What GrowSari does

GrowSari is a Philippines-based B2B e-commerce and fintech platform founded in 2016 that operates a mobile-first super-app connecting sari-sari store owners (micro-retailers) with FMCG suppliers and a suite of financial services. The platform serves over 50,000 stores across Luzon — including Metro Manila, Batangas, Bulacan, Cavite, Pampanga, Tarlac, and Nueva Ecija — offering 300+ FMCG SKUs at distributor pricing from brands such as Alaska, Nestle, and Lucky Me!. Beyond procurement, the app bundles a BSP-regulated reloadable e-wallet (Saripay), a Buy Now Pay Later credit facility (E-Lista) with weekly billing, and a comprehensive E-Negosyo suite covering mobile load/airtime, bills payment (MERALCO, Maynilad, Manila Water, Globe, Smart, Pag-IBIG), GCash/PayMaya cash-in, Pera Padala remittance, and Lazada/Shopee reseller integration. A proprietary GrowCoins loyalty currency and Super Tindera referral program (50 GrowCoins per referral) drive repeat engagement across the ecosystem, while free delivery and a field BAO sales network support onboarding and retention.

Monetization operates through five streams: (1) margin between bulk FMCG purchase prices and distributor prices offered to stores; (2) transaction fees and rebates from e-services (e.g., P2 per P100 remittance, P2 per P100 cash-in, biller rebates); (3) interest/processing fees from E-Lista BNPL credit; (4) a 3.5% credit card processing fee (Visa, Mastercard, JCB) on order value; and (5) the indirect revenue lift from GrowCoins-driven retention. In 2022, GrowSari spun off its fintech arm Saripay (G2M Fintech, Inc.) as a separate B2B inventory and wholesale financing entity. The company is backed by tier-1 institutional investors including KKR, IFC, Temasek's Pavilion Capital, and Oppenheimer Generations, with cumulative disclosed funding of approximately $110 million.

Name

GrowSari

Legal name

Growsari Inc. and/or Growsari Enterprise, Inc.

Website

https://growsari.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

251–500 employees

Short description

GrowSari is a Philippines-based B2B e-commerce and fintech super-app that connects over 50,000 sari-sari micro-retailers across Luzon with FMCG suppliers at distributor pricing, and bundles BNPL credit, a BSP-regulated e-wallet, and e-services such as bills payment, cash-in, and remittance.

Ownership category

akta.pro rank

Product category

B2B E-commerce and Fintech Platform for Micro-Retail

NAICS

All Other Miscellaneous Retailers (45999), Specialty Food Retailers (4452)

SIC

Retail-Miscellaneous Retail (5900), Retail-Food Stores (5400)

akta.pro primary industry

Omnichannel Commerce & Click-and-Collect Platforms (BPAMAGAL)

akta.pro secondary industries

Merchant-Integrated BNPL (Online Checkout) (FSAKACAA), Super-App Wallets & Mini-Program Payments (FSAMAEAE)

Keywords

• B2B FMCG procurement
• Sari-sari store platform
• MSME fintech services
• Buy now pay later Philippines
• Distributor inventory e-commerce

Headquarters

HQ city

Pasig

HQ country

Philippines

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. FMCG Product Sales Margin: GrowSari purchases inventory in bulk from FMCG brands/distributors and resells to sari-sari stores at distributor prices. Revenue is generated from the margin between bulk purchase price and the distributor prices offered to store owners, enabled by aggregated demand from 50,000+ stores.
2. E-Negosyo Services (Load, Bills, Cash-in, Remittance): Store owners earn commissions/convenience fees on each e-service transaction (e.g., P2 per P100 cash-in, P2 per P100 remittance, P20 per bill payment). GrowSari takes a share of these transaction fees or earns rebates from biller partners and telecom providers.
3. E-Lista BNPL Interest/Fees: Revenue is generated from the extended credit facility E-Lista, likely through processing fees or interest charged on the weekly billing cycle for inventory purchased on credit.
4. Credit Card Processing Fee: A 3.5% processing fee is charged on the total order value when customers pay using credit cards for FMCG orders. This is a direct revenue stream from payment method differentiation.
5. GrowCoins Ecosystem: GrowCoins are earned on purchases and e-services and redeemed for discounts. This creates stickiness and recurring engagement that drives repeat transactions across all revenue streams.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

GrowSari is a tech-enabled B2B e-commerce and fintech super-app that connects Philippine sari-sari (neighborhood micro-retail) store owners with FMCG manufacturers and distributors. The platform offers distributor-priced procurement of 300+ FMCG SKUs, a BNPL credit facility (E-Lista), a BSP-regulated digital wallet (Saripay), a rewards currency (GrowCoins), and a bundled e-services suite covering mobile load, bills payment, e-wallet cash-in, remittance, QR payments, and Lazada/Shopee reseller integration.

