Thousands of micro, small, and medium enterprises (MSMEs) in the Philippines are poised to fast-track their adoption of digital solutions and mobile payment systems. This follows the successful conclusion of Grab Philippines' nationwide Asenso Learning Caravan, which wrapped up its final session in Cebu City on December 7, 2025.
Empowering Entrepreneurs with Digital Skills
The Cebu leg of the caravan, which marked the end of an eight-city tour, attracted hundreds of MSME owners and their employees. The intensive training sessions focused on practical skills essential for the modern marketplace. Participants learned about digital marketing strategies, social media optimization, mobile photography, and hands-on applications of artificial intelligence (AI). These AI tools were specifically demonstrated to help businesses refine their pricing, design more appealing menus, and enhance overall customer engagement.
Grab Philippines launched this initiative to help local businesses tap into the growing digital consumer base. Internal data from the platform reveals a significant trend: approximately 30 percent of transactions from its top MSME partners now originate from on-demand delivery services. This highlights a crucial shift in how Filipino consumers prefer to shop and dine.
Tools for Growth and Resilience
To ensure the training translates into real-world results, Grab introduced new tools for the participating merchants. A key offering is the Merchant AI Assistant, designed to act as a business "co-pilot." This assistant helps entrepreneurs manage daily operations, from updating menus to launching promotional campaigns.
Furthermore, Grab expanded access to its Tap & Scan to Pay service. This move enables even the smallest food stalls and home-based sellers to accept modern payment methods, including QR PH and credit card payments. Merchants who activate this service are automatically covered by an income protection program, providing a safety net during unforeseen disruptions or force majeure events.
A Commitment to Inclusive Digital Growth
Paula Catanghal, Grab Philippines Deputy Head for Cities, stated that the Grab Asenso: Digital Diskarte Program is the company's flagship public-private effort to build a more inclusive digital economy. "It is fitting that we culminate our 2025 Asenso Learning Caravan here, in a city whose MSMEs embody the Sugbuanon spirit of padayon — always moving forward," she remarked during the Cebu event.
The initiative received strong support from local government officials. Cebu City Councilor Jose Abellanosa, representing Mayor Nestor Archival, commended Grab's efforts. He noted that the company's programs have "positively transformed the lives of countless Cebuanos" and align with the city's goal of becoming a smart, sustainable, and inclusive community.
Grab emphasized Cebu's strategic importance, noting that thousands of its merchants in the Visayas region are based in the city. This solidifies Cebu's role as a vital hub in the Philippines' rapidly expanding digital economic landscape.
