Tune Talk Becomes Malaysia’s First Telco to Launch a Fully Integrated In-App E-Commerce Platform

Tune Talk has announced the launch of Tune Talk Shop, the first fully integrated in-app e-commerce platform powered by Presto. As the first telecommunications provider in Malaysia to embed a complete commerce experience within its mobile app, Tune Talk is redefining the category from a price-led “GB for RM” model to a value-driven digital ecosystem.

The new feature reinforces Tune Talk’s leadership position by shifting the role of a telco from a connectivity provider to a “Techo”, an everyday platform that delivers tangible lifestyle value.

Moving Beyond Price Competition to Value Creation

For years, the telecommunications industry has competed primarily on data pricing and volume. Tune Talk is deliberately moving away from this model.

Tune Talk Shop introduces a new paradigm where connectivity is only one part of a broader value equation. By integrating commerce directly into its ecosystem, the company enables subscribers to derive real, everyday benefits from their mobile usage.

This approach transforms customer engagement from transactional top-ups into continuous value creation, where spending, rewards, and consumption are interconnected within a single platform.

Malaysia’s First Fully Integrated Telco E-Commerce Experience

Unlike standalone marketplaces or bolt-on rewards catalogues, Tune Talk Shop is built as a native layer within the Tune Talk app. Subscribers can browse, purchase, and receive products without leaving the platform, with every step enhanced by Tune Talk’s proprietary value system.

Key capabilities include:

•    Access to over 20,000 curated products

•    Fully integrated in-app browsing, checkout, and payment

•    Flexibility to use Tune Talk Points as part of the total transaction value

•    Nationwide doorstep delivery

Tune Talk owns and manages the end-to-end experience and payment environment, ensuring security and seamless transactions, while its partner Presto powers the backend infrastructure, including the product catalogue and nationwide fulfilment.

This architecture ensures that commerce is not an add-on feature, but a core extension of the Tune Talk ecosystem.

Scaling on Strong Engagement Fundamentals

Tune Talk’s ecosystem strategy is underpinned by strong user engagement. Since the introduction of Games and Drama in May 2025, internal data shows that average daily app usage has reached 36 minutes, approximately 400 percent above global telco app benchmarks. This level of engagement provides a scalable foundation for commerce integration, enabling Tune Talk to deepen customer relationships and increase lifetime value.

Expanding Tune Talk’s Digital Ecosystem

Since enhancing its app experience in 2025 with additional digital features, Tune Talk has continued to expand its services beyond traditional telecommunications. With more than 1.8 million subscribers nationwide, the company is strengthening its proprietary platform as a multi-service digital destination.

The introduction of Tune Talk Shop builds on this strategy by adding e-commerce capabilities to increase everyday usage while continuously unlocking new products and services for its customer base.

Capturing Growth in Malaysia’s E-Commerce Market

The launch comes amid sustained growth in Malaysia’s digital e-commerce sector, which serves an estimated 18.8 million online shoppers and is projected to expand by approximately 10 percent annually. Malaysian consumers spend an average of RM182 per month online, reflecting strong mobile-first purchasing behaviour.

By integrating shopping directly into its platform, Tune Talk offers subscribers a convenient, single integrated channel while expanding its participation in the country’s growing digital economy.

“This shift for Tune Talk reflects our commitment to our customers. We are moving beyond competing solely on GB for RM to providing the best plans and ever-evolving value that truly resonates with Malaysians. Tune Talk Shop is not just an e-commerce feature; it is a fully integrated platform that connects connectivity, rewards, and transactions into one seamless experience,” said Gurtaj Singh Padda, Co-founder and CEO of Tune Talk.

“We are proud to enable Tune Talk’s vision by providing the marketplace infrastructure and fulfilment capabilities behind Tune Talk Shop. This partnership allows Tune Talk to scale commerce within its ecosystem while maintaining full ownership of the customer experience,” Prawn Cheng, CEO of Presto added.

Tune Talk Shop is now live and accessible through the latest version of the Tune Talk app. For more information, visit www.tunetalk.com or follow @TuneTalk on Facebook, Instagram, and X.

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