The article discusses the basic documents of changes in the European Union towards the circular economy. Organizations undertake symbiotic cooperation in line with the guidelines of economic transformation. It was indicated what benefits they obtain on this account. The role of reverse logistics in the transformation of the European economy is presented, which can be implemented through alternative channels that use the solution of a company that forces it to remodel its business strategy by modifying it to a changing market. The aim of the article is to present the opportunities offered to companies and consumers by new business models on the example of selected companies. The research problem concerns the analysis of changes made by selected companies and their impact on waste logistics.