Basket

What Basket does

Basket (legal entity: Intent Technologies) is a London-based consumer fintech founded in 2021 that operates a free mobile shopping app and Chrome browser extension enabling UK consumers to organize purchases across multiple retailers, track price drops, create wish lists, and earn cashback on transactions. The platform aggregates 80+ UK retailer and merchant partnerships spanning fashion (ASOS, H&M, M&S, John Lewis, Argos, Adidas, Zalando, River Island, JD Sports, New Look, Matalan, Superdry), food & beverage and hospitality (Nando's, Pizza Hut, Pizza Express, Ask Italian, Prezzo, Côte Brasserie, Greene King and multiple pub/restaurant chains, Starbucks, Costa, Caffè Nero), travel and accommodation (Airbnb, Hotel Card, De Vere), entertainment (Odeon, Arsenal, Theatre Tokens), gaming and digital (Xbox, Nintendo eShop, Google Play), and delivery services (Uber UK, Just Eat, Deliveroo). Technical architecture combines a consumer-facing mobile app (iOS/Android) distributed via app stores with a Chrome Web Store extension that overlays deal discovery and cashback activation onto users' existing shopping behavior across retailer sites.

The company monetizes exclusively through affiliate referral commissions paid by partnered retailers when Basket users make purchases through the platform; a portion of these commissions is passed back to users as cashback, with Basket retaining the residual spread. Pricing to consumers is freemium with no subscription or per-seat fees. The go-to-market is product-led growth: viral social basket-sharing (users earn commissions when shared links convert), influencer marketing, and earned media in startup/fintech press drive organic acquisition, supplemented by a Chrome extension embedded at the point of purchase. The company is led by founder Lex Deak (a Dragons' Den winner) and CEO Samuel Chessler, with co-founder William Neill serving as CPO, and has raised approximately £7.5M across multiple funding rounds between 2021 and 2023 (including a £2M and £2.5M seed led by Lightbank, a Crowdcube crowdfunding round, and a Next Unicorn Project investment from James Watt), reaching a stated user base of 70,000+ and £65M in cumulative user savings as of October 2023.

Name

Basket

Legal name

Intent Technologies

Website

https://trybasket.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Basket is a UK-based consumer cashback platform offering a free shopping app and Chrome extension that aggregates 80+ retailer partnerships, enabling consumers to track prices, build wish lists, and earn cashback across fashion, dining, travel, and entertainment purchases.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Software

Cost components

Technology or R&D, Marketing or Sales, Personnel, Operations

Revenue model

1. Affiliate Cashback Commission: Basket earns affiliate commissions from partnered retailers when users make purchases through the app. A portion of this commission is passed back to users as cashback, while Basket retains the remainder as revenue. The model is consumption-based, tied directly to transaction volume.
2. Commission on Shared Baskets: When users share their shopping baskets socially (influencer/sharing model), Basket earns commissions when recipients make purchases through the shared links. This creates a viral, socially-driven revenue stream.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Basket operates a free UK consumer shopping app and Chrome browser extension that let users track prices, build wish lists, and earn cashback at 80+ partnered retailers spanning fashion, food and beverage, hospitality, entertainment, travel, and gaming. The platform monetizes exclusively by taking affiliate commissions from these partner retailers when users transact through Basket-tracked links, and adds a social basket-sharing feature that pays users a commission when friends buy through their shared baskets.

Product overview

Basket is a unified online shopping platform and cashback app that combines multiple services: a shopping app for organizing purchases across multiple retailers, a Chrome extension for tracking deals and price drops, and a cashback program with over 80 retail partners including restaurants, pubs, fashion retailers, entertainment venues, travel services, and gaming platforms. The platform enables users to save money through price tracking, wish list management, and commission-based sharing features.

Differentiator

Problem solved

Functional benefit

Products and services

• Basket Shopping App A UK-based mobile shopping application (iOS and Android) that lets consumers organize shopping across multiple retailers, build wish lists, receive price-drop alerts, and earn cashback on purchases made through partnered retailers in fashion, food and beverage, hospitality, entertainment, travel, and gaming.
• Basket Chrome Browser Extension A Chrome browser extension that automatically surfaces deals, price-drop information, and cashback activation prompts during online shopping sessions at partnered UK retailers, complementing the main Basket shopping app.

