On a sweltering afternoon in Zamboanga Sibugay, John Cesar Gardose, a sari-sari store owner, scrolls through his Facebook Business page. Two years ago, he could not have imagined using digital platforms to market his small grocery store. Today, boosted by digital tools and mobile payments, Gardose has grown his neighborhood store into a ₱20 million business — nearly doubling his revenue since 2022.
Gardose is one of more than 6,300 micro, small, and medium enterprises (MSMEs) in the Philippines that have benefited from the Go Digital ASEAN program, a regional initiative spearheaded by The Asia Foundation and funded by Google.org, Google’s philanthropic arm. The program, which recently concluded its second phase, has trained more than 215,000 MSMEs across Southeast Asia in essential digital skills, aiming to lift rural businesses into the region’s rapidly expanding internet economy.
“Go Digital ASEAN is not just about teaching entrepreneurs to use technology — it’s about leveling the playing field,” said Hannah Najar, regional program manager for Go Digital ASEAN. “We’re ensuring that even business owners in the most remote areas can tap into the digital economy.”
The impact is showing. In the Philippines, where the digital economy is projected to swell to $40 billion by 2025, 77% of program participants reported seeing revenue growth after training. For many, this means more than just financial gains — it’s a lifeline to modern commerce.
Bridging the Digital Divide
Endorsed by the ASEAN Coordinating Committee on Micro, Small, and Medium Enterprises, Go Digital ASEAN targets MSMEs at various stages of their digital journey. Its training is divided into three tiers: Go Digital for basic digital literacy, Grow Digital for more advanced skills such as e-commerce, AI, and cybersecurity, and Explore Digital, a cross-border speaker series designed to foster regional collaboration.
The Asia Foundation says its mission is urgent: Southeast Asia’s digital economy is booming, but rural businesses risk being left behind. In 2023, the Philippines’ digital economy contributed 8.4% to the country’s GDP, valued at $35.4 billion, thanks to government initiatives like the National Broadband Plan and the E-Government Master Plan. Yet, disparities in digital literacy and infrastructure remain significant between urban centers and rural provinces.
Go Digital ASEAN’s tailored approach is intended to close that gap. More than 60% of its trainees across the region are women, and a large portion comes from underserved communities in countries such as Cambodia, Vietnam, Malaysia, and Indonesia.
From Mangoes to Marketplaces
For Rhodora Ferrer-Garonita, the digital skills she gained were transformative. Ferrer-Garonita, who runs Parolas Guimaras, a small business selling the province’s famous mangoes, saw her brick-and-mortar stores shuttered during the pandemic. The Go Digital ASEAN training helped her pivot online, refining her Shopee storefront and exploring other e-commerce channels. Today, her business not only thrives but provides jobs to seniors and people with disabilities in her hometown.
Growing Demand for AI Skills
Go Digital ASEAN’s impact is more than anecdotal. According to the initiative’s newly released impact report, 93% of MSME participants across Southeast Asia reported greater confidence in using digital tools, and 90% said they had gained skills to scale their businesses. Perhaps most notably, 91% expressed a desire to deepen their knowledge of artificial intelligence and online safety.
For Google.org, the partnership represents a long-term commitment to digital inclusion in the region. “We are proud to witness the transformative impact Go Digital ASEAN is having by empowering MSMEs to thrive in the digital economy,” said Marija Ralic, head of Google.org APAC.
A Digital Lifeline for MSMEs
The Asia Foundation notes that for many MSMEs, the move online has been nothing short of a survival strategy. With rising competition and shifting consumer habits, small enterprises are increasingly reliant on digital payment platforms, social media marketing, and data analytics to maintain and grow their customer base.
Gardose’s story underscores this shift. By adopting tools like GCash, PayMaya, and Facebook ads, he not only expanded his customer reach but also streamlined transactions. Beyond profits, he has leveraged his business growth to partner with local non-profits, supplying food packs to vulnerable communities.
“I never thought digital tools could have this big of an impact,” Gardose said. “It’s not just about sales anymore — it’s about creating something sustainable for my family and my community.”
The Road Ahead
Despite its success, Go Digital ASEAN sees more work ahead. The region’s MSMEs remain hungry for new skills, particularly in emerging technologies. As The Asia Foundation looks toward a third phase, it plans to integrate AI, cybersecurity, and advanced digital marketing modules into its training to meet these growing demands.
“Our goal is to ensure MSMEs across ASEAN are not only surviving but thriving as the digital landscape evolves,” Najar said.
As rural entrepreneurs like Gardose and Ferrer-Garonita continue to prove, the digital divide is narrowing — one online store at a time.For the full Go Digital ASEAN impact report, visit: The Asia Foundation.