Etaily, a Manila-based digital-native retail enablement platform serving global and local consumer brands across Southeast Asia, has secured a new strategic investment led by Japan’s Sumitomo Mitsui Banking Corporation through its SMBC Asia Rising Fund. The latest infusion brings Etaily’s total funding to more than $24 million. It expands its investor base to include Kaya Founders, JGDEV of the Gokongwei Group, and several prominent Asia-based families.
Founded in 2020 by Alexander Friedhoff, Etaily has grown into one of the region’s leading retail technology and brand-building platforms. The company supports over 80 global brand partners, including Levi’s, Skechers, Abbott, and L’Oréal, while also developing and operating its own high-growth consumer brands such as Floof Pets and Nutrie. Gross sales have doubled in the last year as demand accelerates within Southeast Asia’s rapidly expanding $230 billion retail market.
The company is expanding its reach through a multi-country cluster strategy encompassing the Philippines, Malaysia, and Singapore. A newly announced partnership with WPP Media is expected to strengthen further Etaily’s commerce and digital retail capabilities, particularly in social commerce enablement and livestreaming. Early brand onboardings within the cluster have already begun, reflecting growing demand from global and regional companies seeking an integrated platform for market entry, retail operations, brand development, and omnichannel distribution.
Etaily has processed more than 40 million orders across platforms such as Lazada, Shopee, TikTok Shop, and brand.com stores. Its proprietary technology suite spans marketplace operations, direct-to-consumer management, fulfillment, analytics, livestreaming, and affiliate management. The company is doubling down on social commerce infrastructure, including fully controlled livestream studios positioned to support its regional expansion.
The company’s investor base includes major conglomerates and families such as Ayala Corporation, the Gokongwei Group, the Cheng family of Landmark, and the Po family of Century Pacific. Past investors include SKS Capital, Pavilion Capital of Temasek Holdings, the Magsaysay Family, Kaya Founders, Japan’s SBI (formerly SoftBank), ICCP Fund, and Foxmont Capital.
KEY QUOTES:
“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.”
Alexander Friedhoff, Founder & CEO of etaily
“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.“
Katsufumi Uchida, Head of Asia Pacific Division and Managing Executive Officer of SMBC
