The brief
G&F Verpakkingen is a Dutch wholesale supplier of packaging materials — from boxes and tape to shrink film and protective packaging. They serve both business and consumer customers, with a clear focus on the B2B side.
In May 2025 they came to Web Builders with a concrete request: the store had become technically overloaded. Multiple pop-ups, notifications, banners and add-ons had made the shop cluttered and unprofessional. Visitors were overwhelmed with information. Conversion was suffering.
The initial brief was clear: clean it up, professionalise it and increase conversion. But as tends to happen with a good partnership — it quickly became much more than that.
What we did
Professionalisation and CRO
Our first step was a full audit of the store: what works, what distracts, what damages the user experience? The findings were clear. The shop was overloaded with notifications, timers, pop-ups and banners all competing for the visitor’s attention. Each element had once had a reason, but together they created chaos.
We systematically cleaned things up and put the focus back on the customer: a clear shop, solid product presentation and a conversion path that actually works. Less is more — and the conversion numbers confirm it.
VAT toggle for B2B and B2C
G&F Verpakkingen serves a mixed audience: the majority are business customers who think ex-VAT, but also consumers who want to see incl. VAT. A fixed price display worked suboptimally for neither group.
We implemented a VAT toggle that lets visitors choose whether they see prices including or excluding VAT. Business buyers see their net purchase price immediately; consumers see exactly what they pay. This lowers the barrier for both groups and prevents confusion at checkout.
Volume discount integration
Packaging materials are rarely bought per unit. Larger quantities are the norm — and customers expect a matching price. The existing store couldn’t handle this properly.
We installed and fully configured a volume discount integration: discount thresholds are set per product based on quantity ordered. Customers immediately see what larger orders save them, which demonstrably increased average order value (AOV).
SEO, Google Ads and email marketing
After a successful first phase, G&F Verpakkingen asked whether we could do more for them. We didn’t need to be asked twice.
We took over online marketing as well:
- SEO: technical and content optimisation of the store for better organic visibility on relevant packaging terms
- Google Ads: setting up and managing Shopping and Search campaigns targeting the right search intent
- Email marketing: weekly newsletters with deals, new products and seasonal campaigns for the active customer list
Amazon NL, BE, DE and FR
Beyond the own store, we saw opportunities on Amazon. Packaging materials is a category with structural demand via marketplaces — both nationally and internationally.
We onboarded G&F Verpakkingen onto Amazon NL, BE, DE and FR: from setting up seller accounts and product listings through to managing ads and optimising content per marketplace. Presence across four markets gives the brand significantly greater reach than the own store alone could ever provide.
Outcome
What started as a technical clean-up has grown into one of our most intensive and wide-ranging partnerships. G&F Verpakkingen now has a store that converts, a strong presence in Google, an active email channel and a growing position on Amazon across four countries.
The results speak for themselves: +170–180% revenue growth in Shopify compared to the same period last year, session growth of 20–30% and a structurally higher conversion rate. The biggest win sits exactly where we started: converting visitors into buyers more effectively.
And we’re far from done. Onwards to even more growth together with G&F Verpakkingen.
Do you also have a store that could perform better? Schedule a free consultation and we’ll look at what’s possible together.
