The New European Reuse Alliance (New ERA) is spearheading an industry-led initiative that seeks to develop shared principles, a harmonized labelling framework, and an EU-wide deployment plan for reusable e-commerce packaging.
According to a recent European Courier Express and Parcel (CEP) market report, an estimated 22 billion parcels were shipped across Europe in 2025; this marks a steady growth over 6% from the previous year.
The new initiative considers reuse a ‘credible alternative’ to single-use packaging that could open the door for innovation opportunities, including zero-waste e-commerce models and more efficient logistics.
Yet existing reuse systems do not operate under the same labels, return networks or connection systems – resulting in fragmentation that creates extra cost for operators, limits convenience for consumers, and makes it difficult to scale individual systems.
The initiative believes that an international network of harmonized reusable shipping systems would allow consumers to return their reusable parcel at any compatible collection point and unlock a ‘more attractive alternative’ for value chain players. Businesses would share key infrastructure while continuing to compete on their products, services, and customer experience.
The initiative seeks to develop shared principles for return infrastructure. By helping collection networks become interoperable, the member organizations hope to increase volumes in existing networks while respecting competition law and commercial independence.
Another aim is to establish a European labelling framework based on interoperable digital identifiers. Common technical specifications would then be established for identifying and sorting packages.
Additionally, the initiative sets its sights on a roadmap towards deployment throughout Europe. This would align with the implementation of the EU’s Packaging and Packaging Waste Regulation and comply with reuse targets for e-commerce packaging.
All three areas are open to input from participants across the value chain. A ‘well-designed’ reuse system is expected to improve resource efficiency, unlock new services, differentiate a retailer or logistics company’s offerings, and strengthen customer loyalty.
“Reusable e-commerce packaging needs infrastructure that works across businesses and borders,” says Fernando Rodríguez-Mata, director general of New ERA. “No single company can build that ecosystem alone. By developing common foundations, we can help businesses scale their operations and make returning reusable packaging the default option for shopping online.”
“Compatible packages, interoperable return networks, mean a reliable experience for the end user, and a smooth transition for e-commerce companies,” comments Antonin Grêlé-Rouveyre, co-founder of Opopop. “We know ease of use is a key driver of change, so we choose to do this important work sooner rather than later. I think it speaks to the ambition of our industry that we are able to cooperate and lay proper foundations for the future of reuse in Europe.”
The initiative is open to reusable packaging providers, packaging manufacturers, online retailers and marketplaces, postal operators, parcel carriers, and logistics providers. Collection network operators, technology and software companies, digital traceability specialists, industry associations, and research organisations are also welcome.
Businesses are encouraged to join the initiative and contribute to technical specifications – influencing future standards that could eventually become common practice on the EU market. In turn, this input is expected to improve interoperability and allow packaging to move seamlessly between different collection and return systems.
Participants are invited to prepare for the Packaging and Packaging Waste Regulation’s implementation with forward-thinking approaches to reuse, labelling and tracking requirements, and to connect with other companies in the reusable e-commerce sector.
All organizations will retain full ownership of their technologies, brands, customer relationships, and commercial strategies.
In other news, DS Smith has teamed up with Re-Zip and the Raja Group to support the Reuse Fast Track initiative, which intends to recirculate returned packaging and promote the reuse of 250,000 packages in twelve months. DS Smith’s role is to develop a reusable fibre-based packaging solution alongside French e-commerce manufacturers and suppliers.
In a recent report, Packaging Europe delved into the outcomes of city-wide reuse pilots to understand their successes and shortcomings – including economic viability, changes in consumer behaviour, and the intervention of cities and policymakers – and understand the necessary next steps to scale up in the future.
ACG Packaging Materials has released RecycloPod PP Ultra, a polypropylene-based blister packaging system that offers recyclability and barrier protection
