Affinity Agency

What Affinity Agency does

Affinity Agency is a UK-based full-service marketing and eCommerce agency founded in 1986 and headquartered in Norwich, with additional offices in London and Birmingham. The firm operates a unified platform-plus-services model: it builds and supports eCommerce properties across four platform stacks — Magento (Magento Certified), Shopify (Select Partner, including standard, Plus, Advanced, and B2B features), WooCommerce, and bespoke Laravel PHP builds — and integrates them with back-office systems including SAP, Sage, Epicor Bistrack, Khaos Control, Caliq, and others. On top of this technical layer, the agency delivers digital marketing (SEO, paid search, paid social, organic social, content writing, content outreach, email marketing via Klaviyo, and analytics/GA4), UX and CRO (with a custom 'Prioritizer' tool and dedicated insights team), and traditional multi-channel marketing (brand, creative, direct, and advertising across TV, radio, print, and OOH).

The agency's commercial model is project-based and retainer-based professional services, with pricing determined per scope rather than through published tiers. Revenue is generated from eCommerce development projects, ongoing maintenance contracts, recurring digital marketing retainers, and management fees on client paid-media spend (the firm manages millions in ad spend annually as a Google Premier Partner and Microsoft Ads Partner). GTM is consultative, direct sales-led, targeting start-ups, SMEs, and established brands across the UK. The client base spans multiple verticals — retail (Huws Gray, Start-rite, Sharps Bedrooms), hospitality (Bloom Stays, Hoe Grange, Rural Retreats), eCommerce (Curtains Curtains Curtains, Naturediet), and healthcare (NNUH) — with several multi-year and multi-decade relationships evidencing low client churn at the account level.

The firm is independently owned and privately held, with no disclosed external investment, and employs a team of 40+ in-house experts. It holds premier-tier certifications with Google, Microsoft, Meta, Shopify, and Magento, and has been recognized in The Drum DADI Awards and the Econsultancy Top 100.

Name

Affinity Agency

Legal name

Affinity

Website

https://affinityagency.co.uk

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

Affinity Agency is a UK full-service digital marketing and eCommerce agency founded in 1986, serving start-ups through enterprise brands with eCommerce platform development, digital marketing, UX/CRO, and multi-channel advertising from Norwich, London, and Birmingham offices.

Ownership category

akta.pro rank

Product category

Digital Marketing and eCommerce Services

NAICS

Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

akta.pro secondary industries

Brand Campaign & Integrated Communications Agencies (MPAAAAAC), Shopper/Commerce Creative Agencies (Retail & Marketplace Creative) (MPAAAAAH)

Keywords

• Digital marketing services
• ECommerce development
• Search engine optimisation
• Conversion rate optimisation
• Paid media management

Headquarters

HQ city

Cringleford

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Digital Marketing Services: Recurring and project-based digital marketing services including SEO, PPC, social media management, content marketing, email marketing, and analytics. Delivered as retainers or individual project engagements.
2. eCommerce Development: Website development, replatforming, and bespoke eCommerce solutions using platforms like Magento, Shopify, WooCommerce, and custom Laravel builds. Project-based revenue with ongoing maintenance contracts.
3. UX and CRO Services: User experience design, conversion rate optimization, and insights audits. Delivered as consultancy projects or ongoing optimization retainers.
4. Paid Advertising Management: Manages millions in ad spend per year across Google Premier Partner and Microsoft Ads Partner channels. Revenue generated through media spend management fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Affinity Agency is a full-service digital marketing and eCommerce agency delivering end-to-end services including eCommerce platform development (Magento, Shopify, WooCommerce, bespoke Laravel builds), website and app development, digital marketing (SEO, PPC, paid and organic social, email, content), UX/CRO, and multi-channel marketing across TV, radio, print and OOH. They serve UK businesses from start-ups to SMEs and enterprise brands with a team of 40+ experts across Norwich, London and Birmingham offices.

Product overview

Affinity Agency is a full-service marketing and eCommerce agency operating as a unified platform-plus-services model. The core offering combines strategic eCommerce consulting with implementation across four certified eCommerce platforms: Magento (Magento Certified agency), Shopify (Shopify Select Partner offering standard, Plus, and Advanced tiers with native B2B capabilities), WooCommerce (open-source WordPress integration), and bespoke Laravel-built platforms for enterprise-level requirements. The portfolio includes specialized services for website and app development (iOS, Android, Windows, Web Apps), digital marketing (SEO, Paid Search, Paid Social, Organic Social, Content Writing, Content Outreach, Analytics, Email Marketing, and AI-driven SEO for AI Search), UX and CRO (User Experience design, Conversion Rate Optimisation with custom Prioritizer tool, and Insights Audits), and Multi-Channel Marketing (Brand, Creative, Direct, and Advertising across TV, radio, print, and OOH). The agency maintains integrations with major ERP systems (SAP, Sage, Epicor, Khaos Control, Caliq, MNP, WinRetail, Sanderson) and email platform Klaviyo. With a team of over 40 experts and offices in Norwich, Nottingham, and London, the integrated approach allows cross-service delivery combining technical eCommerce implementation with performance marketing and traditional brand services.

