Rebecca PY Tune Talk has introduced Tune Talk Shop, embedding a full e-commerce experience within its mobile app to drive value beyond connectivity. The move signals a shift toward a “Techo” ecosystem integrating shopping, rewards and telecom services.
MALAYSIA, 28 APRIL 2026 – Tune Talk has launched Tune Talk Shop, positioning itself as the first telecommunications provider in Malaysia to integrate a fully functional e-commerce platform directly within its mobile app. Powered by Presto, the new feature marks a strategic shift from traditional price-driven telco offerings toward a value-centric digital ecosystem.
The launch reflects Tune Talk’s ambition to redefine its role from a connectivity provider into a “Techo” platform—one that delivers everyday lifestyle value beyond mobile services. This transition moves away from the long-standing “GB for RM” competition model, introducing a broader value proposition where connectivity, commerce and rewards are seamlessly integrated.
Tune Talk Shop enables users to browse, purchase and receive products without leaving the app, creating a fully embedded commerce experience rather than a standalone marketplace or add-on rewards catalogue. The platform offers access to more than 20,000 curated products, with integrated checkout and payment options, including the ability to utilise Tune Talk Points as part of transactions, alongside nationwide delivery services.
Unlike traditional e-commerce integrations, Tune Talk retains full control of the end-to-end customer experience and payment environment, while Presto provides backend infrastructure such as product catalogues and fulfilment capabilities. This ensures a seamless and secure transaction flow within the app.
The company’s ecosystem strategy is supported by strong user engagement. Since introducing additional features such as games and drama content in 2025, Tune Talk reports average daily app usage of 36 minutes—significantly above global telco benchmarks. This engagement provides a solid foundation for scaling commerce and increasing customer lifetime value.
With over 1.8 million subscribers nationwide, Tune Talk continues to expand its platform into a multi-service digital destination. The addition of e-commerce capabilities is expected to further drive user engagement while unlocking new revenue streams.
The launch also aligns with the rapid growth of Malaysia’s e-commerce market, which includes approximately 18.8 million online shoppers and is projected to grow by around 10 percent annually. Consumers are increasingly mobile-first, with average monthly online spending reaching RM182.
According to Gurtaj Singh Padda, Co-founder and CEO of Tune Talk, the initiative represents a long-term commitment to delivering meaningful value to customers by integrating connectivity, rewards and transactions into a unified experience.
Prawn Cheng, CEO of Presto, added that the partnership enables Tune Talk to scale its commerce ambitions while maintaining full ownership of the customer journey.
Tune Talk Shop is now available through the latest version of the Tune Talk app, marking a significant step in the evolution of Malaysia’s digital ecosystem.
