Sustainable packaging solutions for e-commerce: how to choose environmentally friendly alternatives

Every year, more than 141 million tons of packaging waste are generated worldwide, a large proportion of which comes from e-commerce. Cardboard, plastic and polystyrene account for the largest shares of this. These materials are inexpensive but rarely sustainable. The new European Packaging Regulation requires companies to make at least 50% of their packaging recyclable. Similar regulations apply in the US, where individual states have already introduced strict laws.

Shipping diversity: challenges and solutions

Nowadays, almost anything can be ordered online, from electronics to a Molten Dark Chocolate Cake. However, shipping such products places high demands on packaging and protection. Fragile products such as wine bottles require special protection to avoid damage during transport. Around 18% of all e-commerce companies worldwide now offer wine shipping. Research shows that over 750 million bottles are sold online every year.

Innovations in wine shipping

Traditionally, PVC packaging has been used to protect the delicate bottles. However, environmentally friendly alternatives such as pulp wine shippers and boxes made of molded pulp are increasingly replacing these plastic solutions. These shippers are not only biodegradable, but also offer excellent stability. Their shock-absorbing properties ensure that the bottles remain secure throughout transit and arrive safely at the customer's home, meeting both sustainability goals and practical shipping needs.

Materials for sustainable packaging

Biodegradable materials are becoming a key solution worldwide to reduce packaging waste and protect the environment. Recycled cardboard is one of the most commonly used sustainable materials because it is easily accessible, affordable and versatile. In Europe in particular, initiatives such as the EU's circular economy package have helped to promote the use of recycled materials. In countries such as Germany or the Netherlands, over 70% of cartonboard packaging is made from recycled material. PLA plastics, made from plant starch, are another promising alternative that is gaining popularity in North America and Asia in particular.

Global trends in compostable materials

Compostable cardboard with plant-based coatings offers an environmentally friendly option for packaging that also needs to remain stable in humid environments. In Japan, this cardboard is already widely used for food packaging because it is fully biodegradable and can be easily processed in the national recycling facilities. Mushroom-based packaging made from mycelium is also experiencing a boom in the US and Europe.  

Consumers and their expectations

An international study by the World Economic Forum shows that 67% of consumers worldwide prefer sustainable packaging. In emerging markets such as Brazil and India, growing environmental awareness is increasing demand for environmentally friendly materials. In the US, 53% of buyers say they are willing to pay more for products in biodegradable packaging. 

Legal requirements in a global context

Every country has its own regulations for sustainable packaging. In France, companies must ensure that packaging is fully recyclable by 2030. With its Packaging Act, Germany has also introduced clear rules that monitor recycling rates and material use. By contrast, countries such as the US has different laws depending on the state. Maine, for example, was the first US state to pass an EPR law for packaging. Companies are required to join a Producer Responsibility Organization (PRO) and pay fees for the disposal of packaging waste. Oregon followed suit and introduced similar provisions, which are to be fully implemented by July 1, 2025.

California has taken far-reaching measures to reduce plastic pollution and strengthen producer responsibility with the “Plastic Pollution Prevention and Packaging Producer Responsibility Act.” Colorado implemented the “Producer Responsibility Program for Recycling,” which requires producers to participate in recycling programs.