etaily, the Philippines’ leading digital-native retail platform, 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. The round also includes participation from Kaya Founders, JGDEV of the Gokongwei Group, and other notable Asia-based family offices.
The Manila-headquartered company enables some of the world’s most recognized consumer brands across Southeast Asia, powering eCommerce and marketing operations for over 80 global brands, including Levi’s, Skechers, Abbott, and L’Oréal. Beyond managing online operations for global labels, etaily has built local consumer success stories such as Floof Pets, the Philippines’ fastest-growing pet food brand, and supplement label Nutrie.
The company reports its Gross Sales have doubled in the last 12 months, reflecting robust acceleration in the region’s projected $230 billion retail market. etaily’s growth momentum has also been recognized internationally — the Financial Times ranked the company as one of the fastest-growing in the Asia-Pacific region for 2025, placing it third overall and the fastest-growing company in the Philippines, alongside only two other local firms among 2,000 peers.
Strengthening regional retail and media synergies
As part of its expansion strategy, etaily is building a multi-country cluster across Malaysia, Singapore, and the wider Southeast Asia region. A strategic partnership with WPP Media strengthens the company’s position at the intersection of commerce infrastructure and marketing expertise. The collaboration will focus on social commerce enablement across the Philippines-Malaysia-Singapore cluster, with the first lifestyle brands already onboarded.
The Southeast Asian e-commerce market is forecast to reach $230 billion in gross merchandise value (GMV) by 2026, according to industry projections. The Philippines leads global e-commerce growth, expanding 25% year-on-year in 2024, and remains the most digitally engaged market in the region. Bain & Company estimates Southeast Asia will gain 140 million new consumers by 2030, with Filipinos spending an average of eight hours a day on mobile devices.
As part of its growth trajectory, etaily has reinforced its corporate governance with new board appointments. Ayala Corporation will now be represented by Mark Uy, Managing Director and Head of Corporate Strategy and Business Development, while Brian Go, Chief Financial Officer of the Gokongwei Group, also joins the board. They join representatives from Temasek’s Pavilion Capital and other institutional investors, underscoring etaily’s strategic backing and widened regional alignment.
“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,” said Alexander Friedhoff, Founder and CEO of etaily.
“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.”
Katsufumi Uchida, Head of Asia Pacific Division and Managing Executive Officer of SMBC, added: “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.”
A commerce engine built for scale
Founded in 2020, etaily has processed over 40 million orders across major regional platforms — including Lazada, Shopee, TikTok Shop, and brand.com websites. Its proprietary commerce engine spans the full retail value chain, from brand development and operations to fulfillment and analytics, recently enhanced by a livestreaming, affiliate, and short-form video solution designed to capture the growing social commerce opportunity.
etaily’s investor network includes some of Southeast Asia’s most prominent conglomerates and families — Ayala Corporation, Gokongwei Group, Landmark’s Cheng family, and the Po family behind Century Pacific Food Corporation.
The company’s 2023 Series A round was led by Taiwan’s SKS Capital and Singapore’s Pavilion Capital, a Temasek Holdings-backed firm. Additional backers include the Magsaysay Family, Kaya Founders, Japan’s SBI (formerly SoftBank) ICCP Fund, and Foxmont Capital.
