Sponge.co

UK online cake shop selling birthday, celebration, wedding, vegan and gluten-free cakes, delivered across the UK with next-day delivery, plus letterbox cakes.

sponge.co.uk ↗Marketing & e-commerceUnited Kingdom 83.54%, United States 9.25%, India 2.71%#278 of 606

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Checkout visits, last month

12,894

#278 of 606

vs prior month

▼ 5%

13,515 → 12,894, gain −621

Website visits, last month

85,200

Similarweb, last month; about 15.1 of every 100 visits reach checkout

Similarweb global rank

350,680

#134 in Food and Drink/Groceries

Take-off year

2010

Team: small team

How it startedFriends and local circleStarted with friends, colleagues or a local circle

New-user source nowOtherMostly referrals, email or paid, or mostly direct with no clear source

Growth enginePaid adsKeeps buying ads

Spreads purely by itselfNo

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Checkout visits over time

8K4–6 months ago avg

03 months ago

14K2 months ago

13KLast month

Checkout: checkout.stripe.com

1. Productwhat it sells, to whom, and how it charges

Product: UK online cake shop selling birthday, celebration, wedding, vegan and gluten-free cakes, delivered across the UK with next-day delivery, plus letterbox cakes.
Users: UK consumers who want to send a birthday cake or gift cake to family and friends
Positioning: A nationwide-delivery handmade cake brand whose range covers gluten-free/vegan options and gifting formats such as "cake cards"
Pricing: Bought per item; specific prices not found; members (Sponge Club) get free standard delivery Billing: one-time Source: Homepage
Team: small team
Acquisition entry points on site: press coverage

“"Join Sponge Club for exclusive offers"; newsletter "10% off your first order"; "As Featured In" Daily Mail, The Telegraph; "Britains Best Cake 2026"”Quote from the site

2. Channelswhere new users come from and what the traffic looks like

New-user source: Other (Direct / referral / email / paid). Paid traffic is 77.1% (mainly bought), organic search 12.6%, with purchase-intent keywords such as "birthday cake", "letterbox cakes uk", "send cake in post" and "red velvet cake gluten free"; brand keywords are only 12.8%. Direct visits 10.3%. New users are classified as Other; returning users come through direct visits and membership repeat purchases.

Last month's traffic sources

Search 13%Referrals/email/paid 77%Direct 10%

Semrush source breakdown (desktop)

Five-class attribution

Attributable new users, last month	Share
SEO	10%
Other	90%

Direct + brand search 13%. Direct and brand search count as viral only when the site shows sharing mechanics; the largest share wins, under 5% means Other.

Countries

Country	Share of visits
United Kingdom	83.54%
United States	9.25%
India	2.71%
Canada	1.5%
France	1.26%

Countries (Semrush): United Kingdom 96.6%, India 2.1%, United States 0.6%, Switzerland 0.2%, Japan 0.1%

Language

English

Social sources

Reddit, YouTube

Keywords

745 keywords · brand ~13% · organic 34.28% / paid 65.72%

Similarweb top 5 keywords
birthday cake
sponge
red velvet cake gluten free
letterbox cakes uk
send cake in post

Non-brand queries: birthday cake, red velvet cake gluten free, letterbox cakes uk, send cake in post

Site metrics (Similarweb, last month)

Visits, last 3 months: 85.2K (3 months)
Visits MoM: +11.03%
Country rank: United Kingdom #15284
Category rank: Food and Drink/Groceries #134
Bounce rate: 51.46%
Pages / visit: 3.82
Visit duration: 00:02:24
Industry: Groceries
Top 3 channels: Paid Search › Organic Search › Direct (top channel 45.38%)
Semrush monthly visits: 3 months ago 89,159 · 2 months ago 71,184 · Last month 164,532 Semrush scale, ~3–4× Similarweb
Semrush organic / paid search visits: 35,878 / 2,611
Semrush source breakdown (desktop): google.com · Google paid 46.7%, Direct 6.2%, bing.com 4.6%, google.co.uk · Google organic 3.0%

3. Growth pathhow the first users arrived and what kept it growing

Classification

Basics

Timeline

Growth loop

Revenue and scale clues

Confidence and gaps

🔒 Unlock with ProSee the timeline, growth loop, revenue clues and every source

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FAQ

How many checkout visits does Sponge.co get per month?

About 12,894 last month (Similarweb estimate), #278 of 606; the month before was 13,515. Opening checkout is not paying, so this is not revenue.

Where do Sponge.co's new users come from?

New-user source: Other (Direct / referral / email / paid). Mostly referrals, email or paid, or mostly direct with no clear source Paid traffic is 77.1% (mainly bought), organic search 12.6%, with purchase-intent keywords such as "birthday cake", "letterbox cakes uk", "send cake in post" and "red velvet cake gluten free"; brand keywords are only 12.8%. Direct visits 10.3%. New users are classified as Other; returning users come through direct visits and membership repeat purchases.

How much does Sponge.co cost?

Bought per item; specific prices not found; members (Sponge Club) get free standard delivery

Dossier confidence: medium. Parts 1 and 2 come from reading the site and Similarweb data; part 3 from public reporting, founder posts, Wayback snapshots, WHOIS and similar, with speculation marked.

The number: checkout visits is Similarweb's estimate of visits from the site to a checkout payment page; opening checkout is not paying, so this is not revenue. Small sites land on fixed buckets.

Data through last month. Page updated 2026-10-26.