For a long time, logistics worked like this: the parcel was delivered, the packaging was opened and then thrown away, generating a constant stream of waste. Circular logistics takes a different approach: it designs packaging and transport processes so that packaging can be returned and reused multiple times.

Why brands are taking action now: consumers, credibility, and regulations

Change is accelerating because expectations have changed. Consumers increasingly understand that “recyclable” does not necessarily mean “sustainable,” especially in e-commerce, where the amount of packaging is growing rapidly. Many shoppers today expect brands to prevent waste rather than manage it at the end. Reusable e-commerce and retail packaging meets this expectation in a tangible, premium way, especially when it comes to well-designed branded packaging.

Regulation is also moving in this direction. In the EU, the PPWR (Packaging and Packaging Waste Regulation) specifically aims to reduce the amount of packaging and packaging waste, decrease dependence on primary raw materials, and accelerate the transition to a circular economy. In the UK, EPR on packaging transfers the financial responsibility for packaging waste management to companies that place packaging on the market, thus creating a strong intrinsic incentive to reduce waste and switch to circular solutions.

In the face of growing pressure, more and more brands are taking concrete steps. Here are three leaders who are spearheading the shift to circularity:

1. Decathlon: making ship-from-store delivery more circular

The example of Decathlon illustrates how circular logistics can start on the operational side. Thanks to their ship-from-store operations, a portion of online orders are fulfilled directly from stores. As part of this initiative, Decathlon has begun introducing reusable packaging for some shipments. For a European leader in sporting goods retail, even partially replacing single-use packaging can significantly reduce packaging waste while reinforcing the brand's broader commitment to the environment.

2. OVS: e-commerce packaging that returns to the store

OVS is a good example of how circularity can strengthen an omnichannel strategy. Customers can return the reusable packaging from their online orders directly to the store, and this experience comes with a tangible benefit. When they bring the bag back to the store, customers receive a 10% discount on their next purchase. This approach turns packaging into a reason to come back to the store and interact with the brand again.

3. Yamamay: omnichannel reuse combined with a reward

Yamamay's motivation shows another effective element of the circular economy.  In collaboration with Movopack, they first introduced reusable packaging for e-commerce orders, then extended it to in-store operations as an alternative to traditional single-use paper bags. The bag has been integrated into their loyalty programme, and customers receive extra points every time they return or reuse the packaging. The packaging not only reduces waste but also increases customer engagement and encourages behavioural change, highlighting the benefits of the circular economy.

If your brand is ready to move beyond single-use packaging and try reusable, custom, and sustainable packaging for e-commerce or omnichannel strategy, contact us!