‘This business provides them a sense of independence, confidence, and fulfillment … managing and operating sari-sari stores gives them a deeper sense of purpose and meaning in their lives.’
SARI-SARI STORES HAVE a way of transforming women into more fulfilled mothers, housewives or individuals, and making gain a higher level of respect in their communities.
This was reflected in a study published by the Philippine Institute for Development Studies (PIDS), in collaboration with tech start-up Packworks titled “Gender, Microentrepreneurship, Human Flourishing: Exploring the Experiences of Women Sari-sari Store Owners toward Inclusive Growth.”
Reinforcing PIDS’ previous findings, this revealed that 75 percent of sari-sari stores are owned by women.
Through our business intelligence tool Sari IQ, we are able to highlight that Filipinas hold significant control over the local economy through these micro-retail enterprises,” said Packworks Lead Data Scientist Joanne Diaz.
DEEPER SENSE OF PURPOSE
Women owners of sari-sari stores, the study showed, take pride in being considered “entrepreneurs” and “business owners.” This business provides them a sense of independence, confidence, and fulfillment from managing their micro-retail businesses. Survey participants also expressed that managing and operating sari-sari stores gives them a deeper sense of purpose and meaning in their lives.
“I can buy things for myself, my kid, and my family now… I am not just a housewife anymore,” one participant in the study said. “Because of my store, I am now busy with other things apart from taking care of my family. I feel more fulfilled.”
The study also showed that women sari-sari store owners achieve social empowerment by earning higher social status. This is notably observed in their customers addressing them with terms of respect like “ma’am” or “boss,” a cultural marker of their elevated position within the community.
PSYCHOLOGICAL EMPOWERMENT
Women store owners who exhibited characteristics of a “transformational leader,” possessing qualities such as strong empathy, care, and collaboration with the community reported high levels of well-being, empowerment, optimism, and resilience.
The psychological empowerment and individual well-being the women owners experienced were evidenced by their positive results on happiness and life satisfaction, mental and physical health, meaning and purpose, character and virtue, and sense of agency and autonomy.
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 thesewomen to not only succeed in business but also to become leaders and change-makers within their communities,” he added.
The study surveyed hundreds of female sari-sari store owners in Metro Manila, Central Luzon, and Region IV-A (Calabarzon) between May and June 2024. The majority of those surveyed (90 percent) are married with dependents, while smaller percentage are single (7 percent), and the remaining as separated or widowed (3 percent). Additionally, 78 percent of the respondents contribute to their household income, 16 percent serve as breadwinners, and 6 percent are single mothers.
