Etaily, a Philippine digital-native retail platform that powers e-commerce operations for global and local consumer brands, has raised new strategic funding led by Japan’s Sumitomo Mitsui Banking Corp. (SMBC) through its SMBC Asia Rising fund.
The latest investment brings Etaily’s total funding to more than $24 million.
Other investors in the round include Kaya Founders, JGDEV of the Gokongwei Group, and several Asia-based family offices.
Launched in 2020 and headquartered in Manila, Etaily runs the online retail operations of more than 80 consumer brands across Southeast Asia, including Levi’s, Skechers, Abbott, and L’Oréal.
Unlike marketplaces, Etaily offers end-to-end retail services, serving as the back-end operator, marketing engine, and brand builder for companies entering the region’s booming digital commerce market.
Beyond managing brand.com stores and major platforms such as Shopee, Lazada and TikTok Shop, Etaily has also developed its own consumer brands, including pet food label Floof Pets and health supplement line Nutrie. The company said gross sales doubled year-on-year.
Etaily ranked third on the Financial Times list of fastest-growing companies in Asia-Pacific in 2025, the highest ranking for any Philippine company and one of only three from the Philippines on the list.
Backed by its new funding, Etaily plans to accelerate expansion in Malaysia, Singapore, and other Southeast Asian markets.
The company recently entered a strategic partnership with WPP Media to build a cluster serving brands in the Philippines, Malaysia, and Singapore — focused on livestream shopping, short-form video commerce, and social-led retail campaigns.
Social commerce growth is driving the expansion. Research from Bain & Company projects 140 million new consumers in Southeast Asia by 2030, with the Philippines leading in digital adoption and posting the highest mobile usage in the region.
The Philippines was tagged the fastest-growing e-commerce market globally in 2024.
The company also announced changes to its board, reflecting growing interest from major Philippine business groups.
Ayala Corporation will now be represented by Mark Uy, while the Gokongwei Group’s CFO Brian Go joins as a director. The board also includes representatives from Temasek’s Pavilion Capital and other regional investors.
Since 2020, Etaily has processed over 40 million orders across marketplaces and brand sites. The company has increasingly focused on online-first retail strategies that blend livestreaming, affiliate marketing and video content with traditional brand operations.
Etaily founder and CEO Alexander Friedhoff said the platform was built to help brands expand across Southeast Asia without having to set up full retail infrastructure.
“Now it is time to double down on the latest developments in social commerce and livestreaming,” he said.
SMBC head of Asia Pacific Division Katsufumi Uchida said the bank sees Etaily as aligned with its push to support commerce ecosystems in the Philippines and the region, adding that the partnership “connects financial services with the evolving digital marketplace.”
Etaily’s earlier backers include Ayala Corporation, the Gokongwei Group, the Po family of Century Pacific, the Cheng family behind Landmark, SKS Capital of Taiwan, Pavilion Capital of Singapore, Kaya Founders, SBI Japan, ICCP Fund and Foxmont Capital.
