What does the EU Packaging Regulation (PPWR) mean for shops?

The Packaging and Packaging Waste Regulation (PPWR, EU 2025/40) replaces the previous EU Packaging Directive 94/62/EC. The decisive difference: as a regulation, it applies directly in all 27 EU member states – without national implementation laws. It entered into force on 11 February 2025; the core obligations apply from 12 August 2026. For e-commerce businesses, the requirements for shipping and transport packaging are particularly relevant, as the regulation explicitly covers distance selling. Packaging within the meaning of the regulation generally includes not only boxes but also filling material, mailing bags, padded envelopes and outer packaging.

The obligations apply to all actors placing packaged products on the EU market – manufacturers, importers and retailers. Online retailers are affected twice over: through the product packaging of their suppliers on the one hand, and through their own shipping boxes, filling materials and mailing bags on the other. Even merchants using a fulfilment provider remain jointly responsible for the compliance of the packaging used and should clarify contractual responsibilities.

The key obligations for online retailers

• Recyclability – packaging must be designed to be recyclable; requirements tighten progressively towards 2030. Problematic multilayer plastics are being phased out.
• Empty space ratio – from 2030, shipping and transport packaging may contain a maximum of 50% empty space; oversized boxes will no longer be permitted.
• Labelling – packaging must carry harmonised labels, including material and disposal information; a QR-code-based labelling scheme is planned.
• Waste prevention – packaging waste is to be reduced overall; unnecessary packaging and certain single-use formats are being restricted.

The timeline is staggered: the regulation has been in force since 11 February 2025, the core obligations apply from 12 August 2026, and further stages such as the empty space ratio and stricter recycling requirements follow by 2030. Retailers who start early can switch their packaging within regular procurement cycles instead of having to buy expensive ad-hoc solutions under time pressure later.

What happens in case of non-compliance – and what to do now

Non-compliant packaging may no longer be placed on the EU market from 12 August 2026. Violations can result in fines and sales bans; market surveillance authorities are stepping up controls. On top of that, there is a competition-law risk: in Germany, competitors can issue formal warnings for breaches of market conduct rules.

In practical terms, retailers should now take stock of their packaging portfolio, request compliance documentation from suppliers and align box sizes with their actual product range. Shop data also plays a role: those who maintain accurate product dimensions and packaging data in their shop or ERP system – for example via a shipping integration with automatic carton selection – can reduce empty space systematically and, as a rule, save on shipping costs at the same time. It also makes sense to evaluate reusable and mono-material alternatives while supply is still unconstrained.

Important for retailers selling in Germany: the PPWR applies alongside the existing obligations under the German Packaging Act (VerpackG). Participation in a dual system and registration in the LUCID packaging register therefore remain mandatory – the European requirements are added on top and do not replace the national obligations. Treating both frameworks together pays off: packaging data captured once and accurately can be used for register reports, labelling and empty-space optimisation alike.