Etaily
Etaily is a digital-native retail platform that enables global consumer brands to operate end-to-end across Southeast Asian marketplaces and D2C channels. It provides managed marketplace operations, AI-driven demand planning, livestream commerce, and integrated logistics to 80+ brands across the Philippines, Malaysia, Singapore, and Indonesia.
- Company typePrivate
- Founded2020
- HeadquartersSingapore, Singapore
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Etaily does
Etaily serves more than 80 global brands including Samsung, Levi's, Skechers, Crocs, Abbott, L'Oreal, Reckitt, and the GMG portfolio of Vans, Columbia, Timberland, and The North Face, processing over 10 million orders across the Philippines, Malaysia, Singapore, and Indonesia. Revenue is generated through managed-services fees for marketplace and D2C operations, transaction-based commissions on processed GMV, and performance marketing services on a quote-based B2B pricing model. Strategic distribution partnerships — notably an exclusive multi-country mandate from Gulf Marketing Group and an integrated commerce-logistics joint platform with Pos Malaysia — anchor its regional operating model, while tier-one institutional backing from SMBC, Pavilion Capital (Temasek-affiliated), SKS Capital, JGDEV, and Ayala Ventures provides capital for continued expansion.
Etaily firmographics
Firmographics- Name
- Etaily
- Legal name
- Etaily
- Website
- https://etaily.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Etaily is a digital-native retail platform that enables global consumer brands to operate end-to-end across Southeast Asian marketplaces and D2C channels. It provides managed marketplace operations, AI-driven demand planning, livestream commerce, and integrated logistics to 80+ brands across the Philippines, Malaysia, Singapore, and Indonesia.
- Ownership category
- akta.pro rank
Etaily industry classification
Industry- Product category
- E-commerce Enablement Services
- NAICS
- Couriers and Express Delivery Services (492110), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)
- akta.pro primary industry
- Marketplace Enablement, Seller Tools & E-commerce Infrastructure (BPAMAGAK)
Keywords
Where Etaily is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices3 records
Markets served
Etaily business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- E-commerce Managed Services: Etaily provides end-to-end e-commerce and retail support including marketplace operations, D2C management, social commerce, livestreaming, digital and affiliate marketing, studio production, and customer service. Revenue is generated through service fees for managing brand operations across multiple channels and platforms.
- Commission and Transaction Fees: Revenue generated from processing orders and transactions across marketplace and D2C channels managed on behalf of brand clients. The company takes a share of GMV processed through its platform.
- Performance Marketing Services: Fees for performance marketing strategy and execution, including targeted campaigns on Facebook, Google, TikTok ads, and affiliate marketing programs.
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Etaily product offering
Product offeringCore offering
Etaily provides end-to-end e-commerce and retail enablement services for global consumer brands entering Southeast Asia, operating across marketplace platforms (Shopee, Lazada, TikTok Shop), D2C storefronts, social commerce, livestream commerce, performance marketing, and integrated logistics. The offering is delivered through a unified digital-native retail platform with proprietary technology including the Clarity inventory-sync platform, a proprietary OMS, AI-powered demand and supply planning, and Etaily Society influencer marketing.
Product overview
Etaily is a digital-native retail platform providing end-to-end e-commerce and retail solutions across Southeast Asia. The platform operates as a unified modular system consisting of four core pillars: Brand Management (Marketplace & D2C Management, Digital Marketing & Content Creation, Demand & Supply Planning, Merchandising), Brand Data (Digital Shelf Monitoring, Channel Analytics, Real Time Data Overview), Brand Experience (Retail Planning, Retail Operations, Retail Installation), and Brand Building (Product R&D, Production, Distribution, Branding, Marketing/Sales/Service). The platform is complemented by proprietary tools including Clarity for inventory sync, Etaily Society for influencer marketing, and specialized TikTok Shop management services. Etaily operates in the Philippines, Singapore, and Malaysia, supporting categories including beauty, fashion, footwear, consumer electronics, home & living, toys & games, FMCG, and pet care. The company manages over 80 global brands including Levi's, Skechers, Samsung, Crocs, Abbott, and L'Oreal, processing over 10 million orders across marketplace platforms (Shopee, Lazada, TikTok Shop) and D2C channels.
Differentiator
Problem solved
Functional benefit
Products and services
- Brand Management End-to-end brand management solution enabling expansion of e-commerce business and geographic scope across all major online channels, including marketplace management, D2C operations, digital advertising, and conversion optimization for global consumer brands entering Southeast Asia.
- Brand Data Data analytics and intelligence platform providing visibility into sales performance, ad spend impact, and channel analytics. Includes digital shelf monitoring, channel analytics, and real-time data overview across countries and marketplaces for brand owners and commercial teams.
- Brand Experience Offline retail solutions including retail planning, retail operations management, and retail installation services. Partners with Asia's leading retail groups to deliver comprehensive commerce solutions across all formats under Etaily's "Online First, Offline to Follow" approach.
- Brand Building Data-driven brand growth platform covering product research and development, production, distribution, branding, and marketing/sales/service. Identifies high-performing products and successful campaigns to accelerate the brand-building process for consumer brands in Southeast Asia.
- ZingMall Omnichannel Commerce Platform Omnichannel commerce platform bridging online and offline retail experiences. Built for Ayala Malls to provide seamless omnichannel shopping with two-hour order fulfillment, multi-3PL delivery integration, and consolidated product catalog across online and offline channels.
- Clarity Platform Proprietary tech-enabled platform for synchronized inventory management across multiple channels, ensuring real-time stock updates and seamless order processing. Used by Etaily for cross-channel operations management for its brand clients.
- Etaily Society Influencer Marketing Platform In-house influencer marketing platform connecting brand clients with key opinion leaders (KOLs) for product promotion and campaign execution, tracking and reporting campaign performance with measurable results across Southeast Asia.
