On the Evolution of eCommerce Enablers in Southeast Asia


Etaily is a one-stop, omni-channel solution that helps businesses sell virtually. Whether it’s content production and channel creation to warehousing and fulfillment, Etaily offers a full suite of services encompassing anything a brand would ever need to get closer to their customers, complete smooth transactions, and bring the product to their customer’s doorstep.

So far, Etaily has worked with SMEs, fashion conglomerates, and Fortune 500 companies such as Vans, Mossimo, Terranova, and more to launch and run their e-commerce businesses at start-up speed.

The Challenge.

E-commerce in Southeast Asia has grown exponentially in recent years. Platforms such as Shopee saw a 92% rise in the number of users garnering close to an additional 5 million visitors on average in the second quarter of 2020 alone. Yet the explosive growth also highlighted problems.

While internet usage has grown massively in recent years, many Southeast Asians are plagued by low internet speeds or even in the case of countries such as Timor-Leste, low internet penetration at just 38%.

Southeast Asians are also hesitant to use credit cards, an integral part of e-commerce transactions in the West. Credit card penetration remains at just 10% or less in Thailand, Indonesia, and Vietnam.

With over 73% of the Southeast Asian population still unbanked, e-commerce had to take a different approach to transactions. A need emerged for an accessible, easy-to-understand, and reliable payment option that didn’t involve creating a bank account.

While Lazada and Shopee are regularly at the top, if you want to find potential customers in Indonesia, you also need to open a digital storefront in Tokopedia and Bukalapak. In Malaysia, brands will also list their products on 11street. In the Philippines, ZALORA is a viable marketplace not just for fashion, but for health and beauty products.

The Plan of Action.

E-commerce enablers emerged in Southeast Asia as a solution to help brands navigate the region’s e-commerce. E-commerce enablers work with brands and e-commerce partners (marketplaces, 3PL, payment gateways, etc) to increase revenue by optimizing online sale channels and bringing them closer to their target audience. This is done by executing digital strategies, inventory management, and fulfillment, and negotiating with marketplaces for better visibility for their clients.

For example, an e-commerce enabler can help bring brands closer to their audience by creating better content. They can overcome the problem of low banking penetration by working to implement a cash-on-delivery for the brand, a popular strategy that has helped businesses reach a previously untapped audience. E-commerce enablers can overcome a fragmented ecosystem by helping brands set up shop on popular marketplaces.


Brands can implement a sharper e-commerce strategy by partnering with an end-to-end e-commerce enabler like Etaily.

With Etaily, businesses can delegate everything from content production and channel creation to warehousing and fulfillment and free themselves to focus on other critical aspects of the business. For instance, Etaily can be responsible for taking stunning and professional photos and creating effective product descriptions or even coordinating with marketplace channels to participate in big sales events to hit your sales goals.

Outcome .

So far, Etaily has worked with SMEs, fashion conglomerates, and Fortune 500 companies to launch and run their e-commerce businesses and stand out against their competition. Etaily counts international brands such as Vans, Mossimo, and Terranova among its satisfied clients.

Learn how Etaily can take your brand to the next stage of its evolution.