Digital solutions provider Globe Telecom, in partnership with GCash, is expanding digital payment access in public markets through a pilot initiative at the Lucena Public Market.
The program, implemented with support from the Lucena City Government, includes the installation of free public Wi-Fi powered by GFiber Prepaid to provide fast and reliable internet connectivity for vendors and their customers.
With improved connectivity, market vendors and their regular customers, or suki, can complete cashless transactions using GCash more easily. The initiative also allows users to access other digital financial services such as sending money, buying mobile load, paying bills, insurance, and credit services.
Abigail Cardino, vice president for Globe Broadband Business, said the program aims to strengthen the role of connectivity in everyday commerce.
She noted that public markets remain the “heartbeat” of Filipino communities, where quick and reliable transactions are essential. By providing stable internet through GFiber Prepaid, the initiative helps vendors and customers participate more actively in the digital economy without the burden of monthly subscriptions.
Meanwhile, Cleo Celeste Santos of G‑Xchange Inc. said the digitalization of public markets goes beyond replacing cash transactions.
According to Santos, integrating market vendors and micro-entrepreneurs into the digital ecosystem helps build a financial track record that may open access to credit, insurance, and other financial opportunities.
Local vendors have also welcomed the initiative. Thelma Bathan, a vendor at Lucena Public Market, said the strong Wi-Fi signal now allows them to process GCash payments without needing to purchase mobile data or leave the market area to find a stable signal.
The initiative brings together Globe AT HOME, market vendors, their customers, and the Lucena city government in a shared effort to modernize traditional marketplaces while promoting digital and financial inclusion.
Globe said the deployment of GFiber Prepaid in public markets is part of its broader mission to treat connectivity as an essential utility and support the growth of a more inclusive digital economy in the Philippines.
