What 5pm does

5pm is the consumer-facing brand of Wowcher Limited, a private limited company registered in England and Wales (Company number 04264984), operating from a registered office in London with an operational focus originating in Glasgow. The company runs an online deals marketplace accessible at 5pm.co.uk, where consumers browse and purchase deeply discounted vouchers (marketed at up to 80% off) that are redeemed at merchant locations across the UK, alongside discounted physical goods that are shipped to buyers. The product catalogue spans local experience deals in Scottish cities (Glasgow, Edinburgh, Aberdeen), UK-wide travel packages, restaurant and afternoon-tea vouchers, spa days, activities and entertainment tickets, and a broad e-commerce inventory across electronics, home and garden, fashion, jewellery, beauty, kids, pets, health services, personalised gifts, and mystery deals/competitions. A Gift Finder tool and recommended-for-you rails support navigation across the wide catalogue.

The underlying technology is a self-serve e-commerce deal marketplace platform with location-based deal filtering, voucher redemption, and direct-to-consumer checkout. Distribution operates entirely through the company's own storefront (5pm.co.uk), supported by SEO, an email newsletter programme, and an affiliate marketing programme; no mobile app, APIs, or third-party SDKs are exposed. The company is registered with the UK Information Commissioner's Office (registration Z3213903) for data protection compliance.

Monetisation is via a transaction-based take-rate model: merchants list deals on the platform and 5pm/Wowcher earns a commission on each voucher or product sold. Pricing is variable by deal and merchant, with no subscription tier; physical goods orders include shipping (P&P), while voucher redemptions are paid for up-front online. The platform employs fewer than 10 people (as reported) and leans operationally on shared Wowcher Limited infrastructure (help.wowcher.co.uk, business.wowcher.co.uk), which implies significant shared back-office leverage across the legal entity.

Name

5pm

Legal name

Wowcher Limited

Website

https://5pm.co.uk

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

5pm is the consumer brand of UK private company Wowcher Limited, running an online deals marketplace at 5pm.co.uk that sells discounted vouchers (up to 80% off) for dining, spa, travel, and activities across Scottish cities and the wider UK, plus discounted physical goods across electronics, home, fashion, and more.

Ownership category

akta.pro rank

Product category

Online Deals Marketplace

NAICS

General Merchandise Retailers (455)

SIC

Retail-Variety Stores (5331)

akta.pro primary industry

Auction-based Generalist Marketplaces (CRAFAAAC)

Keywords

• Online deals marketplace
• Discount voucher platform
• Local experience deals
• Daily deals e-commerce
• Leisure discount vouchers

Headquarters

HQ city

Glasgow

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Deal/Merchant Commission: 5pm operates a voucher marketplace where merchants list deals and 5pm takes a commission on each voucher sold. The platform connects consumers with discounted offers from local businesses including restaurants, spas, hotels, and attractions.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

5pm is an online deals marketplace that aggregates and sells discounted vouchers for local experiences, dining, spa days, travel packages, activities, and consumer products from third-party merchants. The platform, operated by Wowcher Limited, primarily serves Scottish cities (Glasgow, Edinburgh, Aberdeen) with UK-wide deal offerings across categories such as restaurants, afternoon tea, spa treatments, attractions, shopping, and home goods, with discounts of up to 80% off.

Product overview

5pm is a UK-based online deals marketplace offering discounted vouchers, tickets, and products across multiple categories. The platform operates primarily as a local deals aggregator for Scottish cities (Glasgow, Edinburgh, Aberdeen) while also offering nationwide shopping deals, travel packages, restaurant vouchers, spa and beauty treatments, activities and entertainment tickets, and consumer products. The core offering consists of location-based local deals combined with an extensive e-commerce shopping platform featuring discounted home goods, electronics, fashion, jewellery, fitness equipment, beauty products, and specialty items. Key product categories include Kids & Baby, Home & Garden, Electronics, Jewellery, Fashion, Beauty & Spa, Fitness & Leisure, Luggage & Travel, Mystery Deals, and Health & Fitness services. The platform also provides supplementary tools like a Gift Finder to help users navigate its broad portfolio of deals and products.

