# Etaily

> Etaily is a Southeast Asian commerce enablement platform that helps global and regional consumer brands sell online across the region. Founded in 2020 by Alexander Friedhoff, it runs an end-to-end operation - marketplace and D2C store management, social commerce and livestreaming, digital marketing, data analytics, warehousing and fulfillment - so brands can launch and scale on channels like Lazada, Shopee, TikTok Shop, Zalora and brand.com without building local teams. Headquartered in the Philippines with offices in Singapore, Malaysia and Indonesia, Etaily has processed over 40 million orders and works with brands including Levi's, Skechers, Abbott and L'Oreal.

- **Founded:** 2020
- **Headquarters:** Makati City, Philippines (regional base in Singapore)
- **Founders:** Alexander Friedhoff (Founder & CEO)
- **Team size:** About 160 employees
- **Products:** Brand Management, Brand Data, Brand Experience, Brand Building, Social Commerce & Livestreaming
- **Notable:** Processed over 40 million orders across Southeast Asian channels., Ranked 3rd fastest-growing company in Asia-Pacific by the Financial Times (2025) - fastest in the Philippines., Grew total funding past $24 million with backing from Temasek's Pavilion Capital, Ayala, Gokongwei and Japan's SMBC.

## Products & services

- **Brand Management** — Marketplace and D2C store management, digital marketing, content creation, demand and supply planning, and merchandising across Lazada, Shopee, TikTok Shop, Zalora and brand.com.
- **Brand Data** — Digital shelf monitoring, channel analytics and real-time performance insights that show brands how they rank and convert.
- **Brand Experience** — Retail planning, operations and physical store installation, bridging offline and online.
- **Brand Building** — Product research, production, distribution, branding and sales support - including Etaily's own house brands.
- **Social Commerce & Livestreaming** — Livestream selling, influencer network and studio production for TikTok Shop and social channels.
- **Logistics & Fulfillment** — Asset-light warehousing, order fulfillment and customer service across Southeast Asian markets.

## Achievements

- Processed over 40 million orders across Southeast Asian channels.
- Ranked 3rd fastest-growing company in Asia-Pacific by the Financial Times (2025) - fastest in the Philippines.
- Grew total funding past $24 million with backing from Temasek's Pavilion Capital, Ayala, Gokongwei and Japan's SMBC.
- Scaled to 400+ managed online stores and 150+ brands across four SEA markets.
- Reduced brand operating costs by roughly 40% through its asset-light model.

## Latest updates

- **2025-12** — Secured strategic investment from Japan's SMBC via the SMBC Asia Rising Fund, bringing total funding past $24M.
- **2025** — Raised Series B from Vynn Capital to build Southeast Asia's commerce backbone and double down on social commerce.
- **2025** — Named 3rd fastest-growing company in APAC by the Financial Times.
- **2023-11** — Closed $17.8M Series A led by SKS Capital and co-led by Pavilion Capital.

## Links

- Website: https://etaily.com
- LinkedIn: https://www.linkedin.com/company/etaily
- Instagram: https://www.instagram.com/etaily_official
- Facebook: https://www.facebook.com/etailyphil

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Profile page: https://yespress.io/etaily
Published by YesPress — https://yespress.io
Last updated: 2026-07-28