What Cake Agency does

Cake Agency (legally Apex eCommerce Ltd) is a Birmingham, UK-based ecommerce agency founded in 2015 that delivers a unified stack of Shopify development, ecommerce marketing, branding and design, and Webflow development services to direct-to-consumer and retail brands. The agency's core technology concentration is custom Shopify and Shopify Plus builds, supported by a proprietary pre-built theme (the Cake Shopify Theme) that packages conversion best practices and modular brand expression settings, plus a bespoke data-driven planning product called the Gross Demand Plan that combines sales targets with financial and marketing data into growth blueprints. Service delivery spans enterprise-level Shopify Plus migrations and bespoke builds ($20k-$30k typical project budgets), native iOS/Android mobile app development, performance marketing across Meta, Google, TikTok, Pinterest, and Snapchat, SEO, CRM and email (Klaviyo Master Gold), and loyalty programs. Operational technology stack integrates Klaviyo, Loyalty Lion, Recharge, Klarna, Klaviyo, AirWallex, Reveni, Klevu, Shopify POS, and Adobe/Figma creative tools.

The business model is professional services-led, combining project-based bespoke builds with multi-year retainer engagements and a fixed-price Shopify Launchpad package (starting at £5,000) aimed at the small-business segment. The agency operates as a direct-to-brand sales-led motion with enterprise field sales for Shopify Plus merchants and inside sales for UK/EU mid-market brands, supplemented by a self-service presence on the Shopify App Store. Customer concentration is skewed toward fashion and footwear (P&Co, LUKE 1977, Killstar, Cyberjammies, Disturbia, High Dive Apparel, OTHER) but spans travel/luggage (It Luggage), baby retail (Green Sheep Group, Protectapet), automotive (Equiport), textiles (Aran Woollen Mills), coffee (Hard Lines), outdoor (TentBox), EDC (WESN), and food and beverage (Konditor). Service geographies include the UK, broader Europe, North America, and the Middle East. The business is independently owned (Company Number 08533799, England and Wales), with no disclosed parent company, institutional investors, or funding rounds.

Name

Cake Agency

Legal name

Apex eCommerce Ltd

Website

https://cake.agency

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Cake Agency is a Birmingham-based ecommerce agency delivering custom Shopify and Shopify Plus development, performance marketing, branding, and Webflow services to direct-to-consumer and retail brands, supported by proprietary tools including the Cake Shopify Theme and Gross Demand Plan.

Ownership category

akta.pro rank

Product category

Ecommerce Agency Services

SIC

Services-Advertising Agencies (7311), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Shopper/Commerce Creative Agencies (Retail & Marketplace Creative) (MPAAAAAH)

Keywords

• Ecommerce agency services
• Shopify development
• Shopify Plus partner
• Performance marketing
• Ecommerce branding design

Headquarters

HQ city

Birmingham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Shopify Development Services: Custom Shopify and Shopify Plus website development, migration services, and mobile app development. Project-based pricing and retainer arrangements for ongoing development work.
2. Ecommerce Marketing Services: Performance marketing, SEO, CRM & email marketing, and loyalty marketing services. Ongoing retainer engagements with performance-based components.
3. Branding & Design Services: Brand strategy, visual identity design, UX/UI design, and creative campaign services for ecommerce brands.
4. Launchpad Package: Fixed-price Shopify store launch package starting at £5,000, designed for small businesses needing quick Shopify setup.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

Cake Agency is a full-service ecommerce agency delivering custom Shopify and Shopify Plus builds, platform migrations, mobile app development, and Webflow builds. It complements development with performance marketing (Meta, Google, TikTok, Pinterest, Snapchat), SEO, CRM and email, loyalty marketing, and branding and design services. Its proprietary assets include the Cake Shopify Theme framework and the Gross Demand Plan data-driven planning product, sold alongside retainer engagements and fixed-price launch packages.

Product overview

Cake Agency is a full-service Shopify-focused ecommerce agency offering a unified portfolio of services. The core offering centers on Shopify and Shopify Plus development (including migrations, custom builds, and the proprietary Cake Shopify Theme), performance marketing across multiple paid channels, branding and design, and Webflow development. The agency differentiates through its Gross Demand Plan data product and structured Shopify Launchpad package. Services are delivered in-house by a team of 25+ specialists, covering the full ecommerce lifecycle from strategy through implementation.

