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Packaging in e-commerce: Roles, responsibilities, best practice


Packaging in e-commerce: Roles, responsibilities, best practice

E-commerce has given shoppers the ability to purchase products on demand and at competitive prices. According to 2017 data from eMarketer, e-commerce is currently responsible for 10% of all retail sales, and will grow to nearly 15% by 2020. Smithers Pira forecasts that the overall market for e-commerce packaging will grow rapidly in the coming years – expanding at a compound annual growth rate of 14.3% from 2017 through to 2022.

Packaging has long served as a major champion and differentiator for brand marketing on the shelf, yet it has been an overlooked area of e-commerce marketing, with much of the focus being put upon sales and advertising. Customers who receive attractive looking packaging from a brand are much more likely to share their purchase on social media, giving invaluable free publicity as well as loyalty from that customer.

The increase in packaging from e-commerce comes with challenges. As policymakers and consumers both seek the most environmentally-friendly solutions, how do packaging companies achieve the perfect balance of goods arriving in a pristine condition, with minimum economic and environmental cost?

Educating consumers to reduce, reuse, dispose and recycle packaging from e-commerce goods they receive is a growing priority.

EURACTIV invites you to this Stakeholder Forum to discuss roles, responsibilities and best practice in e-commerce packaging.

Questions will include:
- Can packaging facilitate the growth of e-commerce?
- Is 100% recyclability of e-commerce packaging achievable?
- How are consumers influencing packaging developments? What role for consumer incentives?
- What is the definition of "appropriate packaging"?
- What role for innovations in the industry?

Supported by:


Press Club
Rue Froissart 95, 1000 Brussels

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Sarah Nelen, Head of Unit of Waste Management & Secondary Materials, DG ENV, European Commission
Davor Škrlec MEP, ENVI Committee, European Parliament
Samuel Laurinkari, Head of EU Affairs,
Maurits Bruggink, Secretary General, EMOTA
Isabel Rocher, Head of e-commerce Solutions, DS Smith


Frédéric Simon, Energy & Environment Editor, EURACTIV


17:00 – 17:30 Registration
17:30 – 18:00 Introductory speaker statements
18:00 – 19:00 Open discussion / Q&A
19:00 – 20:00 Networking reception

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Brussels plans new EU packaging rules to cut waste

Brussels plans new EU packaging rules to cut waste

The European Commission has started gathering views from EU member states, the packaging industry and online retailers ahead of a comprehensive review of EU rules on packaging waste, part of efforts to boost reuse and recycling rates by 2030.

Highlights video