Etaily and GroupM enter into a Strategic Partnership to Offer Integrated Commerce Management Solution in Southeast Asia, starting in the Philippines

May 2025 — Manila, Philippines / Singapore

In today’s fragmented retail landscape, brands are seeking simplicity, speed, and scale. The Etaily x GroupM partnership is purpose-built to help global and regional brands navigate and thrive in complex digital environments—across marketplaces, direct-to-consumer platforms, social commerce, and offline retail.

Through this collaboration, Etaily will integrate its proprietary technologies, fulfillment infrastructure, omnichannel operations, and influencer networks with GroupM’s data-driven media planning and optimization expertise. Together, the two companies will provide a unified offering that encompasses media buying, content, conversion, and commerce operations—powered by real-time analytics and AI-enabled decision-making.

Etaily contributes a comprehensive full-funnel media and commerce solution through the seamless integration of media campaigns with product availability and conversion strategies. Leveraging real-time insights from Etaily’s backend operations and GroupM’s media analytics, brands benefit from a full funnel approach from data-driven optimization that enhances performance at every stage. With centralized control over brand messaging, content syndication, and campaign execution, GroupM and Etaily ensures consistent and impactful storytelling.

The partnership is expected to kick off with pilot campaigns across the Philippines with plans to scale across Southeast Asia by the end of 2025. This partnership marks a pivotal moment for brands looking to simplify complexity and scale commerce efficiently in Southeast Asia—powered by the combined strength of two industry leaders.

The Etaily Group (TEG) is a Digital-Native Retail Platform enabling consumer brands in Asia. As a next-generation consumer products platform, they leverage operations technology, industry expertise, and strategic collaborations to ignite growth and launch brands online first, offline to follow. In addition to powering its own brands, etaily provides a unique end-to-end marketplace, direct-to-consumer and livestreaming Commerce solution for enterprise consumer brands, in addition to standalone omni-channel solutions.

GroupM is WPP’s media investment group, responsible for more than $60 billion in annual media investment through agencies such as Mindshare, Wavemaker, EssenceMediacom, and GroupM Nexus. With a mission to shape the next era of media where advertising works better for people, GroupM combines technology, data, and creativity to deliver transformative marketing performance for the world’s leading brands. In Southeast Asia, GroupM helps brands navigate dynamic and diverse markets through deep local insights, global best practices, and an unrelenting focus on outcomes.