Companies Re-Zip, DS Smith, and Raja have launched a joint programme called „Reuse Fast Track“ to introduce reusable shipping packaging in e-commerce. According to the partners, it is the first European programme of its kind. The goal is to put 250,000 reusable packages into circulation within twelve months and to demonstrate the economic and operational scalability of reusable solutions in online retail.
The programme is aimed at e-commerce companies in France. Up to 20 brands from sectors such as cosmetics, fashion, marketplaces and direct-to-consumer businesses are to be selected from July 2026. The operational launch is scheduled for September 2026.
Response to the PPWR Requirements
The initiative is supported by the EU funding programme Life, which finances projects in the areas of environment, climate, and ecological transformation. The partners refer to the requirements of the European Packaging and Packaging Waste Regulation (PPWR), which aims to promote the use of reusable packaging in various application areas.
Reuse Fast Track is intended to make it easier for participating companies to enter reusable systems. Support is planned for integration into the supply chain, IT connection, marketing measures, consumer communication, and the analysis of performance indicators.
Three partners along the value chain
Behind the project are companies with different roles within the packaging value chain. The Danish start-up Re-Zip develops reusable shipping packaging made from corrugated cardboard, as well as digital solutions for tracking and returning the packaging. DS Smith, a company of International Paper, contributes its production capacities and experience with fibre-based packaging solutions. Raja is responsible for the distribution of the packaging and will inspect returned packaging before it is put back into circulation.
According to the project partners' assessment, reusable packaging in e-commerce can only function economically if all actors in the value chain work together on standardised and scalable solutions.
Expansion into further countries planned
While the pilot phase is initially limited to France, an expansion of the programme to other European countries is already being considered. According to the initiators, this could take place from 2027.
With the programme, Re-Zip, DS Smith and Raja want to show that reusable fibre-based shipping packaging can be a viable alternative to single-use packaging in e-commerce.
Source: DS Smith
