Philippines’ eCommerce Powerhouse etaily Secures $24M in Funding Led by SMBC
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.
Etaily
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,…
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