How eCommerce is empowering Southeast Asia’s digital economy

Way to an empowered digital economy in Southeast Asia


Etaily is an e-commerce enabler that offers a full suite of services such as content production, channel creation, and warehousing and fulfillment, among others. Etaily evolved to a mighty team of experts from Lazada, ZALORA, and other global e-commerce players that serve various regional clients in different categories such as fashion, beauty, consumer electronics, and home and living.

Etaily is part of a growing roster of Southeast Asia-based e-commerce enabler startups that have recently raised funding. It wants to differentiate by providing a one-stop solution that focuses on managing online marketplaces of brands and building direct-to-consumer channels through online and offline distribution channels.

The Challenge.

Research from Google, Temasek Holdings Pte, and Bain & Co. show that Southeast Asia’s booming internet economy is expected to reach $363 billion by 2025, with e-commerce becoming one of the major drivers of this estimated growth. In fact, online spending in the region rose to $174 billion in 2021 and 60 million new digital consumers have been added to SEA since the start of the pandemic.

On another hand, new businesses are also riding in the e-commerce wave by primarily setting up shop online. In the Philippines, 73,276 online businesses were registered within a five-month period in 2020. These online businesses are now resolving the pain points that brick-and-mortar businesses left during the pandemic.

These findings point to two things: first, established retailers now need to maximize the opportunities of e-commerce where they have to integrate their offline channels with their online activities. Second, businesses need to learn how to properly move online. This means taking into account major e-commerce processes that enhance not only their internal operations but also improve the entire shopping experience for their customers. These processes can include centralizing their offline and online inventories, optimizing product names and descriptions, and investing in digital marketing strategies, among other things.

The Plan of Action.

If businesses are not yet capable of investing in their own resources and manpower, they can turn to e-commerce enablers to support their digital transformation.
E-commerce enablers provide end-to-end solutions such as store management, digital marketing services, customer service management, fulfillment, and more, all in an effort to help brands launch their online presence and integrate it with their offline operations.


Etaily presents itself as the e-commerce enabler with one-stop-shop services for brands in the Philippines.

Founded in 2020, Etaily provides brands with a full suite of e-commerce solutions that range from third-party marketplace management to omni-channel execution. The company recently secured USD$4.3 Million in Pre-Series A funding, which it will use to invest more in its proprietary technology that can converge the online and offline operations of its business partners and thus enable them with an offline-to-online-to-offline journey. Etaily’s technology is also designed to manage business-to-business and business-to-consumer sales in one platform, supporting retailers in their shift towards a direct-to-consumer business model.
Etaily’s latest funding round was led by JG Digital Equity Ventures (JGDEV), the Gokongwei Group’s investment arm. JGDEV invests in businesses that can contribute to the core businesses of the Gokongwei Group ecosystem, especially in the areas of e-commerce, fintech, and supply chain and logistics. Aside from Etaily, the VC’s investment portfolio includes Tyme, Darwinbox, Wavemaker SEA SPV2 SPC, iPrice, Growsari, ZUZU, Zyllem, and Snapcart.
Supporting investments for Etaily also came from Gobi Partners (a venture capital that funds popular local startups such as Kumu, Tier One Entertainment, and, Century Pacific (one of the largest branded food companies in the Philippines), Abenson (one of the leading gadget and home appliances stores in the Philippines), Landmark (a top department store and supermarket operated by Citysuper Inc.), and CARRO Chief Strategy Officer Kenji Narushima (a venture capitalist with over 15 years of experience in private equity investments).

With Etaily’s rapid growth as an e-commerce enabler, the company provides great value to the aforementioned group of investors, all of which also seek to enhance the digital economy in the Philippines as well.

Outcome .

Etaily currently serves a number of major retail brands in the Philippines such as Midea, Toshiba, SSI, and Nivea. The company is led by e-commerce experts hailing from the likes of fashion e-retailer ZALORA, e-commerce company Lazada, and e-commerce solutions provider Buy Quickly.