GOFO

What the EU’s new packaging rules(PPWR) really mean for E-commerce sellers

Ge, yijia — Tue, 21 Jul 2026 15:47:30 +0000

Why the Packaging and Packaging Waste Regulation is about far more than packaging and what it means for every parcel you ship

Why is everyone talking about PPWR now?

If you sell products online in Europe, you’ve probably heard about the EU’s new Packaging and Packaging Waste Regulation (PPWR). While it’s often described as a packaging regulation, its impact extends well beyond the box itself.

Much of the recent attention comes down to timing. Because many of the headline requirements focus on future targets, businesses often assume PPWR is mainly something to prepare for closer to 2030. In reality, the regulation entered into force in February 2025, with most provisions applying from 12 August 2026, meaning preparation is already underway for many businesses.

And that’s the key point. The biggest challenge is updating the processes behind it. Reviewing suppliers, collecting documentation and adapting warehouse or ERP systems all take far longer than changing a carton design. That’s why businesses are no longer asking “When does the regulation apply?” but “Are our operations ready?”

PPWR is changing more than packaging

Although PPWR is introduced as a packaging regulation, its impact extends far beyond packaging itself. Requirements such as packaging minimisation and Extended Producer Responsibility (EPR) don’t just influence packaging design—they also affect how products are packed, how packaging data is managed and how businesses demonstrate compliance.

For manufacturers, much of this work begins during product development. For e-commerce businesses, however, it continues every time an order is packed. Every parcel reflects a series of operational decisions—from carton selection to fulfilment and reporting—making packaging part of a much broader operational process. The question is no longer simply “Are our boxes compliant?” It’s “Are the processes behind every parcel compliant?”

Why e-commerce is different

Unlike traditional retail, where packaging decisions are largely made during product development, e-commerce businesses make those decisions every time an order is packed. Every shipment involves choices about carton size, protective materials, order consolidation and shipping packaging—decisions that have traditionally been driven by speed, cost and operational efficiency, but are increasingly shaped by compliance as well.

The challenge is balancing protection, transport efficiency and customer experience while using only the packaging that’s necessary. That’s why PPWR has a much greater operational impact on e-commerce than many businesses initially expect.

What PPWR changes behind every parcel

From the customer’s perspective, nothing has changed. An order is still placed, packed and delivered just as before.

Behind the scenes, however, making that parcel PPWR-compliant now involves much more than choosing the right box. Businesses need to make informed packaging decisions, collect supporting data and coordinate across multiple teams throughout the fulfilment process. PPWR doesn’t change the parcel, but it changes everything that happens behind it.

Beyond the box: where businesses need to adapt

PPWR doesn’t just introduce new packaging requirements—it changes the way different parts of the business work together. Decisions that were once made independently now rely on shared data, closer collaboration and more consistent processes. For most e-commerce businesses, the biggest changes fall into four areas.

Procurement: buying packaging means buying information

For procurement teams, cost, availability and product protection remain important. What’s changing is the need for better supplier information. Businesses increasingly need reliable documentation on packaging materials, recycled content and other supporting information to meet regulatory requirements. Packaging suppliers are becoming compliance partners, not just product suppliers.

Warehouse: Packing smarter, not just faster

Warehouse teams have always focused on speed and efficiency. PPWR doesn’t change that—but it does encourage more consistent packaging decisions. Choosing the right carton, reducing unnecessary empty space and using appropriate protective materials are no longer just operational choices; they can also support compliance while reducing transport costs and packaging waste.

Data: Packaging becomes part of the operational record

Perhaps the biggest change isn’t physical—it’s digital. Packaging information can no longer sit separately from the rest of the business. As companies grow, packaging specifications, shipment data and reporting requirements increasingly need to flow through ERP and warehouse management systems alongside product and inventory information.

