Sari-sari stores, local carinderias, and other micro, small, and medium enterprises (MSMEs) are the driving force behind the Philippines’ nearly P30-trillion economy. Often referred to as its backbone, MSMEs represent 99.6% of all business establishments and generate 67% of total employment.
However, 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 known as lista). While these traditional practices have sustained them for decades, they also 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 aims to empower MSMEs with practical knowledge on finance and business while seeking to drive digital adoption through GCash’s Pera Outlet rollout and use of its Visa cards.
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“MSMEs are the backbone of our economy, yet many close within five years because running a business in the Philippines remains challenging. Through our Wais Tindera financial literacy programs, we equip nano- and micro-entrepreneurs with practical skills to start, manage, and grow their businesses; and we introduce digital tools like GCash to help 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 part of the initiative, the program featured a series of talks by the Muntinlupa Entrepreneurship Financing Division (MEFD), headed by Kate Ax’l T. Estojero, discussing the basics of managing a store, handling inventory, building 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 ground and the challenges their “muntipreneurs” face.
“The usual 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 challenging for them if their business is right in their capital direction and if the locations where they are building their business are correct,” she said.
“These gaps can be addressed through different digital platforms where, even in their houses, they can start their own business, and even their transactions are much 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 among small businesses, strengthening their awareness of online risks has become just as important as providing them with new tools.
“Because our world is becoming digital, all transactions are becoming digital and online. It also comes with challenges where fraud or scamming becomes rampant. So, it’s very important for micro-entrepreneurs that we support them so that they can identify fraudulent or scam transactions,” Ms. Teves concluded.
Aside 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 simple explanations designed to help MSMEs understand essential money concepts, such as managing daily expenses and protecting themselves from scams.
Building on these learning activities, Mr. Alegre noted that GCash is also expanding and rolling out practical solutions that can help nano- and micro-entrepreneurs boost their income and strengthen their businesses.
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“Most nano- and micro-entrepreneurs want 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 gaining access to digital services like business loans. This transforms a regular tindera into a tech-enabled community partner, strengthening both their livelihood and the local economy,” he said.
Mr. Alegre explained that, other than providing new income streams, GCash is also focused on simplifying the digital shift for informal enterprises to make sure that even the smallest community businesses can participate in the modern economy.
“We make it easy for informal small businesses to go digital through simple online onboarding and fast approval, allowing sari-sari stores and micro-enterprises to offer 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 daily operations. This helps them transition into the formal digital economy and contributes to a more cash-lite and inclusive marketplace,” he said.
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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 among Filipino adults between 2021 and 2024.
The World Bank’s The Global Findex Database 2025 report showed that only 50.2% of approximately 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 way to manage money. In this way, the finance super app gives back to the community it serves, down to even the smallest enterprises, empowering them to participate fully in the country’s digital economy.
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