Differentiator

Problem solved

Functional benefit

Products and services

• Local Deals (Glasgow, Edinburgh, Aberdeen) Location-based deal marketplace offering discounted vouchers and offers for local attractions, restaurants, and spa days in Scottish cities. Targeted at consumers seeking discounted leisure experiences in Glasgow, Edinburgh, and Aberdeen.
• Travel Deals Discounted travel packages including UK and Ireland trips, international holidays, mystery holidays, beach getaways, city breaks, cruises, and adventure travel offered to UK consumers.
• Shopping Deals Online deals marketplace featuring discounted products across multiple categories including home, electronics, fashion, jewellery, beauty, kids, garden, fitness, luggage, pets, and personalised gifts, offered to UK consumers.
• Restaurant & Dining Deals Discounted vouchers for restaurants, bars, afternoon tea experiences, and dining options across Italian, Asian, and themed dining venues across the UK, targeted at consumers seeking affordable dining experiences.
• Spa & Beauty Deals Discounted spa days, beauty treatments, massages, facials, and pamper packages at partner salons and wellness centres across the UK.
• Activities & Entertainment Deals Discounted tickets and vouchers for theme parks, adventure activities, theatre performances, river cruises, festivals, and days out offered to UK consumers and families.

Named customers6 records

Segments4 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Bannatyne SpacoreChannel Partner/ Reseller/ DistributorBannatyne Spa is a recurring merchant partner offering spa day packages across 35-44 UK-wide locations. Deals include treatments, lunch, prosecco, and full spa access. One of the most prominently featured partners on the platform.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• HotUKDeals: HotUKDeals is a UK deal-discovery community curating third-party discounts and voucher codes. Comparable on price-sensitive consumer targeting and category breadth, but relies on community-sourced deals rather than 5pm's direct merchant contracts.
• Travelzoo: Travelzoo curates discounted travel, dining, and entertainment offers in the UK. Comparable on the experience and travel category overlap, but Travelzoo operates more as a publisher than a voucher marketplace.
• VoucherCodes: VoucherCodes is a UK voucher-code and deals aggregator targeting discount-driven shoppers. Comparable on the price-sensitive consumer segment and category breadth, but built on a code-redemption rather than voucher-purchase model.

Direct peers

• LivingSocial: LivingSocial historically ran a near-identical experience and local-deals marketplace globally. Direct historical peer on category mix (dining, spa, events) and voucher-redemption mechanics, though its UK footprint has diminished.
• Wowcher: Wowcher is the parent legal entity trading as 5pm and runs a near-identical UK deals marketplace with local vouchers, travel, spa, and shopping deals. It is the most directly comparable peer given shared merchant base, infrastructure, and category mix.
• Red Letter Days: Red Letter Days sells experience days and short breaks across the UK at promotional prices. Comparable on the experience-voucher category and customer use case (gifting, leisure), competing head-on in activities, spa, and dining.
• Groupon: Groupon operates the same local-deals marketplace model in the UK, offering discounted vouchers for dining, spa, travel, and activities. Directly comparable on business model, target customer, and category breadth.
• Buyagift: Buyagift is a UK experience-day retailer offering discounted vouchers for restaurants, spa days, and attractions. Directly comparable on experience voucher mechanics and target customer (gift and self-purchase of leisure experiences).
• Itison: Itison is a Scotland-based deals marketplace focused on local experiences, dining, and short breaks. Closely comparable on geographic overlap (Scotland), category mix, and SME merchant model, making it a strong regional peer.

Broad incumbents

• Amazon Local: Amazon Local offered deal-of-the-day vouchers in the UK via Amazon's broader marketplace. Comparable as a deals marketplace, with significantly larger scale and traffic from the parent Amazon retail platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks3 records

Key highlights6 records

Customer concentration

• Xx.com/5pm
• Facebookfacebook.com/5pm.Manchester.Restaurants

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 5pm