3PLs: From fulfilment partner to compliance partner

Brands may hold the legal responsibility for PPWR, but many rely on 3PLs to execute packaging decisions every day. That means fulfilment providers need to follow packaging specifications consistently, capture the right operational data and support customers’ compliance processes. For logistics providers, this creates an opportunity to add value beyond transport and warehousing.

The opportunity beyond compliance

PPWR may be introduced as a packaging regulation, but for e-commerce businesses, its impact extends far beyond the box itself. As packaging decisions become more closely connected to fulfilment, data and compliance, preparing for PPWR is no longer just about meeting regulatory requirements—it’s about building more efficient and resilient e-commerce operations.

This shift also highlights the growing importance of logistics and fulfilment partners. As brands adapt their packaging and fulfilment processes, reliable last-mile delivery becomes an essential part of ensuring those efforts translate into a consistent customer experience.

Why the right last-mile partner matters

As e-commerce operations become more interconnected, businesses also need partners that understand the unique demands of parcel delivery. Unlike pallet distribution, e-commerce logistics is built around high-volume, small-parcel shipments, where speed, visibility and delivery reliability directly influence the customer experience.

At GOFO, we specialise in e-commerce parcel delivery and scalable last-mile solutions across Europe. As regulations and customer expectations continue to evolve, our focus remains the same: helping brands deliver efficiently, reliably and at scale.

GOFO to Exhibit at DELIVER Europe 2026 as Rising Star Award Nominee

Ge, yijia — Mon, 01 Jun 2026 13:05:10 +0000

Amsterdam, June, 2026

GOFO, a rapidly growing technology-driven last-mile delivery company, has announced its first pan-European appearance at DELIVER Europe 2026, taking place on June 3–4 in Amsterdam. Entering the European logistics spotlight for the first time, GOFO arrives after completing a three-year strategic expansion that has established over 40 sorting and delivery centers across France, the Netherlands, and Italy. The company has also been shortlisted for the DELIVER Europe 2026 Rising Star Award.

Expanding Infrastructure Across Europe

Since launching in 2023, GOFO has focused on building a strong logistics infrastructure rather than prioritizing rapid brand exposure. Following its August 2025 rebrand, which unified its international operations under one identity, the company now operates a high-capacity, technology-enabled network designed to deliver reliable domestic coverage across three key European markets:

Netherlands: 100% nationwide coverage supported by a central sorting hub and five delivery centers.
France: 80% population coverage through two sorting centers and 24 delivery centers, with additional sorting capacity currently under development.
Italy: 70% population reach via two sorting centers and 12 delivery centers, including a recently optimized southern distribution network.

Across all regions, GOFO’s operations are powered by automated sorting systems and intelligent routing technology, supporting efficient and scalable delivery performance.

Strengthening Commercial Growth in the Netherlands

As part of its next growth phase, GOFO has appointed Peter van Keulen as Head of Sales for the Netherlands. Bringing extensive experience in the logistics sector, Peter will focus on building partnerships with mid-sized and large e-commerce businesses looking to benefit from GOFO’s nationwide network coverage and flexible solutions. His appointment reflects the company’s shift from infrastructure development toward accelerating commercial expansion.

Recognition as a Rising Industry Player

GOFO’s shortlisting for the DELIVER Europe 2026 Rising Star Award highlights the rapid development of its multi-country logistics network. The award recognizes emerging logistics companies demonstrating strong operational performance, scalable growth, and effective technology integration.

“Our debut at DELIVER Europe, together with our Rising Star Award nomination, represents an important milestone in GOFO’s growth journey,” said Mandy Ho, General Manager of GOFO Netherlands. “Over the past three years, we have invested heavily in building both physical infrastructure and intelligent logistics systems across Europe. We warmly encourage our partners, industry peers, and retailers to support GOFO by voting for us in the Rising Star category, and we look forward to exploring new partnerships during the event.”

Industry professionals and partners can vote for GOFO through the official DELIVER Europe Award Portal. Retailers, e-commerce platforms, and integration partners are invited to visit the GOFO team at Booth C30 during the event.

