The Wider View with H.B. Fuller: E-commerce, paperization and the PPWR challenge

 The packaging industry has now had some time to absorb the terms of the Packaging and Packaging Waste Regulation (PPWR), which came into force on 11 February 2025.  

Yet while the PPWR’s harmonization of the previously disparate, largely non-mandatory arrangement of packaging rules and regulations throughout the continent can only be a good thing in the long-term, in the short-term it has left a huge task for FMCGs. Everything from recyclability standards to mandatory recycled content, reuse targets, reduction and more besides must be addressed. 

This is particularly true for e-commerce: the challenges in this sector – with its multiple touchpoints to consider as well as the demands of protection, sustainability and performance – are somewhat different to those of traditional retail.  

“While traditional retail relies on bulk-shipped, shelf-optimized designs, e-commerce requires robust, compact, and often fit-to-size solutions.”

“While traditional retail relies on bulk-shipped, shelf-optimized designs, e-commerce requires robust, compact, and often fit-to-size solutions,” explains Diana Neto, E-commerce Business Development Manager at H.B. Fuller. “For packaging converters, this means adopting materials that combine functionality with recyclability.” 

Industry partners such as H.B. Fuller can help them address this through choosing the right adhesives and developing an environmentally robust overall packaging solution. 

How can the right adhesives support paperization?

When you factor in the growing demand for fiber-based e-commerce solutions to replace plastics – at least where appropriate and possible – it adds yet another element of complexity. They must meet requirements for durability, moisture resistance and handling throughout the logistics journey, while of course still being recyclable and as light weight as possible. And for paper e-commerce packs to be viable, says Diana, they must also of course be feasible on existing lines – which is where water-based barrier coatings can come in.  

“Historically, we’ve seen paper with PE coatings for e-commerce applications, but these structures often fall short of recyclability standards. Water-based barrier coatings offer a PFAS-free alternative that performs on a par with plastic films in terms of heat sealing and barrier protection, while still maintaining repulpability. These coatings enable mono-material packaging that meets both functional and regulatory demands, without compromising on sustainability.” 

And while there are still cases where paper is not feasible, Diana points out that technologies – and the possibilities these bring for paper when it comes to e-commerce – are improving all the time. 

“Even in highly demanding applications like packaging for fresh or frozen meat and fish, which traditionally use EPS boxes or PE liners due to moisture sensitivity, paper-based solutions are proving successful. In these cases, water-based barrier coatings are essential: they provide the necessary moisture protection and release properties while reducing plastic use. 

Furthermore, she says, “As paper is protected with this moisture-resistant layer, it will allow for packaging to withstand adverse weather conditions across the entire supply chain, while providing a strong bond when heat sealed or closed with one of our compatible hot melt and water-based adhesives.” 

Meeting PPWR requirements

We now go on to look in more detail at some of the specific targets laid out in the PPWR that directly impact e-commerce, the challenges these present to FMCGs in the sector looking to increase their use of paper and – more importantly of course – how these can be addressed through, among other things, the right choice of barrier and coating technologies. 

• Material reduction: Under the PPWR, unnecessary transport and e-commerce packaging should be reduced through setting a maximum empty space of 50%. 

“Firstly, barrier coatings provide paper-based packaging with some features that are intrinsic to plastic,” explains Diana “They provide moisture resistance, and therefore, there’s no need to use an extra plastic bag inside to protect goods. Furthermore, barrier coatings allow for automated packaging machines to build on-demand and fit-to-size heat sealed mailers, that are lighter than corrugated but functional and protective as plastic.” 

• Increased recyclability: A fundamental aim of the PPWR is to ensure that all packaging, whether it is reusable and whatever recycled content it contains, is recyclable (with a recyclability grade of 70% or over) by 2030. How can brands balance the need to design for recyclability with the need for product protection across long e-commerce supply chains and multiple touchpoints? Again, says Diana, this is where water-based coatings can be a solution. 