Quantifiable outcome

• Users have saved over £65 million through the Basket shopping app and Chrome extension
• +1 more outcomes

Named customers14 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration92 records

Feature4 records

Partnerships

29 partnerships are on record, tiered core and minor.

• ASOScoreGTM or Marketing PartnerASOS is a partnered retailer on Basket's cashback platform. Users can earn cashback on purchases made through the Basket app or extension when shopping at ASOS, making ASOS a core GTM partner driving retail category coverage and consumer engagement.
• H&McoreGTM or Marketing PartnerH&M is a partnered fashion retailer on the Basket cashback platform, enabling users to earn rewards on fashion purchases. H&M represents a flagship brand partner in the fashion/retail vertical.
• Nando's UKcoreGTM or Marketing PartnerNando's UK is a restaurant partner on Basket's cashback platform, available via the restaurant card feature. This partnership covers multiple Nando's sub-brands and locations across the UK, expanding Basket's dining-out vertical.
• Greene KingcoreGTM or Marketing PartnerGreene King, one of the UK's largest pub operators, is a cashback partner on the Basket platform. This partnership covers multiple Greene King pub sub-brands, positioning Basket in the hospitality and dining-out category.
• ArgoscoreGTM or Marketing PartnerArgos is a partnered retailer on Basket's cashback platform, enabling users to earn rewards on general merchandise purchases. Argos is a major UK general goods retailer, making this a significant partnership for retail coverage.
• John Lewis (including Waitrose)coreGTM or Marketing PartnerJohn Lewis is a partnered retailer on Basket's cashback platform, including the Waitrose sub-brand. This represents a premium department store and grocery partnership, adding high-value retail categories to the platform.
• M&ScoreGTM or Marketing PartnerM&S (Marks & Spencer) is a partnered retailer on the Basket cashback platform, covering both food and clothing categories. This partnership adds another major UK supermarket and retailer to the platform.
• AirbnbcoreGTM or Marketing PartnerAirbnb is a hospitality partner on Basket's platform, enabling users to earn rewards on accommodation bookings. This partnership extends Basket's offering beyond retail into travel, broadening its value proposition to consumers.
• ZalandocoreGTM or Marketing PartnerZalando is a partnered fashion retailer on the Basket cashback platform, allowing users to earn rewards on fashion and lifestyle purchases. As a major European online fashion retailer, Zalando strengthens Basket's fashion vertical.
• AdidascoreGTM or Marketing PartnerAdidas is a partnered sportswear retailer on the Basket platform, enabling users to earn cashback on athletic apparel and footwear purchases. This adds a premium sportswear brand to the retail partnership ecosystem.
• River IslandminorGTM or Marketing PartnerRiver Island is a UK fashion retailer partner on the Basket cashback platform, offering rewards on clothing purchases.
• WayfairminorGTM or Marketing PartnerWayfair is a home goods and furniture retailer partner on Basket's platform, expanding coverage in the home and living category.
• OdeonminorGTM or Marketing PartnerOdeon is a cinema partner on Basket's platform, offering cashback on movie tickets and concessions, extending the platform into entertainment.
• Uber UKminorGTM or Marketing PartnerUber UK is a transportation partner on Basket's platform, offering rewards on rides and food delivery through Uber Eats integration.
• Just EatminorGTM or Marketing PartnerJust Eat is a food delivery partner on the Basket platform, enabling users to earn cashback on takeaway orders.
• DeliveroominorGTM or Marketing PartnerDeliveroo is a food delivery partner on the Basket platform, offering cashback on restaurant deliveries.
• Pizza Hut UKminorGTM or Marketing PartnerPizza Hut UK is a restaurant partner on the Basket platform through its dining-out and restaurant card integrations.
• Pizza ExpressminorGTM or Marketing PartnerPizza Express is a restaurant partner on the Basket platform, available through the dining-out card feature.
• Ask ItalianminorGTM or Marketing PartnerAsk Italian is a restaurant partner on the Basket dining-out platform, enabling cashback on meals at Italian restaurant locations.
• PrezzominorGTM or Marketing PartnerPrezzo is a restaurant partner on the Basket dining-out platform.
• SuperdryminorGTM or Marketing PartnerSuperdry is a fashion retailer partner on the Basket platform, offering cashback on apparel purchases.
• Rituals UKminorGTM or Marketing PartnerRituals is a beauty and home retailer partner on the Basket platform.
• JD SportsminorGTM or Marketing PartnerJD Sports is a sports and fashion retailer partner on the Basket platform.
• New LookminorGTM or Marketing PartnerNew Look is a UK fashion retailer partner on the Basket platform.
• MatalanminorGTM or Marketing PartnerMatalan is a UK fashion and home retailer partner on the Basket platform.
• BootsminorGTM or Marketing PartnerBoots is a health and beauty retailer partner on the Basket platform, offering cashback on beauty, health, and pharmacy purchases.
• Caffè NerominorGTM or Marketing PartnerCaffè Nero is a coffee shop partner on the Basket platform through its dining-out card integrations.
• Costa CoffeeminorGTM or Marketing PartnerCosta Coffee is a coffee shop partner on the Basket platform through the dining-out card feature.
• Starbucks UKminorGTM or Marketing PartnerStarbucks UK is a coffee shop partner on the Basket platform.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Honey (PayPal): Honey, owned by PayPal, is a browser extension that finds coupon codes and cashback across online retailers. Its Chrome extension-led model, global scale, and PayPal distribution make it the most direct technology analogue to Basket's extension, but at vastly larger scale and with broader corporate backing.
• Rakuten (formerly Ebates): Rakuten operates one of the world's largest cashback and shopping reward platforms across the US, EU, and Japan. It is a broad incumbent with a much larger international footprint than Basket and demonstrates the global ceiling for cashback-led commerce businesses.
• Capital One Shopping: Capital One Shopping (formerly Wikibuy) is a browser extension and shopping assistant from Capital One that compares prices and offers rewards across online retailers. It is comparable to Basket's Chrome extension functionality, but tied to a US financial-services parent's distribution and data assets.
• Swagbucks (Prodege): Swagbucks is a large US rewards and cashback platform offering points for shopping, surveys, and online activities. It is comparable to Basket in the broader consumer-rewards and affiliate-commerce category, though it monetises through a wider set of activities than Basket's shopping-focused offering.
• RetailMeNot: RetailMeNot is a long-standing US digital coupon and cashback platform owned by Harland Clarke. It competes in the same deals-and-rewards category as Basket but at materially larger scale and with greater brand recognition, particularly in the US market.

