The commerce enablement platform running the online business of Southeast Asia's consumer brands - marketplaces, social commerce, data and logistics, end to end.
Founder & CEO Alexander Friedhoff at the helm of a four-country operation, photographed against the region he set out to wire for commerce - Makati City, Philippines.
Selling online in Southeast Asia looks simple from the outside - open a Shopee storefront, upload a catalog, wait for orders. In practice it is six markets speaking different languages, five marketplaces with different rules, and a logistics map that changes island by island. Etaily was built for exactly that gap: the unglamorous middle of e-commerce that decides whether a brand actually grows.
Founded in 2020 by Alexander Friedhoff, a German-born entrepreneur who built the company from Manila, Etaily runs the full online operation for consumer brands entering or scaling in the region. It manages marketplace and direct-to-consumer stores, runs livestream and social selling, produces content, plans demand and supply, and handles warehousing and fulfillment - so a brand can appear on Lazada, Shopee, TikTok Shop, Zalora and its own site without building a local team from scratch.
The results are measured in scale that is hard to fake. Etaily has processed more than 40 million orders, runs over 400 online stores, and has worked with 150-plus brands across fashion, beauty, consumer electronics, home and living, FMCG and toys. Its client list runs from Levi's and Skechers to Abbott and L'Oreal.
In late 2025, Japan's Sumitomo Mitsui Banking Corporation backed the company through its Asia Rising Fund, pushing Etaily's total funding past $24 million and joining earlier investors like Temasek's Pavilion Capital, the Ayala Corporation and the Gokongwei Group. The Financial Times ranked it the third fastest-growing company in Asia-Pacific for 2025 - and the fastest in the Philippines.
For the last five years, we've focused on building etaily into a commerce powerhouse for Southeast Asia.- Alexander Friedhoff, Founder & CEO
Etaily splits its work into four capability areas. Together they cover a brand's entire online life - from the product that gets built to the order that gets delivered.
Marketplace and D2C store operations, digital marketing, content, merchandising and demand-and-supply planning across every major channel.
Digital shelf monitoring, channel analytics and real-time insights that show a brand exactly where it ranks and how it converts.
Retail planning, operations and physical store installation - bridging the online catalog with offline shelves.
Product research, production, distribution and sales support, including Etaily's own house brands.
Livestream selling, an influencer network and studio production tuned for TikTok Shop and social channels.
Asset-light warehousing, order fulfillment and customer service across the region - a model that trims operating costs.
Etaily's customers are consumer brands - global names that want a foothold in Southeast Asia without the cost and risk of a local build-out, and regional brands that want to grow faster than an in-house team allows. They span six segments: fashion, beauty and wellness, consumer electronics, home and living, FMCG, and toys and games.
The roster includes Levi's, Skechers, Fila, Abbott, L'Oreal and Samsung, alongside retail partners like Landmark, Terranova and Ayala Malls. Etaily also runs its own brands - Floof Pets in pet food and Nutrie in supplements - which double as a live laboratory for the services it sells.
A brand can win attention with a good product and a marketing budget. What it usually cannot win, quickly, is operational fluency in a fragmented market: which platform ranks it where, how to price against local sellers, how to run a livestream that converts, how to move stock across islands without holding expensive inventory.
Etaily's answer is to make those functions repeatable across many brands at once. By standardizing the boring, high-friction parts of online retail - and pairing them with real-time channel data - it reports cutting brand operating costs by roughly 40% while lifting sales. That is the trade it offers: local commerce expertise, delivered as a service.
From Foxmont and SBI ICCP to Temasek's Pavilion Capital, Ayala, Gokongwei and Japan's SMBC - Etaily's backers read like a map of Asian institutional capital.
Series A was led by SKS Capital and co-led by Pavilion Capital, wholly owned by Singapore's Temasek Holdings. The 2025 rounds added Vynn Capital, the SMBC Asia Rising Fund, Kaya Founders and JGDEV (Gokongwei Group), bringing total funding above $24 million.
Alexander Friedhoff launches Etaily to help consumer brands sell online across Southeast Asia.
Grows its managed-store roster and layers in data and analytics capabilities.
Extends brand management, experience and building services beyond the home market.
Raises Series A led by SKS Capital and co-led by Pavilion Capital; eyes $100M in sales.
Rolls out its full digital commerce suite in Singapore and grows its house-brand portfolio.
Passes $24M total funding and 40M orders; FT ranks it among APAC's fastest-growing companies.
Etaily competes in Southeast Asia's crowded e-commerce enablement field, against regional players such as aCommerce, SCI Ecommerce, Intrepid Group and Jet Commerce, as well as the in-house teams some brands choose to build instead.
Its differentiator is breadth combined with ownership. Where many enablers stop at running marketplace stores, Etaily also builds physical retail, produces social content, and operates its own brands - so it feels the same problems its clients do. That operator's mindset, paired with an asset-light logistics footprint, is the pitch.
Distribution is a product, not an afterthought.
The market backdrop is favorable: Southeast Asia's online retail keeps compounding, and social commerce - livestreaming, influencer selling - is where much of the new growth is landing. Etaily leaned into that behavior early, which is part of what drew SMBC's investment.
The bet underneath the company is simple: rather than back a single brand or platform, back the plumbing that every brand needs. Done well, plumbing does not go out of style.
Etaily is an end-to-end e-commerce enablement platform that runs consumer brands' online businesses in Southeast Asia - marketplace and D2C store management, social commerce, marketing, analytics and logistics.
Etaily was founded in 2020 by Alexander Friedhoff, who serves as Founder and CEO.
It has served 150+ brands including Levi's, Skechers, Fila, Abbott, L'Oreal and Samsung, and also operates its own brands such as Floof Pets and Nutrie.
Over $24 million in total, including a $17.8M Series A in 2023 and a 2025 Series B plus a strategic investment from Japan's SMBC.
It is headquartered in the Philippines (Makati City) with operations across Singapore, Malaysia and Indonesia.