Sustainability within wholesale is currently facing a significant challenge. Research has shown that sustainable solutions are most commonly achieved through win-win strategies. However, such strategies do not work when the push for sustainability is external, e.g. governmental. This study intends to review how stakeholders can be analysed to create shared value. Building on existing theories, it asks: How is the change towards sustainable transportation perceived by stakeholders and how does it affect the perceived value of the business? In this context, we define the studied stakeholders as customers and employees. Shared value is defined as an action that a business can take to add value for themselves and their customers, or for the society. Based on existing literature regarding sustainability and theories regarding stakeholders, a scenario-based online survey was distributed to customers of wholesale and employees (non-managerial) at Martin & Servera. Analysis of the responses demonstrate a significant disparity between what is expected, required and desired of the business from customers. The results indicate that the disparity between employees and customers complicate sustainable improvements. Therefore, sustainable improvements should be enhanced by reducing the disparity through e.g. communication between customers and employees. Further research is needed to distinguish if other stakeholders have a significant impact or not.