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The first country you choose doesn’t just set your launch date. It sets your logistics footprint, your working capital cycle and your compliance load for everything that follows.
Compliance failures rarely surface at launch. They surface six months later, when cash is tighter, growth has accelerated, and unwinding the mistake costs more than getting it right would have.
Ads don’t kill margin overseas. The supply chain does, longer lead times, more customs exposure, more fulfilment nodes, more currency movement, all multiplying the moment you cross a border.
Most brands launch everywhere at once: Shopify, Amazon, eBay, TikTok, wholesale and retail, all in the same market in the same month. That’s channel chaos, not scale. We stabilise your platform first...
Brands rarely fail to grow. They fail by growing too early, pouring spend and ambition onto governance that isn’t structured, logistics that can’t absorb it, and channels that were never sequenced. Once Explore...
Most brands don’t lose internationally because they picked the wrong market. They lose because they never built a roadmap at all, so expansion becomes a series of launches and reactive fixes...
Amazon handed prep work back to sellers, and the consequences of getting it wrong land on you rather than on them. A carton that arrives wrong gets refused, refused stock sits somewhere earning nothing, and a launch date moves.
FBM keeps the things worth keeping. Your packaging, customer data & margin. It also puts Amazon’s performance metrics directly on your dispatch times, which is a comfortable trade at home and a much harder one from four thousand miles away.
On a marketplace, a slow delivery is the marketplace’s fault. On your own store it is yours. The box that arrives, the day it arrives and how easy it is to send back are all part of what someone bought, and they decide whether a first order becomes a second one.
Treated as a cost, a return is written off twice, once on the refund and again on the unit. Treated as inventory, a lot of it goes back on sale. What decides which of those happens is how quickly the unit gets looked at and how far it had to travel to be looked at.
Stock held inside the market it sells into arrives as a domestic delivery. No customs event on the order, and nothing for your customer to settle before the courier hands the parcel over. Ours sits in the UK, the Netherlands and the US, which covers...
End-to-end playbooks for cross-border growth
Pre/post-event intelligence tied to EU expansion
Supplements and EU health regulations
Cosmetics and personal care expansion
Sports & outdoor brand expansion into Europe
Selling clothing brands into European markets
CE marking, WEEE & compliance in Europe
Amazon, Otto, Zalando & European strategy
Market-by-market guides, incl. size & sector data
VAT, customs & import tax across EU markets
Selling requirements and extended producer responsibility rules
Warehousing, fulfilment & cross-border shipping
The fourth annual Packaging Recycling Summit brought packaging leaders together in Rosemont, Illinois for three days of sessions and roundtables on recyclability, small-format packaging, and state-level EPR compliance in the US. The 2025 edition drew 600+ attendees from around 500 companies, and 2026 lined up 12+ confirmed speakers and 15+ sponsors, including names like PureCycle Technologies, LyondellBasell, and Stora Enso North America. It is a summit format built for sessions and networking, not an exhibitor trade show floor.
For a brand focused on EU expansion, this one is valuable groundwork rather than a direct compliance touchpoint. It is a US state-level EPR event, and watching how US packaging regulation is evolving state by state builds a useful sense of the scale and pace EU-wide EPR and PPWR rules are also moving at, even without EU content on the program itself.
The room skewed toward packaging and sustainability specialists working through US state-level EPR rules, recycled-content mandates, and recyclability engineering. Speakers and sponsors came from materials science, recycling infrastructure, brand packaging teams, and industry research bodies, including names like SAMBAZON, PureCycle Technologies, LyondellBasell, and the Biodegradable Products Institute.
Yes, as preparation rather than as a direct EU compliance session. This is a US state-level EPR audience focused on domestic recyclability and recycled-content rules, and tracking how that regulation has developed state by state is a useful preview of the scale and complexity EU-wide EPR and PPWR rules bring once a brand starts shipping packaged product into Europe.
Brand-side teams responsible for meeting state recycled-content mandates and recyclability targets, weighing packaging redesigns against cost and supply constraints.
Specialists from companies like PureCycle Technologies and WovenWorks working on recyclable and recycled-content materials for flexible film and small-format packaging.
Attendees tracking how state-level EPR laws are being implemented and enforced across the US, including the compliance tensions those laws create for national brands.
The sessions surfaced signals worth watching for any brand thinking about what comes after US packaging compliance, including the case for getting ahead of stricter rules before they arrive.
Sessions returned repeatedly to the reality that US packaging EPR is being built state by state, not as a single federal framework. For brands operating nationally, that means tracking multiple sets of registration and reporting rules at once, a compliance shape that will feel familiar to anyone who has already dealt with country-by-country EPR registration in Europe.
Speakers from Ecologic Brands/Jabil Packaging Solutions and WovenWorks discussed why small-format packaging and flexible film are lagging behind rigid packaging on recyclability, with materials and collection infrastructure both cited as constraints. This is the same category of packaging that tends to cause friction under EU Extended Producer Responsibility rules too, so the underlying engineering challenge is shared even where the regulation differs.
