BEHIND every thriving kiosk, growing food brand, and loyal customer base at SM Supermalls is an entrepreneur chasing a dream
Across the Philippines, micro, small, and medium enterprises (MSMEs) make up more than 99 percent of registered businesses and remain one of the country's strongest drivers of economic growth, job creation, and innovation. Yet for many entrepreneurs, one challenge remains constant: gaining access to customers and opportunities that can help their businesses grow.
This is where SM Supermalls, through its SM for MSMEs program, continues to make a difference.
Since its launch in March 2024, the program has supported more than 2,800 unique MSMEs across over 80 SM malls nationwide, generating over 60,000 booth activations and mounting more than 70 partner bazaars and trade fairs. Most importantly, 90 MSMEs have successfully transitioned into regular mall tenants, demonstrating how the program serves as a pathway for entrepreneurs to scale their businesses and build long-term success.
In 2025 alone, SM for MSMEs supported more than 900 new entrepreneurs, facilitated over 28,000 booth activations, conducted 43 partner bazaars and trade fairs, and helped 38 MSMEs graduate into regular tenants.
By providing entrepreneurs with access to high-foot-traffic locations, flexible retail formats, marketing support, and millions of mall visitors nationwide, SM helps transform promising small businesses into sustainable and scalable enterprises.
Creating opportunities through access
While digital platforms have opened new opportunities for entrepreneurs, many business owners agree that physical retail spaces continue to play a vital role in building customer trust and driving sales.
For Jenica, owner of Nix's Delights, a homegrown pastry business, having a physical presence inside SM Bataan allowed her products to reach customers in a way online selling never could. “Online selling only affords limited market. Customers couldn’t see or smell our pastries. When they can see or smell the pastries, they get cravings,” she said in Filipino. Since opening her stall, she has seen a steady stream of new and returning customers. “Our customers come back because they are also frequently at SM.”
For many entrepreneurs, the opportunity starts with a small booth and grows into something much bigger.
That was the experience of Vangie, owner of Vangie's Cashew Nuts. “At first, I rejected the offer. I felt that setting up a store in SM would require a big investment,” she said. Through SM's flexible leasing opportunities, she was able to start small and gradually build her business. “SM told me that I could start first with a booth. I embraced the challenge, until my business became well known. SM has helped me so much. It was worth it.”
Similarly, Ace, owner of AVAA Gift Shop and a regular participant in SM trade fairs, credits the program for helping sustain and expand the business. “Rent in other bazaars have very high prices, and it’s really a struggle for us. But, here at SM for MSMEs, the program is a big help to sustain our business. We get regular customers and they go back for us.”
A place to learn, improve, and grow
Beyond sales opportunities, SM's retail spaces have become valuable environments where entrepreneurs can learn directly from consumers and continuously improve their products. For some, these opportunities provided a second chance after early setbacks.
The owner of Lopez Fragrance experienced this firsthand after the closure of his first standalone store in 2018. Instead of giving up, he explored new opportunities within SM City Olongapo Central and discovered a pathway for growth. "We saw steady growth in our sales. As our business expanded, we reached out to SM Leasing for recommendations on new locations, allowing us to open a kiosk as a more permanent store. SM Supermalls has played a huge role in our growth, helping us with marketing, brand exposure, and increasing our sales."
For beverage brand Fuji Matcha, direct engagement with mallgoers has helped shape product development. “Because of mallgoers, we get a lot of feedback. We tweak our drinks to cater the Filipino taste. We can say the brand is successful with the help of SM.” Their experiences reflect a broader reality: access to customers doesn't just drive revenue; it provides valuable insights that help businesses innovate, adapt, and grow.
Making opportunities more accessible
As part of its commitment to supporting entrepreneurs, SM recently launched the SM for MSMEs website, making it easier than ever for aspiring and existing business owners to connect with opportunities across SM's nationwide network.
The platform streamlines the application process, provides information on available programs and retail opportunities, and serves as a one-stop hub for entrepreneurs looking to start, expand, or grow their business with SM. This digital innovation complements SM's broader efforts to create a more accessible and entrepreneur-friendly ecosystem for MSMEs.
Building a future where MSMEs thrive
“At SM, we believe that MSMEs are the backbone of the Philippine economy. When entrepreneurs succeed, communities grow stronger and more opportunities are created for everyone,” said Joaquin San Agustin, executive vice president for Marketing of SM Supermalls. “Through SM for MSMEs, we remain committed to providing platforms, market access, and opportunities that help Filipino businesses grow from their first booth to their next milestone.”
As MSMEs continue to power the country's economic growth, their success will depend not only on innovation and determination but also on meaningful opportunities that enable them to reach more customers and scale sustainably.
Through SM for MSMEs, SM Supermalls continues to offer more than retail space. It provides entrepreneurs with visibility, market access, business growth opportunities, and a supportive community that helps transform small beginnings into lasting success stories.