Meta partnership powers SM's data-led future as new China mall nears opening

SM Supermalls is embracing digital innovation in the Philippines, rolling out an online-to-offline measurement programme that links advertising to in-mall foot traffic while safeguarding shopper privacy. At the same time, the company is expanding its physical presence in China, with a new mall set to open next month in Xiamen City.

In collaboration with Meta’s team in the Philippines, SM has launched a first-of-its-kind analytics programme that integrates Meta’s Conversion API with SM’s in-house systems, using anonymised WiFi signals to match online campaign exposure with in-mall visits.

“This analytics programme is the first of its kind globally, where both SM and Meta integrate their analytics in a way that balances innovation with privacy,” said Steven T. Tan (pictured, right), president of SM Supermalls. “SM Supermalls is committed to giving our tenants data-driven solutions that help attract more visitors and drive sales.”

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For tenants and partner brands, the breakthrough means improved campaign measurement, sharper targeting, and optimised marketing strategies.

“This is an example of how digital innovation can unlock real business value,” said Jerry Bongco, country director of Meta Philippines (pictured, left). “With SM Supermalls’ reputation as a strong collaborator and their track record of pushing the boundaries of retail in the Philippines, together, we can shape the future of commerce.”

Tan added that the initiative marks only the starting point: “Through this initiative, we are not only helping our tenants grow, but we are also pioneering a new era in retail marketing for the Philippines and other markets worldwide.”

Moreover, SM is continuing to expand its international footprint. A new mall is set to open next month in Xiamen City, Fujian province, with another development in the pipeline for 2027. “We still are expanding our footprint in China. We will be opening one mall in China by next month,” Tan told reporters, as quoted by BusinessWorld.

While the company is not actively scouting new territories, Tan said SM remains open to opportunities: “If the opportunity presents itself, whether in the Philippines or other parts of the world, if we see that it is feasible, we’ll be there.”

The group currently operates eight malls in China alongside 88 in the Philippines. Locally, SM has earmarked over 150 billion pesos (US$2.6 billion) for redevelopments and new lifestyle malls from 2026 to 2030, part of a strategy to create greener, more innovative, and people-centred destinations.

With digital innovation fuelling its tenant strategies and international expansion adding scale, SM Supermalls is positioning itself at the intersection of retail, data, and experience.

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