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Circular Product Identity

Product and catalog managementIntermediate Level

A circular product identity is a unique digital record linked to a physical product that keeps its material, repair and recycling data available through resale, repair and end of life.

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What is Circular Product Identity?

A circular product identity is a unique digital record linked to one physical product, usually through a QR code, NFC tag or serial number, that keeps its data available after the first sale. Repairers, resellers and recyclers scan the item to see what it is made of and how to fix or recycle it. The record typically holds a unique identifier, materials and their share, origin, care and repair instructions, spare parts and end-of-life guidance. It differs from a regular product page, which describes a model, because the identity follows the individual item through second-hand sales and repairs. The EU Digital Product Passport is the regulated version of this idea. The Digital Product Passport guide covers the requirements.

Why Circular Product Identity matters for e-commerce

Resale, rental and repair are growing parts of retail, and they all need data about the individual item. A resale platform wants to know the material and original model; a repair shop wants the right spare part. Without a persistent identity that data is lost after the first sale. Regulation is the second driver. The EU Ecodesign rules introduce Digital Product Passports for more product groups, starting with batteries. Brands that already keep material and repair data structured per product are in a better position to publish it per item.

Examples of Circular Product Identity

  • 1Product: winter jacket, Carrier: QR code on the care label, Data: materials, repair guide, take-back program
  • 2Product: e-bike battery, Carrier: serial number and QR code, Data: chemistry, capacity, recycling instructions
  • 3Product: office chair, Carrier: NFC tag, Data: spare part numbers, disassembly steps
  • 4Product: smartphone, Carrier: IMEI linked to a record, Data: repair history for resale
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How WISEPIM Helps

  • Attribute management stores materials, origin and repair data as structured fields per product.
  • Digital asset management keeps repair guides, manuals and certificates with the product.
  • Export delivers the product data that a passport or circularity platform needs.
  • Quality Guard rules flag products that miss circularity fields.

Common mistakes with Circular Product Identity

  • Linking the QR code to a marketing page instead of a stable data record.
  • Storing material data as free text that systems cannot read.
  • Forgetting that the identity must outlive the product page and the current website.
  • Collecting data only for new products and not for items already in circulation.

Tips for Circular Product Identity

  • Start with the data you already have: materials, origin and care instructions.
  • Use a stable URL or GS1 Digital Link for the carrier, not a campaign page.
  • Read the Digital Product Passport guide to see which fields apply to your products.
  • Ask suppliers for material composition in a fixed format.

Trends around Circular Product Identity

  • The EU Battery Regulation requires a battery passport for certain batteries from 2027.
  • Textiles and electronics are next in line for Digital Product Passports under the Ecodesign rules.
  • GS1 Digital Link QR codes let one code serve shoppers, retailers and recyclers.

Tools for Circular Product Identity

  • WISEPIM (structured product data, digital asset management, export)
  • GS1 Digital Link for QR codes
  • Circularise for supply chain traceability
  • EON for connected product identities in fashion

Related Terms

Attribute GroupAttributizationCategory ManagementCountry of OriginDigital CatalogEthical Product Data

Also Known As

Digital product passportDigital product identityProduct digital twinCircular product ID

Frequently Asked Questions

It is a unique digital record linked to one physical product through a QR code, NFC tag or serial number. It keeps material, repair and recycling data available after the first sale, for resellers, repairers and recyclers.

They are closely related. The Digital Product Passport is the EU's regulated version, with required fields per product group. A circular product identity is the broader idea and can also be used voluntarily.

Usually a unique identifier, materials and their share, origin, care and repair instructions, spare parts and end-of-life guidance. Some also keep a history of repairs or owners.

Through a data carrier on the item, such as a QR code, an NFC tag or a printed serial number. Scanning it opens the record, so the carrier should point to a stable address.

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