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Guide

PPWR: Right-Sizing Your E-Commerce Packaging

PPWR

The Packaging and Packaging Waste Regulation (EU) 2025/40, better known as the PPWR, sets out to cut the volume of packaging waste placed on the European market. One of its most tangible demands for online retailers is packaging minimisation: sending goods in boxes that are sized for the product rather than for the convenience of your warehouse. This guide explains the empty-space ratio, walks through a worked right-sizing example, and shows how thoughtful void-fill choices help you comply while trimming your shipping costs.

When does the PPWR apply?

The regulation generally applies from 12 August 2026, though many individual obligations phase in later. Treat that date as indicative and check the specific timeline for each duty, because packaging design rules, labelling rules and reuse targets do not all arrive at once. What you can plan for today is the direction of travel: less material, less empty space and less over-packaging. You can read our overview on the PPWR law page and the fuller complete PPWR guide.

What is the empty-space ratio?

The PPWR restricts over-packaging by placing limits on the proportion of a package that is empty. For grouped packaging, transport packaging and e-commerce packaging, an empty-space ratio applies. The figure most commonly cited is a maximum of around 50 per cent empty space, meaning the void volume inside a parcel should not exceed roughly half of the total internal volume. Treat the exact percentage and the method of measurement as indicative until you confirm the final calculation rules, but design as though a hard limit is coming, because it is.

In plain terms, the empty space is the internal volume of the box minus the volume actually occupied by the products and any protective packaging genuinely needed to protect them. Padding that exists only to fill a box that is too large will count against you.

A worked right-sizing example

Imagine you sell a boxed ceramic mug. The mug in its retail box measures 12 cm by 12 cm by 12 cm, giving a product volume of 1,728 cubic centimetres. For years your warehouse has shipped it in a standard 30 cm by 30 cm by 30 cm carton, because that is the box everyone can reach on the shelf.

That carton has an internal volume of 27,000 cubic centimetres. The product fills only 1,728 of them, so the empty space is 25,272 cubic centimetres, or about 94 per cent of the parcel. Under an empty-space limit of around 50 per cent, this parcel fails badly, and no amount of paper void fill fixes the underlying problem: the box is far too big.

Now right-size it. Switch to a 15 cm by 15 cm by 15 cm carton with an internal volume of 3,375 cubic centimetres. The mug still occupies 1,728 cubic centimetres, leaving 1,647 cubic centimetres of empty space, or roughly 49 per cent of the parcel. That comfortably meets an indicative 50 per cent threshold, uses a fraction of the cardboard, and needs far less void fill to keep the mug from rattling.

  • Oversized carton: about 94 per cent empty — fails.
  • Right-sized carton: about 49 per cent empty — passes.
  • Cardboard used: cut by roughly seven-eighths.

Choosing the right void fill

Void fill still has a legitimate role. Fragile items need cushioning, and irregular shapes leave gaps that must be stabilised. The key is that protective material should be there to protect, not to disguise a box that is the wrong size. When you right-size first and cushion second, you use less fill and the empty-space maths works in your favour.

  • Prefer paper-based or recyclable fill over mixed-material plastics where you can.
  • Use moulded inserts sized to the product for genuinely fragile goods.
  • Hold a small range of carton sizes so staff can pick the closest fit.
  • Consider mailer bags for soft, non-fragile items that need no rigid box at all.

Building right-sizing into your operation

Right-sizing is as much an operational habit as a design decision. Start by measuring your best-selling products and mapping them to the smallest carton that safely holds them. Rationalise your box range so that pickers are never tempted to grab an oversized carton simply because it is nearest. Where your volumes justify it, packing software that suggests the optimal box for each order takes the guesswork out entirely.

Keep a simple record of your carton dimensions and typical fill levels. If a regulator or your Extended Producer Responsibility scheme asks how you meet the empty-space requirement, being able to show your box sizing and a sample calculation is far easier than reconstructing it after the fact.

Right-size the box first, then cushion the product. Filling a box that is too big is the problem the PPWR is trying to end.

Check your packaging

If you want a quick sense of where your current parcels stand against the indicative empty-space limit, our PPWR packaging checker lets you enter your box and product dimensions and estimates your empty-space ratio, so you can spot the worst offenders before the rules bite.

This article is educational and does not constitute legal advice.