The new European Packaging Regulation (PPWR), to be adopted in 2024, imposes major changes on the entire supply chain. Waste reduction, mandatory re-use rates, mandatory recyclability: these measures will profoundly transform e-commerce and omnichannel logistics from 2026 onwards. This article explains how PPWR will impact your operations, how to comply effectively, and why logistics orchestration is key to maintaining performance, compliance and competitiveness.
- Understanding PPWR: Definition, Objectives and Timetable
- What are the major impacts of PPWR on e-commerce and logistics?
- How does PPWR transform your supply chain?
- Anticipating and complying with PPWR thanks to logistics orchestration
The PPWR(Packaging and Packaging Waste Regulation), adopted in 2024, is a European packaging and packaging waste regulation which radically transforms the obligations of companies. It aims to reduce waste, promote reuse and generalize the recyclability of packaging throughout the European Union.
Unlike a directive, this regulation is directly applicable in all member states. For e-tailers and omnichannel logistics players, this means an overhaul of practices, tools and flows.
In this article, we analyze the objectives of PPWR, its key deadlines, its impact on e-commerce and the levers available to anticipate and comply with this new regulatory framework.
Understanding PPWR: Definition, Objectives and Timetable
To fully grasp the impact of PPWR on your operations, it’s essential to first understand what this new legal framework covers. By replacing the old Packaging and Waste Directive, the European Packaging and Packaging Waste Regulation establishes common, binding rules at EU level. These are no longer recommendations, but obligations applicable to all member states, without national transposition.
Objectives, timetable, technical requirements: here’s what you need to remember to anticipate the coming changes and align your logistics strategy with EU packaging standards.
What is the Packaging and Packaging Waste Regulation?
The Packaging and Packaging Waste Regulation (PPWR) is the new legal framework adopted by the European Union to govern the entire packaging life cycle. It replaces the Packaging and Waste Directive, becoming a directly applicable regulation, without national transposition.
➡️ Visit the official PPWR page on the European Commission website
This text is aimed at all professionals: producers, e-traders, distributors and logisticians. Its ambition is to create a single market for sustainable packaging in Europe, by standardizing practices and requirements.
The 3 main objectives of the new European regulations
PPWR is based on three strategic pillars aimed at transforming the packaging industry towards a more sustainable, efficient and harmonized model on a European scale. These PPWR objectives are part of an ambitious trajectory towards acircular economy and carbon neutrality by 2050.
1. Reducing packaging waste
One of the main aims of the regulation is to reduce the overall volume of packaging placed on the market. This means :
- A ban on certain types of packaging deemed superfluous, such as cardboard boxes twice the size of the product they contain.
- The gradual elimination of non-recyclable or difficult-to-separate plastic packaging (heat-sealed film, foam, multi-layers, etc.).
- The target of a 15% overall reduction in packaging waste per capita by 2040, compared with 2018.
This measure encourages companies to review their supply chains, picking methods and preparation processes to avoid over-packaging and optimize flows.
2. Encouraging reuse through mandatory rates
To break with single use, the PPWR introduces mandatory re-use rates from 2026 on several product categories (B2C and B2B), with targets that will evolve until 2040. E-commerce is directly targeted for non-food products such as textiles, electronics, cosmetics, toys, etc.
The companies concerned will have to set up systems for the return, cleaning and reuse of containers, with appropriate reverse-packaging logistics. These rates will be monitored and controlled via mandatory reports as part of the extended producer responsibility (EPR) for packaging.
3. Improving packaging recyclability
The third pillar requires 100% of packaging to be recyclable by 2030, according to technical criteria set at European level. This includes :
- The exclusive use of single-material, easily separable materials,
- Clear information on packaging thanks toharmonized European labeling (pictograms, color, sorting destination),
- Gradual banning of elements that disrupt sorting: permanent glue, non-erasable ink, non-separable decorative elements, etc.
This logic forces brands to adopt a PPWR packaging eco-design approach, right from the sourcing and product design phases, integrating the end-of-life aspect right from the start of the chain.
These pillars are described in the practical guide published by EUROPEN, which summarizes the obligations by sector ➡️ Download the PPWR Survival Guide (PDF – September 2024)
Key dates: What will change in 2026?
