Manila, Dec. 04, 2025 — etaily, a digital-first retail platform based in the Philippines, has successfully attracted new strategic investments. Japan’s Sumitomo Mitsui Banking Corporation (SMBC), via its SMBC Asia Rising fund, headed this funding round, which has pushed etaily’s total capital raised beyond $24 million. Additional investors participating in this round include Kaya Founders, JGDEV (a division of the Gokongwei Group), and several other prominent Asia-based family offices.
etaily supports many renowned consumer brands globally in their Southeast Asian operations, such as Levi’s, Skechers, Abbott, and L’Oreal. The company manages the e-commerce and marketing functions for over 80 consumer brands, complementing this with brand development efforts, exemplified by its creation of Floof Pets, the Philippines’ fastest-growing pet food brand, alongside supplement brands like Nutrie. Over the past year, etaily’s Gross Sales have doubled, reflecting its accelerated expansion within the region’s $230 billion retail sector.
Alexander Friedhoff, etaily’s Founder & CEO
etaily Recognized by Financial Times Among APAC’s Fastest-Growing Companies in 2025.
This investment follows closely on the heels of the Financial Times (FT) designating etaily as the third fastest-growing company across the Asia-Pacific region, and the leading fastest-growing company within the Philippines. Out of 2000 companies evaluated, only two other Filipino firms made the APAC list.
Southeast Asian Expansion Supported by WPP Partnership
etaily, with its headquarters in the Philippines, intends to establish a multi-country operational network encompassing Malaysia, Singapore, and other markets, thereby facilitating brand entry and growth throughout Southeast Asia. A recent collaboration with WPP Media enhances etaily’s retail and media empowerment offerings, integrating robust commerce infrastructure with top-tier marketing proficiency. This WPP Media Partnership is designed to meet the Social Commerce demands of clients within the Philippines-Malaysia-Singapore cluster, having recently welcomed its initial lifestyle brands.
The e-commerce market in Southeast Asia is forecast to achieve a Gross Merchandise Value (GMV) of $230 billion by 2026. Within this context, the Philippines was recognized as the world’s fastest-growing e-commerce market in 2024, demonstrating a 25% year-over-year expansion.
Bain & Company reports that the region is projected to welcome an additional 140 million consumers by 2030, with the Philippines at the forefront of digital adoption. Furthermore, the Philippines boasts the highest online engagement rates in Southeast Asia, where individuals spend an average of eight hours daily on their mobile devices.
etaily facilitates the entry of international brands into Southeast Asia and supports the expansion of local brands into various markets.
A Comprehensive Platform for International Brands
Established in 2020 by Alexander Friedhoff, etaily has successfully managed more than 40 million orders through various channels including Lazada, Shopee, TikTok Shop, and direct-to-consumer websites. The company’s unique commerce engine covers the entire value chain, encompassing brand conceptualization, operational management, order fulfillment, and data analytics, now featuring newly introduced solutions for Livestreaming, Affiliates, and Short-term video.
Alexander Friedhoff, Founder & CEO of etaily, commented: “Over the past five years, our primary objective has been to develop etaily into a formidable commerce leader for global brands across Southeast Asia. The current focus is to intensify our efforts in the rapidly evolving areas of Social Commerce and Livestreaming. By prioritizing fully managed livestream studios, we can provide asset-light operations. Combined with our reinforced partnerships and investor support, we are well-placed to spearhead the next phase of online-first, offline-to-follow retail within our regional markets.”
Katsufumi Uchida, SMBC’s Head of Asia Pacific Division and Managing Executive Officer, further stated: “As SMBC Group commemorates a decade of operations in the Philippines, we reaffirm our commitment to our Asia Multi-Franchise strategy. This involves utilizing our extensive branch network to solidify our footprint both within the Philippines and throughout the wider region, aiming to foster sustained economic development in the country. We eagerly anticipate contributing to the growth of local commerce ecosystems and bridging financial services with the dynamic digital marketplace through key collaborations like our partnership with etaily.”
etaily’s expansion has garnered backing from a distinguished group of investors, including leading conglomerates such as Ayala Corporation, the longest-established conglomerate in Southeast Asia, the Gokongwei Group, the Cheng family of Landmark, and the Po family, founders of Century Pacific Food Corporation. In 2023, etaily concluded its previous funding round, a Series A, which saw leadership investments from Taiwan’s SKS Capital and Singapore’s Pavilion Capital, a private equity firm associated with Temasek Holdings. Other contributors to this round included the Magsaysay Family, Kaya Founders, Japan’s SBI (formerly Softbank) ICCP Fund, and Foxmont Capital.
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About SMBC & SMBC Asia Rising Fund
Sumitomo Mitsui Banking Corporation (SMBC), headquartered in Tokyo, stands as a prominent global financial institution and a foundational entity within the Sumitomo Mitsui Financial Group (SMBC Group). Drawing on its profound Japanese legacy dating back to 1876, SMBC prioritizes client needs, ensuring effortless financial connectivity to, from, and throughout the Asia Pacific area.
The SMBC Asia Rising Fund functions as the corporate venture capital division of SMBC, a premier banking institution in Japan. Formulated to expedite business growth and foster strategic alliances, the fund targets investments in promising startups that are actively engaged across the Asia-Pacific territory. Via this endeavor, SMBC Group aims to bolster its operational strengths and offer innovative client solutions by harnessing evolving technologies, engaging with its portfolio companies, and devising novel business frameworks and offerings.
About etaily
etaily is a digitally-focused retail platform tailored for Southeast Asia. The firm develops, manages, and expands consumer brands throughout the region. etaily delivers comprehensive e-commerce and retail assistance, covering aspects such as marketplace management, direct-to-consumer (D2C) strategies, social commerce, livestreaming services, digital and affiliate marketing, studio facilities, and customer support.
etaily adopts a strategy that prioritizes online presence, complemented by subsequent offline engagement. This platform assists international brands in establishing a foothold in Southeast Asia and empowers local brands to broaden their reach across various markets. Operating in the Philippines, Singapore, and Malaysia, the company integrates advanced operations technology, extensive retail knowledge, and a consolidated distribution system.
CONTACT: For additional details, kindly reach out to the etaily press office: Bilal Mahmood at b.mahmood@stockwoodstrategy.com or +44 (0) 771 400 7257
