Entering the pet food market with Etaily

A pet food brand.

Goodest, a pet food brand under Century Pacific Food, Inc., needed an e-commerce enabler to build, manage, and scale its online presence and quickly launch in direct-to-customer marketplaces and e-commerce platforms. The brand wanted to enter the pet food market successfully upon seeing the increased number of pet owners in the Philippines and the low penetration of pet food in the country. Etaily proved to be the right partner for Goodest with its end-to-end eCommerce solutions.


Goodest is Century Pacific Food, Inc.’s new brand and first foray into the pet food market. The brand’s first few products include a range of affordable cat food that meets nutritional standards set by the Association of American Feed Control Officials (AAFCO). Century Pacific launched Goodest upon seeing that pet ownership in the country has risen as a result of long term-term trends such as rising incomes, as well as demographic trends such as people staying single longer or having children later. The COVID-19 pandemic also played a role in the increase of pet owners in the Philippines.

The Challenge.

Goodest’s overall brand strategy was to be an online-first pet food distributor. After reviewing the pet care market, Century Pacific found that penetration of pet food in the Philippines was low compared to other, more affluent countries in Southeast Asia. Moreover, with the pandemic still restricting mobility across the Philippines, primarily catering to customers online seemed like the best way to enter the market.
Thus, Goodest needed the right partner to build, manage, and scale its online presence and quickly launch in direct-to-customer marketplaces and e-commerce platforms.

The Plan of Action.

Goodest tapped e-commerce enabler Etaily to support its e-commerce journey. Discussions started as early as June 2021 to prepare for Goodest’s launch in September on two of the leading e-commerce marketplaces in the Philippines: Lazada and Shopee.


Etaily covered end-to-end the e-commerce journey of Goodest—from channel creation to fulfillment.

Etaily started Goodest's Lazada and Shopee stores and simultaneously launched them on Sept. 29. The stores were up in Shopee Mall and Lazada Mall in no time. As Etaily is a tech-enabled e-Commerce enabler, it started with the advantage of having a shared inventory pool and the ability to create virtual bundles.
Etaily and Goodest worked very closely together and alongside the pet food brand’s digital agency to ensure seamless creative execution across its channels such as its online marketplaces, social media channels, and website.
Etaily's team of functional and category experts managed the onboarding, go-live, launch, and campaigns of Goodest, as well as the day-to-day operations of the brand’s storefronts on Lazada and Shopee. The Etaily team also managed to get Goodest up on Instant Commerce via GrabMart out of its Quezon City hub.
Online customers have a lot of questions before and when making a purchase, even more so with buying food for their beloved fur babies online. Etaily's team of customer service veterans is always responsive to Goodest's customers to ensure they are well-informed on the product and to assist them in transitioning their pets to this new brand. Etaily’s CS team also clarified via private message or public reviews any doubts that customers may have with Goodest’s products. The team also ensured that customers were well informed on the pet food brand’s promotions and new packs.
Etaily implemented back and forth order and inventory synchronization for real-time visibility of product-specific stock availability across all marketplaces. Having one shared inventory across its online stores, Goodest is able to fulfill demand and not turn away customers. If one channel runs out of stock of a particular item, the brand can simply get inventory from another channel. This process leads to fewer missed opportunities and happier customers.
Etaily used its warehouse to store Goodest’s inventory for e-commerce for seamless delivery once orders are made. Once an order is confirmed, the Etaily team quickly browses through the inventory and packs orders to comply with platform service-level agreements and provide the best customer experience for Goodest’s customers.
Etaily hired key opinion leaders through Etaily Society, the e-commerce enabler’s full-suite influencer marketing solution. Etaily Society serves as a central platform where Etaily connects brands to influencers, execute campaigns, and ensure all influencer marketing activities are tracked and reported to deliver visible results.

Outcome .

Within the first two months since its launch, Goodest landed a place within the Top 10 Brands of the pet care category of the country’s leading e-commerce platforms. The brand ranked first in the Cat Veterinary Diet during Lazada’s 11.11 sale. It also placed ninth in pet care gross merchandise value (GMV), and fourth in pet care orders on Shopee for the month of November.
On Shopee’s 12.12 Mega Campaign, Goodest managed to place fourth on the platform’s best-selling brands for pet care.

Why Etaily is Your Ideal Partner for E-commerce.

Etaily offers an end-to-end, one-stop solution that covers everything from branding and content creation to shipping, fulfillment, and customer service. We combine the capabilities of digital consultancies, e-commerce enablers, and design professionals in one team. We’ve worked with small- and medium-sized enterprises, fashion conglomerates, and Fortune 500 companies to launch and run their e-commerce businesses at start-up speed.
We offer a range of omni-channel solutions designed to meet all your e-commerce needs. We take care of the following e-commerce processes:
  • Taking professional product photos and creating SEO-optimized product descriptions
  • Setting up and managing brand website and marketplace stores—from creating website banners to correctly categorizing products
  • Managing orders, inventory, and fulfilment through our network of distribution partners, global couriers, and third-party logistics companies to avoid delayed shipments or inventory shortage
  • Coordinating with marketplace channels to participate in big events like 11.11 and 12.12 to hit sales goals
  • Implementing performance marketing and affiliate marketing practices
  • Handling customer service to build long-term brand-customer relationships
  • Analyzing customer data to identify sales trends and improve pricing and online merchandising to scale e-commerce businesses.