Etaily secures new investments to accelerate Southeast Asia expansion
Etaily has secured a new round of strategic investments led by Japan’s SMBC through its SMBC Asia Rising fund, pushing the company’s total funding beyond $24 million. The latest infusion includes participation from Kaya Founders, JGDEV of the Gokongwei Group, and several prominent Asia-based families, strengthening the Philippines-born platform as it scales across the region.
The company continues to power some of the most recognizable consumer names in Southeast Asia, managing e-commerce and marketing operations for more than 80 leading brands. It complements this with its own expanding brand portfolio, including fast-growing pet food label Floof Pets and wellness line Nutrie. Etaily’s gross sales have doubled in the past year, underscoring its momentum within Southeast Asia’s $230 billion retail landscape.
Etaily’s rise has also been recognized internationally. The Financial Times recently ranked the company among the fastest-growing firms in the Asia-Pacific, placing it first in the Philippines and third overall in the region.
Expanding across new markets with strengthened partnerships
Headquartered in the Philippines, Etaily is building a multi-country network across Malaysia, Singapore, and additional Southeast Asian markets. A new partnership with WPP Media enhances its ability to deliver connected retail and marketing solutions, particularly for brands entering the cluster spanning the Philippines, Malaysia, and Singapore. Initial lifestyle brands are already rolling out under this combined ecosystem.
Southeast Asia remains one of the world’s most dynamic online markets, projected to hit $230 billion in GMV by 2026. The Philippines leads global growth rates, expanding 25 percent year-on-year and recording the region’s highest mobile usage. Analysts expect the broader region to welcome 140 million new consumers by 2030.
Governance reinforced as Etaily prepares for its next stage
Etaily continues to strengthen its leadership and board structure as part of its regional push. Ayala Corporation is now represented by Mark Uy, its Managing Director and Head of Corporate Strategy and Business Development. Brian Go, Chief Financial Officer of the Gokongwei Group, also joins the board. They join representatives from Pavilion Capital under Temasek and other key investors, adding deeper experience as the company scales internationally.
Founded in 2020 by Alexander Friedhoff, Etaily has processed more than 40 million orders across major online channels, including Lazada, Shopee, TikTok Shop, and brand.com platforms. Its proprietary commerce engine spans product development, operations, fulfillment, analytics, and recently introduced livestreaming, affiliate, and short-form video capabilities.
Friedhoff said the next phase will double down on social commerce and livestreaming. He noted that new studio investments, combined with stronger investor backing, position Etaily to lead the next wave of online-first retail growth in the region.
SMBC’s Katsufumi Uchida highlighted the bank’s commitment to strengthening digital commerce ecosystems across Asia as it marks 10 years in the Philippines. He said the partnership with Etaily supports the evolution of financial and retail infrastructure across the region.
Etaily’s progress has drawn support from major groups, including Ayala Corporation, the Gokongwei family, the Cheng family of Landmark, the Po family of Century Pacific Food, SKS Capital, Pavilion Capital, Kaya Founders, SBI, and Foxmont Capital, among others.
