Kuala Lumpur, Malaysia – Malaysian telecommunications provider Tune Talk has launched Tune Talk Shop, a fully integrated in-app e-commerce platform within its mobile application, developed in partnership with Presto. The company said the feature is the first instance in Malaysia where a telco has embedded a complete commerce experience directly into its app.
The new platform allows subscribers to browse and purchase products without leaving the Tune Talk app, positioning the service as part of the company’s broader strategy to evolve beyond traditional connectivity offerings. Through the feature, Tune Talk aims to shift its model from competing primarily on data pricing toward offering a wider digital ecosystem of services.
Tune Talk Shop enables access to more than 20,000 curated products, along with integrated in-app browsing, checkout, and payment. Users can also redeem Tune Talk Points as part of their purchases, while deliveries are handled nationwide. The telco manages the overall customer and payment experience, while Presto provides the backend infrastructure, including product catalogues and fulfilment capabilities.
The introduction of the e-commerce platform builds on the company’s efforts to expand its mobile app into a broader digital services hub. Since adding entertainment features such as games and drama content in May 2025, the company reported that average daily usage of its app has reached around 36 minutes, which it said is approximately 400% higher than global telco app benchmarks.
Tune Talk currently has more than 1.8 million subscribers in Malaysia. The company said the engagement levels within its app provide a foundation for integrating additional services, including commerce, to deepen user engagement and extend the platform’s functionality.
The move also comes as Malaysia’s digital commerce sector continues to grow. The market is estimated to have around 18.8 million online shoppers, with annual growth projected at roughly 10%. Malaysian consumers spend an average of RM182 per month online, reflecting the country’s mobile-first purchasing behaviour.
“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,” said Prawn Cheng, CEO of Presto.
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