SmartLinks vs Brij
Your connected product strategy shouldn't be locked to one Shopify app.
Free trial — no payment until you go live · ESPR / DPP Ready
Feature comparison
Side-by-side on the capabilities that shape a connected product programme.
| Feature | SmartLinksUs | Brij |
|---|---|---|
| Pricing | Free tier · transparent plans · no payment until live | From $899/mo + identity volume fees |
| Target Market | D2C + B2B, all sizes | D2C only, Shopify-centric |
| GS1 Digital Link | GS1 UK Approved Partner | No |
| Digital Product Passport (ESPR) | Built-in, compliance-ready | No |
| AI Product Assistant | Per-product RAG/MCP | No |
| NFC Support | Yes | No |
| RFID Support | Yes | No |
| B2B Catalogue & Stockist Finder | Yes | No |
| Platform Dependency | Works with any e-commerce | Heavily Shopify-dependent |
| Post-Purchase Tools | Warranty, ownership, AI support, lifecycle triggers | Rebates, warranty, receipt scan |
| Data Model | Product-centric identity | Customer-centric identity capture |
| Free Trial | Yes | No |
SmartLinks vs Brij: the real cost
| SmartLinks | Brij | |
|---|---|---|
| Free tier | Yes — fully functional | No |
| Entry paid plan | Free tier · paid plans transparent | From $899 / mo + identity volume fees |
| Year-one cost | £0 to start, scale when ready | $10,800+ plus per-identity fees |
| Pay before you're live | Never | Yes — upfront |
| Public, transparent pricing | Yes | No |
Start free. Only pay when you go live and you're happy with your setup.
The quick verdict
Three differences that matter most for enterprise buyers.
D2C + B2B, any platform
Brij is Shopify-only and D2C-only. SmartLinks supports D2C and B2B on any e-commerce stack — or standalone.
GS1 & DPP compliance
SmartLinks is a GS1 UK Approved Partner with ESPR-ready DPPs. Brij has no GS1 Digital Link and no DPP compliance.
QR + NFC + RFID + AI
SmartLinks supports all three carriers and ships with AI product assistants. Brij is QR-only with no AI.
“SmartLinks are our GS1 Approved Partner, supporting businesses in implementing GS1 standards with innovative SmartLinks solutions.”
A GS1 UK Approved connected product platform.
Trusted by brands across food & beverage, apparel, health & beauty, and outdoor industries — from first product to full DPP rollout.
Key differences
The story behind the table — why enterprise buyers pick SmartLinks.
Every channel Brij can't serve is revenue tied to one storefront
Brij is optimised for Shopify D2C. If you sell through wholesale, distributors, marketplaces or non-Shopify channels, Brij's model doesn't extend — that revenue sits outside your connected product data. SmartLinks supports D2C and B2B on any stack, with B2B catalogues, stockist finders and channel analytics on the same identity.
One product identity across every channel — included on every SmartLinks plan.
Customer capture is not a product identity
Brij organises around capturing identity from the retail customer at checkout or scan. That leaves the product itself with no persistent record — no per-unit history, no attestations, no serialised warranty. SmartLinks organises around the product: every unit gets an identity that serves consumers, retailers, technicians, regulators and AI agents from one scan.
Persistent per-product identity — core to SmartLinks, from day one.
ESPR obligations are live. 'Roadmap' won't pass audit.
Brij has no GS1 Digital Link support, no ESPR DPP compliance, and no AI product assistants. Three of the biggest levers for the next five years sit outside the platform. SmartLinks includes GS1 Digital Link, DPP and a per-product AI assistant as core features on every plan — not roadmap items.
SmartLinks is GS1 UK Approved and DPP-native — starting free.
Committing $10k+ before you've proved ROI
Brij starts at $899/month plus identity volume fees — over $10k committed in year one before you've captured a single owner. SmartLinks has a free tier you can start today and transparent public plans; you only pay when you're live and happy with your setup.
Free to start. Only pay when you're live.
Who should choose SmartLinks over Brij?
- If your connected product strategy only works on Shopify D2C, every wholesale and non-Shopify channel is data you're leaving on the table.
- Regulators won't accept 'our identity vendor doesn't support GS1 or DPP' as an ESPR compliance plan. SmartLinks has both built in today.
- Every product question a customer can't self-serve is a £5–15 support ticket — an AI assistant on every scan changes that unit economic.
- Committing $10k+ upfront to a $899/mo contract before capturing a single owner is a spend you can't justify pre-ROI.
Digital Product Passport obligations are live.
Batteries and textiles are first. All product categories follow by 2030.
Brands on SmartLinks are already compliant. Brands still evaluating vendors will scramble.
Start free today — your first product can have a live DPP in under an hour.
GS1 UK Approved Partner · ESPR compliant · No payment until live