Etaily secures SMBC-led funding to fuel Southeast Asia growth
Etaily has secured new strategic investment led by Japan's Sumitomo Mitsui Banking Corporation (SMBC), bringing its total funding to more than USD $24 million. Other investors in the latest round include Kaya Founders, JGDEV of the Gokongwei Group, and several Asia-based family offices. The funding will support further expansion of the platform and its focus on social commerce across Southeast Asia.
Regional growth
Etaily enables eCommerce and marketing for more than 80 consumer brands-including Levi's, Skechers, Abbott, and L'Oreal-across sales channels such as Lazada, Shopee, and TikTok Shop. The company's gross sales have doubled in the past twelve months, reflecting strong demand across the Southeast Asian retail market, which is estimated at USD $230 billion.
The Financial Times ranked etaily as the third fastest growing company in the Asia-Pacific region for 2025 and the fastest growing firm in the Philippines. This recognition comes amid broader digital adoption in the country, with Filipinos reportedly spending an average of eight hours per day on mobile devices.
Expansion strategy
The firm, headquartered in the Philippines, is executing plans to form a regional cluster covering Malaysia, Singapore, and additional Southeast Asian markets. A recent partnership with WPP Media aims to broaden etaily's commerce and media enablement, offering infrastructure and marketing services to support global and regional brands as they scale into new markets. Social commerce and livestreaming are key areas of focus for the company.
Southeast Asia's eCommerce sector is expected to reach USD $230 billion in gross merchandise value by 2026, with the Philippines predicted to be the fastest-growing eCommerce market globally, expanding 25% year-on-year, according to research by Bain & Company. The region could gain as many as 140 million new digital consumers by 2030, bolstering demand for online retail and digital services.
Board developments
Etaily has strengthened its board as part of ongoing governance enhancements. Mark Uy, Managing Director and Head of Corporate Strategy and Business Development at Ayala Corporation, joins as a board representative. Brian Go, Chief Financial Officer of the Gokongwei Group, also joins the board, which includes representatives from Temasek's Pavilion Capital and others. This expanded board is intended to support etaily's long-term expansion and strategic governance.
Platform capabilities
Since its founding in 2020 by Alexander Friedhoff, etaily has processed over 40 million orders. Its platform supports brand development, marketing, fulfillment, analytics, and operates across major regional sales channels. Recent product launches include livestreaming and affiliate solutions, as well as shortform video capabilities.
"For the last five years, we've focused on building etaily into a commerce powerhouse for global brands in Southeast Asia. Now it is time to double down on the latest developments in Social Commerce and Livestreaming. With our massive focus on fully controlled livestream studios we will be able to offer asset-light operations, and now strengthened partnerships and investors, we are positioned to lead the next wave of online-first, offline-to-follow retail in our regional cluster," said Alexander Friedhoff, Founder & CEO, etaily.
Investor perspectives
"As we celebrate 10 years in the Philippines, SMBC Group remains dedicated to our Asia Multi-Franchise strategy, leveraging our extensive branch network to strengthen our presence in the Philippines and across the region, striving for the continued economic growth in the Philippines. We are excited to contribute to the expansion of local commerce ecosystems and to connect financial services with the evolving digital marketplace through strategic partnerships such as with etaily," said Katsufumi Uchida, Head of Asia Pacific Division and Managing Executive Officer, SMBC.
Other major investors supporting etaily include Ayala Corporation, the Gokongwei Group, Landmark's Cheng family, and the Po family behind Century Pacific Food Corporation. Previous funding rounds were led by Taiwan's SKS Capital and Singapore's Pavilion Capital, alongside contributions from the Magsaysay Family, Kaya Founders, and Japan's SBI ICCP Fund.
