SM Malls Online
The One-Tap Shop for All Your Favorite Brands

SM Malls Online seeks to grow the app to be essential to the typical Filipino’s daily life, catering to their usual needs, serving the malls’ surrounding communities.

AIBP 2022 Philippines Enterprise Innovation Award Winner

Project Summary

SM Supermalls is owned by SM Prime, a chain of shopping malls in the Philippines with an estimated market capitalisation of US$15.8 Billion. (PHP 931.36 Billion). SM Supermalls has 81 malls located across the Philippines and has 7 malls in China including the world’s 2nd largest mall by gross leasable area, the SM Tianjin.

SM Malls online is the online shopping app of SM Supermalls. This was driven by numerous factors including changing customer shopping habits and expectations and the availability of new technology. SM also wanted to help over 15,000+ MSME tenants who were reeling from the effects of the pandemic, and at the same time cater to the shoppers at home.

The virtual mall app features were meticulously planned to give users a simple, seamless shopping experience even for those who are not tech-savvy. The app was made to be consumer-centric, focusing on serving SM communities by providing them with the experience of a geo-located digital “community” mall.By creating an e-commerce platform for SM’s many affiliate brands and MSME tenant partners, SM created a seamless end-to-end purchase process that drives online sales as well as providing an alternative way for shoppers to experience SM shopping and dining. The app also empowers shoppers with the choice of having their items delivered to their home or office, or they can choose to pick up their orders from their nearest SM mall.

Long-term, SM Malls Online will evolve into an app that is essential to the typical Filipino’s daily life, catering to their usual needs. The app plays a significant role in SM’s future, setting its sights on the forefront of the e-commerce environment by becoming the biggest hyperlocal fulfillment app, backed by SM Supermalls’ on-ground footprint and its mission of serving its surrounding communities.

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