Local e-commerce solutions provider expands further in SEA

Homegrown e-commerce solutions provider Etaily is expanding further into Southeast Asia after surpassing $100 million in annual recurring revenue within four years.

“So many global brands want to break into the region,” notes Alexander Friedhoff, Etaily’s founder and CEO.

“But while they see the region’s fast-growing middle class, its very large number of younger consumers, and its high levels of internet penetration, they also recognize the challenges of getting into a number of different markets, each with their own characteristics.”

To address these challenges, Etaily aims to leverage its technology-focused approach, offering global and regional brands comprehensive e-commerce solutions, including omnichannel retail integration, digital tools and marketplace management.

PiMerce partnership

A key part of its expansion strategy is its partnership with PiMerce, a leader in data-driven commerce.

The collaboration is designed to provide brands with actionable insights, enhancing decision-making and operational efficiency.

The integration of PiMerce’s technology strengthens Etaily’s position in Southeast Asia’s competitive e-commerce market.

Late last year, Etaily appointed Lester Cuneta as chief growth officer.

Backed by major investors, including Ayala Corporation, the Gokongwei Group, SKS Capital and Singapore’s Pavilion Capital, Etaily raised $17.8 million in a Series A funding round in 2023 to scale its platform and expand its capabilities in Southeast Asia.

Cuneta brings extensive experience from leadership roles in Alibaba’s Synagie Group Asia and Europe, Unilever Philippines and Honestbee.

Scaling e-commerce presence in SEA

Etaily was launched in 2020 to help brands scale their e-commerce presence in Southeast Asia.

Backed by major investors — including Ayala Corporation, the Gokongwei Group, SKS Capital, and Singapore’s Pavilion Capital — the company follows an “online-first, offline-to-follow” strategy that aligns with the region’s evolving retail landscape.

In 2023, Etaily raised $17.8 million in a Series A funding round to scale its platform and expand its capabilities in Southeast Asia.