GPSR 2023/988: Product safety goes digital - what online retailers need to know

What does the product safety regulation GPSR 2023/988 regulate?

The General Product Safety Regulation (GPSR 2023/988) replaces the previous Directive 2001/95/EC. It regulates how products are considered “safe” within the EU with the aim of improving consumer protection in digital commerce.

Some of the most important requirements:

• Safety-relevant product information must be provided digitally before purchase - e.g. in the online store.
• Online marketplaces such as Amazon or eBay are given more responsibility for product safety.
• Manufacturers and retailers must ensure complete traceability
• There is an active duty to respond to hazards - e.g. through recalls or warnings.

Product safety in e-commerce: New obligations for online stores

Product safety in B2C: Clear information for consumers

The GPSR is particularly binding for B2C online retailers. They must ensure that customers receive all safety-relevant information before making a purchase - including

• CE markings
• warnings
• Manufacturer information or responsible person (for non-EU manufacturers)
• Information on intended use
• Safety data for certain product categories

If this information is missing in the online store, there is a risk of warnings, sales bans or product recalls. The Product Safety Regulation provides for fines of up to 4% of a company's annual turnover.

Product safety in B2B: Intermediaries and platforms also have an obligation

Many companies in B2B trade assume that the GPSR only applies to end customer transactions - this is a misconception. The regulation also applies when

• Products are sold to commercial customers, who in turn pass them on to consumers.
• components are part of an end consumer product.
• companies use B2B marketplaces or digital sales channels.

For B2B stores, this means that they must also ensure that product safety-relevant data is digitally accessible and correct - ideally on the respective product detail page.

Manage product safety data efficiently with PIM system and online store

One of the biggest challenges in the implementation of GPSR 2023/988 is the management and display of consistent product data. This is where the connection between the PIM system (Product Information Management) and the online store plays a central role. The PIM system supports companies in maintaining the quality of product safety data and automatically providing information in the online store.

Advantages of an integrated PIM system

• Central data maintenance: CE markings, safety instructions, technical data, images and manufacturer information are managed in one place.
• Automated data export: The online store accesses the current data directly - without manual maintenance.
• Multilingualism & scalability: Information can be automatically exported to different languages and channels.
• Fast response to recalls: Recall texts or safety warnings can be published in a targeted manner.

Not only for companies with a growing product portfolio or international sales channels, a closely interlinked interaction of PIM and commerce platform leads to a transparent and structured provision of the required information.

Conclusion: Act now and implement product safety with legal certainty

The new Product Safety Regulation brings comprehensive changes for e-commerce - both in the B2C and B2B sectors. Companies that adapt their product data structures, systems and processes at an early stage can benefit from numerous advantages. These include greater legal certainty in online retail, more efficient processes in product data maintenance and processing and increased customer trust.

Checklist for online retailers:

✅ Is all product safety-relevant information fully visible in the online store? ✅ Is a PIM system used for central data maintenance? ✅ Can recall and warning messages be published quickly?

communicode supports you in the implementation of GPSR requirements

As an experienced digital agency for e-commerce, PIM and digital product communication, we support companies in implementing the new requirements of the GPSR product safety regulation in a practical manner - with a clear focus on data quality, system integration and customer experience.