Differentiator

Problem solved

Functional benefit

Products and services

• eCommerce Strategy

Quantifiable outcome

• eCommerce platforms transacting millions of purchases annually
• +2 more outcomes

Named customers15 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

Integration14 records

AI capability8 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core.

• GooglecoreTechnology or IntegrationPremier Google Partner with certified expertise in Google Ads, including search, shopping, and programmatic advertising. Manages millions in client ad spend through the Google platform.
• Microsoft / BingcoreTechnology or IntegrationMicrosoft Advertising Partner and Bing Partner for search advertising across Microsoft properties.
• Meta (Facebook/Instagram)coreTechnology or IntegrationMeta Business Partner for social media advertising across Facebook, Instagram, and related Meta platforms.
• ShopifycoreTechnology or IntegrationShopify Select Partner with expertise in Shopify, Shopify Plus, and Shopify Advanced implementations including migrations, customizations, and B2B features.
• Magento (Adobe)coreTechnology or IntegrationMagento Certified agency with expertise in Magento 1 and Magento 2 development, deployment, and support.
• KlaviyocoreTechnology or IntegrationKlaviyo Partner specializing in email marketing automation, audience segmentation, and eCommerce email campaigns.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Builtvisible: London-based digital marketing agency with strong SEO and content credentials, including forward-looking AI-search optimisation offerings. Comparable as a UK SEO-led agency with enterprise digital-marketing clients and overlapping capabilities to Affinity's SEO and SEO-for-AI services.
• Receptional: UK digital marketing agency with deep SEO, content, and paid-media capabilities serving enterprise B2B and eCommerce clients. Comparable UK footprint and digital marketing focus, with similar tenure in the market.
• Evoluted: Sheffield-based UK digital agency offering web design, eCommerce development, SEO, paid media, and creative services. Directly comparable as a UK mid-sized full-service digital agency with eCommerce platform partnerships and a similar B2B/retail client base.
• Croud: UK-headquartered full-service digital marketing agency with strong Google Premier Partner credentials, offering paid media, SEO, content, and programmatic to enterprise clients. Highly comparable given similar scale, platform-partner credentials, and enterprise client mix.
• Click Consult: UK SEO-led digital agency providing search marketing, content, PPC, and digital PR to mid-market and enterprise clients. Comparable on SEO and paid-search specialism, UK footprint, and mid-market retainer model, though less eCommerce-platform-focused than Affinity.
• Impression: Nottingham-based UK digital marketing agency specialising in SEO, paid media, and digital PR for eCommerce and B2B clients. Highly comparable on size, geographic market (East Midlands/UK), and service mix — particularly the SEO/AI-search and paid-advertising overlap with Affinity.
• Hallam: Nottingham-based multi-award-winning UK digital marketing agency providing SEO, paid media, content, and digital strategy for mid-market and enterprise clients. Directly comparable as a similarly sized UK full-service digital agency serving B2B and eCommerce brands.

Broad incumbents

• Jellyfish: Global digital marketing agency (part of Brandtech Group) with strong Google and platform-partner credentials, offering paid media, SEO, content, analytics, and creative to enterprise brands. Comparable as a broader incumbent serving enterprise clients with overlapping capabilities, but at significantly larger scale.
• Dentsu Creative UK: UK arm of global advertising and marketing-services group, offering integrated creative, media, digital, and eCommerce services to major brands. Comparable as an incumbent offering overlapping capabilities (advertising, digital marketing, eCommerce), but operating at significantly larger scale and as part of a global network.

Emerging players

• The SEO Works: Sheffield-based UK SEO and digital marketing agency serving SMEs and mid-market clients with SEO, PPC, and web design services. Comparable in geographic market and core SEO/PPC services, though typically serves smaller clients than Affinity's enterprise segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/affinity_agency
• LinkedInlinkedin.com/company/affinity-agency

Revenue estimate

Valuation estimate

Number of profiles

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 Affinity Agency