Social commerce enablement platform Etaily has announced a major strategic investment from Japan’s SMBC Group via the SMBC Asia Rising Fund, a landmark deal that pushes the company’s total funding to over $24 million. This capital infusion reflects strong investor confidence in Etaily’s end-to-end digital commerce operating system and its growing influence across Southeast Asia. The investment will support the company’s next stage of expansion, further strengthening its technology stack and accelerating its regional footprint.
A Strategic Infusion of Capital
The new strategic investment was led by SMBC Group through its SMBC Asia Rising Fund, underscoring a significant endorsement of Etaily’s long-term vision and operational execution. More than financial backing, the partnership opens access to SMBC’s global networks, creating potential pathways for cross-border growth and institutional partnerships. The deal highlights the increasing interest traditional financial institutions have in high-performing commerce technology platforms transforming retail in Asia.
Joining SMBC Group in the round were returning investors Kaya Founders and JG Digital Equity Ventures, the venture arm of the Philippines’ Gokongwei Group. Their renewed participation reinforces strong local and regional conviction in Etaily’s model and execution capabilities. The mix of global and Southeast Asian investors provides Etaily with a powerful, well-balanced support base as it scales its integrated commerce infrastructure.
Powering Brands with an End-to-End Ecosystem
Founded in 2020 in the Philippines, Etaily has rapidly distinguished itself as a digital-first retail platform built to support modern consumer brands through a holistic ecosystem. The company offers a fully integrated operating system that covers the entire commerce value chain, from product development and branding to marketplace operations, logistics, and customer service. This unified structure enables brands to build and scale their direct-to-consumer strategies with greater efficiency and visibility.
Etaily’s platform includes trading capabilities, multi-channel marketing solutions, and advanced fulfillment services designed to deliver a frictionless customer experience. The company has developed deep expertise in Social Commerce, providing specialized infrastructure for livestreaming, affiliate programs, and short-form content that drives engagement and conversions. This forward-looking approach ensures brands can meet consumers directly on the platforms where they are most present and active.
Demonstrated Growth and Market Penetration
Etaily’s growth is evident in its operational scale, currently overseeing more than 300 storefronts across major e-commerce marketplaces and the fast-growing TikTok Shop ecosystem. The company also designs and manages dedicated brand.com sites entirely in-house, expanding its partners’ direct-to-consumer channels. This strong multi-platform presence has made Etaily a trusted partner for over 80 brands seeking robust digital acceleration.
Recognizing the surge in interactive commerce, Etaily has become a regional leader in livestreaming and content-driven retail. The company facilitates hundreds of hours of livestream events and powers extensive affiliate and short-form video strategies for its partners. These capabilities enable brands to stay ahead of shifting consumer behavior and capitalize on the explosive growth of Social Commerce across Southeast Asia.
Future Ambitions and Company Culture
With its total funding now exceeding $24 million, Etaily is positioned to significantly advance its technology roadmap and scale its product suite. The company plans to enhance its proprietary commerce operating system, onboard more global and regional brands, and deepen its presence across key Southeast Asian markets. This new investment strengthens Etaily’s ability to deliver the infrastructure required for brands to thrive in an increasingly digital retail environment.
This strategic investment led by SMBC Group marks a pivotal moment for Etaily, elevating its status as a leading force in the social commerce and digital retail ecosystem. The infusion of capital validates the strength of Etaily’s end-to-end model and equips the company for aggressive and sustainable expansion. As social commerce continues reshaping consumer expectations, Etaily is exceptionally positioned to define the next era of online retail across Asia.