From 1P Challenges to 3P Growth: How Muc-Off did it with Pattern
Revenue
=
Traffic
Traffic
x
Conversion
Conversion
x
Price
x
Availability
UK
|
Sports & Outdoors
|
Growth
25%
Increase in Amazon sell-out revenue YoY above previous 1P baseline
107%
Increase in Buy Box ownership within 6 months
74%
Increase in advertising ROAS
THe Brand
Muc-Off is a British sports performance brand specialising in premium bike care products, trusted by professional cyclists and teams worldwide. Known for its cleaning solutions, lubricants, and accessories, the brand has built a loyal following on the strength of products that perform when it matters most.
Challenge
Constrained by a 1P model
Muc-Off's 1P model on Amazon UK had become increasingly limiting, with pricing erosion and a lack of marketplace control eating into margins. The brand also faced inconsistent Buy Box ownership and catalogue suppression across its range, holding back the revenue potential of its full product line-up and making it difficult to invest in advertising with confidence.
Solution
A seamless transition to 3P, built for scale
Pattern helped Muc-Off transition smoothly from 1P to 3P while protecting profitability throughout. By restoring Buy Box ownership and cleaning up the marketplace landscape, Pattern created a more stable foundation for growth. Pattern then activated Destiny to drive more efficient advertising, while refreshing over 800 images and A+ Content across the top 20 SKUs — representing more than 80% of Muc-Off's Amazon revenue — to elevate the brand's premium presence at scale.
result
Stronger margins, sharper visibility, more efficient growth
The transition to 3P delivered results across the board. Muc-Off’s Amazon sell-out revenue grew 25% YoY above the previous 1P baseline, while average selling price increased 35% YoY following restored Buy Box ownership. Buy Box ownership itself rose by 45 percentage points — a 107% increase — within six months, creating a far more stable sales environment. Despite a 46% increase in ASP across the top 10 ASINs, conversion rate held flat YoY, a sign of the brand's strengthened premium positioning. Advertising performance also improved significantly, with ROAS up 74% and advertising-attributed sales up 37%.
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Revenue
Traffic x Conversion x Price x Availability
Pattern helps established brands succeed on global ecommerce marketplaces. To receive a complimentary analysis of your ecommerce presence and discuss it with an expert, please complete the form.
- Grow revenue by an average of 40% in the first year.
- Achieve profitable growth in ecommerce.
- Gain control of your brand across all marketplaces.
- Double your ecommerce resources at no cost.
- Expand to global marketplaces with ease.
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