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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. Through GreenChoice and Nominated Day, the checkout can show a customer when a carrier is already delivering in their neighbourhood, which makes bundled delivery possible. Fewer separate trips means lower emissions and fewer vans on the road, and it gets there without asking retailers to trade away conversion.
Independent analysis carried out with the University of Groningen found a 7.5% reduction in CO₂ emissions, and conversion up to 30% higher on the days when GreenChoice is active. When customers are given the choice at checkout, more than 80% say they want to make the more sustainable decision. And if just one in four chooses a slightly later delivery day, last-mile fleets can be reduced by around 20%.
We have always treated carriers as partners in this work. The complexity of modern delivery is a reality rather than a fault, and technology is what makes it manageable for retailers, carriers, and consumers at the same time.
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.
