Philippine-headquartered digital commerce enabler etaily has announced its official launch in Singapore as it looks to extend its e-commerce enablement services to brands based in the city-state.
The expansion will see etaily rolling out its full suite of digital commerce management services, such as brand commerce management, live streaming solutions, and influencer network, which are all powered by its e-commerce management platform, etaily Clarity.
The launch also sees the establishment of a local team in Singapore and will allow businesses in the city-state to access the company’s networks across the Asia Pacific region.
etaily was founded in 2020 by Alexander Friedhoff to provide services such as content production, channel creation, and warehousing and fulfillment among others.
In its first year of operations, the startup said it processed more than one million transactions and made 50,000 unique products available across Southeast Asia.
In the Philippines, etaily evolved into one of the market leaders by managing brands such as Levi’s, Crocs, Fila, Skechers, L’Oreal, and many others.
“We are ready to meet the demands of the Singaporean population for brands that are already available locally, as well as bringing in new brands—either from etaily’s ecosystem or brands developed by etaily’s BrandLabs unit,” said Friedhoff, who is also the company’s CEO.
The Singapore expansion comes about six months after etaily raised $17.8 million in a Series A funding round co-anchored by Chinese private equity firm SKS Capital and Singapore’s Pavilion Capital.
The round was also backed by SBI ICCP, a joint venture between ICCP Venture Partners in the Philippines and Japan’s SBI Holdings (formerly SoftBank Investments), Kaya Founders, Magsaysay family, Chan family, Foxmont Capital, and JG Digital Equity Ventures, the corporate venture arm of JG Summit Holdings.
The funding round in November brought etaily’s total funds raised to $23.7 million. In 2022, the company raised $4.3 million in its Seed extension round led by JG Digital Equity Ventures. It also raised $1.6 million in 2021.
Last year, etaily earned the 3-star certification from the Lazada Partners Program for all quarters of the past year.
The recognition is Lazada’s highest standard for its platform partners and is awarded to those who’ve demonstrated excellent in-store management, operations, and fulfillment.