Grab Asenso rolls out to fast-track MSME digital shift across PH

Grab launched “Grab Asenso: A Digital Diskarte Program,” a nationwide initiative designed to help micro, small, and medium enterprises (MSMEs) accelerate their digital transformation, especially outside Metro Manila.

The program, unveiled on Sept. 15, 2025, combines a multi-city Learning Caravan with mobile-first merchant tools embedded in the GrabMerchant app. Together, they aim to provide entrepreneurs with the skills, infrastructure, and access to consumers needed to grow online.

MSMEs form the backbone of Philippine commerce, representing 99.59 percent of all establishments and roughly 65 percent of jobs. But many are still in the early stages of digital adoption, even as digital payments have gone mainstream.  In 2024, 57.4 percent of retail transactions by volume and 59 percent by value were conducted digitally, largely driven by QR PH and instant transfers.

From Angeles City to the regions

The inaugural leg of Grab Asenso kicked off in Angeles City, with support from local governments, the Department of Information and Communications Technology (DICT) regional offices, and Grab merchant-partners. Future stops include Cavite, Baguio, Bohol, Dumaguete, Iloilo, Bacolod, and Cagayan de Oro.

“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 run leaner operations and scale faster,” said Grab Philippines VP for cities CJ Lacsican.

Government endorsement

The DICT has endorsed the program, citing its alignment with the agency’s digital livelihood agenda.

“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,” said Emmy Lou Versoza-Delfin, director of the ICT Industry Development Bureau. 

Learning Caravan: Skills made mobile

The Asenso Learning Caravan is designed for use on a smartphone, allowing MSMEs to immediately apply lessons. Modules include:

• Mobile-First Digital Marketing: Creating and measuring social posts, promos, and storefront updates from a phone, with basic analytics to boost reach and repeat orders.
• AI 101 for MSMEs: Using prompt templates inside GrabMerchant to draft product descriptions, promo captions, and menu updates.
• Financial Growth Planning: Leveraging payout data to set weekly targets, track unit economics, and manage cash flow.

This mobile-first approach tackles a critical adoption gap: while 77 percent of Filipino MSMEs want to use more digital tools, only about 16 percent currently do so, largely due to skills gaps and perceived complexity.

Merchant tools for faster growth

Beyond training, Grab Asenso integrates practical tools into the GrabMerchant app:

• Payment Solutions: “Tap & Scan To Pay” turns NFC-enabled phones into checkout terminals, accepting tap-to-pay cards and QR PH. Merchants also receive income protection coverage against calamity-related disruptions. A pilot rollout begins in Angeles City in Q4 2025.
• Grab Merchant AI Assistant (BETA): A built-in copilot that suggests actions based on context (e.g., “run a rainy-day bundle”) and highlights customer trends. Multi-language support lowers the learning curve.

Public–private alignment

Grab positions Asenso as a flagship public–private partnership aligned with national digital entrepreneurship and inclusive growth priorities.

“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,” Lacsican said. —Ed: Corrie S. Narisma