A significant shift is underway in the Philippines' sari-sari store sector, with provincial regions now outpacing Metro Manila in growth and economic activity, according to a new study.
Tech startup Packworks, in its year-end report, reveals that 2025 saw a decisive move toward regional expansion. The Bangsamoro Autonomous Region in Muslim Mindanao (BARMM) and the Negros Island Region emerged as the primary engines of this growth.
BARMM recorded a staggering 116% increase in active stores, while Negros posted a 58% rise. This provincial surge helped push the nationwide count of active sari-sari stores to 213,051 by the end of 2025—a 21% increase from 176,000 in 2024 and a dramatic jump from 133,000 in 2023.
"We are seeing a trend where regional economies are becoming the new centers of growth for the sari-sari store sector," says Packworks chief data officer Andoy Montiel. "The rapid growth in regions such as BARMM and Negros suggests that regional store owners are quickly adopting tools to serve a much larger customer base."
The expansion translated directly into sales performance. BARMM saw its gross merchandise value (GMV) skyrocket by 119%, with transactions rising 97%. Negros experienced an even more dramatic GMV surge of 134% and a 114% increase in transactions.
Packworks cofounder Hubert Yap notes the broader economic implications: "As store owners in the provinces gain access to more resources, they are proving to be the economic backbone of their communities. The surge in the regions shows that sari-sari stores are not just local fixtures, but are evolving businesses capable of driving regional economic momentum."
While Metro Manila lagged in store expansion, existing stores in the capital region became more efficient, with transactions growing 37% and GMV rising 31%.
The study also highlights remarkable resilience in disaster-affected areas. In Central Visayas, GMV rose 7% following a 6.9-magnitude earthquake in September, climbing from nearly ₱140 million in October to ₱158 million by December. Similarly, Central Luzon stores recorded a 15% GMV increase despite Typhoon "Paolo," with sales rising to ₱172 million in October and peaking at ₱199 million by year's end.
However, the report flags uneven development. The Caraga region posted an 11% increase in store count but saw app usage decline by 15%, which Packworks attributes to limited internet access in the area.