MILAN, ITALY: The economics of fashion resale is set to be reshaped by upcoming EU regulation, with a potential doubling of lifetime product value, and up to 65% of the gains delivered to consumers, research from Bain & Company and eBay, revealed Wednesday. The findings point to a transformative opportunity for brands to redefine the value chain around transparency, trust, and circularity – far beyond the immediate goal of regulatory compliance.
As Digital Product Passports (DPPs) become mandatory for textiles from 2026 under the EU’s Ecodesign Regulation, today’s report shows these are not just a regulatory tool but a commercial opportunity. For example, a fashion item sold for £500 today could generate an additional £500 in resale and services when supported by a DPP, by improving trust, traceability and ease of resale. While resale platforms, brands and verification services benefit too, consumers gain the most.
Many brands – around 90% of those surveyed by Bain – currently view DPPs primarily as a regulatory burden. But today’s research encourages companies to reframe DPPs as a strategic investment capable of generating ongoing revenue, driving sustainability, and strengthening consumer relationships.
“DPPs are more than just checking a compliance box. They are a foundational shift in how value is created, captured, and sustained over a product’s lifetime,” said Aaron Cheris, partner in Bain & Company’s Retail and Customer Strategy & Marketing practices. “Brands that act early can build a more direct, data-rich relationship with consumers, tapping into resale trends and personalizing services in powerful new ways.”
DPPs are standardized digital records, accessible via QR codes, NFC, blockchain or similar technologies, and contain detailed information about a product’s materials, components, origin, environmental footprint, and lifecycle. Designed to support sustainability, circular economy initiatives, and greater transparency, DPPs enable consumers, businesses, and regulators to trace and assess products throughout their lifecycle.
Regulation meets opportunity: Under the EU’s forthcoming Ecodesign for Sustainable Products Regulation (ESPR), nearly every physical product sold in the EU will require a DPP by 2030 – yet 90% of brands still see this as a compliance burden, rather than a growth lever.
The Bain and eBay report urges brands to shift perspective, urging that, rather than being ‘red tape’, DPPs should be regarded as revenue tools. DPPs will unlock lifetime value beyond the original point of sale, support circularity, and open direct channels to secondhand markets, the report finds.
“Digital Product Passports are critical to powering the future of circularity in fashion,” said Alexis Hoopes, VP of Global Fashion at eBay. “As a global marketplace at the forefront of resale, we’re exploring how better product data can enable smarter buying, responsible selling, and a more trusted platform. Unlocking value for consumers is a critical part of the connected product evolution.”
From transaction to lifecycle: The digital records within DPPs store verified product information on materials, origin, care instructions, ownership history, and environmental impact. These records enable brands to:
- Launch resale, trade-in and buyback schemes with confidence
- Offer tailored warranties, repairs and aftercare
- Track usage and extend product lifespans
- Report on ESG goals with greater transparency
Consumers drive the change: The Bain/eBay report highlights that consumers will capture most of the DPP-driven value. By removing friction – no more lost receipts or clunky listings – DPPs will enable one-click resale and boost confidence. As second-hand markets expand, DPPs can act as a flywheel for growth – deepening trust, expanding participation, and making circular shopping second nature.
A call to move now: With the 2026 deadline for ESPR nearing, the message from the report is clear: act early. The brands investing in DPP infrastructure today – engaging consumers and testing resale models – will be tomorrow’s leaders in sustainable, data-driven fashion. Those that wait risk falling behind as the resale economy scales.
About Bain & Company: Bain & Company is a global consultancy that helps the world’s most ambitious change makers define the future. Across 65 cities in 40 countries, we work alongside our clients as one team with a shared ambition to achieve extraordinary results, outperform the competition, and redefine industries. We complement our tailored, integrated expertise with a vibrant ecosystem of digital innovators to deliver better, faster, and more enduring outcomes.
About eBay: eBay Inc. is a global commerce leader that connects people and builds communities to create economic opportunity for all. Our technology empowers millions of buyers and sellers in more than 190 markets around the world, providing everyone the opportunity to grow and thrive. Founded in 1995 in San Jose, California, eBay is one of the world's largest and most vibrant marketplaces for discovering great value and unique selection. In 2024, eBay enabled $75 billion of gross merchandise volume.
