Grab Launches Grab Asenso to Empower MSMEs in Digital Transformation Nationwide

Grab Philippines has formally unveiled Grab Asenso: A Digital Diskarte Program, an initiative aimed at accelerating the digital adoption of micro, small, and medium enterprises (MSMEs) throughout the country beyond Metro Manila. The program integrates a multi-city Learning Caravan with new mobile-first merchant tools accessible through the GrabMerchant app, providing business owners with practical skills and digital infrastructure to enhance their online presence.

MSMEs play a crucial role in the Philippine economy, comprising 99.59% of all establishments and generating approximately 65% of employment. Despite this, many businesses remain in the early stages of their digital journey. With 2024 seeing 57.4% of retail payments by volume and 59% by value conducted digitally—driven largely by QR PH and instant fund transfers—the need for digital readiness among merchants has become critical for inclusive economic growth.

The program’s inaugural event took place in Angeles City, featuring collaboration with the local government, the Department of Information and Communications Technology (DICT) Regional Office, and the merchant community. Plans are underway to extend the initiative to other key cities including Cavite, Baguio, Bohol, Dumaguete, Iloilo, Bacolod, and Cagayan de Oro in the coming months.

CJ Lacsican, Grab Philippines Vice-President for Cities, emphasized the program’s commitment to empowering entrepreneurs. He stated, "Progress happens when every entrepreneur, regardless of business size, can fully participate in the digital economy. Grab Asenso goes beyond seminars. We pair hands-on, mobile-based learning with ready-to-use tools — marketing, payments, logistics, and an AI-copilot — so MSMEs can find consumers, run leaner operations, and scale their business faster. When small businesses thrive, supply chains strengthen, jobs multiply, and local economies become more vibrant and more resilient."

The program enjoys strong support from the DICT, with the agency’s Director of the ICT Industry Development Bureau, Emmy Lou Versoza-Delfin, highlighting its alignment with the national digital livelihood agenda. She remarked, "The Department of Information and Communications Technology is deeply honored and excited to be a part of the Grab Asenso Learning Caravan. This initiative is more than just an event; it’s a testament to our shared belief in the power of digital technology to transform lives and build a brighter future for the Philippines. Grab Asenso is a powerful display of digital bayanihan — a modern-day take on our cherished tradition of community cooperation."

Grab Asenso uniquely blends three crucial elements: skills development, access to digital tools, and exposure to consumer demand. Its Learning Caravan is designed for smartphones, delivering concise modules on mobile-first digital marketing; basic AI applications for business content creation and customer insights; and financial growth planning to help entrepreneurs manage their cash flow and operational targets effectively.

Addressing a significant adoption gap, the program targets the 77% of Filipino MSMEs interested in using more digital tools, of which only 16% currently do, mainly due to skill shortages and perceived complexity.

The program’s embedded tools include:

• Payment Solutions: "Tap & Scan To Pay" transforms any NFC-enabled Android device into a payment terminal accepting tap-to-pay cards and QR PH payments, featuring quick setup, competitive fees, streamlined payouts, and reconciliation reports. Participating merchants are also covered by Income Protection Coverage to safeguard daily revenues against disaster-related disruptions. This technology's first pilot rollout will begin in Angeles City in the fourth quarter of 2025.

• Grab Merchant AI Assistant (BETA): An integrated AI copilot that offers actionable suggestions, customer trend insights, and supports multiple languages to ease usage.

These innovations aim to reduce barriers for entrepreneurs operating on thin margins and enable faster engagement with Grab’s extensive user base.

Grab Asenso represents a landmark public-private partnership that supports the government’s vision for inclusive digital entrepreneurship. CJ Lacsican noted, "Grab Asenso solidifies our covenant with government and communities: that progress in the digital economy must be shared, inclusive, and within reach of every entrepreneur, in every city."

As the Philippines continues its transition toward a cash-lite economy, initiatives like Grab Asenso are vital in equipping MSMEs with the skills and tools necessary to thrive in the digital era, thus fueling stronger local economies and sustainable growth.