Etaily

Etaily is a Makati-based e-commerce enabler that runs the operational side of online selling for global and regional brands entering Southeast Asia, handling everything from marketplace storefront setup and marketing to data analytics and last-mile delivery, so a brand doesn’t need to build its own local e-commerce team from scratch. It was founded in 2020 by Alexander Friedhoff, who built the company around the idea that international brands wanted a single partner to manage their online retail presence across Shopee, Lazada, TikTok Shop, and their own direct-to-consumer sites in the region.

The company has worked with well-known international names including TikTok, Shopee, Levi’s, Skechers, and Fila, providing what it describes as end-to-end e-commerce operations rather than a narrow single service, which is part of why it categorizes itself as an ‘enabler’ rather than a marketplace or a logistics company on its own.

Etaily raised US$17.8 million in a Series A round in late 2023, co-led by SKS Capital (a Chinese private equity firm) and Pavilion Capital, with the company stating the funds would go toward expanding its presence across the Philippines and the wider Southeast Asian region and improving its distribution platform for brand partners. A subsequent strategic investment led by SMBC pushed the company’s total disclosed funding past US$24 million.

International and regional consumer brands entering Southeast Asian online marketplaces often lack the local operational know-how, marketplace relationships, and delivery infrastructure to run e-commerce well in each market, and hiring a full in-country team for every market they enter is slow and expensive.

Global and regional consumer brands, particularly in fashion, beauty, and lifestyle categories, that want a turnkey partner to run their e-commerce operations across Southeast Asian marketplaces and their own online stores rather than building an in-house regional team.

Etaily positions itself as a full-stack e-commerce enabler rather than a single-service vendor, combining storefront operations, marketing, data analytics, and delivery under one contract, and has built relationships with major platforms like Shopee and TikTok Shop directly into its service.