diff --git a/conftest.py b/conftest.py
new file mode 100644
--- /dev/null
+++ b/conftest.py
@@ -0,0 +1,6 @@
+# Copyright (C) 2020  The Software Heritage developers
+# See the AUTHORS file at the top-level directory of this distribution
+# License: GNU General Public License version 3, or any later version
+# See top-level LICENSE file for more information
+
+pytest_plugins = ["swh.storage.pytest_plugin"]
diff --git a/setup.py b/setup.py
--- a/setup.py
+++ b/setup.py
@@ -53,8 +53,6 @@
         swh-storage=swh.storage.cli:main
         [swh.cli.subcommands]
         storage=swh.storage.cli:storage
-        [pytest11]
-        pytest_swh_storage=swh.storage.pytest_plugin
     """,
     install_requires=parse_requirements() + parse_requirements("swh"),
     extras_require={
diff --git a/swh/storage/tests/conftest.py b/swh/storage/tests/conftest.py
--- a/swh/storage/tests/conftest.py
+++ b/swh/storage/tests/conftest.py
@@ -24,7 +24,6 @@
     SkippedContent,
     Snapshot,
 )
-from swh.storage.pytest_plugin import *  # noqa  # for retro compatibility
 
 
 OBJECT_FACTORY = {