Malaysian Buy Now, Pay Later (BNPL) provider AhaPay has announced a strategic partnership with DirectD, one of the nation's largest mobile and tech gadget retailers. This collaboration integrates AhaPay's flexible payment solutions across all DirectD retail outlets, offering customers more accessible ways to purchase the latest technology. The initiative aims to enhance the shopping experience by providing installment plans for up to 12 months at the point of sale.
Expanding Financial Flexibility for Tech Consumers
The new service allows shoppers to divide the cost of their purchases into manageable installments, with tenures extending up to one year. This flexibility caters to DirectD's broad customer demographic, which includes students, families, and working professionals seeking device upgrades. By offering tailored repayment options, the partnership directly addresses the financial needs of a diverse consumer base in Malaysia.
Following an initial deployment in the second quarter of 2026, AhaPay's platform is now fully operational throughout DirectD's extensive retail network. This integration brings modern, digital-first payment options directly into the physical stores where consumers frequently shop. The move is a significant step towards bridging the gap between online payment conveniences and the traditional in-store retail experience.
A Strategic Move in a Growing Market
This partnership arrives as Malaysia's digital payment landscape experiences significant growth, with approximately 7.5 million active BNPL users recorded in late 2025. The continued surge in e-commerce and digital transactions creates a fertile ground for innovative payment solutions like BNPL. AhaPay and DirectD are well-positioned to capitalize on this trend, accelerating digital payment adoption at physical retail locations.
For AhaPay, a subsidiary of the fintech holding company Fingular, this collaboration extends its mission to provide responsible and flexible payment options to a mass audience. It enables the company to meet consumers directly at the point of purchase, fostering greater financial accessibility. For DirectD, the partnership supports its goal of driving sustainable growth while helping customers manage their expenses more effectively.
Leadership Perspectives on the Collaboration
Harold Chen, CEO of AhaPay, emphasized the partnership's capacity to deliver tangible value to both merchants and consumers on a large scale. He expressed confidence that the collaboration will serve as an influential model for digital payment adoption across the broader retail sector. This integration is seen as a key driver for modernizing in-store payment processes throughout the country.
Amy Tan, CEO of DirectD, reiterated the company's commitment to making technology accessible to all Malaysians, particularly those underserved by traditional financing. She highlighted that the partnership lowers financial barriers, offering customers a fast, secure, and reliable digital payment experience. This initiative allows more consumers to own their desired devices through flexible and transparent payment plans.
The collaboration between AhaPay and DirectD marks a significant milestone in the evolution of Malaysia's retail and fintech sectors. By embedding flexible BNPL options into the in-store shopping journey, the partnership enhances consumer purchasing power and supports merchant sales growth. This strategic alliance is poised to accelerate the adoption of digital payments, setting a new standard for convenience and accessibility in the tech retail market.