E-commerce Reuse Coalition
E-commerce reuse
The coalition brings together major players from a range of sectors to pilot a reuse model for e-commerce delivery packaging.
Context
Context
With close to €200 billion in revenue and more than 3.2 billion transactions a year, e-commerce is now unavoidable. While cardboard parcel recycling is well established, it does not solve the whole equation: the continuous production of new packaging consumes resources, generates emissions and exposes online retailers to raw material price volatility.
Approach
An initial scoping phase, launched in January 2026, delivered a feasibility study, a benchmark of existing solutions and a technical specification built collectively around 15 assessment criteria, before Opopop was selected from among 8 candidate providers. From September 2026, eight member retailers - among them Nocibé, Groupe Clarins, Leroy Merlin, Aroma-Zone, Fnac Darty and Bonobo - are shipping part of their orders in reusable delivery packaging, which customers can return via La Poste letterboxes, Pickup collection points and, in time, the stores of the participating retailers.
Objective
To test the technical, economic and environmental viability of a reusable delivery packaging model shared between online retailers from a range of sectors (cosmetics, DIY, fashion, electronics, cultural products, childcare), drawing on the expertise of Anne-Sophie Raoult, Circular Operations Leader at Manutan and co-founder of Hipli.
Expected outcomes
- Packaging return rates and condition after use
- Full logistics costs and consumer reception
- Economic modelling and life cycle assessment (LCA) of the scheme
Partners
The coalition is led by Circul'R, with operational and financial support from Citeo and FEVAD's expertise on the issues specific to e-commerce. Groupe La Poste and Colissimo take part as observer members.
Members
Members
Active
Partners
Institutions
FAQ
What you need to know about us.
What is Circul'R?
Circul'R is a consulting firm specializing in the circular economy. Since 2016, it has supported over 150 large companies and public entities through consulting projects, sector-specific coalitions, training programs, and the Circul'R Club.
How does Circul'R differ from a generalist CSR consultancy?
Unlike a generalist CSR consultancy, Circul'R has specialized exclusively in the circular economy since 2016. This cross-functional expertise—covering supply chains, regulations (AGEC, REP, ESPR), and business models—allows the firm to turn circularity into a measurable competitive advantage: impact reduction, resource security, compliance, and new growth drivers.
Who is Circul'R for?
Circul'R advises large private companies—including many CAC 40 and SBF 120 groups—on their strategic decisions across all sectors. The firm also supports organizations implementing public circular economy policies, such as eco-organizations, agencies, funding bodies, and local authorities.