Sari-sari stores, local carinderias, and other micro, small, and medium enterprises (MSMEs) are the driving force behind the Philippines’ nearly P30-trillion economy. Also known as its backbone, MSMEs represent 99.6% of all business establishments and generate 67% of total employment.
Nonetheless, these establishments face persistent challenges that limit growth and resilience. Most sari-sari stores and carinderias still rely heavily on cash-only transactions, manual record-keeping, and informal credit systems (colloquially referred to as lista). While these traditional practices have sustained them for a long time, in addition they expose MSMEs to inefficiencies, cash-handling risks, and even missed opportunities.
Recognizing this demand for digitalization, finance super app GCash recently conducted its latest financial literacy program, the Wais Tindera Caravan, which kicked off at Tunasan, Muntinlupa, on Dec. 5. The initiative goals to empower MSMEs with practical knowledge on finance and business while in search of to drive digital adoption through GCash’s Pera Outlet rollout and use of its Visa cards.
“MSMEs are the backbone of our economy, yet many close inside five years because running a business within the Philippines stays difficult. Through our Wais Tindera financial literacy programs, we equip nano- and micro-entrepreneurs with practical skills to begin, manage, and grow their businesses; and we introduce digital tools like GCash to assist them run operations more efficiently and safely. This strengthens financial inclusion and supports a more resilient digital economy,” GCash Assistant Vice-President for Sustainability CJ Alegre said in an interview.
As a part of the initiative, this system featured a series of talks by the Muntinlupa Entrepreneurship Financing Division (MEFD), headed by Kate Ax’l T. Estojero, discussing the fundamentals of managing a store, handling inventory, constructing a network of loyal customers, and utilizing digital tools for operations.
The event was also graced by Muntinlupa City Vice-Mayor Stephanie “Phanie” G. Teves, who highlighted the importance of supporting local entrepreneurs on the bottom and the challenges their “muntipreneurs” face.
“The standard challenges that our micro-entrepreneurs or “muntipreneurs”, as we call them here in Muntinlupa, are the literacy on investment and capital direction. So, it’s difficult for them if their business is correct of their capital direction and if the locations where they’re constructing their business are correct,” she said.
“These gaps might be addressed through different digital platforms where, even of their houses, they will start their very own business, and even their transactions are rather more accessible and easier through digital platforms like GCash. So, the transactions are easier,” the vice-mayor added.
She further emphasized that as digital adoption accelerates amongst small businesses, strengthening their awareness of online risks has grow to be just as essential as providing them with latest tools.
“Because our world is becoming digital, all transactions have gotten digital and online. It also comes with challenges where fraud or scamming becomes rampant. So, it’s very essential for micro-entrepreneurs that we support them in order that they will discover fraudulent or scam transactions,” Ms. Teves concluded.
Apart from the discussions, several booths kept participants entertained as they learned about various concepts in financial literacy. The interactive stations included areas focused on budgeting basics, responsible borrowing, smart saving habits, and digital security. Each booth featured engaging activities and straightforward explanations designed to assist MSMEs understand essential money concepts, comparable to managing each day expenses and protecting themselves from scams.
Constructing on these learning activities, Mr. Alegre noted that GCash can also be expanding and rolling out practical solutions that might help nano- and micro-entrepreneurs boost their income and strengthen their businesses.
“Most nano- and micro-entrepreneurs need to thrive, but many are still in survival mode. With GCash Pera Outlet Plus, sari-sari stores, salons, and small cafés can earn additional income by serving as cash-in and cash-out hubs, while having access to digital services like business loans. This transforms an everyday tindera right into a tech-enabled community partner, strengthening each their livelihood and the local economy,” he said.
Mr. Alegre explained that, apart from providing latest income streams, GCash can also be focused on simplifying the digital shift for casual enterprises to be sure that even the smallest community businesses can take part in the fashionable economy.
“We make it easy for casual small businesses to go digital through easy online onboarding and fast approval, allowing sari-sari stores and micro-enterprises to supply cash-in, cash-out, and bills payment services. With GCash Pera Outlet and GCash for Business, they gain digital tools that track sales, manage transactions, and organize each day operations. This helps them transition into the formal digital economy and contributes to a more cash-lite and inclusive marketplace,” he said.
The caravan is aligned with the Bangko Sentral ng Pilipinas’ (BSP) commitment to broadening and enhancing financial participation following a report showing a slight decline in financial account ownership amongst Filipino adults between 2021 and 2024.
The World Bank’s The Global Findex Database 2025 report showed that only 50.2% of roughly 82 million Filipinos aged 15 years old and above had financial accounts in 2024, a decrease from the 51.4% recorded in 2021.
By providing MSMEs with practical financial knowledge and accessible digital tools, GCash helps businesses grow while promoting a safer and more efficient option to manage money. In this fashion, the finance super app gives back to the community it serves, right down to even the smallest enterprises, empowering them to participate fully within the country’s digital economy.
Highlight is BusinessWorld’s sponsored section that permits advertisers to amplify their brand and connect with BusinessWorld’s audience by publishing their stories on the BusinessWorld Site. For more information, send an email to online@bworldonline.com.
Join us on Viber at https://bit.ly/3hv6bLA to get more updates and subscribe to BusinessWorld’s titles and get exclusive content through www.bworld-x.com.