Conference Agenda

Over the past few decades, e-commerce has evolved into a dynamic economic sector with steadily increasing revenue (Statista Research Department, 2026). Given the consistent expansion of online retail and the rising number of orders, demand for packaging is expected to increase persistently (Harwardt, 2023). In particular, products shipped via B2C e-commerce are often packaged in oversized boxes (Jaoua, Elarbi and Jaoua, 2024). Moreover, most of this packaging is discarded after delivery, resulting in significant resource use and large volumes of waste (Lin et al., 2023; Zimmermann and Hauschke, 2024). This issue is further exacerbated by the high return rates characteristic of online retail (Yang, Habib and Wood, 2023). At the same time, public and political interest in redesigning these systems sustainably is growing. Optimising packaging solutions has been identified as a lever for promoting environmental sustainability in e-commerce (Harwardt, 2023). Furthermore, the transition to reusable packaging is increasingly considered crucial for reducing environmental impacts (Zimmermann and Hauschke, 2024). Consequently, reusable transport packaging (RTP) is becoming an increasingly important topic, particularly in light of stricter legal requirements, such as the EU Packaging and Packaging Waste Regulation (PPWR). While RTP is well-established in B2B logistics, its adoption in B2C e-commerce remains nascent (Xu et al., 2025). Existing research, however, predominantly examines individual stakeholders in isolation or adopts a dual-stakeholder approach involving no more than two perspectives, leaving a comprehensive, cross-stakeholder understanding largely absent from the literature (Afif, Rebolledo and Roy, 2022; Cano, Londoño-Pineda and Rodas, 2022).

This study addresses this gap by investigating how external factors shaping RTP implementation in B2C e-commerce can be translated into positive outcomes through the leveraging of stakeholders' internal capabilities. A qualitative case study was conducted using 22 semi-structured interviews across five stakeholder groups. Packaging manufacturers, online retailers, logistics service providers, research institutes, and policy actors were interviewed to systematically capture and compare their perspectives. The central research question asks:

“How do external influencing factors and stakeholders' internal capabilities shape the adoption of RTP systems in B2C e-commerce?”

The results demonstrate that legal requirements, particularly the PPWR, significantly influence the adoption of RTP. All stakeholder groups acknowledge the need for action, although the sources of motivation vary, and shortcomings in existing single-use packaging systems are increasingly cited as a driving factor. Crucially, stakeholders' existing competencies, networks, and organisational capacities represent underutilised resources for converting regulatory and societal pressure into concrete progress. To implement RTP in a way that is more profitable than single-use systems, a supportive EU policy framework is considered essential. Pilot projects by major online retailers are identified as critical catalysts for expanding RTP systems in B2C e-commerce. Interviewees further emphasise the need for standardised, shared industry solutions at European and national levels. Alongside robust packaging designs capable of withstanding a high number of cycles, a shared return infrastructure, and digital processes for seamless tracking are necessary.

Based on this multi-stakeholder analysis, the study derives concrete recommendations for action to mobilise stakeholders' internal capabilities, accelerate RTP adoption, and advance sustainability in B2C e-commerce.