SmartLinks vs Brij
The connected product platform that works beyond Shopify D2C.
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 |
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.
Key differences
The story behind the table — why enterprise buyers pick SmartLinks.
Shopify D2C tool vs cross-channel platform
Brij is optimised for Shopify D2C merchants capturing customer data from retail buyers. If you sell through wholesale, distributors, or non-Shopify channels, Brij's model doesn't extend. SmartLinks supports D2C and B2B on any stack, with B2B catalogues, stockist finders, and channel analytics built in.
Product-centric vs customer-centric
Brij organises around capturing identity from the retail customer. SmartLinks organises around the product — every unit gets a persistent digital identity that serves consumers, retailers, technicians, regulators, and AI agents from one scan.
No GS1, no DPP, no AI
Brij has no GS1 Digital Link support, no ESPR DPP compliance, and no AI product assistants. SmartLinks includes all three as core features, not roadmap items.
Predictable pricing
Brij starts at $899/month plus identity volume fees. SmartLinks has a free tier and transparent public plans — you don't pay until you're live.
Who should choose SmartLinks over Brij?
- You sell across D2C and B2B, or on platforms other than Shopify
- You need GS1 Digital Link, DPP compliance, or NFC/RFID
- You want AI-powered product support out of the box
- You want to prove ROI on a free trial before committing budget
Ready to see the difference?
Free trial — no payment until you go live.
GS1 UK Approved Partner · ESPR Ready · No payment until live