Product overview

GrowSari is a B2B e-commerce Super App platform for Philippine sari-sari stores (small neighborhood shops). The core Growsari Mobile App provides a unified platform connecting SME retailers with FMCG manufacturers and distributors across Luzon and beyond. The product architecture consists of the core mobile app complemented by the E-Negosyo (E-Services) module for financial services, the Saripay Wallet for digital payments, GrowCoins for loyalty/rewards, E-Lista for buy-now-pay-later credit, and various e-service features including mobile load, bills payment, GCash/PayMaya cash-in, Pera Padala remittance, and Lazada reseller integration. The company also spun off SariPay as a separate fintech entity offering B2B inventory and wholesale financing products.

Differentiator

Problem solved

Functional benefit

Brands

• Super Tindera: Brand identity and platform name for sari-sari store owners using the GrowSari app. Also referred to as a Super App for Super Tindera (store owners).
• Saripay
• Growcoins
• E-Negosyo
• SuperDeals
• E-Lista
• Growcoins
• Sarimart

Products and services

• Growsari Mobile App (Super App) Mobile-first B2B e-commerce and fintech super-app for sari-sari store owners (Super Tinderas), providing distributor-priced FMCG procurement, digital payments, BNPL credit, e-services, and business management tools in a single Android app; orders can also be placed via Facebook Messenger (Kuya Gerry chatbot) or hotline, with free nationwide delivery.
• E-Negosyo (E-Services Suite) Bundled e-services suite inside the Growsari app enabling sari-sari store owners to earn commissions and convenience fees by selling mobile load, accepting utility and other bills payments, performing GCash/PayMaya cash-in, offering Pera Padala remittance, and reselling on Lazada/Shopee.
• Saripay Wallet BSP-regulated closed-loop reloadable e-wallet linked to the Growsari app that enables in-app payments for FMCG orders, e-services, QRPH payments, and third-party supplier purchases; subject to AMLA and Data Privacy Act compliance.
• E-Lista (Buy Now, Pay Later) Buy-Now-Pay-Later credit facility for sari-sari store owners to purchase FMCG inventory on credit and settle on a weekly billing cycle; the first two orders have no minimum order requirement and subsequent orders require a minimum of P500.
• GrowCoins Digital Currency Proprietary digital currency/rewards token earned through inventory purchases and e-service usage and redeemable for inventory orders, bill payments, mobile load, and other purchases across the Growsari ecosystem; non-withdrawable but usable platform-wide to drive loyalty and stickiness.
• Bills Payment Service Bills-payment service inside E-Negosyo supporting multiple billers (MERALCO, Manila Water, Maynilad, Globe, Smart, PAG-IBIG, Home Credit, and others) that enables sari-sari store owners to accept customer bill payments and earn rebates per transaction.
• Mobile Load/Reload Service Mobile airtime load and reload service across all Philippine networks offered inside E-Negosyo, allowing sari-sari store owners to sell load to customers and earn GrowCoins cashback (e.g., 5 GrowCoins per P100 load).
• GCash and PayMaya Cash-in Service E-wallet cash-in service integrated with GCash and PayMaya that enables sari-sari store owners to load customers' e-wallets in exchange for a recommended 2% convenience fee per transaction, monetizing foot traffic and digital wallet demand.
• Pera Padala Remittance (Smart Padala) Remittance service integrated with Smart Padala that enables sari-sari store owners to offer Send Money services to customers at Smart Padala branches nationwide, without an application fee, and earn Php 2 per Php 100 sent.
• Lazada and Shopee Reseller Program Online-shopping reseller integration inside the Growsari app that enables sari-sari store owners to purchase from Lazada and Shopee on behalf of customers and earn a standard 2% rebate (up to 10% during Mega-Sales events) credited after delivery.

Quantifiable outcome

• Over 50,000 sari-sari stores served nationwide; available in Metro Manila, Batangas, Bulacan, Cavite, Pampanga, Tarlac, and Nueva Ecija
• +3 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration26 records

AI capability1 record

Feature5 records

Partnerships

13 partnerships are on record, tiered core and minor.

