Edamama
Edamama is a Philippines-based e-commerce platform, operated by MotherNurture Inc., that sells curated baby, maternity, and household essentials to mothers, expectant mothers, and parents through its website, mobile apps, and 10 physical retail stores.
- Company typePrivate
- Founded2020
- HeadquartersPhilippine, Philippines
- Headcount251–500
- GTM typeB2C
- OfferingDigital Commerce or Content
What Edamama does
Edamama, operated by MotherNurture Inc., is a Philippines-based e-commerce platform launched on Mother's Day 2020 during the COVID-19 pandemic, serving mothers, expectant mothers, and parents of infants through pre-teens. The company curates and sells baby, maternity, and household essentials via its web storefront at edamama.ph and native mobile applications on iOS, Android, and Huawei AppGallery, complemented by 10 company-operated physical retail stores as of early 2026. Its product surface spans third-party brands and its own private-label line 'bean by edamama,' which includes the bean Cloud Diapers, clothing, and baby care essentials.
The platform's technology layer is a conventional e-commerce stack supporting B2C transactions, curated collections organized by life stage, content management through the Discover parenting hub, and community features including Expert Connect sessions, Gift Registry, and a store-credit loyalty program called Edamama Beans. Recurring revenue is generated through a Subscribe & Save subscription service for consumables such as diapers and formula, while marketplace commissions from third-party sellers add a secondary transaction-revenue stream.
Commercially, Edamama monetizes primarily through direct product sales (one-time purchases and subscriptions), supplemented by marketplace commissions and ancillary bank/e-wallet promotional partnerships (e.g., Gcash, Maya, BPI). Pricing is unit-based in Philippine Pesos, with percentage discounts, free-shipping promotions, and seasonal events such as the New Mama Sale and the annual New Mama Expo driving acquisition and retention. The company is privately held, has raised over USD 35 million across pre-Series A, Series A, and Series A+ rounds since 2021, and operates exclusively within the Philippine market.
Edamama firmographics
Firmographics- Name
- Edamama
- Legal name
- MotherNurture Inc.
- Website
- https://edamama.ph
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Edamama is a Philippines-based e-commerce platform, operated by MotherNurture Inc., that sells curated baby, maternity, and household essentials to mothers, expectant mothers, and parents through its website, mobile apps, and 10 physical retail stores.
- Ownership category
- akta.pro rank
Edamama industry classification
Industry- Product category
- Baby and Maternal Products E-commerce
- NAICS
- Office Supplies, Stationery, and Gift Retailers (4594)
- SIC
- Retail-Family Clothing Stores (5651)
- akta.pro primary industry
- Baby, Kids & Maternity Online Retailers (CRAFADAI)
- akta.pro secondary industries
- Baby, Kids & Maternity DTC (CRAFACAI), Baby, Kids & Maternity Marketplaces (CRAFABAG)
Keywords
Where Edamama is headquartered
LocationHeadquarters
- HQ city
- Philippine
- HQ country
- Philippines
- HQ region
- Asia
Offices2 records
Markets served
Edamama business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Product Sales (Direct): Edamama generates primary revenue through direct sales of baby, maternal, and household products via its e-commerce platform and mobile apps. Products include clothing, diapers, feeding essentials, toys, and personal care items from third-party brands and its private label brand 'bean'.
- Private Label Products: The company sells its own branded products under the 'bean' label, including clothing, diapers (bean Cloud Diapers), and baby care essentials. Private label products offer higher margins and brand differentiation.
- Subscribe & Save Subscriptions: Recurring revenue from subscription orders for consumable products like diapers and formula milk, with customers receiving discounts for regular auto-delivery.
- Marketplace Commission: Third-party sellers can list and sell products on the platform, with Edamama earning commissions on transactions. The platform also mentions a 'Sell on edamama' program for partner merchants.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing with promotional discounts |
| Subscription | Monthly | Subscribe & Save subscription pricing |
| Transaction based/ take rate | Pay-as-you-go | Bank offers and cashback promotions |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Edamama product offering
Product offeringCore offering
Edamama operates a curated e-commerce and omnichannel retail platform that sells baby, maternity, kids, and household essentials to mothers and parents in the Philippines via its website, mobile apps, and 10 physical stores. It also sells its own private label brand "bean by edamama" (including bean Cloud Diapers, clothing, and skincare), supports recurring delivery through Subscribe & Save subscriptions, and provides community features such as Gift Registry, Edamama Beans loyalty rewards, Discover parenting content, and the annual New Mama Expo event.
Product overview
Edamama operates as a Philippines-focused parenting e-commerce platform offering a curated shopping experience for mothers and families. The core platform at edamama.ph provides baby and kids products, maternity wear, and household essentials through both online and offline channels. Key products include the bean private label brand (clothing, diapers, and baby essentials), supported by features like Subscribe & Save for recurring orders, Gift Registry for celebrations, and Edamama Beans loyalty rewards. The company has expanded from pure e-commerce to include 10 physical offline stores and hosts the annual New Mama Expo. Mobile apps are available on iOS and Android.
Differentiator
Problem solved
Functional benefit
Brands
- bean by edamama: Edamama's private label brand offering practical and reliable baby clothing and products, with designs inspired by Filipino roots and featuring animals and fun elements unique to the Philippines.
