Etaily Secures Strategic Investment from SMBC Asia Rising Fund to Accelerate Social Commerce and Regional Expansion

Manila, Philippines — December 4, 2025

Etaily, the Philippines’ leading digital-native retail platform, announces that the SMBC Asia Rising Fund, the corporate venture capital arm of SMBC Group, has made a strategic investment in the company. This brings total funding to US$24 million, reinforcing its position as one of Southeast Asia’s most rapidly scaling digital commerce enablers. 

This marks SMBC’s first investment in the Philippines, and serves as a gateway into Southeast Asia’s fast-expanding digital commerce ecosystem. The investment was made through Etaily’s Singapore holding entity as part of SMBC’s regional mandate to support high-growth companies across Asia.

As highlighted in a recent Forbes feature, Etaily is emerging as a key player riding Southeast Asia’s e-commerce wave, a region projected to surpass US$300 billion GMV by the end of the decade. The industry is rapidly shifting toward social commerce, creator-led selling, short-form content, and livestream retail, trends that Etaily has been purpose-built to lead.

Founded in 2020, Etaily combines the strengths of technology, content, supply chain, and omnichannel retail to build the next generation of consumer commerce. Today, the company:

• Empowers global brands to enter Southeast Asia with turnkey operations
• Accelerates local and emerging brands through multi-country expansion
• Enables brands to operate seamlessly across online and offline retail
• Builds end-to-end commerce engines, from marketplaces to social commerce to brand-owned channels
  

Etaily’s suite of solutions spans marketplace management, direct-to-consumer strategy, content creation, livestreaming, short-form video production, affiliate marketing, fulfillment, and data-powered analytics. 

At the core of the business is Etaily’s proprietary commerce engine, a technology layer that integrates retail operations, performance intelligence, and omnichannel readiness to give brands a scalable and cohesive platform across Southeast Asia.

With SMBC’s investment, Etaily will accelerate the build-out of Southeast Asia’s most comprehensive social commerce infrastructure, including:

• A regional network of 80+ in-house studios by 2026
• Scaled livestream and short-video production capabilities
• A significantly expanded affiliate and creator engine
• Dedicated performance teams for TikTok, Meta, and Google
• Enhanced cross-border and multi-market operational capabilities

This investment comes at a time when livestreaming and short-form content are reshaping consumer behavior, with the Philippines, Malaysia, and Singapore among the fastest-growing social commerce markets globally.

SMBC Asia Rising Fund invests in high-potential companies across India, Southeast Asia, and global markets, focusing on startups driving digital transformation and economic growth. The Fund noted Etaily’s strong operational foundation, innovative commerce engine, and regional momentum as key reasons for the partnership.

Etaily continues to serve a diverse portfolio of global and regional brands in categories including beauty, fashion, FMCG, health & wellness, and premium lifestyle. The company’s enablement ecosystem, now strengthened by SMBC’s strategic support, positions Etaily to become Southeast Asia’s leading end-to-end commerce platform.

As commerce in the region continues to evolve, Etaily reaffirms its mission:

To empower every brand, global or local, to scale across Southeast Asia with simplicity, speed, and content-driven retail excellence.