• MERALCO (Manila Electric Company)coreOthersMERALCO is one of over 40 billers integrated into the Growsari E-Negosyo bills payment service, allowing sari-sari store owners to accept utility bill payments from their customers and earn commissions.
• GCash (Globe Fintech Innovations)coreOthersGCash is integrated into Growsari's E-Negosyo cash-in service, enabling store owners to load GCash wallets for their customers and earn convenience fees. GrowSari is also a GCash cash-in point partner, with store data shared for onboarding, validation, and marketing purposes.
• PayMayacoreOthersPayMaya is integrated alongside GCash into Growsari's E-Negosyo cash-in service, allowing store owners to load PayMaya wallets for customers and earn commissions.
• Coins.phminorOthersCoins.ph is listed as a payment channel for topping up GrowCoins in the Saripay wallet terms, alongside cash via Growsari authorized representatives, Xendit, and other channels.
• Smart / Smart PadalacoreOthersSmart Communications is integrated as both a bills payment option and a remittance service (Smart Padala) within Growsari's E-Negosyo suite, enabling store owners to offer mobile load, bill payments, and remittance services.
• Globe (Postpaid / Broadband)coreOthersGlobe Postpaid and Globe Broadband are integrated billers in the Growsari bills payment service, allowing store owners to accept bill payments from Globe customers.
• LazadacoreOthersLazada is integrated into Growsari's Online Shopping section, enabling store owners to resell Lazada products through the app and earn exclusive GrowCoins rebates (2% standard, up to 10% during Mega-Sales). This Lazada x Growsari Reseller Program differentiates GrowSari from generic marketplace apps.
• ShopeecoreOthersShopee is integrated into Growsari's Online Shopping section alongside Lazada, allowing store owners to resell Shopee products through the Growsari app and earn commissions.
• San Roque Supermarket (SRS Branches)minorOthersSan Roque Supermarket branches (in Quezon City, Caloocan, Antipolo, Cainta, Malabon) accept GrowCoins as a payment method, extending the utility of Growsari's digital currency into physical retail environments.
• Pag-IBIG FundcoreOthersPag-IBIG Fund is integrated as a biller in the Growsari E-Negosyo bills payment service, enabling sari-sari stores to accept housing loan and contribution payments.
• BPI, Unionbank, RCBC, Chinabank, BDOcoreOthersMajor Philippine banks (BPI, Unionbank, RCBC, Chinabank, BDO) are integrated as GrowCoins top-up channels, allowing store owners to fund their digital wallets via online bank transfers, over-the-counter deposits, and BDO Digital Banking.
• XenditminorOthersXendit is referenced as a payment channel for funding the Saripay wallet in the wallet terms and conditions, alongside Coins.PH and cash via Growsari representatives.
• FMCG Brands (Alaska, Nestle, Lucky Me!)coreOthersMajor FMCG brands including Alaska, Nestle, and Lucky Me! are available as distributor-priced SKUs on the Growsari platform, giving sari-sari store owners access to over 300 products at preferential pricing.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• SariSuki: Philippine B2B e-commerce platform serving sari-sari stores and small retailers with FMCG procurement and last-mile delivery. Most direct competitor in the same vertical and geography.
• Gudang Ada: Indonesia-based B2B distribution platform connecting warung owners with FMCG suppliers, applying the same mom-and-pop store aggregation model as GrowSari in a parallel Southeast Asian market.

Broad incumbents

• Udaan: India's largest B2B commerce platform connecting small retailers with manufacturers across categories including FMCG. Comparable super-app ambitions at significantly larger scale and broader geography.
• Meesho: India-based social commerce platform serving small merchants and resellers with procurement and supply-chain tools. Comparable SMB enablement model though primarily consumer-facing.
• Bukalapak: Indonesia-headquartered marketplace and fintech platform that has expanded into B2B commerce and Mitra Tokopedia (warung digitization), directly comparable to GrowSari's super-app strategy.
• Faire: Global wholesale marketplace connecting independent retailers with brands, comparable to GrowSari's FMCG aggregation model though serving developed-market retailers rather than informal micro-stores.
• GCash (Globe Fintech Innovations): Dominant Philippine e-wallet partner of GrowSari for cash-in services. As GCash expands merchant-facing services and agent banking, it is both partner and potential competitor for GrowSari's e-services revenue.
• Grab: Southeast Asian super-app combining ride-hailing, food, deliveries, and fintech. Comparable super-app template and SMB merchant tools across the region, though not focused on sari-sari segment.

Emerging players

• Maya (Maya Bank): Philippine digital bank and fintech super-app owned by Voyager, competing in payments, QRPH, and merchant services. Comparable e-wallet and merchant-facing fintech layer, increasingly overlapping with Saripay.
• Jumbotail: India-based B2B marketplace and fintech platform serving small kirana retailers with FMCG procurement and credit, closely mirroring GrowSari's combined commerce plus BNPL playbook.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/growsari
• LinkedInlinkedin.com/company/growsari

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

Funding overview

Funding rounds6 records

Investors16 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GrowSari