The Client
Muc-Off is a high-growth brand in the cycling and motorsports care space, selling direct-to-consumer and through retail partners worldwide. With expanding demand in the US, they needed a digital solution that could handle both customer types and support fulfilment complexity across multiple regions.
The Challenge
Muc-Off had two key goals:
- Launch a new UK and US website, tailored to each market
- Integrate with multiple third-party logistics (3PL) providers in the US to enable smooth order fulfilment for both direct and trade customers
The UK operation managed fulfilment in-house, but the US market required a more complex setup involving several external warehouses.
Our Role
We were brought in to design, build, and launch both sites—ensuring each one could handle the business logic, customer flows, and fulfilment needs of its region.
- Platform Selection & Setup
Shopify was selected for its scalability, speed to market, and wide 3PL integration support. Our in-house team led the technical and strategic delivery. - Design Collaboration
We partnered with Muc-Off’s in-house design team, incorporating their brand assets into a conversion-focused e-commerce framework aligned with our own best practices. - Dual-Customer Logic
The site needed to serve two distinct audiences: retail customers buying individual products and trade buyers ordering in bulk for resale. We built logic and UX flows that catered to both. - 3PL Integration (US Only)
We integrated the US site with multiple regional 3PL providers, automating fulfilment and routing orders based on location, stock, and service levels. This ensured fast, reliable delivery without adding operational overhead. - Analytics & Attribution
Both sites were fully integrated with Google Analytics, including enhanced e-commerce and channel attribution. The team can now track performance across all major acquisition channels—from YouTube and email marketing to paid search and affiliates.
The Outcome
- Two fully operational Shopify sites delivered in under four months
- Seamless 3PL integration for the US market
- Support for both DTC and wholesale customer types
- Muc-Off’s revenue scaled from $8M to over $20M within three years
Before → After Snapshot
| Before | After |
|---|---|
| No US fulfilment system | Multi-3PL Shopify integration |
| Single audience focus | Dual flow for DTC and trade buyers |
| Manual sales tracking | Full GA + channel attribution |
| $8M revenue | $20M+ revenue within three years |
