About Us

“Founded by retailers for retailers” isn’t just a slogan - we’ve got the proof to back it up.

We’ve quite literally been there, done that, and sold the shoes.

Chris Thomas, our founder and CEO, worked as the driving force behind shoe retailer Cloggs until it was acquired by JD Sports in 2013. 4 years later, Cake Agency was born.

Since then, we’ve grown to be the 25+ strong ecommerce agency team we are today. In that time, we’ve fostered a culture of excellence. What unites us is a shared love for ecommerce and helping ambitious brands grow. We’re always aiming to do better than we did the day before, do good by each other - in fact, just do.

Do, do, and do some more.

// A potent mix of skill, expertise, and personality

Our Philosophy

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FINDING JOY IN RETAIL

We believe every brand has the potential to spark joy for its customers, and we're here to make that happen. Whether it's through intuitive experiences or ecommerce marketing campaigns that resonate, we help brands rediscover the excitement of retail. Because when your customers feel the joy, success follows.

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TRANSPARENCY, ALWAYS

Everyone wants to feel like they are getting a good deal. It's why we offer a range of different options no matter what project you’re looking for - from fixed price to fully bespoke. We'll lay out all the options clearly for you and let you make the decision that's right for you and your business.

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SHARED SUCCESS

Your success is our success. We don't just deliver projects on time and within budget; we ensure they’re built to exceed expectations, that they drive results, and that they can grow with your brand from the moment we hand the reins back to you. Plus, we're always on hand, ready to support, refine, and optimise as your needs evolve.

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ASSUME NOTHING

Every brand is unique, and so is its path to growth. That’s why we dig deep into real data, meaningful metrics, and actionable insights. By grounding every decision in evidence, we deliver solutions that are not only tailored to your brand but will also drive sustainable, realistic growth.

ALL UNDER ONE ROOF

There's no outsourcing, no overseas contractors, and no screens getting in the way. Everyone at Cake sits in the same office and works together to deliver the results-driving ecommerce solutions that you can be proud of.

DO, DO, AND DO SOME MORE

If we don't know it, we'll learn it, if we don't have it, we'll invent it. We’re always learning, always growing, and always striving to do that 0.1% more than we did the day before.

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