Ross Care: New Shopify Build with Bespoke VAT Exempt App
Ross Care
Ross Care: Custom VAT Settings on Shopify

Shopify Plus


With over 60 years of expertise, Ross Care is the leading UK specialist in wheelchair services, holding an approved repairer status. Renowned for clinical quality and governance, we offer an end-to-end service covering the entire user pathway, addressing complex needs through our partnership with Consolor. Operating 40 contracts, we serve 45% of the population, reaching nearly 400,000 wheelchair users. With a workforce of nearly 500 across 25 centres and a Wallasey head office, Ross Care ensures excellent local coverage and swift response times. As an approved NHS repairer, our commitment extends to a comprehensive free repair service, emphasising our dedication to exceptional customer care and service excellence.

The Brief

Ross Care sought B2's expertise in crafting a tailored Shopify site, aiming to enhance their online presence and streamline operations. The key challenge addressed was the implementation of custom VAT settings to align with Ross Care's complex service user pathway and varied product offerings. B2 seamlessly integrated these settings into the Shopify platform, ensuring a user-friendly experience for both service users and administrators. The solution not only met but exceeded Ross Care's expectations, providing a robust e-commerce platform tailored to their specific needs while maintaining compliance with intricate VAT requirements. The collaboration between Ross Care and B2 exemplifies the successful fusion of e-commerce innovation with industry-specific intricacies.

The Solution

B2's solution for Ross Care's Shopify site was a multifaceted approach, seamlessly incorporating various elements to achieve a tailored and efficient e-commerce platform. Leveraging the power of Shopify, B2 implemented custom VAT settings, ensuring alignment with Ross Care's intricate service user pathway and diverse product offerings. The strategic use of Shopify Apps further enhanced the site's functionality, providing additional features and optimizations for a seamless user experience. B2's design expertise played a pivotal role in creating an aesthetically pleasing and user-friendly interface, enhancing the overall visual appeal and navigational efficiency. The UI/UX design focused on optimising the customer journey, ensuring a smooth and intuitive experience for service users. To drive visibility and engagement, B2 employed Paid Social strategies, amplifying Ross Care's online presence and fostering connections with their target audience. The harmonious integration of these elements resulted in a robust and customised Shopify site, perfectly aligned with Ross Care's specific requirements and business objectives.


Increase in Conversion Rate


Drop in Bounce Rate


Increase in AOV

The Results

The implemented changes have yielded remarkable results:

  1. Conversion Increase:
  2. A staggering 60% increase in conversion rates showcases the effectiveness of the enhanced user interface and accessibility features. Customers are not only visiting the site but are more likely to complete transactions.
  3. Revenue Growth:
  4. Revenue has witnessed an extraordinary surge, with an impressive 142% increase. The combination of improved accessibility, seamless VAT processing, and the ability to showcase in-store products online has substantially contributed to this remarkable financial growth.
  5. Bounce Rate Reduction:
  6. The website's bounce rate has seen a significant improvement, recording a 10% decrease. Users are engaging more meaningfully with the website, indicating that the implemented changes have successfully retained visitors and encouraged them to explore further.

The comprehensive overhaul of Ross Care's website, focusing on accessibility, user experience, and addressing specific business needs, has resulted in outstanding outcomes. The substantial increases in conversion and revenue, coupled with the elimination of bounce rates, underscore the success of the implemented solutions in meeting the target audience's requirements and expectations. Ross Care's website is now not only visually appealing but also a highly effective platform for both customers with visual impairments and the broader user base.

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