Sustainable delivery with higher conversion
Best Day Delivery with Wuunder GreenChoice is a delivery method that makes e-commerce logistics smarter, greener and more efficient. Instead of standard next-day delivery, shipments are intelligently consolidated based on postcode, location and timing. Customers choose the delivery day when a carrier is already scheduled in their area. The result: optimised routes, lower costs and a better customer experience.
This isn't greenwashing. Wuunder is the first platform to have the effect of green delivery options scientifically researched in a live checkout environment, in collaboration with the University of Groningen. The results:
- 30% higher conversion at checkout
- 88% of consumers choose the green delivery day
- 7.5% lower CO₂ emissions per shipment
- 20% fewer delivery vans on the road
- 30% lower fulfilment costs through flattened peaks
Wuunder GreenChoice works with all carriers on our platform, including PostNL, DHL, DPD and GLS. It works with your own carrier contract and resell rates via our partners.
How does Best Day Delivery work technically?
GreenChoice analyses three variables for every order:
- Recipient postcode — on which days is a carrier already scheduled in this area?
- Available carriers and services — which carrier offers the best price/speed/sustainability balance?
- Warehouse lead time — when does the order need to be packed to make the chosen day?
Based on this data, Wuunder Checkout shows the customer only delivery days when a carrier is already planned in the delivery area. This prevents empty trips and unnecessary kilometres.
Consolidation works on two levels:
- Warehouse consolidation: orders are spread across the week, eliminating the Monday peak and reducing the need for temporary staff
- Route consolidation: more parcels per trip, fuller vehicles
The algorithm runs entirely server-side and requires no changes to your WMS or ERP. Orders are released in Magento shops to your warehouse management system at the optimal moment.
Best Day Delivery vs Next Day Delivery
Next-day delivery has been the default for years. But it comes at a cost: intense warehouse pressure on Mondays, overloaded carriers on Tuesdays, and unnecessary kilometres when a van carries just one parcel in a neighbourhood.
Best Day Delivery reverses this:
| Aspect | Next Day Delivery | Best Day Delivery |
|---|---|---|
| Delivery time | Always next working day | Customer chooses day |
| Warehouse peak | Severe (Mondays) | Spread across the week |
| Shipper peak | Severe (Tuesdays) | Spread across the week |
| Delivery quality (delayed) | Poor quality on Tuesdays due to peak volumes | Higher quality during the full week |
| Failed deliveries | Higher (customer not home) | Lower (customer chooses timing) |
| CO₂ per shipment | Baseline | 7.5% lower (consolidated routes) |
| Customer service peak | Severe (Wednesdays) | Spread across the week |
| Conversion-effect | Baseline | +30% (University of Groningen research) |
| Fulfilmentcosts | Baseline | Up to 30% lower |
88% of consumers voluntarily choose the sustainable delivery day when offered alongside next-day. They're not sacrificing convenience: they're choosing a moment that fits better.
How Defaults, Information, and Financial Incentives Influence Sustainable Delivery Choices in a Field Experiment
Two delivery options for the exact same price: "Next-day delivery" vs. "Sustainable delivery on a later date." Which one does your customer choose?
Download the scientific research
Which carriers support GreenChoice?
GreenChoice works with all carriers on the Wuunder platform. The consolidation logic is carrier-agnostic: the algorithm determines the optimal day regardless of which carrier fulfils the shipment.
Most popular combinations:
- PostNL — domestic (letterbox) parcels
- DHL eCommerce — Parcels within NL
- DPD — parcels with Predict notification
- GLS — FlexDelivery parcels
- UPS — domestic express
GreenChoice automatically combines with the Wuunder Parcelshop Locator: customers can also choose a pickup point on their preferred day. This works for all carriers with parcelshop networks.
Discover the possibilities
We'd love to show you during a demo how Wuunder transforms your daily workflow.
Green Claims Directive: substantiate your sustainability claims
From 2026, the European Green Claims Directive imposes stricter requirements on environmental claims. You can no longer just say "sustainable shipping" without proof.
Wuunder GreenChoice is built on scientific research by the University of Groningen. The study was conducted in a live checkout environment with real consumers and measurable results. This makes GreenChoice one of the few delivery options on the market whose environmental impact has been independently validated. Read more about he scientific research here.
This means:
- You can communicate "sustainable shipping" to customers without risk of greenwashing claims
- You have scientific data proving your delivery options actually reduce CO₂
- You meet the burden of proof required by the Green Claims Directive
- You do not pay more for Green delivery at your carrier
Fewer peaks, more calm in your operations
The impact of GreenChoice extends beyond CO₂ reduction. By spreading orders across the week, your entire operational dynamic changes:
- Warehouse: the Monday peak disappears, you need fewer temporary staff and your team works with predictable volumes
- Customer service: Less delays, 70% fewer "where is my parcel" queries through proactive communication via Wuunder Track
- Carriers: fuller vehicles, fewer failed deliveries and better delivery quality
- Returns: customers who choose their own delivery moment are home more often, leading to fewer failed deliveries and therefore fewer returns via Wuunder Returns
+30% conversion for Neleman
Can sustainability drive sales? Together with the University of Groningen, we proved that synchronising brand values with delivery flexibility led to a 30% conversion uplift for Neleman. Discover how GreenChoice transforms the checkout experience.
Implementation
GreenChoice is part of Wuunder Checkout and is available for:
- Shopify Plus via our Checkout Extension (test phase)
- Magento 2 via the Wuunder module
- Shopware 6 via the Wuunder plugin
- Salesforce Commerce Cloud via the LINK cartridge
- Any other platform via the Wuunder API
Implementation typically takes one day. The only dependency is whether your ERP/WMS can handle future pickup days. If it can't, we offer a workaround for Magento out of the box. Our team guides you through configuring consolidation rules and aligning the checkout with your brand identity.
Frequently asked questions
Q: What is the difference between Best Day Delivery and Nominated Day?
A: With Nominated Day, the customer picks a delivery day without consolidation. With Best Day Delivery (GreenChoice), Wuunder Checkout only shows days when a carrier is already scheduled in the delivery area. This combines freedom of choice with route efficiency.
Q: Does GreenChoice work with my own carrier contract?
A: Yes. GreenChoice is carrier-agnostic and works with any contract you've activated in Wuunder. Whether you use resell rates via a Wuunder partner or your own PostNL, DHL or DPD contract: the consolidation algorithm optimises regardless of rate structure.
Q: Is GreenChoice available for international shipments?
A: No. Currently GreenChoice is only available in the Netherlands, but expansion to other countries is on our roadmap.
Q: Can I combine GreenChoice with parcelshop delivery?
A: Yes. Customers can choose home delivery or a pickup point on their preferred day. The Wuunder Parcelshop Locator automatically shows available locations from PostNL, DHL, DPD and GLS on the chosen day.
Q: Does GreenChoice comply with the Green Claims Directive?
A: GreenChoice has been scientifically validated by the University of Groningen in a live checkout environment, providing a substantiated basis for sustainability claims in line with EU Green Claims Directive requirements.
Q: What if my customer still wants next-day?
A: GreenChoice doesn't replace next-day; it adds an alternative. Customers who want next-day still get that option. 88% voluntarily choose the green day, the remaining 12% choose express. You're offering more choice, not less.