The most common and most likely answer to this crossword clue is the 10 letter word MARKETABLE
I've seen this crossword clue in The Sunday Telegraph
M
A
R
K
E
T
A
B
L
E
More clues leading to the result MARKETABLE
Buddy explains!

The straight part
We know that "Like hot cakes" is the straight/definition part of the clue. The straight part is often a synonym or definition, in this case like hot cakes = marketable.The cryptic/wordplay part
In cryptic crossword there's often an wordplay/cryptic part as well.This part involves a more complex hint, such as an anagram, homophone, hidden word, etc.
Sadly, We don't have an explanation for this specific crossword clue yet.
What does MARKETABLE mean?
MARKETABLE adjective- Of or pertaining to marketability; capable of being marketed.
- Saleable (of goods) or employable (of people)