Differentiator

Problem solved

Functional benefit

Products and services

• Shopify Development Services Custom Shopify and Shopify Plus website builds, including theme development, custom functionality, migrations, and enterprise-level ecommerce solutions for high-volume retailers. Target customers are ecommerce brands seeking to launch or scale on Shopify.
• Shopify Migration Migration services to move brands from other ecommerce platforms (Magento, custom-built platforms) to Shopify/Shopify Plus, including data transfer and SEO preservation. Target customers are brands on legacy platforms seeking to move to Shopify.
• Shopify Mobile App Development Native mobile app development for Shopify stores, creating dedicated iOS/Android apps that integrate with existing Shopify infrastructure. Target customers are Shopify brands seeking mobile commerce capabilities.
• Cake Shopify Theme Proprietary pre-built Shopify theme framework of modules and style settings that delivers ecommerce best practices with brand customisation, editable CMS, easier app integrations, optimised fonts and code, and conversion-focused design. Target customers are ecommerce brands building on Shopify.
• Performance Marketing Omni-channel paid advertising across Meta, Google Ads, TikTok, Pinterest, and Snapchat, focused on conversion optimization and incremental revenue growth. Target customers are ecommerce brands seeking paid acquisition scale.
• Ecommerce Marketing Holistic ecommerce marketing including SEO, CRM and email marketing, loyalty marketing, and the Gross Demand Plan product, aimed at driving ROI across the full marketing strategy. Target customers are ecommerce brands seeking integrated marketing support.
• Branding and Design Brand strategy, visual identity design, UX/UI design, campaigns, content creation, and design resources for ecommerce brands. Target customers are ecommerce brands seeking brand elevation and creative assets.
• Webflow Development Webflow website development for brands not requiring full ecommerce functionality, offering visual-first design flexibility. Target customers are brands seeking non-ecommerce websites or landing pages.
• Gross Demand Plan Data-driven planning product that combines sales targets with financial and marketing data to create growth blueprints and realistic forecasts for ecommerce businesses. Target customers are ecommerce brands seeking structured planning tied to financial outcomes.
• Shopify Launchpad Fixed-price launch package for Shopify stores, starting at £5,000, including theme design, Shopify store setup, training, project management, and a 30-day post-launch warranty. Target customers are small businesses needing quick Shopify setup.

Quantifiable outcome

• 200+ custom Shopify builds completed
• +8 more outcomes

Named customers17 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability5 records

Feature2 records

Partnerships

Five partnerships are on record, tiered core.

• Shopify PluscoreTechnology or Integration · 1 January 2021Certified Shopify Plus Partner since 2021. Recognised by Shopify as one of the best agencies at building and maintaining Shopify stores. Primary platform specialism for development services.
• GooglecoreTechnology or IntegrationGoogle Premier Partner status providing exclusive access to beta features, advanced support, and cutting-edge insights for paid search campaigns.
• MetacoreTechnology or IntegrationMeta Business Partner for advertising solutions including Facebook, Instagram, and emerging platforms.
• TikTokcoreTechnology or IntegrationTikTok Shop Partner for social commerce and advertising solutions on TikTok platform.
• KlaviyocoreTechnology or IntegrationKlaviyo Master Gold partner. CRM and email marketing platform integration for ecommerce brands.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Absolute Web: Florida-based ecommerce agency providing Shopify Plus, Magento, and BigCommerce development with marketing and CRO services. Directly comparable in offering breadth and mid-market enterprise focus.
• BlueSwitch: New York-based Shopify Plus agency offering development, design, and digital marketing for fashion, beauty, and CPG brands. Closely matches Cake's vertical mix and full-service Shopify Plus positioning.
• Avex Designs: New York-based Shopify Plus agency building premium DTC ecommerce experiences with strong fashion/lifestyle vertical mix. Comparable boutique-enterprise positioning and end-to-end service model.
• Lounge Lizard: US-based digital marketing and web design agency with strong ecommerce brand and Shopify experience. Comparable mix of branding, design, and performance marketing for growth-stage DTC brands.
• SmartSites: US-based digital agency offering website design, SEO, PPC, and ecommerce services including Shopify. Comparable full-service digital offering, though at significantly larger headcount and SMB-tilted mix.
• Coalition Technologies: Los Angeles-based ecommerce agency focused on Shopify and SEO-driven performance marketing. Overlaps with Cake's Shopify Plus development plus SEO/paid acquisition model, though at larger scale.
• OuterBox: US-based ecommerce agency specializing in Shopify, Magento, and BigCommerce development with performance marketing services. Comparable end-to-end offering (build + market) and similar mid-market enterprise target customer.
• Eastside Co: UK-based Shopify Plus partner providing design, development, and digital marketing services to fashion, beauty, and lifestyle brands. Directly comparable in size, geography, and Shopify-specialism to Cake Agency.
• Disruptive Advertising: Utah-based digital marketing agency focused on paid media, SEO, and lifecycle marketing for ecommerce brands. Comparable performance marketing depth and ecommerce brand focus, complementing Cake's paid media services.
• We Make Websites: London-based Shopify Plus agency offering custom development, migrations, and performance marketing for fashion and lifestyle brands. Closest UK analogue to Cake Agency in terms of platform focus, client vertical mix, and boutique enterprise positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/cakeagency
• Instagraminstagram.com/cakeagency_
• Xx.com/cakeagency_
• Facebookfacebook.com/cake.agency.bham

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

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 Cake Agency