The present invention provides an electronic shelf label communication system, method and apparatus. The system comprises: a processor configured to send update data to a wireless access point corresponding to an electronic shelf label group where an electronic shelf label requiring data update is located; the wireless access point configured to send a group wakeup message to the electronic shelf label requiring data update, and send, after the electronic shelf label requiring data update wakes up according to each of countdown durations for receiving the update data, the unsent update data packages corresponding to the electronic shelf label to electronic shelf labels requiring data update in a same electronic shelf label group simultaneously, until all of the update data packages corresponding to the electronic shelf label are sent; and the electronic shelf label configured to wake up periodically, receive the group wakeup message and obtain the plurality of countdown durations for receiving the update data, and wake up again according to each of the countdown durations for receiving the update data, and receive the unreceived update data packages once, until all of the update data packages are received. The present invention has high efficiency and low power consumption.