The Council of the European Union officially adopted the regulation in April 2024, paving the way for gradual application from 2026 (Source: European Council):
- 2026:
- Introduction of minimum re-use rates for packaging for certain B2C products (fashion, electronics, etc.).
- First packaging volume reduction thresholds.
Harmonized packaging labelling (sorting logo + recyclability info) comes into force.
- 2027-2029: Progressive tightening of thresholds, extension to food packaging.
- 2030: Total packaging recyclability obligation, ban on non-recyclable packaging.
What are the major impacts of PPWR on e-commerce and logistics?
The new obligations introduced by PPWR are not limited to theoretical objectives: they will profoundly transform the way e-tailers, logisticians and retailers manage their flows, their packaging and their tools.
The logistics packaging regulation imposes concrete changes in three key areas: re-use, bans on certain formats and systematic recyclability. For e-commerce and omnichannel, this means rethinking preparation methods, return processes and carrier relations, as well as the technological tools used on a daily basis.
The challenge of reuse: New mandatory rates and reverse logistics
E-commerce packaging reuse is at the heart of the reform. Companies must set up a system for collecting, cleaning and reusing packaging. This requires structured reverse logistics.
For logisticians and e-tailers, it’s a complete overhaul: from planning the collection of used packaging, to managing stocks of reusable containers, to life-cycle monitoring.
The end of certain packaging: Bans for e-commerce and omnichannel commerce
PPWR and omnichannel e-commerce ban several types of packaging:
- Non-recyclable plastic packaging (protective film, air cushions, etc.),
- Packaging disproportionate to the product,
- Non-separable containers (mixed materials).
This measure aims to force merchants to adopt a sustainable packaging strategy, with solutions tailored to each channel (retail, e-commerce, marketplaces).
The need for eco-design and recyclability
By 2030, all packaging must meet the Commission’s criteria for packaging recyclability. This calls for PPWR packaging eco-design, with a choice of easily recyclable materials, limited printing, and single-material or easily separable packaging.
Compliance with these standards is becoming a sales and social responsibility criterion, as well as a cost factor.
How does PPWR transform your supply chain?
The application of PPWR goes far beyond the question of packaging alone. It calls into question the entire supply chain, from warehousing to shipping, including the management of data, flows and tools.
To be compliant, every link in the chain must adapt: inventories must integrate new packaging formats, order preparation must avoid unnecessary voids, and traceability must ensure proof of reuse or recycling.
Faced with this growing complexity, companies need to develop their logistics model in depth, with technological solutions capable of orchestrating their operations efficiently.
Inventory management and order picking put to the test with new packaging solutions
The new rules imposed by PPWR make inventory management more demanding. The number of packaging references is increasing: reusable formats, certified recyclable packaging, specific EPR containers, etc. This is forcing warehouses to review the physical organization of stocks to better manage incoming and outgoing flows.
Order picking is also becoming more complex. It’s no longer enough to choose a standard parcel: you have to adapt the packaging to the exact volume, guarantee compatibility with PPWR instructions, and avoid over-packaging.
This has a direct impact on picking processes, preparation time and operator productivity. Traditional tools are no longer sufficient: a WMS like Shippingbo’s, can automate pack selection while maintaining high levels of productivity.
The importance of traceability and data for compliance
PPWR imposes a new rigor in packaging tracking. Every piece of packaging used, reused or recycled must be traced, accounted for and justified in regulatory reports. For companies subject to extended producer responsibility (EPR), this obligation is reinforced by regular checks.
This requires real-time traceability at every stage: reception, preparation, dispatch, return. Packaging data also needs to be centralized to generate compliant reports that can be shared with eco-organizations or the authorities.
A system like theOMS from Shippingbo plays a key role here, automatically collecting information at every logistical point of contact.
Being compliant means helping to strengthen customer loyalty through greater transparency on packaging and environmental commitments.
Reinventing logistics: from WMS to TMS, tools for adaptation
PPWR compliance doesn’t just happen inside the warehouse. It also involves new choices in shipping. The carrier must be compatible with reusable packaging, capable of managing efficient return flows, and even connected to a European deposit system.
This requires seamless coordination between your WMS and your TMS. The choice of carrier no longer depends solely on price or lead time, but also on its ability to handle parcels meeting EU packaging standards. Shippingbo’s TMS tool allows you to orchestrate these shipments, automate the choice of the right carrier, and directly print labels compatible with each flow.