According to Packaging Dive's coverage of the summit, discussion moved past voluntary recycled-content goals toward the compliance mechanics of state mandates that now carry real deadlines. Brands were candid about the operational lift of proving recycled content at scale, a theme that echoes the documentation demands under EU packaging rules.
Sponsors including PureCycle Technologies and LyondellBasell presented on advanced recycling and recycled-resin capacity as ways for brands to meet content mandates without redesigning packaging from scratch. It is a pragmatic near-term answer, though several speakers noted capacity and cost still limit how fast brands can lean on it.
Post-event coverage confirms the summit's focus stayed squarely on US state-level EPR mechanics and recyclability engineering, with no EU or PPWR crossover surfacing.
Packaging Dive's post-event write-up on the summit's EPR takeaways described a room still working out how to reconcile differing state rules within one national packaging strategy. The consistent message was that state-by-state EPR is now an operational reality for US brands, not a future planning problem.
Session speakers were direct about flexible film and small-format packaging remaining the toughest category to make genuinely recyclable at scale. Materials innovation is progressing, but collection and sorting infrastructure has not caught up.
Discussion around state recycled-content requirements framed them as near-term compliance line items rather than long-range sustainability goals. Brands are now budgeting for recycled-content proof and reporting the same way they budget for other regulatory costs.
Available post-event coverage did not surface any session or speaker addressing EU or UK packaging EPR directly, and no PPWR reference was found. This confirms the summit's scope stayed US-domestic, with limited post-event intelligence available beyond the confirmed speaker and sponsor list and the Packaging Dive recap.
Packaging Recycling Summit 2026 confirmed something worth sitting with even though the event itself was US-domestic: packaging compliance is getting harder everywhere, not just in Europe. State-by-state EPR in the US and country-by-country EPR in the EU are different systems, but they rhyme. A brand that is already building the discipline to track recycled-content mandates and packaging registration at home is closer than it thinks to being ready for the EU version of the same problem.
Expandly's job is making sure that discovery never happens under pressure. The EU side of packaging compliance, VAT, product safety, and fulfillment gets mapped and registered before launch, not after.
US state EPR and EU EPR are separate legal systems, but both now treat packaging as a compliance line item with real fees attached. Brands building EPR discipline for one market are better positioned to build it for the other.
State-by-state how US EPR is currently structuredSelling packaged goods in Germany, France, and other EU markets each requires its own EPR registration and fee structure. Skipping it risks marketplace suspension, so it needs to be resolved before launch, not fixed after a warning.
Per country EU EPR registration requirementEU entry usually means stitching together a VAT agent, a 3PL, a compliance advisor, and a marketplace consultant. Expandly runs all of it as one operation, using the Global Expansion Pathway (GEP™), so the coordination burden never lands on your team.
GEP™ one method, compliance to fulfillmentThe fourth annual edition ran June 15 to 17, 2026 at the Loews Chicago O'Hare Hotel in Rosemont, Illinois, organized by PMMI Media Group with Packaging World. Sessions centered on US recyclability challenges, small-format packaging pilots, flexible film recycling, and state-level recycled-content mandates, under the theme "Designing the Circular Future."
Yes, as preparation. Packaging Recycling Summit 2026 is a US state-level EPR event with no EU or PPWR content on the agenda, but it shows packaging and EPR scrutiny rising on both sides of the Atlantic. Watching how US regulation develops gives a thriving domestic business an early feel for the scale of packaging compliance work waiting on the EU side too.
Yes. There is no confirmed 2027 edition date yet, and Expandly will watch for the next edition and for any sign that EU or PPWR content gets added to the program, since that would make it directly relevant to EU-bound brands.
Extended Producer Responsibility (EPR) makes you financially responsible for the packaging and certain products you put on a market, paid through registration and fees. It applies per country, so Germany, France, and others each need separate registration. Selling without it risks marketplace suspension and fines, so it is part of the pre-launch setup.
Hold stock in an EU warehouse so orders ship locally, fast, and at lower cost than shipping each parcel from the US. A central location such as the Netherlands reaches Germany and neighboring markets within a day or two by road. Returns also need a local address, since cross-border returns are slow and expensive.
The main pillars are: product safety and an EU or UK Responsible Person, packaging registration under Extended Producer Responsibility rules, VAT (value-added tax) registration, and correct labeling. Requirements vary by product category, so what applies to cosmetics differs from electronics or food. Getting the applicable set confirmed before launch avoids expensive corrections.
Packaging Recycling Summit 2026 confirmed that state-level EPR and recycled-content compliance are now fixed costs of doing business in the US. For a brand with Europe on its roadmap, the real question is how to structure EU packaging compliance before it becomes a launch-day surprise.
Expandly builds the EU side of that answer using the Global Expansion Pathway (GEP™): country-by-country EPR registration, VAT, product safety, and fulfillment set up as one coordinated operation rather than a pile of separate vendors to manage. If US packaging rules are already on your radar, it is worth a conversation about what the EU equivalent actually requires before you commit to a launch date.