Client Feedback
From a single marketplace presence to a proven two-channel operation: 98k+ items sold, 99.8% positive feedback, and a full Shopify catalogue live. Professional, structured, and results-led throughout.
Case Study
British Dental Health
How We Built a Two-Channel E-Commerce Presence for a UK Dental Instrument Manufacturer
4.9–5.0
99.8% positive feedback
99.8%
Positive feedback
98k+
Items sold
319
Products on Shopify
237
Shipping regions
- Industry
- Dental & orthodontic instruments, B2B and B2C supply
- Location
- Fareham, United Kingdom
- Engagement Duration
- Ongoing engagement
- Services Provided
Client Snapshot
About British Dental Health (Virco)
Virco, trading as British Dental Health (Brit Dent Limited), is a UK manufacturer and distributor of dental and orthodontic instruments based in Fareham. The catalogue spans surgical, diagnostic, periodontal, restorative, implantology, orthodontic and laboratory instruments, serving dentists, dental labs, orthodontists, students and distributors across a volume-driven, low-ticket product range.
The Challenge
Competing in a Crowded, Price-Sensitive Category
Dental instruments are a tough category to sell online: buyers search using precise clinical terms rather than brand names, and generic listings get buried among near-identical competitors. Four problems needed solving at once:
- Making hundreds of SKUs discoverable by exact clinical search terms
- Building buyer trust where an unbranded listing looks interchangeable
- Reducing dependency on a single marketplace channel
- Managing a large low-priced catalogue without manual, one-off listing work
Our Approach
A Four-Phase Build Across Marketplace and Owned Channels
The programme covered four connected phases, from eBay storefront foundations through Shopify and ongoing growth:
eBay Storefront Build & Branding
- Designed a branded storefront with header, banner, and featured-category modules
- Built ~49 custom store categories mapped to how clinicians actually search
- Configured consistent business policies for postage, returns, and payment
Listing Creation & Marketplace SEO
- Built keyword-led titles and complete item specifics for each listing
- Standardised mobile-first description templates across the catalogue
- Added multi-pack variants and bulk listing workflows to scale efficiently
Shopify E-Commerce Website
- Built a brand-led Shopify site (virco.co.uk) with 8 primary collections and 65 subcategories
- Published 319 products (382 variants) with filtering and sorting
- Enabled multi-currency checkout across 237 countries with cards, Apple Pay, PayPal, Klarna, and more
Ongoing Management & Marketing
- Ran promotional campaigns (e.g. “VIRCO20”) to lift average basket value
- Continuously optimised listings, re-priced against competitors, and expanded into new categories
- Managed orders, enquiries, and returns while protecting seller performance standards
The Results
A Trusted, Two-Channel Sales Presence Built on Proven Performance
- 99.8% positive feedback across 21,176 entries, with detailed seller ratings of 4.9–5.0★
- 98,000+ items sold over the account’s trading lifetime
- 319 products (382 variants) live on the new Shopify website, independent of the marketplace
- ~49 store categories built on eBay, giving deep coverage of clinical search terms
- Shipping enabled to 237 countries and regions, opening demand beyond the UK
Unlock similar results for your business
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Why This Worked
Two Channels, Two Different Jobs
The temptation with marketplace selling is to treat eBay and a new website as the same problem solved twice. But eBay is a discovery engine; buyers are already searching for the exact product, so the job is to be found and look credible fast. A website is a brand engine; there’s no competing listing on the page, so the job is building trust and protecting margin over time.
Rather than splitting effort evenly, the programme built eBay’s discovery machinery first: category structure, keyword-led listings, bulk workflows, because that’s where the volume-driven catalogue could earn trust fastest. Only once that engine was proven did they carry the same category logic over to build an owned Shopify channel. The transferable principle: don’t build every channel to do the same job; build each channel to do the one job it’s actually good at, and let the proof from one carry over to the next.