About GOFO

GOFO, founded in the United States in 2023, is a technology-driven last-mile logistics network serving merchants and consumers across the U.S., France, the Netherlands, and Italy.

Guided by the brand philosophy “Drive Efficiency, Deliver Trust,” GOFO combines advanced technology with localized operations to deliver precise, reliable, and scalable delivery solutions. Supported by automated sorting, intelligent routing, and disciplined operational execution, the company provides high-performance last-mile delivery services.

For more information, please visit www.gofo.com.

Media Contact: branding.eu@gofo.com

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Lean & equipment specialist

Ge, yijia — Mon, 16 Mar 2026 12:22:31 +0000

Hub operations supervisor

Ge, yijia — Mon, 16 Mar 2026 10:31:52 +0000

Warehouse manager

Ge, yijia — Fri, 13 Mar 2026 15:53:20 +0000

Hub director

Ge, yijia — Fri, 13 Mar 2026 15:31:31 +0000

Hub operations manager

Ge, yijia — Fri, 13 Mar 2026 15:12:31 +0000

GOFO France publishes its key gender equality indicators 2025

Ge, yijia — Thu, 26 Feb 2026 10:19:58 +0000

As part of its commitment to professional equality and in compliance with French regulatory requirements, GOFO France publishes its indicators relating to the Gender Equality Index for the reference year 2025.

This initiative reflects GOFO’s determination to promote a fair, inclusive, and transparent working environment, in line with its values and international standards in social responsibility.

Key Figures：Gender Equality Index 2025

For the year 2025, GOFO France, which employs 321 people, achieved the following results:

Pay gap between women and men

Measured gap: 0.2%
Gap in favor of women
Score obtained: 39 out of 40 points

Gap in individual salary increase rates

Measured gap: 1%
Gap in favor of women
Score obtained: 20 out of 20 points

Representation of the underrepresented gender among the 10 highest earners

Number of employees of the underrepresented gender: 2
Score obtained: 5 out of 10 points

Indicators not calculable during the reference period

In accordance with applicable regulations, certain indicators could not be calculated due to the absence of relevant events during the reference period:

Promotion rate gap (no promotions during the period).
Salary increases upon return from maternity or adoption leave (no relevant returns during the period).

GOFO France got 64 points out of a maximum of 70 calculable points!

Overall result out of 100 points: not calculable according to applicable regulatory rules

These results reflect a generally balanced situation in terms of remuneration and salary progression between women and men within GOFO France.

GOFO’s commitment to a fair and inclusive work environment

GOFO is committed to ensuring equal treatment between women and men at every stage of the professional journey, particularly in terms of:

Remuneration and performance recognition
Access to professional development opportunities
Recruitment and career progression
Fair and respectful working conditions

As an international e-commerce logistics and transport company, GOFO promotes an inclusive corporate culture based on diversity and equal opportunity.

Transparency and regulatory compliance

In accordance with French legislation, these indicators were calculated based on data as of December 31, 2025, and published on February 26, 2026, on GOFO’s official website.

GOFO will continue its efforts to strengthen its practices in professional equality and inclusion as part of a continuous improvement and social responsibility approach.

GOFO Net Zero 2045: Our roadmap to a low carbon logistics future

Ge, yijia — Wed, 11 Feb 2026 15:20:33 +0000

GOFO France is committed to reaching Net Zero across Scopes 1–3 by 2045. Our roadmap outlines a clear, phased approach to decarbonizing logistics operations, from optimised loading and route planning to circular packaging, renewable energy, green delivery solutions, and investments in high-quality climate-impact projects. Together, these actions reflect our long-term commitment to building a more sustainable, low-carbon future for last-mile logistics.

Download our document to learn more.

Public & Institutional Relations Officer (H/F)

Ge, yijia — Wed, 07 Jan 2026 11:44:46 +0000