GCash empowers MSMEs, drives financial literacy and digitization through Wais Tindera Caravan

Sari-sari stores, local carinderias, and other micro, small and medium enterprises (MSMEs) are the driving force behind the nearly P30-trillion Philippine economy. Often referred to as its backbone, MSMEs represent 99.6% of all business establishments and generate 67% of all employment.

However, these institutions face ongoing challenges that limit growth and resilience. Many sari-sari shops and carinderia still rely heavily on cash-only transactions, manual record-keeping, and informal credit systems (known as list). While these traditional practices have saved them for decades, they also expose MSMEs to inefficiencies, cash management risks, and even missed opportunities.

Recognizing this need for digitization, financial super app GCash recently conducted its latest financial education program, the Wais Tindera Caravan, which started in Tunasan, Muntinlupa, on December 5. The program aims to empower MSMEs with practical financial and business knowledge while seeking to drive digital adoption through the issuance of the GCash card and the Out of Pera GCash card.

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“MSMEs are the backbone of our economy, yet many are closed within five years because running a business in the Philippines is still a challenge. Through our Wais Tindera financial education programs, we equip micro- and nano-entrepreneurs with practical skills to start, manage, and grow their businesses; and introduce digital tools like GCash to help them run operations more efficiently and safely and strengthen GCash’s financial support. Deputy of Sustainability President CJ Alegre said in an interview.

As part of this program, the program consists of a series of lectures by the Muntinlupa Entrepreneurship Financing Division (MEFD), led by Kate Ax’l T. Estojero, discussing the basics of store management, inventory management, building a network of loyal customers, and using digital tools in operations.

The event was also graced by Muntinlupa City Vice Mayor Stephanie “Phanie” G. Teves, who highlighted the importance of supporting local entrepreneurs and the challenges that “muntipreneurs” face.

“The common challenges for our small businessmen or “muntipreneurs”, as we call them here in Muntinlupa, is to read and write about investments and money management.

“These gaps can be solved through different digital platforms where, even in their homes, they can start their business, and even their transactions are more accessible and easy by using digital platforms like GCash. Therefore, transactions are easier,” said the deputy mayor.

He also emphasized that as digital adoption accelerates among small businesses, strengthening their awareness of online risks has become as important as providing them with new tools.

“Because our world is becoming digital, everything that is done is increasingly digital and online. There are also challenges when fraud or fraud is rampant. Therefore, it is very important for small businesses that we support them so that they can identify fraud or fraud,” Ms. Teves concluded.

Apart from the talks, several booths kept the participants entertained as they learned about various financial literacy concepts. Interactive channels include areas focused on budget support, smart lending, smart savings habits, and digital security. Each booth includes engaging activities and simple explanations designed to help MSMEs understand important financial concepts, such as managing day-to-day expenses and protecting against fraud.

Building on these learning activities, Mr. Alegre noted that GCash is also expanding and introducing practical solutions that can help small and medium entrepreneurs increase their income and strengthen their businesses.

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“Most small and medium business owners want to prosper, but many are still in survival mode. With GCash Pera Outlet Plus, sari-sari shops, salons, and small cafes can earn more money by acting as a cash-in and cash-out point, while gaining access to digital services such as business loans. This is a general change a towel be a partner of the community empowered by technology, strengthening their health and the local economy,” he said.

Mr. Alegre explained that, in addition to providing new streams of income, GCash also focuses on facilitating the digital transformation of informal businesses to ensure that even small social enterprises can participate in the modern economy.

“We’re making it easy for small, unorganized businesses to go digital through easy online onboarding and fast, agreeable approvals sari-sari stores and small businesses to provide cash, cash flow, and debt settlement services. With GCash Pera Outlet and GCash for Business, they get digital tools that track sales, manage transactions, and organize daily activities. This helps them move into the formal digital economy and contributes to a more profitable and inclusive market,” he said.

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The caravan is aligned with the Bangko Sentral ng Pilipinas’ (BSP) commitment to increase and promote financial participation following a report showing a slight decline in financial account ownership among Filipino adults between 2021 and 2024.

The World Bank’s Global Findex Database 2025 report showed that only 50.2% of the nearly 82 million Filipinos aged 15 and over had financial accounts in 2024, down from 51.4% recorded in 2021.

By providing MSMEs with practical financial information and accessible digital tools, GCash helps businesses grow while promoting a safe and efficient way to manage money. In this way, a high-performance financial system gives back to the community it serves, down to even the smallest businesses, empowering them to fully participate in the country’s digital economy.

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