Etaily, the Philippines’ digital-native retail platform, announced that it has secured new strategic investments led by Japan’s Sumitomo Mitsui Banking Corporation (SMBC), through its SMBC Asia Rising fund, bringing its total funding to over $24 million. Other investors in this round include Kaya Founders, JGDEV of the Gokongwei Group as well as other notable Asia-based families.
Etaily enables some of the world’s best-known consumer brands in Southeast Asia, including Levi’s, Skechers, Abbott, L’Oreal among others. Etaily operates the eCommerce and marketing arm of more than 80 consumer brands and combines this with brand building, in having built Philippines fastest growing pet food brand Floof Pets next to supplements brands Nutrie among others. Gross Sales have doubled in the last 12 months as it accelerates growth in the region’s $230B retail market.
Headquartered in the Philippines, etaily aims to build a multi-country cluster across Malaysia, Singapore, and beyond, enabling brands to enter and scale in Southeast Asia. A recently announced partnership with WPP Media strengthens etaily’s retail and media enablement capabilities, combining commerce infrastructure with world-class marketing expertise. The WPP Media Partnership aims to address Social Commerce Needs for clients in the cluster Philipines-Malaysia-Singapore, with recently first lifestyle brands onboarded in this cluster.
Southeast Asia’s e-commerce market is projected to reach $230 billion in GMV by 2026, with the Philippines identified as the fastest-growing e-commerce market globally in 2024, expanding 25% year-on-year.
According to Bain & Company, the region is expected to gain 140 million new consumers by 2030, with the Philippines leading in digital adoption. The country also records the highest online utilization rates in Southeast Asia, with users spending an average of eight hours per day on mobile devices.
Founded in 2020 by Alexander Friedhoff, etaily says it has processed over 40 million orders across Lazada, Shopee, TikTok Shop and brand.com channels. Its proprietary commerce engine spans the full value chain, from brand development and operations to fulfillment and analytics, including the recently launched Livestreaming, Affiliates and Shortterm video solution.
Etaily's growth has been supported by a range of prominent investors, including major conglomerates like Ayala Corporation, Southeast Asia’s oldest conglomerate, as well as the Gokongwei Group, Landmark’s Cheng family, and the Po family behind Century Pacific Food Corporation.
Etaily raised its last funding round in 2023, a Series A which was led by an investment from Taiwan’s SKS Capital and Singapore’s Pavilion Capital, a private equity firm under Temasek Holdings. Other investors include the Magsaysay Family, Kaya Founders, Japan’s SBI (former Soft bank) ICCP Fund and Foxmont Capital.