- TikTok Shop Management Services Official TikTok Shop Partner services including livestream commerce, short-form video content creation, and affiliate program management. Comprehensive end-to-end TikTok commerce solutions for brand clients across Southeast Asia, demonstrated through Samsung's 415% GMV uplift and Top 5 ranking in TikTok Electronics category in 2024.
- Livestream Commerce Solutions End-to-end livestreaming commerce infrastructure and production services supporting extended daily livestreams with detailed analytics, creator partnerships, and affiliate marketing integration for brand clients across Southeast Asia.
- Etaily x Pos Fulfill Integrated Commerce Platform Integrated digital commerce and logistics platform combining Pos Malaysia's warehousing, inventory management, order fulfillment, pick-and-pack operations, and last-mile delivery with Etaily's e-commerce and livestreaming infrastructure, providing unified inventory sync with marketplace inventory in real time.
Quantifiable outcome
- 415% GMV uplift for Samsung on TikTok Shop in 2024
- +9 more outcomes
Companies that use Etaily
Customer profileNamed customers15 records
Segments3 records
Ideal customer profiles2 records
Etaily technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability4 records
Feature5 records
Etaily partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered major, minor and core.
- WPP MediamajorNew partnership with WPP Media to enhance social commerce and livestreaming capabilities across Southeast Asia, targeting Philippines-Malaysia-Singapore cluster. Partnership supports expansion through multi-country strategy.
- piMerceminorPartnership to spearhead data-driven commerce in Southeast Asia, announced in The Manila Times.
- Pos Malaysia BerhadcoreStrategic partnership to deliver integrated digital commerce, media, livestreaming, and fulfillment solutions for enterprise brands entering Malaysia. Powered by Pos Malaysia's 10,000 sqm warehouse facilities and nationwide logistics network combined with Etaily's e-commerce infrastructure. First major partnership combining a logistics provider with digital commerce operator in Malaysia.
- Gulf Marketing Group (GMG)coreAppointed as exclusive operating partner for GMG's portfolio brands (Vans, Columbia, Timberland, The North Face) for marketplace and D2C digital commerce across Malaysia, Indonesia, and Singapore. Strategic shift from managing separate vendors per market to consolidated regional operations under single operator.
Scale indicators13 records
Recent moves6 records
Expansion highlights6 records
Etaily competitors and assessment
Company assessmentDirect peers
- Anchanto: Singapore-based SaaS platform for marketplace enablement, order management, and warehouse management, serving brands and 3PLs across SEA. Directly comparable in marketplace enablement focus and geographic focus.
- aCommerce: Thailand-headquartered e-commerce enabler providing end-to-end marketplace management, digital marketing, and logistics across SEA. Most directly comparable peer given overlapping managed-services model, regional footprint, and target brand client base.
Emerging players
- Pacvue: Commerce acceleration platform for brands and agencies managing Amazon, Walmart, and other marketplaces, with retail media and content tooling. Comparable in marketplace enablement and brand-side focus, though primarily Western in footprint.
- CommerceIQ: AI-powered commerce optimization platform for brands selling on Amazon and major marketplaces. Comparable in serving enterprise brands with marketplace management and analytics, though concentrated in Western marketplaces.
- ChannelEngine: Marketplace integration and brand enablement platform connecting brands to global marketplaces. Comparable in marketplace enablement focus, though primarily software-led and Europe-anchored.
Broad incumbents
- BigCommerce: Public SaaS e-commerce platform serving mid-market and enterprise brands globally. Comparable as a commerce platform serving brand clients across channels, though broader in customer base and software-led rather than managed services.
- VTEX: Global digital commerce platform offering composable commerce and marketplace solutions. Comparable in providing commerce infrastructure to enterprise brands, though broader in geography and more platform- than service-led.
- Mirakl: Global marketplace enablement platform serving enterprises with marketplace-building technology and seller tooling. Comparable as an enabler layer for brands and retailers, but broader in scope and software-led rather than managed-services.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Etaily social profiles
Digital presenceEtaily financial estimates
Financial estimateRevenue estimate
Valuation estimate
Etaily leadership team
Management profileNumber of profiles
Profiles9 records
Etaily funding detail
Funding detailFunding overview
Funding rounds7 records
Investors16 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Etaily 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 Etaily
What does Etaily do?
Etaily provides end-to-end e-commerce and retail enablement services for global consumer brands entering Southeast Asia, operating across marketplace platforms (Shopee, Lazada, TikTok Shop), D2C storefronts, social commerce, livestream commerce, performance marketing, and integrated logistics. The offering is delivered through a unified digital-native retail platform with proprietary technology including the Clarity inventory-sync platform, a proprietary OMS, AI-powered demand and supply planning, and Etaily Society influencer marketing.
Is Etaily a public or private company?
Etaily is a private company. It is classified as venture growth investor backed and is currently operating.
When was Etaily founded?
Etaily was founded in 2020. It employs 101 to 250 people.
Where is Etaily based?
Etaily is headquartered in Singapore, Singapore, in the Asia region.
How does Etaily make money?
Three revenue lines are on record. E-commerce Managed Services are the primary driver. The others are commission and Transaction Fees and performance Marketing Services.
Who are Etaily's main competitors?
Direct peers on record are Anchanto and aCommerce. Emerging players are Pacvue, CommerceIQ and ChannelEngine. Broad incumbents are BigCommerce, VTEX and Mirakl.
Does Etaily have an API?
No public API is recorded for Etaily.
What industry is Etaily in?
Etaily's product category is E-commerce Enablement Services. Its primary akta.pro industry code is BPAMAGAK, Marketplace Enablement, Seller Tools & E-commerce Infrastructure. Its NAICS code is 492110.