Malaysia-based venture capital firm Vynn Capital has invested in Philippine commerce infrastructure startup Etaily, as the company steps up for expansion across the region, according to an announcement on Thursday.
Financial terms of the investment were not disclosed. The deal follows Etaily’s funding round in late 2025 led by Sumitomo Mitsui Banking Corporation’s (SMBC) Asia Rising Fund.
Etaily said the fresh capital is intended to support the company’s growth in Malaysia, Singapore, and Indonesia.
Founded in 2020, Etaily provides technology and operational services that help consumer brands manage marketplace sales, social commerce, retail media, fulfilment and customer engagement across Southeast Asia. The company also uses AI and data analytics to support brands’ online operations. It counts brands including L’Oréal, Levi’s, Skechers, Fila, Vans, Columbia, and The North Face among its clients.
The company plans to use the proceeds to expand its regional operations, including investments in AI-enabled commerce operations, retail media capabilities, fulfilment integration, social commerce, and cross-border brand expansion.
“Malaysia is becoming an increasingly important pillar within our Southeast Asia cluster strategy,” founder and CEO Alexander Friedhoff said in a statement.
“Having a partner like Vynn Capital is highly strategic for us given their deep understanding of logistics, operational infrastructure and regional scaling dynamics. Beyond capital, we believe their network and experience will help accelerate our vision of building Southeast Asia’s leading commerce infrastructure platform,” he added.
Etaily said it has expanded its operations in Malaysia over the past year, establishing local teams and securing regional commerce mandates through partnerships with Gulf Marketing Group (GMG), a Middle East-based retail operator. The company now works with more than 100 brands across the region and expects Southeast Asian operations to become a larger contributor to its long-term growth.
Etaily has raised more than $24 million since its founding, backed by investors including SMBC, Pavilion Capital, SBI Investment, Ayala Corporation, and the Gokongwei Group. Founder Friedhoff previously worked at Zalora before launching the company.
The Etaily investment comes months after Vynn Capital led a funding round for Malaysian automotive after-sales platform ServAuto, alongside investors including Openspace Capital, Gobi Partners, and SWC Global.
Vynn Capital, founded in 2018, invests in technology companies focused on mobility, supply chains, and commerce infrastructure across Southeast Asia. The firm is led by Victor Chua, together with Tunku Ali Redhauddin ibni Tuanku Muhriz and Darren Chua.
