Singapore/Manila: Digital-native retail enabler etaily has raised new strategic capital led by Japan’s Sumitomo Mitsui Banking Corporation (SMBC) through the SMBC Asia Rising Fund, pushing etaily’s total funding to more than $24 million.
The round also saw participation from Kaya Founders, JGDEV of the Gokongwei Group, and prominent Asia-based family investors.
etaily Strengthens Market Position in Southeast Asia
etaily powers eCommerce operations for global consumer brands in Southeast Asia, including Levi’s, Skechers, Abbott, and L’Oréal. The company manages the online retail and marketing operations of over 80 brands and has built high-growth in-house brands such as Floof Pets and Nutrie.
Over the past 12 months, etaily has doubled its Gross Sales, reinforcing its strong presence in the region’s expanding $230-billion retail market.
The Financial Times recently recognised etaily as one of Asia-Pacific’s fastest-growing companies in 2025, ranking it third overall and the fastest-growing in the Philippines among 2,000 companies evaluated.
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etaily Expands Regional Footprint with WPP Partnership
Headquartered in the Philippines, the company is growing its multi-country cluster across Malaysia, Singapore, and other Southeast Asian markets.
A newly announced partnership with WPP Media enhances etaily’s retail and media enablement capabilities, offering integrated commerce infrastructure and advanced marketing expertise.
The collaboration aims to address social commerce needs across the Philippines–Malaysia–Singapore cluster, with the first lifestyle brands already onboarded.
Industry projections highlight Southeast Asia’s e-commerce market reaching $230 billion in GMV by 2026, with the Philippines emerging as the fastest-growing e-commerce market worldwide in 2024.
Bain & Company reports that the region will add 140 million new consumers by 2030, with the Philippines leading in digital adoption and topping online utilization across SEA.
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Strengthens Board Governance to Support Growth
To support its expansion, etaily has enhanced its board structure. Ayala Corporation will be represented by Mark Uy, Managing Director and Head of Corporate Strategy and Business Development. Brian Go, Chief Financial Officer of the Gokongwei Group, also joins the board. Representatives from Temasek’s Pavilion Capital continue to serve on the board, providing strategic depth for etaily’s regional growth plans.
Full-Stack Commerce Engine Continues to Scale
Founded in 2020 by Alexander Friedhoff, etaily has processed over 40 million orders across platforms including Lazada, Shopee, TikTok Shop, and various brand.com websites. Its proprietary commerce engine spans brand development, operations, fulfillment, and analytics.
The company has recently added livestreaming, affiliate marketing, and short-form video commerce tools to support social commerce growth.
Friedhoff said etaily is now accelerating investments into social commerce and livestreaming, leveraging controlled studio environments and strengthened investor partnerships to drive the next phase of online-first retail in Southeast Asia.
SMBC’s Katsufumi Uchida highlighted that the investment aligns with SMBC Group’s Asia Multi-Franchise strategy and supports the growth of digital commerce ecosystems in the Philippines and the wider region.
