New EU packaging regulation brings new obligations for online retailers from 2026

With numerous new obligations, such as the e-invoice, the Product Safety Ordinance or the Accessibility Improvement Act, it is sometimes difficult for online retailers to keep up with the latest developments. Overview to keep. New laws and regulations do not always come at the right time and are met with incomprehension by many. Nevertheless, it is important to always be up to date and, above all, to be as well prepared as possible for future changes.

The new EU packaging regulation (PPWR) will come into force as early as next year, or on August 12, 2026 to be precise. Following the recently introduced Product Safety Regulation (GPSR), a new Packaging Ordinance and replaces the previous EU Packaging Directive. Among other things, the aim is to make retail packaging more sustainable and ensure that it can be recycled. With the aim of making EU trade more sustainable and stricter documentation requirements, online retailers are therefore facing some important changes and obligations. We'll help you keep track of them and show you how you can best prepare for them.

What are the aims of the new Packaging Ordinance?

The EU has agreed with the PPWR ambitious goals. We have summarized the most important ones:

• Less packaging wasteThe amount of packaging waste is to be significantly reduced by increasing the amount of reusable and recyclable packaging.
• Recyclability: By 2030 each packaging must be recyclable.
• Circular economy: An EU-wide standard for recycling quotas is to be introduced.
• ReuseThe use of reusable packaging should be promoted, especially in the mail order business.
• Manufacturer:internal responsibility: Manufacturers and retailers should be made more responsible when it comes to taking back and recycling packaging.
• Clear labelingPackaging should be clearly labeled so that consumers know how to dispose of and recycle it correctly.

In short, the new regulation aims to make packaging in the EU more environmentally friendly. For you as an online retailer, this means that you need to rethink your packaging and possibly adapt it accordingly. Reusable packaging and sustainable shipping for online retail. How can this work? Marc Engelmann, founder of the Hamburg-based start-up Boomerangin one of our "Thanks for Shopping!" podcast episodes. Listen here!

What does this mean in concrete terms for online retailers?

The new regulation has far-reaching effects on online retail, as shipping packaging plays a central role. In concrete terms, this means for you:

• Packaging designYour packaging must not be oversized compared to your product. It is important that you optimize your shipping packaging according to the respective product size.
• Material selectionMake sure that your packaging is recyclable or reusable. Materials such as paper or cardboard are a good choice. Plastic packaging is also theoretically possible, but must meet special recycling standards.
• Reusable packagingConsider whether you can offer your customers reusable packaging, e.g. reusable boxes. This is not only environmentally friendly, but can also be a competitive advantage if implemented early on.
• Documentation obligationYou must document exactly which packaging materials you use.
• Uniform rulesThe previous packaging licenses of the individual EU states will be replaced by a uniform jurisdiction. This means less bureaucracy and more clarity in EU-wide trade.

What online retailers should do now

Online retailers should adapt to the new developments and requirements at an early stage. Timely preparation is crucial. Switching to recyclable or reusable packaging solutions can save time and effort in the long term and currently also offers a good competitive advantage in the industry. In addition, working with specialized suppliers or logistics service providers can be a sensible option for implementing efficient and sustainable solutions.

Conclusion

The new EU Packaging Regulation is an important step towards sustainability and a circular economy. For online retailers, this means additional bureaucratic work, but also offers the opportunity to make a contribution to environmental protection and position themselves as a responsible company at an early stage.