Exploring the Expansive Landscape of E-commerce, Its Paper-Based Evolution, and the Problems Posed by the PPWR Phenomenon, as Discussed on The Wider View with H.B. Fuller.
In the rapidly evolving world of e-commerce, packaging solutions that combine functionality with recyclability are becoming increasingly important. One such solution is the use of water-based barrier coatings, an eco-friendly innovation by H.B. Fuller.
According to Diana Neto, E-commerce Business Development Manager at H.B. Fuller, e-commerce requires packaging solutions that can withstand multiple touchpoints, while maintaining sustainability and performance. The company's water-based barrier coatings are designed to meet these demands, offering a durable, moisture-resistant, and moisture-resistant solution for paper-based e-commerce packaging.
These coatings perform on par with plastic films in terms of heat sealing and barrier protection, yet they are repulpable, making them an ideal choice for a closed loop system in intralogistics. They also enable mono-material packaging that meets both functional and regulatory demands, without compromising on sustainability.
The Packaging and Packaging Waste Regulation (PPWR), which came into force on 11 February 2025, requires FMCGs to address recyclability standards, mandatory recycled content, reuse targets, reduction, and more. Brands should ensure recyclability from the start by choosing coatings and adhesives that are certified or tested for repulpability and compatibility with fiber recycling streams.
Water-based barrier coatings can help brands design for real-world e-commerce conditions, prioritizing functionality such as moisture resistance, seal integrity, and durability, without compromising recyclability. They are essential for paper-based solutions in highly demanding applications like packaging for fresh or frozen meat and fish, providing necessary moisture protection and release properties while reducing plastic use.
Moreover, these coatings can replace or reduce plastic on packaging, improving recyclability and reducing Extended Producer Responsibility (EPR) costs. Under the PPWR, unnecessary transport and e-commerce packaging should be reduced through setting a maximum empty space of 50%. Barrier coatings provide paper-based packaging with moisture resistance, reducing the need for extra plastic bags inside.
By 2030, 10% of e-commerce transport packaging must be reusable, and this increases to 50% by 2040. Barrier coatings allow for automated packaging machines to build on-demand and fit-to-size heat sealed mailers, which are lighter than corrugated but functional and protective as plastic.
Industry partners like H.B. Fuller can help e-commerce retailers address these challenges through the right choice of adhesives and developing an environmentally robust overall packaging solution. Early collaboration across the value chain is essential for troubleshooting challenges, co-developing solutions, and ensuring packaging designs are both sustainable and commercially viable.
Brands should leverage testing and certification tools like ISTA testing for transport durability and repulpability testing for recyclability validation. By adopting these sustainable packaging solutions, brands can contribute to a more circular economy, reducing waste and promoting sustainability in the e-commerce sector.
