Eat Cake Today

What Eat Cake Today does

Eat Cake Today Sdn. Bhd. is a Malaysia-based online cake delivery marketplace that aggregates 1,200+ cakes from multiple local bakeries into a single storefront, serving individual consumers and corporate customers purchasing cakes for birthdays, celebrations, and gifting occasions across Klang Valley, Penang, and Johor Bahru, with nationwide outstation delivery by arrangement. The company was founded in 2015 and is led by CEO Boon Chow Ang, operating with a headcount of 11–50 employees out of Selangor, Malaysia. The platform is built on Shopify with an integrated order management and delivery tracking system (trace.eatcaketoday.com), and the product catalog is organized across designer cakes, customized cakes, jelly cakes, mille crepe cakes, cheesecakes, chocolate cakes, cupcakes, brownies, healthy/vegan/keto options, and a premium tier, supported by add-on categories including balloon bouquets, flower arrangements, and gift cards.

The core value proposition is aggregation and last-mile convenience: customers can browse by location, cake type, occasion, and dietary requirement (Halal, Vegetarian, Vegan, Gluten-Free, Keto, Less Sweet), and elect either same-day 4-hour delivery in Klang Valley, scheduled delivery, or self-collect at the Glo Damansara Shopping Mall pickup point. A Cake Points loyalty program supports retention, and a corporate gifting collection addresses bulk B2B orders. Distribution runs through the direct e-commerce storefront plus organic social channels (Facebook, Instagram, Pinterest) and WhatsApp for custom order coordination.

Eat Cake Today operates a marketplace / transaction-fee revenue model, taking a commission on sales processed through the platform from the aggregated base of local bakeries. Pricing is pay-as-you-go unit pricing with individual cakes typically ranging from RM68 to RM308 (premium and customized options higher), paid in Malaysian Ringgit. The go-to-market is product-led growth via the self-serve website, supplemented by social, email, and WhatsApp referral loops. The company is privately held with no institutional investor or PE backing identified in the source data, having raised only nominal seed-stage capital from 1337 Ventures (2015) and Netrove (2017).

Name

Eat Cake Today

Legal name

Eat Cake Today Sdn. Bhd.

Website

https://eatcaketoday.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Eat Cake Today is a Malaysia-based online cake delivery marketplace aggregating 1,200+ cakes from local bakeries into a single Shopify storefront, serving individual consumers and corporate customers across Klang Valley, Penang, and Johor Bahru with same-day delivery and self-collect options.

Ownership category

akta.pro rank

Product category

Online Cake Delivery Marketplace

NAICS

Baked Goods Retailers (445291)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Online Bakery & Desserts Delivery (CRAHAIAK)

akta.pro secondary industries

Cake Shops & Custom Celebration Cakes (THAFAFAC), DTC Bakery & Desserts Delivery (AFAIANAF)

Keywords

• Online cake delivery
• Cake marketplace
• Bakery aggregation
• Celebration cakes
• Same-day delivery

Headquarters

HQ city

Selangor

HQ country

Malaysia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Cake Sales Commission: Platform acts as an online marketplace connecting customers with local bakeries. The company takes a commission on sales processed through the platform, aggregating 1200+ cakes from various local bakers under one storefront.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Eat Cake Today is an online cake delivery marketplace that aggregates 1,200+ cakes from multiple local bakeries across Malaysia into a single storefront. The platform facilitates cake browsing, ordering, and same-day 4-hour delivery in the Klang Valley area, with expanded delivery coverage to Penang, Johor Bahru, and nationwide. Revenue is generated through commissions on cake sales processed through the platform.

Product overview

Eat Cake Today operates an online cake delivery marketplace serving as a platform aggregator that brings together 1200+ cakes from local bakeries across Malaysia in one place. The core offering is the marketplace platform connecting customers with cake shops in KL/Selangor, Penang, and Johor Bahru. The product portfolio includes designer cakes, customized cakes, jelly cakes, Mille Crepe cakes, cheesecakes, chocolate cakes, cupcakes, brownies/cake bites, healthy cakes, and vegan/dairy-free options. Add-on products include balloon bouquets, flower arrangements, and gift cards. Delivery services encompass same-day 4-hour delivery, scheduled delivery, self-pickup at Glo Damansara, and nationwide outstation delivery. The company also offers a Cake Points loyalty program and corporate gifting services for bulk orders.

