eTap Solutions has opened its first phygital outlet, the My eTap Store, in Makati City. Located at Unit D, L&M Bldg., Bautista corner Boyle St., Palanan, the store aims to combine digital payment convenience with an in-person experience.
The My eTap Store features self-service payment kiosks for e-wallet top-ups, bill payments, and access to government services. Store ambassadors are available to guide users, acknowledging that not all individuals are digitally proficient.
This “phygital” approach, blending physical and digital elements, seeks to build trust and familiarity while offering the speed of digital technology. This strategy is increasingly adopted in fintech to improve customer experience and expand financial service access, particularly for underserved or digitally hesitant populations.
The initiative aligns with eTap Solutions’ goal of bridging the gap between cash-reliant Filipinos and digital payment benefits. According to Visa’s 2024 Consumer Payment Attitudes study, cash still accounts for 87% of payments in the Philippines.
Paolo Lorenzo Macaraeg, Head of Marketing at eTap Solutions, stated the store’s opening also supports the Bangko Sentral ng Pilipinas’ National Strategy for Financial Inclusion 2022-2028, which aims to enhance access to a broader range of financial services. Macaraeg noted that the store offers a hands-on method to introduce new users to more secure and efficient financial transactions.
Beyond basic transactions, the eTap store provides access to other company services. Its machines support “ePuhunan,” allowing store partners to deposit daily earnings into major banks for a fee. The kiosks also facilitate rider billers, enabling remittances to e-wallets like GrabPay and toktokwallet.
Established in 2015, eTap operates over 4,000 self-service kiosks nationwide through various partners, including DALI, Alfamart, AllDay, and TGP. eTap plans to expand its network by adding 2,000 kiosks annually across different partner stores.
Featured image by eTap Solutions on LinkedIn.
