MUD Stuff is a specialist retailer of Land Rover Defender parts and accessories, built by enthusiasts with real-world off-road and engineering experience, supplying premium solutions to consumer and trade customers worldwide.
MUD Stuff required a Shopify solution capable of supporting a growing and technically complex product catalogue while catering to both B2C and B2B customers. The platform needed to encourage higher-value purchases, present detailed technical information clearly and support international VAT requirements, all while maintaining strong performance and a premium brand experience.
Key objectives included:
Driving higher average order value through intelligent upselling
Increase average order value by encouraging customers to purchase essential complementary products without overcrowding product pages or disrupting the user journey.
Managing rich product content at scale without added complexity
Enable the internal team to manage rich, product-specific content at scale without relying on hundreds of bespoke templates or ongoing developer involvement.
Supporting VAT-exempt and international customers without friction
Support complex B2B requirements, including VAT exemption and international trade, while maintaining clarity, compliance and trust throughout the purchase journey.
B2 delivered a fully bespoke Shopify theme built with flexibility, performance and commercial impact in mind. A custom “Pair With” upsell component was introduced on product pages, powered by metafields and supported by justification copy to guide purchasing decisions at the point of conversion.
To support scalable content management, dynamic metafield-driven sections were developed. These allowed product-specific titles, descriptions and imagery to be managed directly within Shopify while maintaining consistent design and brand presentation across the site. Technical documentation such as product data sheets and installation guides were integrated directly into the product experience, improving customer confidence before and after purchase.
Advanced VAT handling was implemented through a custom integration with the Exemptify app, enabling dynamic pricing and messaging for VAT-exempt customers across UK and international markets. This was supported by performance-led development, including asset optimisation, custom typography and device-specific visual components to deliver a premium experience without compromising site speed.
The completed solution provided MUD Stuff with a scalable and high-performing ecommerce platform designed to support both immediate conversion and long-term growth. The site now acts as a silent salesman, educating customers, guiding product selection and reducing friction throughout the buying journey.
Key outcomes included increased potential for higher average order value through contextual upselling, reduced reliance on developers for ongoing product management and a robust foundation capable of supporting B2C and B2B sales across multiple markets with confidence and compliance.
Made In
Supporting international scale with Shopify for Made In
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