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Etaily
SEA commerce infrastructure for brands — marketplaces, social commerce, retail media and omnichannel
About Etaily
Etaily is a Philippines-headquartered commerce and retail infrastructure platform that helps global consumer brands scale across Southeast Asia through marketplace management, social and livestream commerce, retail media, data analytics, customer experience and omnichannel retail enablement. Founded in 2020 by Alexander Friedhoff, it works with more than 100 brands including L’Oréal, Levi’s, Skechers, Fila, Vans, Columbia and The North Face, and has expanded from the Philippines into Malaysia, Singapore and Indonesia under an online-first, offline-to-follow model.
In July 2026 etaily secured an undisclosed investment from Malaysia’s Vynn Capital to deepen its MY–SG–ID push and build out AI-enabled commerce operations, retail media, fulfillment integration and cross-border brand growth. That followed a late-2025 Pre-B led by Sumitomo Mitsui Banking Corporation’s Asia Rising Fund, a 2023 Series A led by Pavilion Capital (Temasek), and earlier backing from Ayala Corporation, the Gokongwei Group, Landmark’s Cheng family, the Po family (Century Pacific), Magsaysay, Kaya Founders, SBI ICCP Fund and Foxmont Capital.
Source: Dealroom company dataKnowledge graph
More headlines
Funding history
Company financing events and reported valuations.
| Deal type | Date | Amount | Valuation | Investors | Source |
|---|---|---|---|---|---|
| SERIES B✓Equity / VC | Jul 2026 | — | — | Gokongwei Group · Vynn Capital · Ayala | ↗ |
| SERIES A✓Equity / VC | Nov 2023 | $18M | $71M | JG Digital Equity Ventures · Chan Family · SKS Capital · ICCP Venture Partners | ↗ |
Growth signals
Latest recorded traffic for Etaily is 3.2K monthly website visits, down 13.5% over the last three months. Etaily's team grew 13.1% over the past year.
Open positions
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Investments and acquisitions
Recent portfolio relationships for companies that also act as investors or acquirers.
Investors
From Dealroom's funding and investor records, grouped by the round each investor first entered.
Seed6 investors entered at this stage
Foxmont Capital Partners
Boston Consulting Group- AVAyala Ventures
Magsaysay Shipping & Logistics- JVJG Digital Equity Ventures
JG Summit Holdings
Series A9 investors entered at this stage
- SCSKS Capital
- PCPavilion Capital
- CFChan Family
ICCP Venture Partners- MFMagsaysay family
Kaya Founders- GGGokongwei Group
Vynn Capital
Ayala
Other known investors3 additional known investors
Constantin Robertz
Gobi Partners
Jannis Dargel
Source: Dealroom Talent Intelligence.
Global footprint
team presence
Market sentiment
An AI-synthesised read of the highest-engagement posts about Etaily on X, ranked by likes and reposts, corporate channels excluded.
Reading the room on X — pulling top posts and synthesizing themes…
Source: X recent search ranked by engagement (likes + retweets) · Synthesis by Claude · Cached for 1 hour
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