“As we know, the majority of poly bags are still difficult to recycle in existing streams. In the face of this, retailers who had previously relied on plastic packaging now face the problem of not just keep packaging functionality but also to make it recyclable. Water-based barrier coatings achieve improved fiber yield compared to PE coatings during the repulping process. This results in the potential for a higher volume of high-quality fibers to be added to the recycling stream.”  

• Increased reuse requirements: The PPWR mandates different reuse requirements for different end-use sectors but, more saliently for this piece, it states that 10% of e-commerce transport packaging must be reusable by 2030 and 50% by 2040.  

We all know that carboard boxes are very easy to reuse but it doesn’t end here, as Diana tells us: “even paper mailers can be reused [as part of a closed loop system] both on intralogistics (for picking multiple items or shipments across different fulfilment centres) and from BTC several times.” 

Scaling reuse systems is a well-recognized challenge, however, that requires ongoing collaboration across the value chain. To illustrate this, Diana cites Amazon’s Sustainability Accelerator program as an example, where this type of packaging has been introduced in partnership with startups developing reusable packaging systems. Again, she says, “This is where barrier coatings can play a critical role enhancing strength, water resistance, and overall integrity to ensure packaging survives the rigors of a circular supply chain.” 

• Extended producer responsibility (EPR): Articles 44-47 of the PPWR introduce extended producer responsibility (EPR) for packaging producers, such as in the form of financial participation in the costs of collecting, sorting, and recycling packaging waste. This clearly represents an entirely new approach for many FMCGs. 

As Diana says: “This shift demands packaging designed for end-of-life processing, with a focus on mono-materials and minimal environmental impact. Functional barrier coatings allow for replacing or reducing the plastic on packaging, improving recyclability and, thus, reducing the EPR costs, and aligning with evolving regulations.  

“Converters who adopt water-based coatings that meet both performance and recyclability standards are well-positioned to respond to this pressure while helping customers minimize eco-modulation penalties under EPR.” 

Conclusion: early collaboration is essential

Making the kinds of wholesale changes required to meet these new standards undoubtedly puts pressure on brands, particularly within the complexities of the e-commerce space. But it can be helpful if they view it not as an administrative burden but an opportunity to invest in a more circular future – in turn strengthening their market position and environmental credentials. 

On that note, Diana distills the key pieces of advice H.B. Fuller would offer to its FMCG e-commerce partners looking to increase their use of fiber-based packaging within this new regulatory context: 

• “Design for Real-World E-Commerce Conditions: Prioritize functionality such as moisture resistance, seal integrity, and durability, without compromising recyclability.  

• Ensure Recyclability from the Start: Choose coatings and adhesives that are certified or tested for repulpability and compatibility with fiber recycling streams.  

• Leverage Testing and Certification: Use tools like ISTA testing (for transport durability) and repulpability testing (for recyclability validation). H.B. Fuller’s in-house testing aligns with CEPI’s standards and 4EverGreenAlliance protocol for paper repulping and recycling; nevertheless, it does not exclude the need for external testing for certification purposes.  

• Stay Agile and Informed: Brands that stay engaged with regulatory updates and industry best practices will be better positioned to adapt and lead.” 

Finally – and arguably most importantly – early collaboration across the value chain, whether that’s with paper suppliers, adhesive experts, converters, recyclers or logistics partners, is non-negotiable.   

“Early collaboration across the value chain is non-negotiable…”

With an adhesives and coatings supplier like H.B. Fuller, for example, this means “we can help troubleshoot challenges and co-develop solutions that are both technically sound and scalable. Our support goes beyond product selection. Through our APASS certification, we conduct ISTA testing to ensure packaging can withstand the rigors of e-commerce logistics. Additionally, our repulpability lab testing helps brands validate the recyclability of fiber-based packaging.   

“This proactive approach often accelerates time-to-market and ensures that the final packaging design is not only sustainable but also commercially viable.” 

Book your 30-minute meeting to find out more about H.B. Fuller’s holistic approach to helping its partners make the best adhesive choices for their e-commerce packaging needs.