Tune Talk launches integrated in-app e-commerce platform nationwide

Tune Talk has introduced Tune Talk Shop, positioning it as Malaysia’s first fully integrated in-app e-commerce platform within a telecommunications app, powered by Presto. The launch signals a strategic shift by the mobile operator from competing primarily on data pricing to building a broader, value-driven digital ecosystem.

For years, the telecommunications sector has largely focused on “GB for RM” offerings, with operators differentiating themselves through pricing and data volume. Tune Talk is now moving beyond this model, embedding commerce directly into its mobile application to create a more comprehensive user experience.

Tune Talk Shop enables subscribers to browse, purchase and receive products without leaving the app. The platform offers access to more than 20,000 curated items, alongside integrated checkout and payment features, nationwide delivery, and the option to utilise Tune Talk Points as part of transactions.

By managing the full end-to-end experience, including payments, Tune Talk retains control over customer interactions, while Presto provides backend infrastructure such as product catalogue management and fulfilment services. This integration aims to transform customer engagement from periodic top-ups into continuous interactions tied to spending, rewards and consumption.

Strong engagement underpins ecosystem expansion strategy

The company’s push into e-commerce builds on growing app engagement. Since introducing digital content such as Games and Drama in May 2025, Tune Talk reports average daily app usage of 36 minutes, significantly higher than global telco benchmarks.

With a subscriber base exceeding 1.8 million, Tune Talk has been expanding its app into a multi-service digital platform. The addition of e-commerce is intended to deepen user engagement and increase lifetime customer value, while aligning with Malaysia’s expanding digital economy.

The country’s e-commerce sector currently reaches an estimated 18.8 million online shoppers and is projected to grow by around 10 per cent annually. Average monthly online spending stands at RM182, reflecting strong 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.

Tune Talk Shop is now available via the latest version of the Tune Talk app.