Sustainability is no longer a nice-to-have — it’s a must. Especially for e-commerce companies. With the introduction of the PPWR (Packaging and Packaging Waste Regulation), Europe is stepping up its game. This legislation, which will be phased in from 2026, aims to drastically reduce packaging waste, stimulate reuse, and make the European market more sustainable and transparent.
But what does this mean for you as a webshop or e-commerce entrepreneur? We’ve broken it down for you.
What exactly is the PPWR?
The PPWR is a European regulation that replaces the current packaging directive. Unlike a directive, a regulation applies immediately and directly in all EU member states – including Belgium. The law covers the entire lifecycle of packaging: from design and production to collection and recycling.
The goals?
- A circular packaging system in the EU
- Climate neutrality by 2050
- Less waste, more reuse
- Fair competition through harmonised rules
What are the key changes?
There are many, but here are the most important ones:
1. Packaging passport & compliance check
Every packaging must include a compliance declaration showing it meets all the requirements (e.g. composition, recyclability, reusability). This info must be registered in a producer database, with extra obligations for manufacturers, importers, and distributors.
2. Recyclability becomes the norm
From 2027, all packaging will receive a recycling performance grade (A, B, or C).
Note: From 2030, packaging with less than 70% recyclability will be banned.
3. Minimum recycled plastic content
Using plastic in your packaging? Starting in 2030, minimum percentages of post-consumer recycled plastic will apply.
For example: beverage bottles and PET packaging in contact with food must include at least 30% recycled material.
4. Reuse becomes mandatory
Certain packaging types — including e-commerce transport packaging — will be subject to mandatory reuse targets.
For e-commerce: 40% of packaging must be reusable by 2030. Refill systems will also be encouraged.
5. Standardised labels and symbol requirements
Starting in 2027, each packaging must clearly show:
- The materials it’s made from
- How the consumer should dispose of it
- Whether a deposit or reuse applies
- The percentage of recycled content
What does this mean for your webshop?
✅ Review your packaging: Is it recyclable enough? Reusable?
✅ Collaborate with your suppliers: You’ll need material data to complete your packaging passport.
✅ Plan ahead: The deadlines may seem far off, but the impact is big. Early action is key.
✅ Package smartly: By making the right choices, you avoid fines, stay compliant, and strengthen your sustainable image.
Webship is on top of this
As your fulfilment partner, we take our role in the supply chain seriously. We closely follow developments around the PPWR and provide our clients with clear updates and practical support.
This way, your webshop will be fully compliant and ready for the future.
Stay updated via our newsletter or reach out with your packaging and legal questions at hallo@webship.be
