The new EU Packaging and Packaging Waste Regulation (PPWR) has applied since August 12, 2026. For online retailers, this means fundamental changes to shipping packaging: recyclability becomes mandatory, empty space is limited, and harmonized labeling is added for shipping packaging. Failure to act in time risks sales bans and fines. For international shops, cross-border compliance becomes particularly complex.
What is the PPWR?
The EU Regulation on Packaging and Packaging Waste (PPWR, EU 2025/40) replaces the previous EU Packaging Directive 94/62/EC. The crucial difference: Unlike the directive, the PPWR applies directly in all 27 EU member states – without national implementation. It joins a series of new EU requirements – from the EUDR deforestation regulation to the Digital Product Passport.
The PPWR entered into force on February 11, 2025, and has applied since August 12, 2026. Since then, packaging placed on the EU market must meet the requirements already in effect; further obligations follow in stages from 2028 and 2030.
The regulation aims to reduce packaging waste, promote the circular economy, and create uniform standards across the EU. For e-commerce operators, the requirements for shipping packaging are particularly relevant.
Key Requirements for Online Retailers
Recyclability
All packaging must be recyclable. From 2030, performance grades A, B or C apply – below 70% packaging counts as technically non-recyclable.
Empty Space Quota
From 2030, max. 50% empty space in shipping and transport packaging. Oversized boxes will be prohibited.
Harmonized Labeling
From 2028, mandatory labeling with material composition details. A QR code may be added on top.
Recyclability: What Does It Mean in Practice?
The Commission is to set the design-for-recycling criteria in delegated acts by January 1, 2028. For plastic packaging, these requirements are emerging:
- No multilayer constructions made of materials that cannot be recycled together
- Uniform plastics – front and back must be made of the same material
- No PETG sleeves on PET bottles
- Material compatibility – closures and labels must match the main material
From January 1, 2030, only packaging in performance grades A, B or C may be placed on the market; from January 1, 2038, only grades A or B. The Commission is to set the criteria in delegated acts.
Empty Space Quota: No More Oversized Boxes
We all know it: A small product arrives in a huge box, filled with air pillows and filling material. The PPWR puts an end to this. From 2030, shipping, collective, and transport packaging may contain a maximum of 50% empty space.
| Aspect | Before PPWR | From 2030 |
|---|---|---|
| Empty space allowed | Unlimited | Max. 50% |
| Filling material | As desired | Reduced to minimum |
| Box size | Freely selectable | Product-adapted |
| Control | None | Market surveillance |
For online retailers this means: packaging logistics need to be optimized. Investments in adjustable box sizes and intelligent packaging systems will pay off. Integration with shipping providers should be taken into account here. Our e-commerce consulting supports you with process optimization.
Labeling Obligation from 2028
From August 12, 2028 – or 24 months after the corresponding implementing act, whichever is later – packaging placed on the market carries harmonized labeling. Transport packaging is exempt, e-commerce packaging explicitly is not. This is what it covers:
- Material composition, shown as pictograms
- For compostable packaging, a note that it is not suitable for home composting
- For substances of concern, standardized open digital labeling
- Optionally a QR code carrying the destination of each packaging component
- From February 12, 2029, a reuse note on reusable packaging
Plan the labeling early. The technical implementation requires lead time – from design through printing to data maintenance. For Shopware and WooCommerce shops, first plugin solutions are already available.
Recyclate Quotas for Plastic Packaging
For plastic shipping packaging, the PPWR prescribes mandatory minimum recyclate content. This particularly affects mailing bags, film packaging, and plastic outer cartons. The quotas apply from January 1, 2030, or three years after the corresponding implementing act, whichever is later.
| Packaging Type | Recyclate from 2030 | Recyclate from 2040 |
|---|---|---|
| Contact-sensitive PET packaging (excluding single-use beverage bottles) | 30% | 50% |
| Contact-sensitive packaging made of other plastics | 10% | 25% |
| Single-use plastic beverage bottles | 30% | 65% |
| Other plastic packaging (mailers, films) | 35% | 65% |
PFAS Restrictions on Food Packaging
Online retailers with food in their range face another important rule: since August 12, 2026, limit values for PFAS (per- and polyfluoroalkyl substances) have applied to food packaging.
PFAS are also known as 'forever chemicals' and have so far been used in grease-repellent coatings. The new limit values require a switch to PFAS-free alternatives.
Reuse in E-Commerce
The PPWR also relies on reuse, not just on recycling. For products sold via electronic commerce, the following targets apply:
- 2030: 40% of transport packaging (excluding cardboard) must be reusable
- 2040: target of striving for 70% reusable transport packaging
- Exception for boxes made of paperboard or cardboard
This is what your packaging and take-back information could look like:
Writing Instrument Workshop
Reusable shipping packaging will gain importance. Some providers already offer deposit systems for shipping boxes – a competitive advantage for sustainability-conscious shops.
Registration Obligations for Cross-Border Trade
For online retailers selling cross-border into the EU, the PPWR brings a new obligation: anyone distributing packaging or packaged products in an EU member state without being established there must appoint an authorized representative in that country. This particularly affects shops with an international focus.
This rule is part of extended producer responsibility (EPR) and is intended to ensure that retailers from abroad also meet their disposal obligations.
Consequences of Non-Compliance
Since August 12, 2026, packaging that does not meet the requirements in effect may not be placed on the EU market. Violations risk fines, sales bans, and in the worst case, withdrawal of market authorization.
Market surveillance authorities will step up their checks. For e-commerce retailers with high shipping volumes in particular, ensuring compliance is therefore business-critical.
Checklist: How to Prepare
- Packaging audit: Record all packaging materials and check for recyclability
- Contact suppliers: Request recyclable alternatives and recyclate options
- Prepare labeling: Plan technical infrastructure for packaging labeling
- Analyze empty space: Document current box sizes and filling quantities
- Optimize processes: Convert packaging logistics to product-adapted sizes
- Check EPR registration: For all EU countries with shipping destinations
- Train employees: New requirements in warehouse and shipping areas
The EU Packaging Regulation (PPWR) entered into force on February 11, 2025, and has applied since August 12, 2026. Some regulations like the empty space quota only apply from 2030.
Yes, the PPWR generally applies to all companies placing packaging on the EU market – regardless of size. There are some relaxations for certain obligations for micro-enterprises.
Since August 2026, packaging that does not meet the requirements in effect may not be placed on the EU market. Violations risk fines and sales bans. Specific sanctions are determined by national authorities.
No. What is required from August 12, 2028, is harmonized labeling based on pictograms carrying material composition details. A QR code or another standardized, open digital medium may be added on top, but is voluntary.
From 2030, shipping packaging may contain a maximum of 50% empty space. This means: product-adapted box sizes instead of standard boxes. Investing in variable packaging systems will pay off long-term.
Anyone distributing packaging or packaged products in an EU member state without an establishment there generally has to appoint an authorized representative in that country. This is part of extended producer responsibility (EPR) and typically affects shops with international operations.
Act Now Before It Gets Expensive
The EU Packaging Regulation means effort – but also opportunity. Sustainable packaging is increasingly becoming a competitive advantage. Retailers who switch early benefit from cost savings through optimized packaging sizes and positive brand image.
Use the time until the further stages from 2028 and 2030 to make your packaging processes PPWR-compliant. Our e-commerce consulting supports you – from analysis through supplier selection to technical integration of packaging labeling.
This article reflects the wording of Regulation (EU) 2025/40 (PPWR). The version published in the Official Journal of the European Union is authoritative. As of: September 2026.