Overview
Wowcher is one of the largest deals platforms in the UK and Ireland, offering discounted products, holidays, experiences, spa breaks, dining and local services to millions of subscribers. Merchants offer limited-time deals, and Wowcher promotes them to its audience. For a brand, Wowcher can be a way to move stock in volume, reach new customers or promote seasonal offers.
Who is behind Wowcher
Wowcher launched in 2009 and was bought by DMG Media, owner of the Daily Mail, in 2011. In 2015 the Daily Mail's owner sold most of Wowcher to the private equity firm Exponent for about GBP 29 million, keeping a minority stake. Wowcher describes itself as the second-largest daily deals site in the UK and Ireland. It also runs LivingSocial in the UK and, since 2025, the Scottish deals site 5pm. Wowcher sells more than 250,000 spa packages a year.
What the shopper sees
Wowcher offers deals across many categories, from electronics, home and garden products to holidays, beauty treatments, days out and "mystery deals". Deals are promoted through its website, app and emails to subscribers, and it runs big promotional campaigns around peak events such as Black Friday.
How brands can work with Wowcher
- Deal-based selling. Brands and merchants agree deals with Wowcher, including the number of units and the revenue share, and Wowcher promotes them to its audience.
- Product deals. Merchants ship products directly to customers after purchase, often through integrations that send orders automatically.
- New connection options. According to Lengow, Wowcher is now available through the Octopia network, so sellers already connected to Cdiscount can activate Wowcher through the same connection.
What a brand should think about
- Margin and positioning, since deals rely on strong discounts.
- Fulfilment and customer service. Customer reviews show that delivery issues and slow refunds reflect on both Wowcher and the merchant, so reliable fulfilment is essential.
- Stock planning for sudden sales spikes.
Why Wowcher matters for brands
Wowcher can generate large volumes quickly and introduce brands to new UK and Irish customers, especially for gifting and seasonal products.
How eBrands looks at Wowcher
eBrands works with brands on marketplaces and retail channels across Europe and North America. If you want to see whether a deals platform like Wowcher fits your plans, we are happy to talk it through. See also our Groupon page.
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