Tune Talk has officially launched Tune Talk Shop, becoming the first telecommunications provider in Malaysia to introduce a fully integrated in-app e-commerce platform directly within its mobile application. Powered by Presto, the new feature marks a major shift in Tune Talk’s strategy as it evolves from a traditional telco into what it describes as a broader “Techo” digital ecosystem.
Announced in Kuala Lumpur on 28 April 2026, Tune Talk Shop allows subscribers to browse, purchase and receive products entirely within the Tune Talk app without needing to switch to third-party marketplaces or external platforms.
The company says the move reflects a deliberate transition away from the highly competitive “GB for RM” telecommunications model towards a more value-driven digital lifestyle ecosystem.
According to Tune Talk, the new platform is designed to transform customer engagement from simple transactional top-ups into a more connected ecosystem where rewards, spending and mobile usage are integrated into a single experience.
Unlike standalone e-commerce marketplaces or rewards catalogues, Tune Talk Shop is built natively into the existing Tune Talk app infrastructure. Subscribers can access more than 20,000 curated products while using Tune Talk Points as part of their purchases. Nationwide doorstep delivery is also included as part of the service.
Tune Talk retains ownership of the full customer experience and payment environment, while e-commerce platform partner Presto handles backend infrastructure, product catalogues and nationwide fulfilment services.
The company says this integrated architecture allows commerce to function as a core extension of its ecosystem rather than an additional add-on feature.
Tune Talk’s expansion into e-commerce builds on the strong engagement growth it has seen within its app ecosystem. Following the introduction of Games and Drama features in May 2025, the company claims average daily app usage has increased to 36 minutes, approximately 400 per cent above global telco app benchmarks.
With over 1.8 million subscribers nationwide, Tune Talk has increasingly positioned itself as a digital lifestyle platform offering more than traditional mobile services.
The launch also comes at a time of continued growth in Malaysia’s e-commerce sector. Tune Talk cited estimates showing the country has approximately 18.8 million online shoppers, with the market projected to grow by around 10 per cent annually. Malaysian consumers are also spending an average of RM182 per month online, reflecting the country’s strong mobile-first shopping behaviour.
Tune Talk Shop is now available through the latest version of the Tune Talk app.
