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Guide

PPWR in Italy: Packaging Rules for Online Sellers

PPWR

Shipping goods to Italian consumers brings you within two overlapping sets of packaging rules. The Packaging and Packaging Waste Regulation (EU) 2025/40 — the PPWR — sets harmonised, directly applicable design and minimisation requirements across the EU, generally from 12 August 2026, with many obligations phased in over the following years. Alongside it sits Italy’s well-established national packaging system, built around the CONAI consortium.

This guide explains how the two work together for online sellers. For the framework itself, see our PPWR law page and the complete PPWR guide.

The EU layer and the Italian layer

Because the PPWR is a Regulation, its packaging design rules apply the same way in Italy as everywhere else in the EU — no national transposition is needed. What remains national is Extended Producer Responsibility (EPR): the registration and reporting through which producers fund the collection and recycling of the packaging they place on the market. In Italy, that is delivered through CONAI.

So the mental model is the same as in other Member States: shared EU design rules, but a country-specific scheme you must join and report to. Selling into Italy from abroad does not remove the obligation — it follows the packaging into the Italian market.

How CONAI works

CONAI is Italy’s national packaging consortium. Producers and users of packaging join CONAI and pay an environmental contribution — commonly referred to by its Italian initials — which is calculated by packaging material and weight. That contribution funds the separate collection, recovery and recycling of packaging waste across Italy. The system is organised through material-specific consortia sitting under the CONAI umbrella, covering streams such as plastics, paper, glass, wood, steel and aluminium.

  • Join the consortium — enrol as a producer or user of packaging placing goods on the Italian market.
  • Declare your packaging — report the packaging you introduce, by material and quantity.
  • Pay the environmental contribution — calculated per material stream, funding the recycling system.

What the PPWR changes for online sellers

For e-commerce, the headline PPWR requirement is packaging minimisation. The Regulation restricts unnecessary packaging and sets a limit on the empty space in shipment boxes — indicatively about 50 per cent. If your fulfilment relies on oversized cartons and heavy void fill, that habit becomes a compliance risk under the PPWR, independent of anything you owe CONAI.

The PPWR also pushes recyclable design and clearer sorting information. Reducing packaging weight and volume has a helpful side effect too: because CONAI’s contribution is weight-based, lighter, better-designed packaging can lower both your environmental impact and your national contribution.

In Italy the PPWR tells you how to design packaging; CONAI is how you register and pay for it. Both apply to cross-border online sellers.

A practical checklist for selling to Italy

  • Confirm whether you place packaging on the Italian market — most cross-border online sellers do.
  • Enrol with CONAI and understand which material consortia apply to your packaging.
  • Report packaging accurately and pay the environmental contribution due.
  • Review your carton sizes against the PPWR empty-space limit.

National specifics — contribution rates, exemption thresholds and reporting mechanics — are set in Italian and change over time, so confirm the current position with CONAI or a local adviser. If you would like a structured review of how your store handles packaging duties, our PrestaShop compliance audit can help.

This article is educational and does not constitute legal advice.