The OMS/WMS/TMS package then becomes a technological backbone for integrating PPWR into your logistics, without sacrificing operational performance.
Anticipating and complying with PPWR thanks to logistics orchestration
To meet the requirements of EU regulation 2024 on packaging, it’s not enough to rethink packaging. You need to rethink your entire logistics orchestration, particularly in an omnichannel context where contact points are multiplying.
Between multi-warehouse management, variable packaging formats for different channels, specific re-use rules, and life-cycle tracking, only a data-driven logistics organization can guarantee PPWR compliance without compromising performance.
It is in this context that theOMS (Order Management System) plays a central role: it becomes the orchestra conductor for orders, stocks and packaging.
The WMS as the linchpin of an omnichannel packaging strategy
In a context where flows are multiplying between e-commerce, stores, marketplaces and dropshipping, applying the rules of PPWR and omnichannel e-commerce requires fine coordination of each order. Payment requirements vary according to channel, product or shipping format. It is therefore essential to automatically adapt packaging rules to each situation.
At the heart of a complex omnichannel environment, order order management becomes a strategic lever for meeting PPWR constraints. Shippingbo’s WMS acts as a logistics orchestra conductor. It centralizes all orders from your various sales channels (e-commerce site, marketplaces, points of sale, etc.), and applies specific packaging rules to each type of order.
So you can :
- Define packaging rules based on product type, channel or country of destination,
- Optimize parcel selection to reduce voids and comply with packaging waste reduction requirements,
- Intelligent routing of orders to warehouses with the right packaging format in line with EU packaging standards.
This automatic orchestration is the basis of a sustainable packaging strategy, while guaranteeing the continuity of logistics operations, even in a complex multi-channel environment.
Adopt high-performance, PPWR-compliant logistics
The European Packaging and Packaging Waste Regulation is revolutionizing traditional logistics models. It requires companies to rethink their flows, tools, inventories and packaging. But far from being simply a restrictive framework, the PPWR can become a gas pedal of positive transformation, provided it is anticipated and managed methodically.
By integrating PPWR requirements into a globallogistics orchestration strategy, you can not only ensure compliance, but also improve operational performance, boost customer satisfaction and reduce costs linked to picking errors or over-packaging.
With Shippingbo, you centralize all your flows, automate packaging management and gain agility, whatever the complexity of your omnichannel organization.
Do you want to transform your supply chain to meet PPWR requirements while improving logistics efficiency? 👉 Contact our experts for a personalized demo:
FAQ
The PPWR (Packaging and Packaging Waste Regulation) is a European regulation aimed at reducing packaging waste, by setting targets for reduction, reuse and recycling. It was adopted in 2024 and will apply progressively, with the first obligations starting in 2026, particularly for e-commerce and retailers.
PPWR imposes new logistics processes, such as the implementation of re-use systems (with efficient reverse logistics ) and the banning of certain non-compliant packaging. This means adapting management tools (WMS, OMS) to ensure packaging traceability and meet regulatory requirements.
The regulation bans several types of single-use plastic packaging. These include :
- Packaging for unprocessed fresh fruit and vegetables,
- Mini-cosmetics (single-use hospitality products),
- Fast-food packaging for on-site consumption (trays, non-recyclable plastic cups).
Glossary – Understanding key terms
PPWR (Packaging and Packaging Waste Regulation)
New European regulation adopted in 2024, replacing the 1994 directive. It sets binding rules on the design, reuse, recyclability and reduction of packaging.
Reverse logistics
The process of organizing the return of packaging or products from the customer to the company, for reuse, recycling or reconditioning.
Traceability
Ability to follow the path of a package or product through all stages of the supply chain, to guarantee its conformity, origin and end-of-life treatment.
Extended producer responsibility (EPR)
Regulatory obligation for companies to take responsibility for the end-of-life of the packaging they put on the market (recycling, reuse, financing of eco-organizations).
WMS (Warehouse Management System)
Warehouse management system for organizing, optimizing and automating order picking and storage.
OMS (Order Management System)
Order management system to centralize flows, synchronize inventories and orchestrate shipping rules according to sales channels.
Harmonized labelling
Uniform labeling system under the PPWR, designed to inform consumers about the composition and sorting destination of packaging, valid in all EU countries.