Malaysia’s mobile service firm Tune Talk has on Tuesday launched Tune Talk Shop, an in-app e-commerce platform powered by Presto.
It is one of the first integrated commerce features embedded within a Malaysian telecommunications app, allowing users to browse and purchase products directly within the Tune Talk ecosystem, the firm said in a statement.
The feature reflects a broader shift by the company to extend its mobile platform beyond connectivity services into additional digital use cases.
Traditionally, the telecom sector has competed largely on data pricing and volume. Tune Talk said it is broadening this approach by integrating commerce into its app ecosystem.
With Tune Talk Shop, connectivity remains the core service, while additional features are intended to provide users with more interaction points and utility within the same platform.
The aim is to link usage, rewards, and transactions within a single environment, it said.
Unlike external marketplaces or separate rewards catalogues, Tune Talk said the e-commerce platform is embedded within the Tune Talk app.
Users can browse, purchase and complete transactions without leaving the platform. Key features include access to more than 20,000 products, in-app checkout and payment, the ability to use Tune Talk Points as part of payment, and nationwide delivery.
Tune Talk manages the customer-facing experience and payment interface, while Presto provides the underlying marketplace and fulfilment infrastructure.
The company said its broader digital features, including games and drama content introduced in May 2025, have contributed to higher app engagement.
Internal data indicated average daily usage of around 36 minutes per user, compared with typical industry benchmarks.
With a subscriber base of more than 1.8 million users, Tune Talk said the firm is leveraging this engagement to support the rollout of additional services within its app ecosystem.
Since enhancing its app in 2025, the firm has been gradually adding non-telecom services as part of its digital platform strategy.
The introduction of Tune Talk Shop is the latest extension of this approach.
The company said the objective is to increase app usage and offer additional services alongside core connectivity offerings.
The launch comes amid continued growth in Malaysia’s e-commerce sector, which is estimated to serve around 18.8 million online shoppers and is growing at about 10 percent annually.
Consumers spend an average of MYR 182 ($46.06) per month online, reflecting strong mobile-driven purchasing behavior.
By integrating shopping into its app, the firm aims to provide users with a single access point for connectivity, content and commerce services.
“This shift reflects our focus on evolving beyond connectivity and offering additional value within the Tune Talk ecosystem,
“Tune Talk Shop brings together connectivity, rewards and transactions within one platform,” said Gurtaj Singh Padda, Co-founder and Chief Executive Officer of Tune Talk.
Prawn Cheng, Chief Executive Officer of Presto, said the partnership enables Tune Talk to integrate commerce capabilities within its app while using Presto’s marketplace and fulfilment infrastructure.
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