Direct peers

• ShopBack: ShopBack is a leading cashback platform primarily across Southeast Asia and Oceania, operating a similar affiliate-commission model with both app and extension distribution. It is a direct business-model peer to Basket and a likely expansion benchmark as Basket pursues global growth.
• Quidco: Quidco is the UK's longest-established cashback platform, offering consumers cashback at thousands of online retailers. It is the most direct competitor to Basket in the UK market, with a similar affiliate-commission revenue model and a deeper brand legacy.
• VoucherCodes.co.uk: VoucherCodes.co.uk is one of the UK's largest voucher code and deals sites, owned by Mobvista/MVS. It overlaps with Basket on UK retailer deals discovery and is a direct peer for consumer deal-seeking behaviour, though its primary mechanic is codes rather than post-purchase cashback.
• TopCashback: TopCashback is the UK market leader in cashback, with millions of users and thousands of retailer partners. It competes head-to-head with Basket on retailer breadth, cashback rates, and user acquisition, and is the primary benchmark for Basket's UK competitive position.

Emerging players

• Karma (Karma Now): Karma is a browser-based shopping tool offering price comparison, coupons, and cashback, similar to Basket's Chrome extension. It is comparable as an emerging cashback/extension peer with overlapping functionality but is positioned more toward US-style shopping discovery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/trybasket

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds4 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Basket