E-commerce in Southeast Asia is booming. While this comes with the exciting opportunity to gain and learn more, brands are also finding themselves challenged on how to navigate and adapt to an ever-changing digital landscape. Entrepreneurs must navigate local nuances, fulfil a labyrinth of logistical issues and decide their best course of strategy. 

Etaily, a Philippine-based e-commerce solutions provider, aims to streamline these processes for brands. Last week, the platform announced the closing of its Series A round at $17.8 million, which was co-led by Chinese private equity firm SKS Capital and Pavilion Capital, which Singapore’s Temasek Holdings wholly owns.

Co-founded by German-born Philippine-based Gen.T honouree Alexander Friedhoff in 2020, the company has worked with big-name brands including TikTok, Shopee, Levi's, Skechers and Fila, providing them with holistic e-commerce solutions, from operations support and marketing to data analytics and delivery services. 

“Our ecosystem spans the entire customer journey, from the development of lifestyle products through in-house branding capabilities to delivery to a local and regional customer base,” says Friedhoff.

The company said it will use the funding to boost its presence in the Philippines and the Southeast Asia region and improve its distribution platform for brands. In terms of revenue, it is said to be on course to hit $100 million by 2025. 

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