Products and services
- Edamama E-commerce Platform Philippines' curated online shopping platform for mamas, offering baby, maternity, kids, and household essentials through its own storefront with express delivery, mobile apps, and supporting features such as curated collections, Beans loyalty, Gift Registry, and Discover content. Targeted at mothers, expectant mothers, and primary caregivers in the Philippines.
- bean by edamama Edamama's owned private label brand selling baby clothing (onesies, dresses, tops), diapers (bean Cloud Diapers), skincare, and baby essentials featuring Filipino-inspired designs and collaborations with local artists. Sold to mothers and parents through the Edamama platform, mobile apps, and physical stores.
- Subscribe & Save
Quantifiable outcome
- Over 1.5 million product deliveries fulfilled since 2020 launch
- +2 more outcomes
Companies that use Edamama
Customer profileSegments3 records
Ideal customer profiles2 records
Edamama technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Edamama partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor.
- Cordlife PhilippinesminorEdamama partnered with Cordlife Philippines, a trusted leader in cord blood banking, to help expectant parents understand the life-saving potential of cord blood. The partnership was announced for World Cord Blood Day and includes educational content and promotional offerings.
- The Medical CityminorEdamama partnered with The Medical City hospital to promote their all-in maternity package, providing exceptional care for mothers and babies. The partnership includes educational content about maternity care options and hospital services.
- Logistics PartnersminorThird-party logistics and shipping partners handle order delivery, with Edamama sharing customer address information to ensure timely product delivery. The company also operates its own delivery capabilities for express shipping.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Edamama competitors and assessment
Company assessmentDirect peers
- Babylist: US-based curated baby registry and e-commerce platform combining wishlists, expert content, and marketplace sales. Closely mirrors Edamama's gift registry + curated catalog + content-driven model.
- The Memo: Australia-based curated marketplace for baby, kids, and maternity essentials with an emphasis on trusted brands and editorial content, comparable to Edamama's vertical curation and Discover platform.
- Motherswork: Singapore-headquartered omnichannel baby and maternity retailer with curated multi-brand assortment and brick-and-mortar presence across Southeast Asia, directly comparable to Edamama's hybrid model.
- Cloudberry Baby: Asia-focused baby and maternity retailer offering curated multi-brand products with strong content. Comparable to Edamama's vertical curation and lifestyle-driven shopping experience.
- MumsVillage: Southeast Asian parenting content and community platform with commerce integration. Comparable to Edamama's Discover content and Connect expert offerings layered on top of retail.
Broad incumbents
- Mothercare: Global established retailer of baby, kids, and maternity products with multi-brand assortment across own-stores and digital. A broader incumbent competing with Edamama on category breadth rather than curation.
- Lazada: Pan-Southeast-Asian general marketplace operated by Alibaba. Its baby and kids category competes with Edamama on catalog breadth, seller ecosystem, and marketing scale in the Philippines.
- Shopee: Sea Group-owned Southeast-Asian general marketplace with a large baby and kids category. Competes with Edamama on price, seller breadth, and logistics scale rather than curation.
- H&M Kids: Global fast-fashion kidswear vertical with both physical stores and e-commerce. A broader incumbent competing for the same parents' apparel wallet rather than serving as a curated specialist.
Regional players
- Tmall: Alibaba's China-focused B2C marketplace with a large maternal and baby category. Operates in a different geography but is a relevant comparable for curated vertical retail at scale.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Edamama social profiles
Digital presenceEdamama financial estimates
Financial estimateRevenue estimate
Valuation estimate
Edamama leadership team
Management profileNumber of profiles
Profiles1 record
Edamama funding detail
Funding detailFunding overview
Funding rounds4 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Edamama M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Edamama
What does Edamama do?
Edamama operates a curated e-commerce and omnichannel retail platform that sells baby, maternity, kids, and household essentials to mothers and parents in the Philippines via its website, mobile apps, and 10 physical stores. It also sells its own private label brand "bean by edamama" (including bean Cloud Diapers, clothing, and skincare), supports recurring delivery through Subscribe & Save subscriptions, and provides community features such as Gift Registry, Edamama Beans loyalty rewards, Discover parenting content, and the annual New Mama Expo event.
Is Edamama a public or private company?
Edamama is a private company. It is classified as venture growth investor backed and is currently operating.
When was Edamama founded?
Edamama was founded in 2020. It employs 251 to 500 people.
Where is Edamama based?
Edamama is headquartered in Philippine, Philippines, in the Asia region.
How does Edamama make money?
Four revenue lines are on record. Product Sales (Direct) is the primary driver. The others are private Label Products, subscribe & Save Subscriptions and marketplace Commission.
Who are Edamama's main competitors?
Direct peers on record are Babylist, The Memo, Motherswork, Cloudberry Baby and MumsVillage. Broad incumbents are Mothercare, Lazada, Shopee and H&M Kids. Tmall is listed as a regional player.
Does Edamama have an API?
No public API is recorded for Edamama.
What industry is Edamama in?
Edamama's product category is Baby and Maternal Products E-commerce. Its primary akta.pro industry code is CRAFADAI, Baby, Kids & Maternity Online Retailers, with a secondary code of CRAFACAI, Baby, Kids & Maternity DTC. Its NAICS code is 4594 and its SIC code is 5651.