Differentiator

Problem solved

Functional benefit

Products and services

• Online Cake Delivery Marketplace A marketplace platform that aggregates 1,200+ cakes from local bakeries across Malaysia into a single storefront, enabling customers to browse, filter by dietary requirements and occasion, and order with delivery across KL/Selangor, Penang, Johor Bahru, and nationwide.
• Same-Day 4-Hour Cake Delivery Express delivery service enabling customers to receive cakes within 4 hours of ordering in Klang Valley, available Monday to Sunday with a 2 PM cut-off time.
• Corporate Gifting & Bulk Orders Bulk cake ordering service for corporate events, office celebrations, and business gifting needs, offering professional presentation and reliable delivery for larger order volumes.
• Gift Cards Digital gift cards available for purchase, allowing customers to give cake purchases as presents redeemable on the platform.
• Self-Collect Pickup at Glo Damansara Self-pickup service allowing customers to collect pre-ordered cakes from a dedicated counter at Glo Damansara Shopping Mall in Kuala Lumpur, helping them save on delivery fees.
• Nationwide Cake Delivery Delivery service extending cake shipping to outstation locations across Malaysia beyond the primary Klang Valley, Penang, and Johor Bahru service areas, available by arrangement.
• Balloon Bouquets Decorative balloon arrangements sold as add-on gifts that can be bundled with cake orders.
• Flower Bouquets Fresh flower arrangements available for purchase as complementary gifts alongside cake orders.
• Cake Points Loyalty Program Customer rewards program that lets customers earn points on purchases and redeem them on future cake orders, encouraging repeat purchasing.

Quantifiable outcome

• 4-hour same-day delivery available for KL/Selangor customers

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Bake (India): India-based online cake and dessert delivery platform operating as a specialist e-commerce business. Directly comparable in business model: online-first cake marketplace, occasion-driven demand, same-day delivery, and broad assortment of designer/customized cakes.
• Goldbely: US-based online marketplace that aggregates artisan/specialty food items (including cakes and baked desserts) from multiple independent producers and ships them nationally. Direct comparison: both operate as curated marketplace aggregators of bakery/dessert products with nationwide logistics, addressing occasion-driven gifting demand.
• HappyBunch: Malaysia-based on-demand gift and flower delivery platform. Operates the same model of online gifting with same-day delivery, complementary add-ons (flowers, balloons), and a focus on birthdays/events, making the addressable customer and use case nearly identical to Eat Cake Today.
• Flower Chimp: Malaysian on-demand gifting platform specializing in flowers and gift bundles. While flower-led, it overlaps with Eat Cake Today on the birthday/anniversary gifting occasion, same-day delivery, and value-add add-on products (balloons, gifts).

Broad incumbents

• Shopee Food: Broader e-commerce and food delivery platform in Malaysia with growing food on-demand services. As Shopee expands its food and fresh categories in Malaysia, it could compete with specialist bakery marketplaces through bundling and traffic scale.
• GrabFood: On-demand food delivery arm of the Grab super-app in Malaysia with the largest active rider fleet. A broad-incumbent threat: most Malaysian on-demand delivery customers already default to Grab, making it a structural channel competitor for cake and dessert occasions.
• Foodpanda Malaysia: Broader on-demand food delivery platform in Malaysia with established rider logistics. Competes indirectly with Eat Cake Today by offering cake and dessert delivery from partner restaurants, presenting a potential threat to specialist marketplace share through scale and consumer mindshare.

Emerging players

• Tedboy Bakery: Malaysia-based artisan bakery brand with a direct online ordering channel and limited delivery footprint. A potential direct competitor to Eat Cake Today's partner bakeries; if it scales its own digital ordering it represents a vertical alternative to the marketplace model.

Others

• Ninja Van: Major Southeast Asian last-mile logistics provider. Not a direct competitor but a relevant enabler: comparable on logistics infrastructure that any scaled cake delivery would depend on, and a potential partner or substitute for Eat Cake Today's same-day courier network.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/eatcaketoday
• Instagraminstagram.com/eatcaketoday
• Pinterestpinterest.com/eatcaketoday
• LinkedInlinkedin.com/company/eatcaketoday

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors2 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 Eat Cake Today