP compliance, increase transparency, and develop new digital services. Organizations that continue to rely on manual processes and disconnected data silos, on the other hand, will face significantly greater effort in meeting future Digital Product Passport requirements. That is why investing early in data quality, data governance, and scalable processes pays off. Ultimately, the success of the DPP is determined where product data is created, maintained, and governed.
The Digital Product Passport introduces new requirements for data strategy, data quality, collaboration, and technology. Our white paper explains the five essential steps organizations can take to prepare their product information, business processes, and systems for successful DPP implementation.
Frequently Asked Questions About the Digital Product Passport
A Digital Product Passport (DPP) is a digital record that provides essential product information about a product’s origin, materials, sustainability, repairability, recycling, and regulatory compliance. Its purpose is to increase product transparency, support the circular economy, and make relevant information accessible throughout the product’s lifecycle. .
No. A QR code may provide access to the DPP, but it is not the passport itself. The DPP consists of structured, reliable, and machine-readable product information that is stored and managed behind the digital interface.
The rollout follows the implementation timeline defined under the ESPR, with different product categories becoming subject to the regulation at different times.
The Digital Product Passport will be introduced gradually, with implementation timelines varying by product category and future regulatory requirements. Organizations should begin their Digital Product Passport preparation now, as building a reliable data foundation, integrating systems, and collaborating with suppliers requires significant lead time.
The DPP applies to companies in certain industries that place products on the European market. This includes manufacturers, brand owners, retailers, importers, distributors, online marketplaces, and other companies involved in the product value chain—even if they are based outside the European Union.
Depending on the product category, the DPP may include information about materials, origin, manufacturing, sustainability, carbon footprint, repairability, reuse, recycling, disposal, certificates, and regulatory compliance.Frequently Asked Questions About the Digital Product Passport
High-quality product information forms the foundation of every Digital Product Passport. In many organizations, however, this information is distributed across multiple systems, suppliers, and departments. Successful Digital Product Passport preparation therefore requires companies to consolidate, validate, enrich, and continuously maintain their product data while ensuring consistently high data quality.
Excel spreadsheets are not suitable for scalable DPP processes. They become outdated quickly, are prone to errors, and are difficult to manage across large product portfolios, supply chains, and sales channels. The Digital Product Passport requires structured product data, clearly defined ownership, automated workflows, and a centralized Source unique de vérité. This is precisely where spreadsheet-based processes reach their limits.
PIM enables organizations to centrally manage and maintain product information.
MDM connects information about products, suppliers, locations, materials, and other master data, creating a consistent data foundation. Reference data such as classifications, units of measure, and country codes can also be centrally governed through MDM. Together, PIM and MDM provide the foundation for scalable Digital Product Passport initiatives and support effective data governance.
No. Although the Digital Product Passport is driven by regulatory requirements, its potential extends far beyond ESPR compliance. Organizations can also use it to increase transparency, strengthen customer trust, improve sustainability communication, enhance brand reputation, and create richer digital product experiences. The key prerequisite is reliable, high-quality product data.
The DPP can help reduce greenwashing risks by connecting sustainability claims with specific product data, supporting evidence, and lifecycle information. This makes sustainability claims easier to verify and less reliant on general marketing messages.
Auteur
Karim Iskandar, CEO International & Managing Director, Syndigo (www.syndigo.com) or someone responsible for digital product communication
Karim Iskandar heads Syndigo’s international business and is responsible for go-to-market strategy, sales, finance, operations, product strategy, and partnerships. Karim thrives in hyper-growth environments. He has held leadership roles across various software, technology, and research companies – helping them launch, scale, and grow rapidly on an international level.
