New EU packaging rules are already affecting Estonian online stores: some companies have suspended sales abroad
The European Union’s new packaging and packaging waste rules are already affecting Estonian small businesses. ERR reported on 18 August that some Estonian online stores have temporarily closed the option of ordering from abroad because businesses are not yet fully clear on how to meet the new registration and reporting requirements in different European Union countries in practice.
ERR: EU packaging rule change prompts confusion, online shops halt foreign orders
According to ERR, Seebistuudio and A-Gallery, which represents Estonian professional jewellery artists, have, for example, halted sales abroad at least temporarily. The main concerns for businesses are the additional administrative burden and uncertainty about what steps need to be taken in different target countries.
What changed on 12 August 2026?
The European Union’s new Packaging and Packaging Waste Regulation, or PPWR — Regulation (EL) 2025/40 entered into force on 11 February 2025 and its provisions began to apply generally from 12 August 2026.
The regulation covers all packaging placed on the European Union market, regardless of material or origin, and introduces new requirements for, among other things, packaging composition, recyclability, reuse and the handling of packaging waste.
European Commission’s official overview of the PPWR
Full text of Regulation (EL) 2025/40 on EUR-Lex
The Estonian Ministry of Climate also confirms that the PPWR began to apply from 12 August 2026 and that the principles of extended producer responsibility for packaging also changed as a result.
Ministry of Climate: packaging and the PPWR
Why does this concern online shops in particular?
One of the most important changes concerns who is considered the producer of packaging.
According to the Ministry of Climate’s explanation, the aim is to designate one company for each package that is responsible for financing the handling of packaging waste in the country where the packaging is likely to become waste.
This principle also applies to e-commerce and distance selling.
The following example is particularly important for an Estonian company.
If a company sells a packaged product directly to an end user in another European Union Member State through its online store, the online store seller is considered the producer, and the obligations related to extended producer responsibility must be fulfilled in the country to which the goods are sold.
For example, this may affect an Estonian online store that sends its products directly to Finland, Latvia, Germany or another EL country.
Ministry of Climate’s official explanation of producer responsibility and distance selling
A few orders from abroad can mean a new obligation for a small business
This is exactly where a practical problem arises for small businesses.
When a large international company sells regularly in dozens of countries, dealing with different countries’ extended producer responsibility systems is part of its normal operations.
The situation may be different for a small Estonian online store. The company may receive just a few orders a month from Finland or Germany, but it still has to find out which extended producer responsibility, registration and reporting requirements apply to it in the specific target country.
Seebistuudio owner Kaidi Holm told ERR that the company had decided to suspend deliveries to foreign countries through its online store for now, until the exact scope of its obligations had been clarified.
According to ERR, A-Gallery also suspended its online store’s operations until there is greater certainty about how to comply correctly with the requirements applicable to sales abroad.
Does an Estonian online shop now have to register in every country?
This requires precision.
The PPWR provides for the registration of producers and the principle of extended producer responsibility, under which an online store selling directly across borders to an end user may be responsible for the packaging in the target country.
Samas ei tähenda see, et kõik praktilised registri- ja aruandluslahendused oleksid 12. augustiks kogu Euroopa Liidus juba lõplikult ühtemoodi tööle hakanud.
Ivo Jaanisoo, Deputy Secretary General of the Ministry of Climate, told ERR that work is still underway at the European level on an implementing act that will specify reporting and data submission requirements. According to him, after it enters into force, Member States will still have time to bring their registers into compliance with the requirements.
Therefore, the ministry did not advise businesses to simply stop selling abroad.
What should an Estonian e-shop that sells abroad do now?
First, it is worth checking which countries the company actually ships goods to.
The following should then be checked for each major target country:
- whether the company is treated there as a packaging producer;
- whether registration in the producer register is required;
- whether membership in a producer responsibility organisation is required;
- what quantity of packaging must be declared;
- which reporting requirements apply;
- whether the country has exemptions for micro-enterprises or very small quantities.
It is particularly important to distinguish between sales to another business and sales directly to the end user.
According to the example given by the Ministry of Climate, the situation may differ if an Estonian company sells goods to a business in another Member State, which then places them on the market there. However, if an Estonian e-shop sells a packaged product directly to the end user, producer responsibility generally remains with the e-shop seller.
Why was the PPWR introduced in the first place?
The new requirements are intended to reduce the amount of packaging waste generated in the European Union and make packaging more recyclable and reusable.
According to the European Commission, the new regulation should help reduce the use of virgin raw materials, increase the use of recycled materials, and move towards a more circular packaging system.
European Commission: Packaging waste
Euroopa Komisjon: Facts about the new EU rules on packaging and packaging waste
For small businesses, the main question now is practical implementation
The aim of the PPWR is not to hinder exports by Estonian small businesses. In practice, however, the current situation shows that the new requirements may make cross-border sales more difficult for a small e-shop.
If a company regularly sells goods to other European Union countries, it should not ignore the new requirements. At the same time, there is no reason to automatically halt all foreign sales.
It is sensible to first establish in which countries the company actually incurs producer responsibility obligations and how to fulfil them in each specific country.
The European Commission has also published separate guidelines and frequently asked questions on the implementation of the PPWR, and these are being updated as the regulation is put into practice.
European Commission’s official PPWR information and guidance
These articles may also be of interest
Consumer protection changes in Estonia 2026: withdrawal button, green claims, right to repair and consumer credit
See which new consumer protection requirements will enter into force in 2026 and what businesses need to change in their sales, advertising and online shops.
An e-commerce store will need a mandatory withdrawal button: what must businesses change before 1 September 2026?
From 1 September, the process for withdrawing from online contracts will change. Find out who the new requirement applies to and how the withdrawal function must work.
EU customs reform and e-commerce: how will the new rules change the market?
Find out how the European Union’s customs reform affects e-commerce, cross-border sales, goods ordered from outside the EU, and the responsibilities of online platforms.
Digital Fairness Act: combating “dark patterns” and unfair marketing
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Sources
ERR, 18.08.2026 — EU packaging rule change prompts confusion, online shops halt foreign orders
https://news.err.ee/1610112781/eu-packaging-rule-change-prompts-confusion-online-shops-halt-foreign-orders
Estonian Ministry of Climate — Packaging and the Regulation on Packaging and Packaging Waste (PPWR)
https://kliimaministeerium.ee/elukeskkond-ringmajandus/poliitika-ja-seadusandlus/pakendid
European Commission — Packaging waste / PPWR
https://environment.ec.europa.eu/topics/waste-and-recycling/packaging-waste_en
Euroopa Komisjon — Facts about the new EU rules on packaging and packaging waste
https://environment.ec.europa.eu/topics/waste-and-recycling/packaging-waste/facts-about-new-eu-rules-packaging-and-packaging-waste_en
EUR-Lex — Regulation of the European Parliament and of the Council (EL) 2025/40
https://eur-lex.europa.eu/legal-content/EN/TXT/HTML/?uri=CELEX:32025R0040
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Artificial intelligence was used in preparing the article. Although the data has been checked against public sources, the text may contain inaccuracies or outdated information due to subsequent changes.
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