The Digital Product Passport (DPP) might sound like another bit of industry jargon, but don’t let the name fool you - it’s set to transform how e-commerce operates. Think of it as a digital ID for every product, packed with info about where it came from, what it’s made of, and how to handle it responsibly.
Digital Product Passport - Top Questions Answered
To make sense of what the DPP actually is - and what it means for your business we spoke with Borgar Hestad, a Chief Sales Officer and sustainability expert at Bluestone PIM, who's helping brands get ahead of the curve. From common misconceptions to smart first steps, here’s what you really need to know:
1. What is the Digital Product Passport and why should e-commerce care?
Borgar Hestad: The DPP is basically the digital ID of your products. It includes origin, materials, sustainability info, and even how to dispose of it. For e-commerce, this is huge. Platforms like Amazon and Zalando will require it. And if you don’t comply, you might not be able to sell.
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2. What’s the biggest misconception out there?
Borgar Hestad: Everyone thinks QR codes are the hard part. They’re not. The challenge is in the data: where it’s stored, who owns it, how structured it is. That’s where companies get stuck.
QR codes are just the entry point. What matters is the data behind that code. It has to be clean, compliant, and centrally managed.
Not sure how to start? Check out our comprehensive guide.
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Preparing for the Digital Product Passport Regulation
Is your business ready for the digital product passport (DPP) regulation? Our all-in-one guide breaks down everything you need to get yourself prepared.
3. Can't companies just manage DPP data in their ERP or e-commerce platform?
Borgar Hestad: Not really. ERPs weren’t built for this. They’re great for operations, but not for sustainability storytelling. A composable PIM is much better suited. That’s where you bring together structured and unstructured product data.
ERPs and e-commerce platforms might have some of the info, but not all of it - and definitely not in a format that’s usable across channels.
4. When should companies start preparing for DPP?
Borgar Hestad: Now. Even if the EU guidelines aren’t final, the direction is clear. You need time to audit your product data, find the gaps, and build a system around it. Waiting until 2026 will be too late.
5. What's your advice for getting started?
Borgar Hestad: Don’t try to solve everything at once. Start by mapping where your product data lives. Focus on your highest-risk categories first - like textiles or electronics. Get your internal team aligned.
And choose flexible, composable tech. Your systems need to evolve with the regulation. A rigid tool won’t make it.
6. So what role does PIM play in DPP compliance?
Borgar Hestad: A composable, flexible PIM system is really the foundation for staying on top of DPP compliance. It brings all your product data - no matter the format - into one organised place, so it’s easy to access, manage, and adjust as things change.
7. What benefits does a composable PIM bring for DPP readiness?
Borgar Hestad: A composable system like Bluestone PIM makes it much easier to meet the upcoming Digital Product Passport regulations.
Because it’s built on flexible, API-first architecture, you can quickly adapt to new rules or integrate with external systems without starting from scratch. Automated tools help fill in gaps, translate content, and keep everything accurate and complete. And once the data is ready, it can be pushed out to all the right platforms in one go.
In short, it saves time, cuts manual work, and reduces the risk of non-compliance.
8. Any brands already doing this well?
Borgar Hestad: Yes, some frontrunners are already working on this - H&M, for example. They’ve started displaying QR codes that link to product origin and care info. That’s a good step toward building transparency into the customer experience.
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The Time to Prepare for DPP Is Now
The urgency is real: although EU regulations are still being finalised, the direction is clear. Companies should begin preparing now by auditing their product data and focusing on high-risk categories like textiles and electronics.
Our expert advice? Start small, stay flexible, and invest in tech that can evolve with the rules.
Curious how your business can get ready for DPP?
Schedule a meeting with our experts to explore how Bluestone PIM can help you get DPP-ready.
