Why Over-the-Counter Payments Still Matter in the Philippines, and how Fiuu Cash Empowers Businesses

March 03, 2026

Despite the rise of e-commerce and digital payments in Southeast Asia, cash remains a dominant payment method in the Philippines. According to the World Bank, nearly 50% of Filipinos are unbanked, which is nearly 1 in every 2 adults, making Over the Counter (OTC) payments and Cash on Delivery (COD) a vital bridge between e-commerce and the unbanked population.

The Cash Reality in the Philippines

While the availability of Alternative Payment Methods (APM) bridges the gap between the unbanked and the digital payments landscape, over the counter, cash payments remain highly relevant for the locals, as some find it more convenient and practical over digital payments.

In fact, in the latest Visa Consumer Payment Attitudes study, cash usage in the Philippines is at 87%, on par with mobile wallets like GCash or PayMaya.

For e-commerce businesses, this represents an opportunity to further expand your reach to the unbanked markets.

What are Over the Counter (OTC) Payments?

Over the Counter (OTC) Payments are a payment method which allows consumers to pay for online orders or bills with cash, at a nearby partner location, usually a convenience store.

Fiuu’s OTC Payments (Fiuu Cash) supports the stores below:

7Eleven
Cebuana Lhuillier
Bayad Center
ECPay
LBC Express
Robinsons Mall
SM Supermalls

With a widespread network of physical locations, these partners help us make OTC payments more accessible to Filipinos nationwide.

How does Over the Counter (OTC) Payments Work?

OTC Payment with Fiuu is known as Fiuu Cash. Customers simply choose Fiuu Cash when available and follow the steps below to make a payment.

Step 1: Checkout with “Fiuu Cash” at any supported e-commerce store.

Step 2: Receive a barcode for transaction details.

Step 3: Head to the nearest physical partner location.

Step 4: Tell the cashier you would like to make a Fiuu Cash payment, scan the barcode and pay in cash

Upon payment, your online order will be updated and processed. With Fiuu Cash, OTC payments are simple, secured and seamless.

How to accept Over-the-Counter Payments with Fiuu Cash

If you’re an online store or business looking to expand your reach in the e- commerce landscape, you can now easily offer cash payments online by enabling over-the-counter payments with Fiuu Cash.

With just a simple integration to Fiuu, you gain access to our comprehensive network of payment channels, including Fiuu Cash, card, bank transfers, e- wallets, Buy Now Pay Later and more, within a single API.

Reach out to us! We’re always ready to help

There can never be too many payment options. Expand your market reach with over 110 payment methods, letting your customers pay their way when you integrate with Fiuu – Southeast Asia’s Leading Payment Gateway.

Get started today at or reach out to our team at [email protected] for more information.

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