Curious how sustainable delivery choices perform inside a real checkout?
The Neleman Case: 30% conversion uplift
Amsterdam, July 2026
Wuunder is now a Certified B Corporation™
As of June 2026, Wuunder is officially a Certified B Corporation™. It is a milestone we are proud of, and one that reflects how we have built the business from the beginning, with the wellbeing of people and planet treated as seriously as commercial performance.
‘’With GreenChoice we already help brands ship greener by automatically selecting the most sustainable option. B Corp pushes us to go further: across our entire organisation, from governance to community impact.’’
– Jeroen Gehlen, co-founder of Wuunder
What B Corp certification means
B Corp certification is awarded by the non-profit B Lab after an assessment of a company's entire operation, not a single product or marketing claim. The assessment examines five areas: governance, workers, community, environment, and customers. A company needs a verified score of at least 80 to qualify. Wuunder earned an overall score of 95.5, well above the threshold and against a median of 50.9 for the ordinary businesses that complete the assessment. Because the certification is reviewed and renewed over time, it reflects ongoing practice rather than a one-off effort.
Sustainability built into the platform, not added on top
For us, the certification confirms a direction we have been moving in for years. Sustainable delivery is not a separate initiative sitting next to the platform. It is part of how the shipping management service works. The checkout is where browsing turns into buying, but it's also the starting point of the entire supply chain. The delivery option a customer selects doesn't just complete the purchase, it sets the process in motion for the warehouse, the carrier, and the final delivery. With Wuunder's GreenChoice, the checkout automatically presents the optimal delivery option based on efficiency, cost, and sustainability, ensuring every choice made at checkout benefits the customer, the warehouse, the carrier, and the planet.
The results have been scientifically researched by the University of Groningen and speak for themselves:
- up to 30% higher conversion,
- 88% of consumers selects the GreenChoice option,
- 20% fewer delivery vans on the road,
- 7.5% lower CO₂ emissions.
This enables our customers to achieve:
- up to 30% lower fulfilment costs,
- a 40% faster warehouse process,
- 70% fewer support queries thanks to proactive track & trace communication.
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Wuunder and the University of Groningen were the first to scientifically research delivery options in a live checkout environment, proving their impact on the entire shipping chain: Read more
What it means for the brands we work with
For retailers on the platform, the B Corp mark is a signal they can pass on to their own customers. The shipping behind their checkout is handled by a business measured against a verified standard for environmental and social performance. For a brand whose own identity includes sustainability, that alignment shows up exactly where it counts, at the final click before purchase.
A starting point, not a finish line
Certification is not the end of the work. The standard is designed to rise over time, and recertification keeps us accountable to it. We see the B Corp community as the right place to keep pushing ourselves toward delivery that is better for business and better for the planet at once.
