CEBU, Philippines — Mom-and-pop stores, locally known as “sari-sari stores”, have become a powerful tool for empowering Filipino women, despite the inherent challenges of running micro-retail businesses.
A study conducted by the Philippine Institute for Development Studies (PIDS) in partnership with tech startup Packworks highlights how women store owners experience profound psychological and social empowerment.
Titled “Gender, Microentrepreneurship, Human Flourishing: Exploring the Experiences of Women Sari-Sari Store Owners toward Inclusive Growth,” the study reveals that owning and managing a sari-sari store provides women with a renewed sense of identity and independence.
Many of these entrepreneurs take pride in their roles, gaining confidence and fulfillment from running their businesses.
“I can buy things for myself, my kid, and my family now... I am not just a housewife anymore,” one participant shared. “Because of my store, I am now busy with other things apart from taking care of my family. I feel more fulfilled.”
Beyond financial gains, many women reported that their businesses gave them a deeper sense of purpose. The study also found that women store owners enjoy increased social status, with customers addressing them with respectful terms like “ma’am” or “boss”—a cultural marker of their influence within their communities.
Women who exhibit transformational leadership qualities, such as empathy, care, and collaboration, reported higher levels of well-being, empowerment, and resilience. Their growing confidence enables them to take on key roles in their communities, further reinforcing their economic and social influence.
The study also underscores the psychological benefits of entrepreneurship, with women reporting greater happiness, life satisfaction, and improved mental and physical health.
The study surveyed hundreds of female sari-sari store owners across Metro Manila, Central Luzon, and CALABARZON between May and June 2024. Of those surveyed, 90 percent were married with dependents, 7 percent were single, and 3 percent were separated or widowed.
Notably, 78 percent contributed to household income, 16 percent were the primary breadwinners, and 6 percent were single mothers.
“These findings reinforce our previous research, which showed that 75 percent of sari-sari stores in the Philippines are owned by women. Through our business intelligence tool Sari IQ, we’ve highlighted how Filipinas hold significant control over the local economy through these micro-retail enterprises,” said Packworks Lead Data Scientist Joanne Diaz.
Packworks, a Filipino tech startup, is at the forefront of supporting these women entrepreneurs. The company provides a business-to-business (B2B) open platform that digitizes daily operations for over 300,000 sari-sari stores nationwide, offering tools for pricing, inventory management, and sales tracking.
Additionally, Packworks helps store owners access working capital, product promotions, and rewards.
“This research underscores the resilience and transformative power of women sari-preneurs in the Philippines. They are the heart of their communities, and by supporting them, we are strengthening the social fabric of the nation,” said Packworks CEO Bing Tan.
“At Packworks, we are driven by our mission to provide advanced business tools and services that allow these women not only to succeed in business but also to become leaders and change-makers within their communities,” Tan added.
Gender, Microentrepreneurship, Human Flourishing: Exploring the Experiences of Women Sari-Sari Store Owners toward Inclusive Growth,
