Fragmented data, unclear terminology, and rising complexity. Sara Rakstang, CEO of Repass, shares where to begin with DPP.

The Digital Product Passport (DPP) is often promoted as a “digital identity” for products – but that framing hides the real issue. A digital identity only matters if data can move between systems, actors, and lifecycle events. Without that data fluency, a product identity is meaningless.

DPP is envisioned to close that structural gap – with phased implementation beginning already this year.

But today, manufacturers, suppliers, logistics partners, certifiers, and end-of-life operators still operate in silos. Data is fragmented across systems, formats, and organizations, with no shared structure. Even inside companies, the pattern repeats. The lifecycle is documented everywhere – but connected in very few places.

At the same time, Europe lacks a common data architecture. And what started as a sustainability instrument has since expanded. DPP is becoming part of the digital infrastructure underpinning Europe’s single market – enabling connected product movement and services linked to physical goods.

So why do companies call it “jibberish”?

Across industries, the reaction is consistent. Not because the topic is too advanced, but because the language surrounding it feels disconnected from daily operations. EU terminology is often abstract, while solution providers and consultants add another layer of technical complexity.

So, when companies feel overwhelmed, the problem isn’t the vision. It’s that DPP expectations are being layered onto an ecosystem never designed to be connected. Unclear terminology, fragmented data, and system structures with isolated commercial interests result in complexity based anxiety. That’s before the work even begins.

The issue is not the vision. What’s needed is a step-by-step, business-oriented, and scalable mindset along with a practical starting point.

Going forward – be practical!

A functioning DPP doesn’t require ripping out systems – it requires smart structures that connect the data companies and stakeholders already have and can share.

This is not just for the sake of regulation, but also for strengthen their businesses – saving both time and resources as well as stimulating revenue. Most businesses don’t need new platforms. They need a simple, shared way of organizing product information so it can move across teams and partners. In other words: structure the data communication infrastructure once and share it with as many stakeholders as needed.

For example:

Process data (e.g. spinning, dyeing, water treatment, energy use), supplier files (Excel), PLM systems, and third party audits (API) can all flow into the same DPP data structure. From there, any brand can request batch information, and tools like LCA/EPD/ESG calculators can access relevant data and return results – with no manual updates needed.

The next step is going slow before going fast

Don’t start with 2,000 data points “for the regulation.” Start with the 50 that matter most for the business. When data supports operations, not just reporting, you avoid digging for huge datasets without purpose. Step by step beats big bang every time.

This is where value begins to appear. Structured product data reduces manual work, cuts duplication, and simplifies supplier communication – fewer consultants, fewer spreadsheets, smoother workflows. At the same time, it enables new use cases – from repair and resale to improved customer interaction and product services.

DPP is often perceived as complex. In reality, it exposes a complexity that already exists. The call to action is therefore simple: start where you are, structure what you have, and build from there.

Images: Repass