Cavite – Ride-hailing and delivery giant Grab launched a program on Tuesday to accelerate the digitalization of small businesses in Cavite, a province south of Manila that is fast emerging as a key hub for the country’s digital economy.
The initiative, called “Grab Asenso: Digital Diskarte,” is a public-private partnership aimed at providing thousands of micro, small, and medium enterprises (MSMEs) in the province with training on mobile-first marketing, artificial intelligence (AI), and digital payment solutions.
In a statement, Grab Philippines Vice President for Cities CJ Lacsican said strengthening local economies is crucial for national progress.
“True progress depends on equitable development beyond Metro Manila. Cavite holds immense potential, and through Grab Asenso, we are providing the digital tools and upskilling to connect local MSMEs to the wider digital economy,” Lacsican said.
Rapid Growth in Cavite
Cavite has become a hotbed for digital adoption, driven by its large population and a rapidly growing community of small businesses.
According to data provided by Grab, the number of its MSME partners in the province increased by 72% year-on-year from 2023 to 2025. This growth has fueled a 152% surge in demand for GrabFood deliveries in the province this year compared to the previous period.
Furthermore, 30% of all “5-Star Eats” merchant awards in the Greater Manila Area on the GrabFood platform are now held by establishments in Cavite.
One success story is Sarios Restaurant, owned by Liz and Benjamin Rufino. The owners said their business grew significantly after they utilized marketing tools on the Grab platform.
“From small discounts, we tried all the promo tools. Our sales doubled, sometimes even tripled,” Liz Rufino said.
AI and Payment Tools for Merchants
A key feature of the program is the introduction of a “Merchant AI Assistant.” This tool, integrated into the GrabMerchant app, acts as a co-pilot for business owners by automatically generating digital menus, marketing captions, and optimizing online storefronts.
The initiative also includes the launch of “Tap & Scan To Pay,” a feature that turns any NFC-enabled smartphone into a payment acceptance device for credit cards and QR Ph transactions, eliminating the need for merchants to buy expensive payment terminals.
The program also offers an Income Protection Coverage plan for merchants affected by unforeseen events.
Beyond technology, the “Digital Diskarte” program includes access to quick cash loans for additional capital and self-serve advertising tools for merchants to run their own marketing campaigns.
Grab said it is collaborating with government agencies, including the Department of Information and Communications Technology (DICT), in support of the national digitalization agenda. The program aims to create more digital livelihoods in Cavite and strengthen the province’s role in the country’s expanding digital economy.
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