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~ Wijnand Jongen ~

COLUMN

GREENING EUROPE – ACCOMPANYING E-COMMERCE’S
CIRCULAR TRANSITION THROUGH BETTER
REGULATIONS IN THE EU

s part of a complex social, environmental, Boosting circularity and reuse of products
and economic ecosystem, businesses from The growth of e-commerce represents a unique opportunity
Aall sectors have rethought how they produce, to rethink how to give a second life to secondary materials
how they exchange, and how and what they sell to and goods. Think about extending the reach of second-use
consumers. Businesses and consumers have become markets and enabling the development of reuse, repair,
more and more aware of the role they play and their upcycling, or DIY markets.
responsibility in fighting climate change and the
rarefaction of resources. The e-commerce sector has a key role to play in connecting
businesses and consumers to find an outlet for second-hand
E-commerce specifically represents a key driver for the devel- products or materials. It offers the opportunity to ensure
opment of more circular and sustainable solutions. It has the access to a large number and variety of spare parts. But it
tools to empower both consumers and retailers in the green can also contribute to the growth of intermediary businesses.
transition. That’s why the sector has been very attentive to the These growing businesses are proposing repaired and
development of the EU legislative framework on these issues. refurbished products, which are in fast-growing demand in
the tech and parts sectors.
Greening value chains from design to end-of-life
The European Union has published extensive new legislative In a recent survey conducted among small business sellers in
proposals covering all aspects of products and services placed Europe, sellers reported that second-hand and refurbished
on the EU market. These proposals are about greening retail items represented 52% of their sales. This figure was highest,
value chains and how to improve the circularity of products. at 57%, for sellers that sold goods in the electronics category.
But they also tackle quantifying the impact of products Over half of the sellers, 53%, responded that second-hand
and activities on the environment and how it’s presented to and used goods are important to their business. This is a
European consumers. tremendous opportunity for both the circular economy and
European businesses.
With three legislative proposals published earlier this year
and more to come this summer, the EU has the power The European Union can considerably facilitate the growth of
to considerably this retail segment.
influence the “A ‘RIGHT TO REPAIR’ SHOULD NOT However, that will
transition to a require a real shift
circular economy. FOCUS ONLY ON GRANTING NEW LEGAL in perspective.
But to meet its Today’s EU rules
objective, it needs RIGHTS, ESPECIALLY WHEN THE RIGHT are not equipped to
to align with encourage business
businesses. It also CONDITIONS ARE NOT IN PLACE TO FULFIL models that do not
the ambition of
comply with very
needs to address THESE RIGHTS.” traditional value
existing barriers and chains. EU rules still
boost solutions that lack the right legal
already exist and framework to allow
work today. these business models to grow cross-border in the EU.

Let’s dive into a couple of examples where the EU must Legislative proposals currently under discussion are the
consider the realities of the market and existing sustainable perfect vehicle for these changes. Let’s take a look.
practices.

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